CHAPTER ONE
What is a personal brand?
âYour personal brand is what people say about you when you are not in the room.â
Jeff Bezos, Amazon CEO
Think about your hairdresser, doctor, financial planner, personal trainer, bookkeeper, handyman ⊠anyone you pay to render a specific service.
Why do you choose that person? The fact that they do good work is a given. But beyond that, you probably trust them, like or admire them, and believe that they do something better than many of their competitors. Maybe they always give you added value; maybe they make you know how much your patronage is appreciated; maybe they offer you ultimate convenience.
Whatever the case, the âpackageâ they offer you that goes above their skills to include their personal strengths and talents is what is known as their personal brand.
In their own words
Anyone who wants to build a successful career needs to think about their personal brand. In todayâs world, people donât tend to stay with one company for as long. What you take with you when you leave is your personal brand. What makes you more valuable as you build your career across companies, and perhaps even industries, is your personal brand. And, for the first time in human history, you need no money to build a powerful, global brand â if youâve got a great story and you know how to tell it. The internet and social media are the great equalisers.
When you are building a business as an entrepreneur, you and your business are inextricably linked. What you represent as the founder is effectively what the companyâs values are. You need to embrace that and define it. Nothing precludes you from one day separating your personal brand and your company brand, but in the beginning stages you donât have the luxury. In fact, youâd be missing a trick. Your personal brand gives the business a face, a personality, a set of values and a vision. But building a strong personal brand requires method. It is unlikely to happen without planning.
Gil Oved
We are all branded, whether we like it or not. Effective personal branding is about being deliberate in cultivating how others perceive you. Itâs about packaging everything you offer in an authentic and noticeable way that makes you stand out. Itâs about knowing yourself and understanding what differentiates you from others with similar qualifications and experience. Powerful personal brands have a sense of purpose and a desire to make an impact.
Stephen Covey, author of The 7 Habits of Highly Effective People, put it so well when he said that you need to begin with the end in mind. Imagine it is your funeral â what are the traits, attributes and characteristics that others are remembering you for? What others associate with you is a good indicator of the kind of personal brand that you have built.
FACT! You brand yourself within the first few seconds of meeting someone (and itâs very difficult to change those perceptions once they have been created).
Your brand must be rooted in a deep sense of authenticity. Itâs not about trying to be someone else â this will only make people confused about what you stand for. Instead, itâs about taking control so that everything you say and do influences the way people perceive you.
At every touchpoint â from how you introduce yourself to the way you structure your emails, present yourself at meetings and far beyond â you have the power to manage your behaviour, change your response and build on your personal brand. And in the increasingly fast-paced world of work we find ourselves in, there has never been a more important time to do this than now.
Your brand is a bundle of perceptions and itâs important that you take control of your personal brand and help to shape those perceptions. If you donât brand yourself effectively, others will automatically do it for you.
We are all constantly under pressure to innovate and disrupt everything around us. As entrepreneurs we are under particular pressure to grow and sustain our businesses.
You need to be constantly evolving and developing your personal brand to remain top of mind and relevant to your target market. Your personal brand is your competitive edge.
In their own words
My success as a specialist is entirely built on my personal brand because my business is built around who I am. When it comes to choosing a doctor, youâre literally putting your life in someoneâs hands, so you need to believe in them and trust them. My patients need to believe that I am the right person to help them. My personal brand is my credibility.
Dr Dory Neu-Ner
To me, personal branding is the way that you are perceived. When you think of someoneâs personal brand, it includes what you see, how the person makes you feel, and the whole experience of that person. Itâs not just about appearance. Iâm just a regular guy and nobody looks twice when they see me. But I try to make a personal connection because thatâs whatâs really important to me.
Iâd like to be perceived as someone that people can trust, who people know will put in a lot of effort, who will bat for them. When people think of Michael Hewson, Iâd like them to think of someone with good character and ethics. Heâs not the exciting showstopper person on stage, but heâs the guy who is reliable, will do a good job and is pleasant to be around.
Michael Hewson
Quick myth busting
Before we move on, I want to have a quick look at what personal branding is not because there are many myths and misconceptions about the term.
Personal branding is not about bragging or shameless self-promotion
Itâs not about making a lot of noise about how wonderful you are. Itâs about identifying your strengths and what makes you distinctive from others in your field. Itâs about communicating the value you deliver; raising your profile and getting other people to talk about you in a positive light. The fact is that you might be brilliant. Your business idea might be exceptional. But if nobody knows about you or your idea, you canât turn your business into a success.
In their own words
As a medical professional, my name is the one that goes on the door, and so my personal brand is the association I create around that name. My personal brand is not for everyone, but when I have patients that connect with it, they tend to stick with me.
Dr Dory Neu-Ner
Personal branding and marketing is not just for celebrities and itâs not about giving up your privacy
Personal brandin...