Personal Branding, Uncategorized
Understanding that client’s perception of you impacts your relationship and your business is a first step to look into your personal brand.
If you do not have yet a strategy for developing and maintaining your personal branding, here are 5 elements you need to consider.
1. Positioning – start with thinking how you are positioned in the minds of your clients, how you are perceived and how would you like to be perceived. Then evaluate your appearance, behavior and communication to support the message you want to pass. With every action you take, consider how it will be received, what emotions will trigger and how will it reflect on your personal brand. If your behavior will be perceived in a negative way, it will surely influence the way you are perceived and it will become an obstacle to achieving your business goals.
2. Consistency – keep in mind that your image and brand is constantly evaluated and every action is assessed and judged. Therefore, you should work hard on achieving consistency in all three areas – appearance, behavior, communication – to strengthen your brand. If it is perceived as consistent, it gives your clients reassurance on what to expect from you in any given situation. If you consistently deliver on targets, meets deadlines, have a professional look, you are considered reliable and trustworthy.
3. Authority – your personal brand of expert or leader has to command authority. While authority can be imposed by seniority, higher rank, longer service, it is equally important to be earned. And all elements of the image have to support it. If you look good, appear comfortable and confident then the focus is on the conversation and your appearance doesn’t distract from your message. There are many experts in the field, but not all of them are authorities. The difference is, the experts have the knowledge, authorities have the knowledge and the audience because they earned their trust.
4. Branding– your professional image reflects your products and services. You are the business card of your business and very often you are the first point of contact for your clients. Ensure that your appearance is consistent with your message and your image is consistent with your brand. Always strive to be the best possible representation of your company.
5. Timing – timing can make or break everything. Think strategically on introduction of various aspects of your image. Make sure that is not overwhelming. If it is too perfect, too well planned and executed, as it might be perceived as staged or fake. It has to come naturally from within and you have to consistently deliver the same values and qualities. If you are starting with building your personal brand, best take one step at the time and embrace the change. Let it become you first, before you show it to the world. You have to own it and control it, and it has to be an immanent part of you.
- Do you feel like you are not fulfilling your business and personal potential?
- Do you feel like you have more to offer than people see?
- Do you feel your outer presentation doesn’t endorse you in a way you would like it?
Probably it is time to look at your image and see if it you can take charge of the message you truly want to deliver. If you came to the conclusion that your client’s perception of you and your business is not as you would like it to be, it is time to make the decision to focus and invest in areas that impact the way you are perceived.
Personal Branding
When thinking about Personal Branding you can’t forget about 3 elements – Unique, Reliable, Consistent
Unique
You need to stand out from the rest. If you, as an executive or entrepreneur, are like the others, why anyone would choose you, how would they know you deliver better value than anyone else. How would you differentiate yourself and make yourself and the business you represent special, remarkable and irresistible?
Be different, do not be afraid to stand out, find your uniqueness and market it. Present yourself in a personal way and put emphasis on authenticity and qualities that make you stand out from competitors and colleagues.
Reliable
People need to be able to build relationship with you – whether it is business or private life and it all starts with trust. Your personal brand’s most powerful feature is reliability, and it is built on belief that you are credible, solid and honest in your relationship with business partners, co-workers and friends.
You should have strong business ethics and show high level of professionalism on every occasion. If people know they can rely on you, they put their trust and hope in you. You are then destined to become recognized as an expert and leader.
Consistent
All parts of your brand must be congruent, they must match each other and they need to pass the same message. Elements of your appearance, your behavior and your manners, as well as business ethics have to contribute to a clear picture. If you are a creative person, you may want to emphasize your originality and boldness, but find a way your uniqueness supports your business goals.
Appearance, Personal Branding
When considering your personal brand and image, you must be aware of every single element and make it special to provide a unique experience. This is what I call a signature stuff.
You may consider to use specific colors for your logo, website, stationery, office uniforms and interior design and even company vehicles.
You may have a signature greeting, something that will make you memorable every time you pick up the phone or greet someone in person. You may use it, especially if you are bilingual or working in a foreign country. It would be perfectly appropriate and warmly welcomed by others. You could even use the greeting as the opening of the emails or letters to be consistent even further.
You may choose to have a signature accessory like John Lennon had his glasses, Jerry Springer and his suspenders, Karl Lagerfeld and his high collar shirt. It doesn’t need to be extraordinary, but rather well fitted to your lifestyle and taste, but still noticeable and unique.
