There are many reasons to invest time in your personal
brand: to obtain/change a work role in a similar or different field, start or
grow a business, or simply because you want to put some conscious effort into how
you are “putting yourself out there” as a person and a professional.
In Part 1 of this discussion on personal branding, I focused
on helping you answer foundational questions about your core self – how you see
yourself, what’s important to you, and how you want to be seen. In Part 2, I provide a few recommendations that may help to consider as you define your approach and methods for expressing your
personal brand.
Ultimately, you want to communicate who you are in such a way that it is authentic and creates a foundation of trust. You want to be true to you, while you are
establishing credibility, reliability, and intimacy (pieces of “The Trust Equation”). What you create on- and off-line are a representation of who you are (and say you are) and impact how you are perceived. Therefore, you will want to be thoughtful
(and often strategic) in what you say, do, and what your “artifacts” say and do
for you.
“Artifacts” are the various external pieces you create that
serve as your expression and how people come to know you. Examples range from work products, to “marketing
pieces” (website, resume, social networking profiles, collateral materials), to
your social media and thought leadership (blogs, Tweets, and posts), to your contributions on
discussion boards. This even extends to conversations people have about you in the press,
testimonials, or through “word of mouth.”
While the way you physically present yourself through your
appearance, actions and interactions all impact others’ perceptions, your artifacts
are an additional (and important) method for helping others to understand
who/what you are about. In this “online
world,” artifacts show up when people do a web search on you – so you want to
be smart about what’s associated with your name and business.
When “putting yourself out there,” consider these best
practices:
Be strategic. It is
important to be clear and intentional about why you are doing what you’re doing. What are you known for – or want to be known
for on a deeper level? What are you
attempting to create or achieve? These
questions (and the foundational work you did in Part 1) will help you zero in
on your specific intentions and will continually act as your guide in
determining which methods and story will serve you best.
Be consistent. Take
the time to consider your communication plan: messaging, method, and
frequency. Identify your point of view,
foundational beliefs/tenets, and key messages so you are clear and focused in
what you put out there. Don’t try to be everything
to everyone – keep your focus tight. You
may center around a niche, area of expertise, or content you believe will help establish
you as an expert or “go to person” on specific topics. Consider the best methods and avenues for
delivering those messages, and create a schedule for when/how often you will
get in front of people (regular intervals like monthly near the 1st, every
Monday, 3 times a week, etc.).
Be impeccable. Do
your research, and ensure quality and accuracy in your output (including
spelling!). If you intend to craft
multiple artifacts, don’t overextend or dilute by trying to do too much too
soon – especially if you don’t have adequate time and energy to give it the
attention. Choose consciously,
intentionally, and wisely. It’s better
to do a couple of things really well than to be mediocre at a variety of
things.
Be yourself. Be sure to show your personality, passion, unique point of view. Yes, you need to be strategic and tactical...and it is equally important to be you. Help people get a sense of who you are and what you care about. You are more likely to create connection and trust if what you put out there resonates and feels authentic.
Be courageous (fear + action). Don’t be afraid to try things out so that you
can tweak, iterate, and evolve to better hone your approach and thought capital. This post is not meant to scare you into not
pulling the trigger or taking a risk.
Rather it is meant to encourage you to invest time and thought before diving
in.
So, go ahead and start that blog, but carefully plan your
messaging and frequency of posting.
Create your website, resume, and social/professional networking profiles, but
consider the story you want to convey and what you are hoping to achieve. When you Tweet, post, or comment on
discussion boards, remember that people will be reading them and forming
opinions about who you are… so you’ll want to be conscientious about what your
“shares” are doing for (or against) you.
Your personal brand is a huge component of your relationship
with others – in other words, it is your means for interacting, creating
impressions, and having intended and unintended impacts on those around
you. We have always heard from parents
and the like that it’s what’s on the inside that really matters. This is absolutely true. However, it is equally important to consider
the perceptions others have of you.
Your brand is already out in the world, and it is up to you
to consider whether it is meshing up with your inner reality such that it
serves as the most authentic representation of you as possible. Therefore, it’s crucial to be conscious of
BOTH who you are and how you’re being seen – for success in both the personal
and professional spheres.
1 comment:
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