Brand "You"

I recently got involved in a new venture and our team has been discussing the brand story of our new brand.  It strikes me how this conversation is familiar to so many of my coaching conversations about reputation.  After all, aren’t we always representing and shaping our personal brand?  In a blog posted on Forbes.com titled How to Crack the Code of Building your Personal Brand, Julian Mitchell says “Though some have no issue being outspoken about who they are and what they do, a surprisingly large group of highly skilled people struggle with building their personal brand.  As today’s generation proves impressively assertive, it would seem like such challenges should be non-existent with the abundance of platforms designed to get a message out. However, not all people feel naturally confident, or know the best approach to marketing their brand without feeling intimidated.” 

I have always observed the same thing in my coaching practice.  Even the most confident professionals often feel a strong reluctance and a lack of comfort when it comes to self-promotion.  Although there are a lot of tactics out there when it comes to advancing your personal brand, I am, as usual, favoring authenticity. Mitchell agrees, he writes,  “While these tactics certainly have a time and place, the key to solidifying your brand is much simpler ~be yourself.” 

So, what might an authentic approach to personal branding look like?  Here are some things you may consider:

What is the first thing people notice about you?  What are the adjectives most people might use to describe you?  I am betting you can answer these questions pretty easily.  If you can’t, take an informal survey.  It’s likely that the answer to these questions would all be true and accurate.  The point is~Are these the first and most relevant things you would want people to know about you?  Are these the defining charaeristics you would choose if you were building the brand story for product YOU?

For example, I am working with a woman who would like to be respected for her opinion and her knowledge.  She certainly has tons of it! She has incredible instincts and this has brought her outstanding results. Her approach to working with teammates is one of humility and deference.  Anyone she works with would describe her as sweet and easy to work with, perhaps even shy.  Although being sweet and cooperative are both wonderful qualities, they don’t make for a great defining brand statement, when she’d rather be known for her exceptional capability and incredible instincts. 

Think of the one-line brand description you wish to embody and then think of three behaviors that might support that impression.  Observe someone you see as exemplifying the qualities you wish to be known for and seek to emulate their behavior.  Then, be sure you are bringing your authentic version of those behaviors to your interactions. If you are authentic, and you are demonstrating your unique and natural gifts this will become natural for you in no time.

Brag is a four-lettered word!

The other essential aspect of building a personal brand is to make your accomplishments known.  Yes, bragging!  Although brag is in fact a four-lettered word, this doesn’t have to be unseemly.  The best way to share your accomplishments is to share your enthusiasm.  If you describe a new success as something you are "so excited about", you confidence and energy will be contagious.  Sharing how you feel about a recent accomplishment is intimate and personal and will advance not only your reputation but your relationship with the listener as well.

I really like what Jeff Bezos, founder of Amazon says:

                                    “Your brand is what people say about you when you're not in the room”

image credit: v3g.com