Every single part of you really is this opportunity to brand. For those working in creative environment – artists, musicians, celebrities – but also graphic designers, advertisement experts, this could be a great opportunity to experiment and let your personality be expressed in a creative way.
Some men do not even need to work on their signature characteristic. We all remember Steve Jobs black turtleneck sweater and washed off jeans and Donald Trump or Boris Johnsons hairstyle.
If there is something special about your appearance or look, embrace it and use it into your advantage. Even if people do not remember your name, they will be able to recall that one characteristic and you will stay in their memory longer than any other suited up business man they met at the event.
And if you are consistent in your appearance and behavior, you will be very quickly recognizable. Being recognizable is an advantage, because people feel more at ease with people they already know. And if their experience with you is the same today as it was yesterday, it gives them the reassurance of the experience of tomorrow. It gives them the feeling of familiarity, it builds trust because they know what they are going to get. If the expectations conflict with the actual behavior, then we have a tremendous conflict. You want to build an expectation of what they are going to get through every single interaction. And your job is to deliver the value they are expecting and strengthen that relationship. That really is a hallmark of a great personal brand.
Personal Branding
Your personal brand audience is all the people you have contact with and every interaction you have with them, whether random or frequent, has an impact on your image and your brand as an individual.
Now that you have assessed your personal brand, it is time to look into relationship other people have with You. Take into the consideration the following:
- Who is your audience?
- Where is your audience?
- How do you communicate with your audience?
- Who would you like your audience to be?
Who is your audience?
Your audience is all the people you have contact with – whether face to face, over the phone, digitally via email, social media networks or website. People you are in regular contact – your family, friends, co-workers, business partners and clients – but also random people you meet in various places and during various occasions – taxi driver, waiter in the restaurant, your doctor’s assistant. All of them are your audience, although you remain in different relationships with them and you most probably communicate with them in different ways.
- Private zone – people with whom you have a personal relationship: family members, friends, colleagues, sport club members, your child’s school teachers
- Business zone – people with whom you have work-related relationship: co-workers, clients, business partners, board members, suppliers, contractors etc.
- Random contacts – people you meet, but do not establish long term relationship: taxi driver, shop assistant, flight attendant, waiter in the restaurant
Where is your audience?
For personal branding this question may be tricky, because everyone everywhere is your audience. But you need to understand that depending on their physical location, your contact with them is of a different nature. Personal contact with people is different than contact over the internet and they way you speak with someone on the phone differs from the way you communicate over social media or personal hobby blog.
How do you communicate with your audience?
Once you know where your audiences are, you need to consider the way you talk with them. As sender of a message you take responsibility for being understood. You need to speak the language that will be easily understood by your audience. You need to adjust your vocabulary and tone of voice to the receiver of the message. The way you describe your job is different if you speak to the business partner and the way you explain it to a 10-year old nephew.
The tone of voice you use when you speak during the board meeting is different than when you talk with family members, or when you write a post on your hobby blog. You are in different roles and your messaging needs to be adjusted to the situation.
Personal Branding
Branding is often associated with products and services, but personal branding takes the concept a step further. It’s not about what you sell, but who you are.
Your personal brand is a holistic representation of you—your image, reputation, and the values you project. Every detail, from your professional attire to the look of your office, and even a seemingly small item like your business card, plays a role in shaping how others perceive you.
Why Personal Branding Matters
In today’s competitive world, building and maintaining a strong personal brand is critical for career advancement and success. Your brand is the cornerstone of your professional identity, and it’s not something you can afford to leave to chance. A well-crafted personal brand can open doors to new opportunities, foster trust with business partners, and create lasting relationships. People do business with those they know, like, and trust—and a consistent, authentic brand helps you earn that trust.
Strategic Planning for Personal Brand Success
Creating and managing your personal brand is a strategic process. It’s not just about how you present yourself physically, but also how you communicate, behave, and interact with others. To begin this journey, you must first evaluate your current image and the way you’re perceived. This reflection allows you to identify gaps between how you see yourself and how others view you. From there, you can start to craft a plan that bridges that gap and aligns your image with your goals.
This strategic planning involves asking important questions: What message do I want to convey to my audience? How do I want to be perceived by my colleagues, clients, and peers? What values are at the core of my professional identity?
When you define your message, you gain control over your narrative. Whether you’re in a job interview, meeting new clients, or attending a networking event, your personal brand helps you make an immediate and lasting impression. It signals to others whether you align with their expectations and can fulfill their professional needs.
