What is a Career Brand? | Brand-Yourself.com Blog

People who create content and put it out online, either intentionally or unintentionally, create their personal brand. That is a fact.

However, there is some thought that one can intentionally create a personal brand or decide, instead, to create a career brand. Personal brand meaning, it’s about “me” and career brand meaning it’s more about your company or career and more about “we”.

While this can be true (if you are intentional about it), I would argue that you can and may have a personal brand and a career brand, online, and that if you have a job (or are looking for one), you most definitely already have a career brand – even if you don’t own a computer.

A career brand is not about all the unique things you do and say online that create your online image – as stated, those are the elements that make up your personal brand.

A career brand is you positioning yourself at the center of your career interests, passions, talents and strengths, and building a strong presence where you are showcasing your expertise and gaining interest and trust from employers and clients.

If you are actively doing those things, then you are creating your career brand.

How Do I Create a Career Brand?

Your career brand is a combination of content you create online and everything you do and say during your job search and in the workplace.

However, it is important to note that your online career brand and your online personal brand cannot operate separately from each other. The success or failure of one brand can and will create the success and failure of the other. Your online career brand is a part of your total personal brand.

You can create an online career brand around your current job and company or you can create one around the career niche you are trying to obtain (ex: creating a leadership brand if you are trying to become a manager).

If you are unemployed, you can create a online career brand around the distinct type of position you are trying to obtain. All this can be done by utilizing the different social media venues – LinkedIn being a key one here.

With that said, you can have an online image that is only a personal brand, a combination of a personal and career brand or only a career brand.

If your online image is “only a personal brand”, then your brand may consist of things like: a blog about a hobby, your Facebook page which is mostly personal in nature, and articles about a cause you promote. But, you don’t typically write anything online about your career interests.

If your online image is a “only a career brand” then you have built up a brand (likely intentionally) around your career/niche and you don’t have any personal content online that is viewable to the public.

If you have a combination of a personal and career brand, online, that simply means that you created a career brand but you also have content online that is completely unrelated to your career brand (blog about a hobby, articles about a charity you like, pictures of your kids).

Remember, you must manage the content or it will manage you – a weak personal brand will definitely kill a strong career brand.

Why is My Career Brand So Important?

As an employer, my interest in you (as a candidate) starts with Google where I assess your online career and personal brand. But then, it moves on. I then talk to you on the phone, interview you, hire you, and for the remainder of your employment you will be assessed in regards to your overall performance. It ends when you leave employment.

Any time you are being assessed and evaluated,(and you most definitely are at work!) your words and actions build your brand. It doesn’t matter if it is online or offline. You must always be working on your brand.

But the most important reason why a career brand is very important is because your online career brand is only one of 10 components of what I believe is your career brand.  You just can’t create an “online career brand” and get away with it. Your actual work matters.

I created the following model, which I believe contain all the components that make up your total career brand:

• Online Career Brand (your intentional efforts to brand yourself into your career niche)
• Online Personal Brand (the combination of everything that Google can find out about you online)
• Job Search Strategy
• Resume and Cover Letter
• Interview Skills
• Personal Appearance
• Work Style (how you plan, implement, and execute; how well you work with others, leadership skills)
• Attitude (beliefs, behaviors, morals, and values)
• Education and Training
• Groups and Associations (where you are or should be a member, including any speaking engagements that may result)

A good career brand is authentic, strong, and creates awareness about you. The key to your success is finding the right brand for you and building it. You then must actively and continuously strive to make it stronger and better as you gain new skills and experience.

You must keep this in mind, at all times – from the minute you start your job search, when you create content online, and in everything you do and say in the workplace.

Jessica Simko is a seasoned senior level Human Resources professional with over 15 years of experience in all facets of Human Resources Management. She is a Career Coach and Consultant specializing in helping all levels of career professionals create, build, and maintain a strong career brand in the corporate work culture. She strives to help people connect their passions with their jobs and then to leverage their brand to maximize their potential throughout their careers. She offers a wide variety of career branding articles and tips at Career Branding Guide where she also offers coaching and consulting services based on the Career Branding Guide model. Feel free to connect with her on:

Twitter
Linked In

via blog.brand-yourself.com

Posted via email from AndyWergedal

Elevate Your Executive Presence: A Three-Part Guide to Personal Branding for Aspiring VPs and C-Suite Leaders - Part 1

Transitioning from a senior manager to a VP or C-suite position is a significant leap that requires more than just experience and qualifications. Personal branding emerges as a vital tool in this journey, enhancing your visibility and credibility in a competitive job market. In this three-part series, we'll explore how you can effectively build and leverage your personal brand to unlock executive opportunities.

