This is a question that I’ve been working through with clients on our personal branding programme over the past few months. The aim is to help individuals who want to get clear on who they are, what they do and what they stand for, by using the principles of commercial branding and applying them to people. Whilst this might all sound a bit like ‘marketing speak’, the simple action of defining who you are and what you want can help you to get there a bit more easily.
It’s been a very interesting experience – hopefully for them, but also for me, as I get to grips with the many reasons that people genuinely need their own personal brand.
For some, like me, they are the face of their business. When you’re in this position the way that you are perceived as an individual, and the way that your business is perceived, are inextricably linked. If you project yourself in the right way, it will reflect positively on your business too. Some others on the programme are there for more personal reasons – perhaps they are looking to redefine themselves in order to get back into the job market, maybe they’re striving to stay at the top of their game in their current work, or simply just want to build their own confidence.
One of the things I’ve learnt is just how many people are convinced that they’re not unique. They feel that they haven’t got anything to make them different. I’ve loved working with each person to discover that this is never true – because, funnily enough, the result for each person has been completely different. We work together to come up with a statement that puts into a nutshell why that person is unique and why they, as well as everyone else, should believe it. Add to that agreeing on key time-focused goals and building a practical personal action plan for reaching them, and you’re well on your way…
So, if you had to put your own personal brand into words, what would it be?