If your personal brand is what makes you you, why do you need to build it?
The answer is because humans make their decisions on emotions and then back them up with logic. Which means when clients, colleagues, and employers choose who they want to work with, it’s most likely a person they know and trust.
Building that trusted relationship happens in two ways – through personal interactions and through your personal brand. That is, what people say about you when you’re not in the room – your public face, your reputation, and what you’re known for.
It’s never been more important to consider how you present yourself. In the age of digital communications and social media, your brand can move faster than you do, especially if that movement is southwards. So, you need to consider how you present yourself in every circumstance in today’s environment – online, in social media, in video and conference calls, as well as in person. In every interaction your clients and colleagues take note of the impression you give, and how you communicate and collaborate.
The old view that technical excellence is foremost in professional services is gone. Technical excellence is of course essential, but not enough for growth or winning business. For that, you need to build connections – and your personal brand. Your reputation as the go-to expert in your field will build client and colleague loyalty. It will have you talked about positively in wider circles. It means your name will come up first when people have a need.
So, if your personal brand is what people say about you when you’re not in the room, how do you influence what they say?
Sounds hard? Sometimes the most difficult part is getting started with the self-reflection. How do you know the brand you want is the one you can be authentically? And how do you know your visibility-building won’t derail you?
The first step of self-discovery may seem counter-intuitive, but it’s essential. The most important thing about a personal brand is that is true and genuine. That it’s really you.
So, look at your career goals, your values, and what you stand for. Then look at how you compare in real terms? How are you seen by others?
The next step is to create your identity. How you want to be seen within your community? What you want to be known for? By all means, compare this to your competitors and look for a point of difference, but most importantly look at yourself so you can create your personal brand as the best version of yourself.
Then you need to plan your approach, whether it’s better networking, business development, thought leadership, or improved visibility on LinkedIn. You may decide you need a promotion to get there. Whatever you do, you need to put yourself out there and be more visible to more people.
The work you do may not be unique, but your personal brand is – who you are inside and outside the work you do. Build credibility and a personality. Sell yourself and your expertise by speaking with knowledge and authority. Use persuasion to sell your ideas, arguments and solutions.
Like any product brand you feel loyal towards and recommend, the same rules apply. Your personal brand will not turn you into an overnight success. Brands are built. It will not cover up incompetence or poor-quality work. It won’t hide inherent weaknesses or insincerity. And it definitely won’t overcome a lack of integrity.
The important thing to remember is that it’s not a popularity contest, it’s building the right reputation with the right audience in a genuine way. Because fake brands collapse under scrutiny.
