Personal Branding - what does it mean?
In simple terms, Personal Branding is what people use to assess the reputation and value proposition of a prospective client / employee / business partner etc. before deciding whether to partner, hire, or do business with them.
As a senior executive you no doubt realize that if branding works for a company, it can work for you as an individual too - forward-thinking executives know that in order to differentiate themselves, they need to create a recognizable public image and leverage that image rather than just rely on an association with the companies they have worked for.
Your personal brand is made up of the unique blend of skills, achievements, qualifications, personal attributes, values, and experience that represent your promise of value to your target audience or, if you are job hunting, prospective employers.
So how does it work?
Well, the first thing you need to do is identify your target audience so you can create a portfolio of powerful personal marketing assets that are designed to impress them and at the same time differentiate you from your executive competitors.
The aim is to make your personal marketing documents (resume/CV, Bio, LinkedIn profile, etc) more effective, relevant, and undeniably you, whilst at the same time being interesting to read, communicating your brand on paper or via a web page to present a richer, clearer and more accurate impression of who you are, and compelling people to want to meet you.
This will enable you to take control of your real-life and online identity and the way you’re perceived by others, to position your value proposition directly in front of your target audience and stay top of mind with them - your brand can be the deciding factor in advancing your career to the next level and matching you with good-fit opportunities.
What are the benefits?
As we’ve already established, your brand is your reputation – the things you’re known for and the things people count on you to deliver – to strike a chord with your target audience, your brand must be designed with their needs in mind, and in defining this brand you can achieve the following:
★ Confirm yourself as an industry subject matter expert and thought leader - the go-to person for your areas of expertise; people know that they can always rely on you for certain things and this will reinforce your reputation
★ Draw together your key personal and business attributes, and showcase your leadership qualities that drive high-performing teams to deliver on goals, grow revenues, increase profitability, boost productivity, lower costs, etc.
★ Understand your ROI value to your target companies and what differentiates you from your competition
★ Clearly communicate your value and good fit qualities when you network and interview
★ Stand out above your competition in your career marketing materials (resume, bio, online profiles, etc.).
Branding generates chemistry for who you are, what you’re like to work with, how you make things happen, and what you have to offer that no one else does - your unique value proposition.
So dig out your old CV or resume, dust off your Executive Bio, and take a look at your LinkedIn profile, and ask yourself whether these are truly reflective of your Personal Brand, what you are capable of, and if they will motivate someone to meet up with you.
The Full Personal Branding Package
See details of our Full Personal Branding Package - a comprehensive portfolio of world class career-focused documents, professionally written to support your goals, reflect your personal branding and enable you to present yourself robustly in every situation.
We look forward to working with you!