Define Your Personal brand

You have a brand whether you created it or not - both offline and online.

Jeff Bezos says, “your brand is what people say about you when you’re not in the room.” That’s when you really want to be a fly on the wall!

I like to define a personal brand as the perception people hold in their head about you based on their interactions and experiences with you.

Your personal brand is really the same thing as a product or company brand. We all hold a perception in our heads about the brands we like and don’t like.

Think about a brand you really like. What’s the first thought that crosses your mind? How do you feel when using the product or service?

I love BMW cars. The first thing that comes to my mind when I think of a BMW is the ultimate driving experience. Every time I slide into my car and step on the gas pedal, I get the experience I expected and paid for.

And as you know, companies spend a lot of time and money developing, cultivating, and protecting their brands. They are constantly asking for feedback so they can create the best customer experience which then keeps you buying from them.

So why do you think it’s beneficial to cultivate a personal brand when you work for a company and are not a product or service? 

From my perspective and from the years of coaching professionals, a personal brand provides value in 5 ways:

1. It’s a way to set yourself apart from your peers and competition

2. It provides a framework for you to operate consistently and more effectively with others

3. It helps you gain credibility and visibility in your organization and industry

4. It helps distinguish you, your expertise or uniqueness, and the value you deliver And

5. It can help you get promoted or land a new role

It’s very difficult to stand out if you are not clear on what makes you exceptional and unique and the value you deliver.

Just think about the brands you buy.

We buy brands that provide high-quality, specialized, or unique products or services. Brands that offer a consistent and positive customer experience, and deliver exceptional value by asking us how they can improve. This is how they stand out in their market.

The same holds true at work. Can you think of someone you work with who stands out to you? How do they interact with you? Do they make you feel valued or important? What is unique about them? What value do they deliver to the company?

When I worked at Staples, there was a woman on my team who always responded to a request by saying “No Problem.” The building could be on fire and she would say, “No problem, I’ll take care of it.” Her way of responding distinguished her from everyone else. Let’s just say, she was promoted very quickly.

Now, let’s focus on you.

Do you know what people think about you when you are not in the room? Have you ever asked?

Most of us don’t or the thought of asking never even crossed our mind.

It’s important to know what others think of us and how we actually show up, not how WE THINK we show up. There might be a discrepancy here that needs addressing.

I have a simple process that can help YOU show up in the manner you intend. It is to select 3 words that you want others to think or feel when they interact with you.

There is a lot more that goes into developing your personal brand but nailing down your words is a solid first step. It provides a framework for how you want others to think about AND experience you.

For example: Maybe you want to come across as confident, engaging, and thoughtful or innovative, insightful, and approachable.

It may take a little time to flesh out your brand words but it’s worth the time and effort. Input from others is essential so don’t be afraid to ask your manager, colleagues, peers, vendors, partners, friends and family, and even the people you may not be on the best terms with. You may be surprised at what you uncover. 

And here are some additional action items for those of you who want more:

1. Once you nail down your brand words, practice them each day. Take time to evaluate whether or not you show up consistently.

2. Check your communications: emails, presentations, social media. Are they consistent with your brand words?

3. Match your inner brand with your outer brand. Do you look like what you do? If your brand is about excellence, do you look pulled together, and is your environment clean and organized? Are your written communications free of errors? Is your zoom background professional and free of distractions?

4. Check-in with others periodically for feedback. Determine if they are experiencing you the way you intend.

And finally…

What will you do with what you know and who can help you?

Accountability is key.