A Continuous, Evolving Process
It’s important to recognize that personal branding is not a one-time effort—it’s an ongoing process. As you grow in your career, your goals may shift, and so must your brand. Regularly evaluating your brand allows you to ensure it remains relevant and continues to serve you well. Staying consistent is key, but that doesn’t mean you can’t evolve. As you develop new skills, take on different roles, or expand into new areas, your brand should reflect these changes, while staying true to your core values.
Reputation and Perception: The Foundation of Your Brand
Your personal brand is deeply tied to your reputation and how you’re perceived by others. These perceptions are shaped by numerous factors, including your behavior, communication style, and how you handle various situations. However, while you can control the elements of your image, such as how you dress or communicate, you cannot control how others interpret those signals. Everyone views you through the lens of their own experiences, beliefs, and values, making perception a complex and nuanced part of personal branding.
It’s crucial to understand that your brand is not inherently good or bad—it’s either aligned with your audience’s expectations or it’s not. The key to building a successful brand lies in making it resonate with your target audience. A strong personal brand enhances trust, credibility, and professional relationships. By focusing on authenticity, you’ll ensure your brand consistently reflects who you are at your core, rather than an image you think others want to see.
Personal Branding and Career Development
Building a personal brand is not just about making a good impression—it’s about shaping your career trajectory. A strong, well-managed brand can be a powerful tool in advancing your career, enabling you to stand out in a crowded market, land job offers, and secure leadership roles. It also plays a vital role in your long-term reputation. In the age of social media and digital footprints, your personal brand extends beyond face-to-face interactions. How you present yourself online through platforms like LinkedIn, or even your social media profiles, is just as important as in-person interactions.
A successful personal brand is built on authenticity and consistency. It should never feel forced or unnatural. Instead, it should reflect the values that are an inherent part of you. By focusing on developing your strengths and managing your weaknesses, you can craft a personal brand that boosts your professional effectiveness and enhances your social life.
Owning Your Brand: Control Your Narrative
To truly leverage the power of personal branding, you must take control of your identity and manage it with purpose. Ask yourself: What do I want my audience to know about me? How do I want them to feel when they interact with me? Whether you’re working with business partners, clients, or interviewing for new opportunities, your brand should convey confidence, trustworthiness, and expertise.
Dave van Hose from Speaking Empire puts it well when he says, “Show up like no other.” This means making a remarkable and memorable first impression, one that resonates both emotionally and intellectually with your audience. People tend to trust those who make them feel comfortable and confident, and your personal brand can help you achieve that.
By mastering the art of personal branding, you gain control over both your career and your personal life. A strong, strategically planned brand helps you gain the trust and respect of others, positioning you for success. With consistent effort and a clear focus, your personal brand will not only enhance your reputation but also unlock new opportunities and set the foundation for a prosperous career.
Personal Branding
If you wonder whether you have or not your personal brand, I can assure you have one. And if you wonder what it is, well… this is simply “what people are saying about you when you are not in the room”.
It is your reputation and how you are perceived by others. Whether you are aware of it or not, you have a brand, you may only not be in control of it, but your appearance and behavior are constantly evaluated by people around you.
So the question is: are you managing your reputation? Do you do it proactively? Or you let other people to decide for you?
The way you dress, present yourself on the phone, what you say on your resume when applying for a job, but also how you present yourself online – via social media or personal blog – it all creates an image of you.
You need to ensure that the information about you in online world is aligned with your brand and your offline image.
Your personal brand starts offline and later can be mirrored online. If you create a great image online that is in no way close to real life, you probably won’t be able to maintain your brand. Because brand is about the values and trust. You need to be honest with yourself and present yourself in an authentic way. It is crucial to build your brand from inside out in a way it represents the best of you in a way it is relevant and meaningful to your target audience.
You should think about your branding statement, a value you want to deliver to people around you – whether on personal or professional level.
Decide who you are and what you want, what you are good and passionate about and most importantly how can you help others.
Every interaction is a branding opportunity, so you want to make the most of it. If you have a message, find a way to communicate it. To do it, you need to consider the offline world – your appearance, behavior, communication style as well as online channels. Look at your blog, Facebook, Twitter and see what your post are saying about you, what is communicated by the photos you add. What image emerges from all those channels together? Is it a consistent image, does that image support your personal and professional goals?
