Do people have an issue with the term “personal brand”?
“People buy people,” is a phrase that’s often used, and what they’re buying is a personal brand. So it does two things, it has to tell people what you’re offering, and that might be what knowledge you have, what experience you’ve got, what results you’ve delivered. But they also want to know who is bringing that, “What,” to the table. So who are you? What are your values? What motivates you? What’s your personality like?
Personal brand brings those two things together in one nice, clear package that people can easily understand and therefore decide if they want to buy.
Why is personal branding beneficial to organisations?
A lot of organisations shy away from letting their staff have their own brands and be individuals. This is rather short-sighted because, actually, if you can allow your staff to have a brand, to get known in the market, to have connections, have networks that they can really work, that’s going to enable them to do their job easier. If a problem comes up or they need an answer to something, having got themselves out there, raised their profile, made this network, they’re much more resourceful than they might be if they just have to sit at their desk and nobody knows who they are.
What are the steps to implementing personal branding?
The first step is defining the brand because getting that clarity, really understanding in-depth the who and the what that you are putting in the package needs to be the first part. So that is very important. After Lissa and I have completed our Personal Brand Audit with a client recently they actually came back to us saying that they had a lot more confidence, so just understanding yourself is quite a nice thing.
The 360 Reach Analysis we offer is the second step to getting people to check their brand. We get feedback from friends/family/colleagues and find out if how our client perceives themselves is how other people are seeing them. This can be a real wake up and smell the coffee moment, particularly when we work with people one-to-one and that rapport is very in-depth.
And the third step is how do people promote their brand? This covers everything from style and appearance, professionalism, social media content even down to emails and voicemail messages.
What are some of the pitfall to avoid with personal branding?
I think the misunderstanding in some people, whether it’s individuals or organisations, is, “Oh, I don’t have a brand. I’ll choose whether I’m going to have a brand.” The point is you already have one. The famous Jeff Bezos, the guy that founded Amazon, has this quote, “Your brand’s what your people say about you when you’re not in the room.” Now, whether you’ve chosen to or not, everybody will have a thought that they will say when you’re not in the room. And even in the outside business community, it tends not to be companies as a whole that are being talked about, it is individuals within the company.
A successfully managed Personal Brand can make or break your career and future promotion prospects. If you need help getting clarity around your Brand contact Fashionista Sistas.