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Part 1: Laying the Foundation – Understanding Personal Branding

In the first installment, we'll delve into the essence of personal branding and its critical role in your career advancement. We'll explore why personal branding matters for senior executives and how it influences executive recruitment. You'll learn how to assess your current professional reputation, identify gaps between where you are and where you want to be, and define your unique value proposition. By aligning your personal brand with your career goals and the values of your target organizations, you'll set a solid foundation for your journey to the C-suite.

The Importance of Personal Branding

Personal branding is now vital for career growth, especially for those aiming for C-suite roles. This section explores how branding impacts executive recruitment. We'll examine how organizations' expectations for leadership have changed, emphasizing the role of a candidate's personal brand alongside their achievements. Understanding these changes will show why a strong personal brand is essential for those seeking top positions.

Assessing Your Current Brand

To shape your personal brand, you need to know where you stand now. This part guides you through evaluating your professional reputation. We'll offer methods to collect feedback from colleagues and mentors, giving you a clear view of how others see you professionally. We'll also help you spot gaps between your current brand and career goals. This analysis will form the basis for a strategy to align your personal brand with your executive ambitions.

Defining Your Unique Value Proposition

A strong personal brand centers on a compelling value proposition. Here, we'll explore ways to identify what makes you stand out in your field. You'll learn to pinpoint your strengths, key experiences, and unique viewpoints that make you valuable in executive roles. Using these insights, we'll help you create a personal brand statement that clearly communicates your worth to potential employers and industry contacts. This statement will be central to your personal brand, helping you express your value effectively.

Aligning Personal Brand with Career Goals

The final topic focuses on making sure your personal brand fits with your desired executive role. We'll cover ways to align your brand message, online presence, and professional activities with C-suite job requirements. We'll also discuss the importance of matching your personal values with the culture of target organizations. This alignment is key for both advancing your career and ensuring your satisfaction in executive positions. We'll provide tools to help you assess organizational cultures and ensure your personal brand matches the values of your ideal employers.

Summation

This first part of our series lays the groundwork for building a powerful personal brand to propel you towards executive roles. We've covered the importance of personal branding, how to assess your current professional reputation, ways to define your unique value, and strategies to align your brand with your career goals. This knowledge forms the foundation for the practical steps we'll explore in future installments, guiding you on your path to the C-suite. By mastering these concepts, you'll be well-equipped to stand out in the competitive landscape of executive recruitment and advance your career to new heights.

Twitter Personal Branding Q + A #6 | Personal Branding Blog - Dan Schawbel

Responses to recent tweets by people about personal branding.

jay singh, @jaysingh, remarked: instead of personal brand, why not get a personality?

Jacob Share, @jacobshare: I had to smile when I read this, it definitely rings true.

Jay, you sound like someone who’s either fed up with people talking about personal branding or people building their personal brands or both! More likely, you’re just a victim of people doing a poor job of all of the above.

The best personal brands are the ones that have personality.

These stars draw us in, engaging us with their unique voices, even on issues we may have heard about umpteen times before, in putting their own marks on whatever valuable lessons or information they’re bringing to our attention.

Here’s a suggestion: once in a while, reach out to someone and tell them why their branding isn’t working for you. Your feedback will be a well-appreciated wake-up call more often than you’d think.

Tim Bryan, @greenleafbbq, asked: Twitter/ FB Profile / Avatar Pic Question. Brand Logo or Personal Face type shot? Thoughts?

Jacob Share, @jacobshare: if you’re trying to build your personal brand in connection with a product brand, use both- have a self-portrait avatar picture with the brand logo either appearing in the image or super-imposed in one corner or on one side of the it.

If  the web profile in question is meant to be the official profile for that product brand and not a place to build your personal brand, just use the brand logo.

