Creating your own Personal Brand
Written by Shirley Lichti for The Record, June 15, 2005

When you think of Volvo, you think of safety. BMW is associated with performance and Mercedes has become synonymous with luxury.

This little game of word association works because all of the above companies have developed brands with unique identities, distinctiveness, and value. And they have consistently reinforced their brand messages in communications to consumers.

Having spent a good deal of my career helping companies define their brands, I've realized that the branding process is not just for products, services or companies. It can also be used to help people promote their unique identities.

Many people bring the same skills and attitudes to the marketplace. What makes some of them stand out is often not based on the school they attended or a professional designation. It hinges on something even more intrinsic. Consciously or unconsciously, they have created their own brand.

For example, when people think of popular television show host, Oprah Winfrey, they probably use words like compassionate, intelligent and genuine to describe her. The core of her personal brand is her willingness to share with her audience in an honest and open way.

Just like Volvo, BMW and Mercedes, Oprah has built a successful brand by reinforcing what she stands for and consistently communicating it.

Given that most of us have little chance of becoming as famous as Oprah, you may be wondering why you would want or need a personal brand. Well, since people are going to form impressions of you anyway, wouldn't you rather have them form positive ones?

Personal branding lets you have more control in how others perceive you. It tells people what you stand for - but in a way that's subtle versus in your face advertising. Managing your brand wisely can be the key to achieving professional goals.

For people who are self-employed, YOU are the brand. Customers buy you long before they buy your services.

Ask yourself how well you perceived you are among your competitors and colleagues. Are you successful in landing the jobs you want? Do you get to pick which clients and projects you work on? If not, you might want to read on.

While I can't do justice to the personal branding process in this space, let me give you three simplified steps as food for thought.

1. Who am I?
The first step in any branding exercise is to identify the unique attributes of a product, service or company. In personal branding, the first step is to ask yourself, "Who am I?"

This might sound like a simple question, but I'm willing to bet it's one not easily answered. Most people define themselves by what they do because they can't answer who they are.

As Oliver Wendell Holmes said, "Most people go to their graves with their music still inside them." The reason? They never take the time to understand what their music is.

To find the answer to "Who am I?" you need to identify your core values, beliefs held, passions that drive you and talents you possess.

Your personal brand should be a reflection of who you truly are. This is important because your personal brand is not just a thin coat of veneer, applied only to present a more highly polished appearance.

2. What do I stand for?
Positioning is the second step. Ask yourself what qualities and characteristics make you different from others? How do they do this? Why does it matter? This last question is the litmus test for positioning and differentiating you.

Remember, positioning means being known for some THING, not 100 things. The challenge is to describe yourself in a few words. We live in the MTV generation. Attention spans are short so you need to be able to succinctly tell others what you stand for.

3. Communicate it
Once you define your brand, you must communicate it. But you need to do more than simply spread the word. You must live your brand.

Sometimes it can be very useful to do a communication audit. Analyse all the ways you communicate with others. What's working? What's not? Are there inconsistencies in your brand? Your clothes, hair and briefcase may communicate a positive message but your messy workspace might make you look unprofessional.

People learn with their eyes much more quickly - and with longer lasting impact - than they do with their ears. So the need to be consistent cannot be stressed enough when communicating your personal brand.

Like many aspects of marketing, branding is not a one-time effort, but an ongoing process. There are no overnight successes. Good brands take time to develop.

You create a successful brand by focusing on who you are and what is unique about you. Then reinforce it day in and day out. Just like the American Express credit card, don't leave home without it. Your personal brand is a way of life.

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