Everyone has a brand. But most people have one by default.
Your brand is the professional image and impression that people have of you, based on their experiences with you in real life, how others portray you, and the information about you available online.
A number of my clients come to coaching with the express desire to create a personal brand. Usually, it’s because they’re aiming to be promoted or to take on more significant responsibilities, and they want to strengthen the perception that key stakeholders have of them or shift the current perception to something that better matches their career aspirations.
An example of this is a client who led Global Support in a large multinational organisation. They managed over 100 people across 12 different countries but were amicably referred to as the “iPhone person.” They were known as someone who was highly efficient, solved tactical issues quickly and were very personable. But they actually wanted to be running a division of the company one day, not just serving all their IT requirements.
What we initially started working on, was redefining what it was they did want to be known for and how they wanted to be talked about when they weren’t in the room. Their goal was to make the shift from being seen as an approachable, efficient IT leader to a highly effective business leader with strategic vision.
What is your brand?
As shown through the experience of my client, your brand is not what YOU think you are, but what OTHERS think you are. Your brand is the story that reflects your professional and personal experience, personality traits and attributes, personal interests, personal values and ethics, your interactions and presence on social media, what you say and how you present yourself when you’re networking internally and externally…and so on!
Without attention, our personal brand will develop organically over time but can become fuzzy and unfocused. So many important decisions that will impact our careers are made when we’re not always in the room to advocate for ourselves—decisions on compensation, promotion, or new projects. But with conscious effort, we can all shape the story we want to present about ourselves.
Defining what you want to be known for
Ask yourself what are the key strengths, values, passions and skills that set you apart? What makes you uniquely you? Think of your background, culture, ethnicity, gender, religious beliefs... Considering these factors, ask yourself: How does my identity impact my understanding of the world and this business? What can I bring to the table that no one else can? Your differences are your superpowers. What do you stand for – what drives your actions or gives you a sense of purpose at work.? Whatever your area of expertise, how do you use it to add value to your individual work, your team, or your organisation?
Maybe you're the person known for bringing energy into every room, or perhaps people come to you for a calm, well-thought-out solution. Do you know what you’re known for today? If you’re uncertain, start by asking for feedback. Ask those around you what they think of when they hear your name. What do your colleagues rely on you for? What have your clients praised you for?
Stick to authentic
Stick to who you really are and what really drives you. Effective personal branding is more about intentionally focusing and promoting your strengths and uniqueness rather than feeling you have to conform to an “ideal” persona.
“People have relationships and reputations. Authenticity is not about marketing yourself to create an image. It’s about aligning your actions with your values.” - Adam Grant
Putting your brand into action
Once you’re clear on what it is you want to be known for, consider what you need to do to start leaning into it. Each interaction we have with others is an opportunity to create a memorable experience, showing them what they can expect from us. When we’re consistent in delivering those experiences, we build a strong reputation.
Find initiatives and organisational goals that are aligned with what’s important to you, and this way, it becomes a part of your everyday. This could be volunteering to be a speaker at your department or organisation’s “all hands” meeting, actively taking part in employee resource groups or delivering talks internally or at external events.
Finetune and practice the way you communicate about yourself
Having a topline narrative about who you are, what you do and how you serve others is valuable for many different situations. Your elevator pitch is essentially your verbal business card – it should be quick and punchy, contain no acronyms and be accessible and easy to understand. It should also be tailored to the person listening to it – whether you introduce yourself to a friend of a friend, a client or a colleague from another part of your organisation, your pitch will always be slightly different.
Use the following questions to structure your pitch:
Who are you?
For whom do you do it?
How do they benefit?
The other important aspect of communicating in a memorable and meaningful way is storytelling. Storytelling helps the message stick – it gives depth to who you are and creates an emotional connection. Most of us have anecdotes that we share all the time – when we come back from holiday or home from work, we might share stories of our experiences with our partner, friends or family. But sometimes, we need to consciously bring stories to the surface that reflect where we want to be and to help people to understand who we are.
Good story starters include:
‘Who am I’ Story – Create a connection by sharing insights into who you are
‘Why am I here’ Story – Build trust by being clear about your ‘why’, what drives you, why you’re speaking at this event…
‘Success’ Story – Share projects you’ve led successfully, where you’ve managed to overcome different obstacles to achieve your goals.
And finally, three top tips for communicating successfully about you
Clarity – get really clear on your message and what it is you stand for. Try it out on trusted friends and colleagues as a sense check.
Consistency – when people know what they can expect from you it builds trust as well as a strong reputation. So, showing up in the same way over the long term is key to building a promise of value and a distinct and authentic representation of who you are.
Constancy – whether you’re communicating verbally, visually or via written means, ensure there is a constant red thread running through what you say and do, and how you act.
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