Christian Lisogorsky, @Kbzon, remarked: if ur building ur personal brand, shld u have Twitter accts for each language u speak? Or tweet in both

Jacob Share, @jacobshare: I speak English, French and Hebrew fluently. 99% of the time, English is the language I tweet in but occasionally I will get into a *quick* conversation with someone on Twitter in one of those other languages. If other followers see that a user is mentioned in those incomprehensible tweets i.e. that the tweets are part of a conversation, they won’t usually get annoyed to the point of unfollowing me, because they know that I won’t all of a sudden overwhelm them with messages they can’t understand. In other words, because I dabble in the other languages sparingly, I can get away with it.

If you plan on tweeting in multiple languages much more often than I do, be considerate and only tweet in multiple languages when you know that the vast majority of your followers can understand those languages. Otherwise, yes, use separate Twitter accounts for each audience you’re reaching out to.

Lucretia M Pruitt, @GeekMommy, remarked: Can your “personal brand” change over time like you do?

Jacob Share, @jacobshare: Personal brands MUST change over time BECAUSE you do. That’s the only way for a personal brand to stay authentic, and authenticity is a key to personal branding success.

This is one way that personal brands differ from product brands.

Classic product brands are just that because they stand the test of time; Lego still brings to mind the same building fun now as when I was born, and a refreshing, cold, slowly-dripping bottle of Coca-Cola is still what many thirsty people think of on a hot day. These brands have lasted because their products have stayed appealing without changing much. Coca-Cola is still the same secret-recipe-based drink.

With a personal brand, YOU are the product and you WILL change. If your brand doesn’t evolve along with you, building your brand will become an act as you try to perpetuate something that’s no longer completely true. Perhaps unfairly, the people who are most likely to notice this breach are your biggest fans who have been following you for so long and will feel most slighted.

Regarding how to evolve your personal brand, you might find this article interesting too: Ask the Readers: When Should You Update Your Personal Avatar and Why?

Author:

Jacob Share, a job search expert, is the creator of JobMob, one of the biggest blogs in the world about finding jobs. Follow him on Twitter for job search tips and humor.

via personalbrandingblog.com

Posted via web from AndyWergedal

Personal Branding vs. Self-Awareness

Originally from WebWorkerDaily by Georgina Laidlaw

Recently, I've been thinking about personal branding and finding myself disagreeing with the idea that it's something with which we should all be concerned.

While I was reviewing "The Complete Idiot's Guide to Personal Branding," I read this quote in a section detailing the personal brand extensions achieved by Madonna:

"And then in 2008, when she was turning 50 and her career was perhaps waning, she thrust herself back into the headlines by having what was described as an "affair of the heart" with baseball superstar Alex Rodriquez, about 20 years her junior, which lead to both of their divorces."

The implication that a person would have an affair and divorce in order to relaunch a waning career embodies most of the reasons why I can't think of personal branding as a priority.

Don't get me wrong: I agree that as human beings, we're naturally concerned with the way others see us, particularly in a professional sense, as those perceptions affect our ability to earn an income while doing something we love. But there's a line between self-awareness and commoditizing ourselves in order to achieve "success." I think the difference between the two is probably self-respect.

What is a Brand?

A brand is a concept that's developed to simply and clearly communicate a product's benefits to a target market. Today's generally held wisdom advocates that everyone should be actively working on building their personal brand.

This premise assumes that everyone's competing in a cluttered market where prospects have little time. So we need to be known not by a complex set of attributes — versatility, dedication, the ability to turn jobs around quickly and on budget, knowledge, expertise or talent — but by a unique selling proposition. Some personal branding pundits indicate that we should distill ourselves into a few sentences that clearly identify our point of differentiation and brand values. This is so that should we meet a prospect while networking, we can deliver a killer description of ourselves that resonates with them and causes us to be "top of mind" when they next need a person with our capabilities.

What is Success?

I disagree with this view, because I see the distillation of myself into a few key sentences as a kind of commoditization. While I appreciate that it's good to be clear about your capabilities, skills and experience when you're pitching for work, I see straight-up branding — presenting myself as embodying a few crucial brand values formulated to resonate with a prospect — as a denial of the complexities that peoples' personalities naturally entail. The kinds of complexities that make people, and life, enjoyable. To me, denying or ignoring those complexities is also something of a dishonesty, or at least a disservice, to both myself and my client.

