Working on personal brand projects for clients recently, I realised that the greatest tool you can have in personal branding is self-awareness – an ability to observe and understand how you are seen by others. The human version of brand perception essentially. In a previous life, I was involved in discovering and building talent brands around high profile personalities. The public (and media) weren’t shy about letting them know their opinions of them – and research/focus groups unearthed other insights. But, it’s not just high profile individuals who have brands that need to be managed – everyone does. Even you! Intentionally or not, you already have a personal brand.
Offering personal brand strategy became a necessity when we found ourselves working with brands strongly linked to a person or a founder. A company brand and the personal brand of founder/leader are inextricably linked. Both brands need to be in good health – and ideally, compliment the other through brand halo effect. (A strong personal brand strategy should drive growth of your business).
Now, I work with many clients, confidentially, on their own personal brand strategy. Outside of entrepreneurs and individuals, I have been approached to assist those within industries I have worked in, to assist with personal brand and strategy, so as to advance their careers. Essentially, they need to make themselves known for what they want to be known for - so as to achieve professional goals. Sounds so simple! But how do you make yourself known for what you want to be known for? Well, that requires one to really find their voice, define what they stand for, what they want to say, how they want to say it - and then develop ways in which to say it, so that others can hear them.
Your existing brand is a combination of everything you have done (visibly) – which has obtained a position in the minds of others. We talk frankly about this with clients and consider - will this position help you get where you want to go? Do you need to dial up certain attributes, dial down others? Completely change optics? Awareness of the position you might already hold is why 'self-awareness' is such an important skill to develop.
Strategising your personal brand might sound a bit contrived to some. And this is why, along with self-awareness, authenticity is the key. Your personal brand should truly reflect who you are as a person, your values, strengths and passions – and your unique point of view. Alignment here is essential - it would be pretty exhausting trying to manage a personal brand that wasn’t a natural extension of yourself!
Personal branding is, as the name suggests, highly personal - relating to the unique set of experiences each person brings to the table, along with their hopes for the future. To devise a successful strategy requires not just smarts, but a large degree of empathy. If you would like to find out more about how I work with people on personal brand strategy – I’d love to chat. (Of course, all conversations are confidential :-)
As commitments allow, we provide support at no charge for purpose-led individuals establishing or growing not-for-profit initiatives - please feel free to reach out if this is you.
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