Your Personal Brand
Personal branding. Personal value proposition.
Whatever you call it, the topic can be a bit
confusing. If you've heard that you need a personal
brand, you might be thinking, how far does this
culture of marketing go? Are we talking about having
a logo pasted to our forehead, or like every large
building, having a corporate name tacked onto the
front (Pepsi Jane Smith)? Or does it mean that you
have to suddenly forego your surname and become a
single-word brand (like Madonna)?
Of course not. Sure, you can go too far with the personal branding idea, but I wouldn't recommend it. To have a personal brand doesn't mean that you will be a household name, unless perhaps you run in the celebrity circles. A personal brand, or value proposition, is basically a way to describe the essence of who you are, what you do, and what that means to someone else in a way that is compelling and memorable.
So how does a project manager, or a IT networking professional, or a marketing director develop a personal brand that doesn't seem contrived or inauthentic? It is about discovering what is unique about you and the work you do and putting it together so that others can see the value in that special combination. You may have a personal brand at work, and a slightly different one with your friends. Elements of these will be the same, but you bring different attributes to your work and your friendships, so it makes sense that your greatest value might change in distinct situations.
A personal brand can be used in an existing job to help you focus on the value you bring to your organization and the tasks at hand, or it can be helpful in a job search to talk to others about where you excel and focus your resume and other materials on showcasing your talents. However you use it, it can be an important part of your career development.
Of course not. Sure, you can go too far with the personal branding idea, but I wouldn't recommend it. To have a personal brand doesn't mean that you will be a household name, unless perhaps you run in the celebrity circles. A personal brand, or value proposition, is basically a way to describe the essence of who you are, what you do, and what that means to someone else in a way that is compelling and memorable.
So how does a project manager, or a IT networking professional, or a marketing director develop a personal brand that doesn't seem contrived or inauthentic? It is about discovering what is unique about you and the work you do and putting it together so that others can see the value in that special combination. You may have a personal brand at work, and a slightly different one with your friends. Elements of these will be the same, but you bring different attributes to your work and your friendships, so it makes sense that your greatest value might change in distinct situations.
A personal brand can be used in an existing job to help you focus on the value you bring to your organization and the tasks at hand, or it can be helpful in a job search to talk to others about where you excel and focus your resume and other materials on showcasing your talents. However you use it, it can be an important part of your career development.