For me, success is doing something enjoyable with people I enjoy being with. I want to know more than their elevator pitch — I want to understand their complexities and paradoxes, and I want them to respect mine. My most successful client relationships have entailed a similar level of honesty on the client's part.

I see success as being appreciated for who I am and what I can do, so I balk at the idea of avoiding saying or doing certain things because they might erode the integrity of my personal brand.

What Does Personal Branding Mean?

We're not all Madonna, and not all of us take personal branding to the point that we're willing to divorce our partners in order to relaunch ourselves into the public eye. That said, it's fair to say personal branding can lead to certain kinds of behavior:

• broadcasting certain news about yourself in order to "generate interest" in your brand, or keep it "top of mind," rather than because you're excited about it and want to share that excitement with others
• having to reconcile with yourself over something you did and enjoyed, or something you want to do, that doesn't fit with your personal brand
• maintaining certain contacts and avoiding others on the basis of whether or not they support or agree with your personal brand
• trying to make your private life entirely coherent with your professional persona
• seeing each day as an opportunity to build your personal brand, your friends as potential brand evangelists, your activities and relationships as tools by which you can either support or erode your brand
• trying to alter your personality or philosophy to make your personal brand more consistent

What's the Alternative?

I'm not sold on the concept of personal branding — I prefer the less catchy idea of self-awareness. Instead of brand values, I think of basic human qualities like honesty and integrity, and being proactive. Instead of planning a personal brand extension, I like to ponder the question, "This is cool, but what will I do next?" and to follow my heart (rather than my brand strategy) in making a choice. I realize that this attitude may be seen as ignorant or homely or naive, but so far, for me, it's created the kind of success I want.

Elevate Your Executive Presence: A Three-Part Guide to Personal Branding for Aspiring VPs and C-Suite Leaders - Part 3

Transitioning from a senior manager to a VP or C-suite position is a significant leap that requires more than just experience and qualifications. Personal branding emerges as a vital tool in this journey, enhancing your visibility and credibility in a competitive job market. In this three-part series, we'll explore how you can effectively build and leverage your personal brand to unlock executive opportunities. 

Part 3: Leveraging Your Personal Brand in the Job Search

The final installment explores how to strategically use your personal brand during the executive job search process. We'll discuss engaging with recruiters and headhunters, presenting your brand effectively to executive search firms, and building relationships with key industry players. You'll learn how to communicate your personal brand narrative during interviews, demonstrating alignment with company values and vision. Additionally, we'll cover strategies for negotiating executive offers by showcasing your value and how to maintain and evolve your brand after securing the role to ensure ongoing success in your executive career.

Engaging with Recruiters and Headhunters

Presenting your brand to executive search firms is a crucial step in your job search. Craft a compelling resume and online presence that highlights your unique strengths and accomplishments. When interacting with search firms, articulate your career goals and the value you bring to potential employers. Be prepared to discuss specific examples that demonstrate your leadership skills and industry expertise.

Building relationships with recruiters specializing in your industry can open doors to hidden opportunities. Attend industry events, join professional associations, and leverage your network to connect with recruiters. Engage in meaningful conversations about industry trends and share your insights. This approach positions you as a knowledgeable candidate and helps recruiters remember you when relevant positions arise.

Interview Strategies

Communicating your personal brand narrative effectively during interviews is essential. Develop a concise yet impactful way to tell your professional story. Highlight key achievements and experiences that align with the role you're pursuing. Practice delivering your narrative with confidence and authenticity.

Demonstrating alignment with company values and vision shows potential employers that you're a good fit for their organization. Research the company thoroughly and identify areas where your values and goals intersect with theirs. During the interview, discuss how your approach to leadership and problem-solving aligns with the company's culture and objectives.

Negotiating Executive Offers

Using your brand to justify compensation and benefits requires a strategic approach. Clearly articulate the unique value you bring to the organization. Provide concrete examples of how your skills and experience can drive results. Be prepared to discuss market rates for similar positions and highlight any specialized expertise or industry connections that set you apart.

Positioning yourself as a valuable asset during negotiations involves more than just discussing salary. Emphasize your long-term potential and how you plan to contribute to the company's growth. Consider negotiating for performance-based bonuses, professional development opportunities, or other benefits that align with your career goals and demonstrate your commitment to ongoing success.

