When it comes to brands, we think of names like Coca-Cola, Nike or Google –not names like Jill, Mike or Bob. Somehow it just feels unnatural to brand a person.
But whether you like it or not, you have a personal brand. Everybody does these days. Your digital footprint is a big part of it. And employers are using it to glean important information about you. Even if you’re not very active on social media and don’t have a Facebook or LinkedIn account, that can say as much about you as if you did.
So it really comes down to whether you’re going to let the digital universe control the way employers and the world sees you, or you’re going to control it yourself. It’s important to remember that having a good “brand” can only help you professionally, especially if it effectively and accurately conveys your strengths and objectives.
What is a Brand Anyway?
At its most basic, a brand is a label (name, symbol, design, or a combination thereof) that helps consumers distinguish one type of entity from another similar entity. For instance, we can identity Nike shoes from Adidas shoes not only by their brand names but also by their logos.
But a truly effective brand does more than simply differentiate one company or one product from another. It also creates a culture of images, beliefs and values surrounding that company or product that people identify with on a visceral level. A perfect example is Apple, a brand that’s engendered such loyalty from its customers that it sometimes seems to border on fanatical.
Of course, unless you’re a self-help guru or Oprah Winfrey, you don’t need to think that hard about your own personal brand. The point is that the image you present of yourself can influence others on an emotional level.
Why Do I Need a Brand?
Once again, you’re a person not a corporation. In most cases, having a personal logo or a slogan like the way a company does is not necessary (and in most cases it might be excessive and a little weird). But similar to the way that Coke differentiates itself from Pepsi, you need to find a way to stand out from the competition with a clear and strong identity. Cultivating a personal brand can help to clarify for yourself and others your unique value as an employee and team member.
What is My Brand?
Think about how you would like to be perceived by others. What are your areas of expertise and in what ways do you excel? How would you distinguish yourself from others? What personality traits do you want others to notice? What are your objectives and who is your audience? Once you understand these things you can take a much more strategic approach to how you’re being perceived online and in person.
How do I Manage my Brand?
Social media, personal web sites and blogs are all excellent ways to get noticed from a variety of angles. Just remember that the more you put yourself out there, the more work it’s going to take to maintain and monitor your profiles. Make sure you’re consistent across all platforms with the images and messages you’re conveying. For instance, if your tone is friendly and straightforward in one platform, try to keep it consistent on the next.
Be careful with how much you share with the public and try to keep those more compromising photos and posts for the eyes of close friends and family only. Be aware that everything you publicly like, follow or associate with online –from brands, music and movies to friends, political figures and religious organizations—all color your personal brand.
Above all, just remember to always be yourself. The goal is to represent yourself authentically in the most compelling light. A brand cannot be powerful or effective unless it resonates with truth.