Maintaining and Evolving Your Brand

Continuously enhancing your brand after securing the role is crucial for long-term career success. Seek out opportunities to expand your skills and knowledge. Take on challenging projects that allow you to showcase your abilities. Stay active in industry associations and consider speaking at conferences or writing articles to establish yourself as a thought leader.

Adapting your brand to new responsibilities and market changes ensures you remain relevant in a dynamic business environment. Stay informed about industry trends and emerging technologies. Be willing to take on new roles or responsibilities that stretch your capabilities. Regularly reassess your personal brand and make adjustments to reflect your growing expertise and evolving career aspirations.

Conclusion 

Leveraging your personal brand throughout the executive job search process is a powerful strategy for career advancement. By effectively engaging with recruiters, mastering interview techniques, skillfully negotiating offers, and continuously evolving your professional identity, you position yourself for success in the competitive executive landscape. Remember that your personal brand is a dynamic asset requiring ongoing attention and refinement. By maintaining a strong and adaptable brand, you'll be well-equipped to navigate the challenges and opportunities of executive leadership in today's rapidly changing business world.

The Sarah Palin Personal Brand: A Lesson in Going Rogue | Brand-Yourself.com Blog

It’s all over the Internet. It sits on bookshelves and coffee tables all across America. And it even winks at you on TV.

This is the Palin Brand, sold to you by none other than the bootstrap-carrying Sarah Palin. Two years ago, she was an unknown governor in one of America’s most obscure states. These days, she is the female voice of an entire country.

How did Sarah Palin transform herself from an Alaskan politician into a unique, marketable brand that earns millions? Well, that probably deserves a book of its own. Let’s look at the lessons we can learn from Sarah Palin when it comes to personal branding.

Keep It Simple

In distinguishing her personal brand, Palin is always simple and concise. Check out her book and television show titles, respectively: “Going Rogue” and “Real American Stories.” These are easy to remember, and reflect her personal experience of being a common, regular American in the complicated world of politics. They’re catchy, as well. A title like  ”Going Rogue” connotes ideas of nonconformity and risk – attractive ideas that people can connect with. And what is a book title other than the most basic form of branding?

The Initial Separation

Sarah Palin has always described herself to the American public as a “hockey mom” – a dedicated, loving woman with a tough side. This tagline (branding at its finest) became nearly synonymous with her name, a powerful connection that separated Palin from her peers. No other politician could play the hockey mom card.

Besides separating Palin from her peers, the hockey mom tagline connected with a niche audience of Americans that understood its implications – toughness and American family values. This resonated with voters, and Palin’s personal brand rallied enough support to get elected Governor. You know the rest of the story.

Authenticity and Consistency

Sarah Palin understands the steps: Take a stand, define your product, get people to believe in it, then deliver consistent results. Ever since her initial run for Alaskan governor in 2006, Palin has preached her beliefs in family values, political reform and her allegiance to the Republican party (among other things). She has remained true to each of those, earning the support of millions. People believe in the personal brand of Sarah Palin because she continues to speak and write about her core values, without wavering.

Creating A Multi-Faceted Brand

By advertising her position (communicating her vision),  rallying support within the community (networking) and keeping it simple, Sarah Palin turned herself into a desirable brand not confined to simply politics. Palin resigned from the office of Alaskan Governor in July of 2009. Since then, she has been relentless in promoting her books, making notable televisions appearances (such as political commentary for FOX News and Oprah Winfrey) and keeping her face in the public eye.

At the end of the day, we are left with a smart businesswoman who used her position as a public figure as a means to build her personal brand – one based upon family values, tough stands on issues and empathy with the common American.

Going Rogue

Creating a successful brand means being different. It often means taking risks, going off the beaten path and putting yourself on the line.

If you’re having doubts about growing your personal brand, look to Sarah Palin for inspiration. Two summers ago, she was just another politician. Since then, Palin has gone from unknown state governor to national media icon, selling her personal brand to the entire country. Whether or not you agree with her political views, you have to agree that she’s effectively defined, communicated and promoted her personal brand. Have you?

via blog.brand-yourself.com

Posted via web from AndyWergedal

Brand Yourself Before Others Do

Discovering Your Personal Brand: Why It’s Crucial for Your Future

Discovering your personal brand is the foundation of the personal branding process—and for good reason. If you don’t understand your own brand, how can you effectively communicate it to the world? Your brand defines what you’ll be known for. When your name or image appears, what will people associate with it? Is their perception aligned with what you want? These are questions you need to address now—not years down the line. Why? Because if you don’t brand yourself intentionally, someone else will do it for you.

The Digital Age: Perception vs. Reality

The internet has amplified the importance of perception, often placing it above reality. This presents both a threat and an opportunity. A first impression has never been more critical. If your online presence isn’t polished, authentic, or reflective of your values, you risk losing opportunities—whether they’re professional, social, or personal. In today’s world of infinite websites and social media profiles, there are no second chances.

Your online presence will be judged in many contexts, including:

• Google Searches: When someone Googles your name, the first result often defines their perception of you. If you’ve prepared by curating content, creating social profiles, and owning your domain name, you control that initial impression. Otherwise, you leave it up to chance.

• Social Media (e.g., Facebook): While Facebook can harm more than it helps in professional branding, recruiters frequently use it for background checks. If your profile picture or posts portray you unprofessionally, it can cost you opportunities. Facebook profiles often rank high in search engine results, making them a potential first impression point.

• Domain Ownership: Many people will type your name as a domain (e.g., yourname.com). If you don’t own it, it signals a lack of foresight regarding personal branding. Claiming your domain name ensures you control this valuable digital real estate.

• Shared Content: Content shared on social media can serve as your introduction to others. A poorly written blog post or outdated content can leave a bad impression, even if it doesn’t represent your current skills or expertise.

• Industry-Specific Networks: Platforms like LinkedIn and Twitter are often searched to evaluate your professional credibility. If your profiles lack consistency or professionalism, it creates a fragmented and unclear personal brand.

In today’s fast-paced digital world, your contributions are shared and consumed at lightning speed. This means you must be deliberate in managing your online presence to ensure the impression you leave is intentional and impactful.

Taking Control of Your Online Image

Despite the challenges, you can take control of your digital presence. By being proactive, you can shape how others perceive you and capitalize on opportunities. Here are five key strategies to own your Google search results and online image:

1. Claim Your Domain Name: Secure yourname.com or yourname.net, and create a simple, professional webpage. Include sections such as your resume, education, major projects, and achievements to provide a comprehensive introduction to who you are.

2. Optimize Social Profiles: Platforms like LinkedIn, Twitter, and even Facebook have high search engine rankings. Ensure your profiles are complete, professional, and consistent with your personal brand.

3. Create High-Quality Content: Regularly publish content that reflects your expertise and values. Blogs, videos, and guest posts on reputable sites can help you rank higher in search results and establish credibility.

4. Leverage Positive Press: Being featured in articles or blogs can boost your reputation. When your name appears in headlines or positive stories, it adds credibility and increases visibility.

5. Focus on SEO: Use keywords strategically in your content, profiles, and website to ensure you dominate search results for your name and niche.

The Importance of Consistency

Consistency is the cornerstone of a strong personal brand. If your brand is scattered or unclear, your audience may become confused about your values, expertise, and mission. Once a negative impression is formed, it’s nearly impossible to reverse. That’s why it’s crucial to define and stick to a clear personal brand from the start.

Your brand should evolve as you grow, but the key is ensuring every change is intentional and aligns with your goals. Without this focus, you risk being branded by a version of your life you don’t want—whether it’s an unprofessional image, a role you dislike, or values that don’t represent who you are.

Final Thoughts: Brand Yourself Before Others Do

Your personal brand is your opportunity to define who you are and what you stand for before someone else does it for you. When you take control of your online presence, you shape the narrative and ensure that every interaction, whether digital or in person, reflects the best version of yourself.

Think about the impression you want to leave, the values you want to represent, and the goals you want to achieve. Then, align every aspect of your brand to support those objectives. When you’re intentional, consistent, and proactive, your personal brand becomes a powerful tool to open doors, build trust, and create the life you truly want.

When YOU Are the Brand

We’ve gone through a strange change, from people not realizing that they need to be their own brand, to people not realizing how being the brand impacts the way they do business. It’s interesting, really. Tom Peters was the first person I recall talking about it, back in the Alan Webber days of FastCompany (The Brand Called You). Back then, we were all cubicle farmers and beige employees of the cog-world (okay, not true, but that’s what it felt like). But now, we’re getting the opposite, where people have all the tools to make a brand and do so, but don’t really know how to leverage that brand into anything resembling a business. So, in some ways, there’s been a bit of a see-saw. We used to have people that would prosper by turning their wonderfulness into a personal brand.

We Got There – Kinda

In a way, lots of us have found our way to the tools that allow us to try and build a brand. I meet finance professionals with blogs. I know videobloggers who have a day job doing research for the research and quantification sector. We have access to the tools. Not everyone’s getting themselves to the promised land by blogging, but the tools are there. We CAN try and build personal brands and that’s something.

But What About Business and Personal Branding?

The trick of being in a personal brand is that there’s a big difference between being known, being known for something, and also being able to turn that into business.

I’ve got a recognizable personal brand. It took years to build it. From that, it took years to figure out how best to make business from it. Because just being known doesn’t transform instantly into business.

I met Kathy Ireland a few months ago. She went from being a model into running a successful business with over $1 Billion in sales. Her speech at the Disney Social Media Moms event made no bones about the fact that it was hard going from being known for being beautiful into being respected for her business acumen. She told lots of stories about times when she and her business partner slept on the chairs in an airport to save money between business flights. The end point: no one just hands you money and business because they know you.

Your first takeaway: make sure you’re progressing from being known into being known for something you’ve done, and then work at finding a way to build a business from that. Your second takeaway: no one wants to hand you money just because people know who you are.

It’s Still Not About You

Being a personal brand isn’t all that useful to anyone else, if it’s just about you. It just doesn’t get people as fired up to be “supporters of Chris,” for instance. But instead, if you’re “human business workers,” all committed to improving relationship-minded sustainable human business practices, well, then I’ve got the sense that we’ll do a lot more.

As a personal brand, it’s really important to talk about everyone else as much as you can. It’s just too boring and unhelpful to tell everyone about you. It’s okay to “model the change you want to be,” or even let people learn from the lessons you’ve suffered through, but make sure you bring it back to them, and be helpful. It’s about the community you can touch and help succeed.

Be a Value Brand, Not a Name

I just had a great stay at the Renaissance Hotel in Las Vegas a few days back. Every single staffer treated me like I was a friend, and like they were so happy I was part of their experience. They gave me such value. They had advice for where I could go. They knew some ins and outs I needed to know. It was pure value for me as a frequent traveler.

I try to be a value brand. I try to give everyone so much more than what I ask for, that you think, “wow, I really DO want to help Chris promote Invisible People, because he’s given me lots of actionable business ideas over the years.” That’s my angle, and it’s working really damned well. Be a value.

Story Story Story

Connect folks to the story that brings them passion. I wrote about a charter school I visited, and learned tons about people’s take on education in the US (and abroad). That’s a story I could bring via my brand, but then let go so that it found the people who are passionate about such matters. See? I become the elbow of every “deal,” where in this case, stories of meanings become the deal.

You can do that. Don’t make the brand about you. Make it about the stories you can tell, adding your value and insight and passion, and then build on that. (This is where the business comes from, you know.)

Think Community Every Day

As a personal brand, it’s not YOUR community, but it’s a loosely joined group of people who feel affinity for some of your ideas or for the space you represent. In a way, I’m saying, “make sure you realize that it’s never your community; it’s a place you’re privileged to access.” People who throw “MY” around before the word “community” are often surprised when that community doesn’t march in the same order that you intend. Surprise! The trick of this is that you have to recognize that you’re in service of the community, not the other way around. You’re possibly a leader, or at least someone that’s known, but that doesn’t make you the important part of the equation. With me?

Brands Need Refreshing

Never rest on your laurels. Madonna never did. She changed up her game every year. Soda pop companies tidy up their brand all the time. Now, think of a few brands that don’t do that, who are still in the past. Where are they?

The same is true with your brand. You. Lord knows I work on my brand that way. You think I’m the social media guy? I’m building myself to be the human business guy. I used to be the podcamp guy. I used to be just a blogger. I’m always working on the angle of the brand. Now, it won’t be there for you yet, because I’m talking about my planning, not my current situation. But that’s the very point I’m making. This isn’t accidental, or it isn’t for people who use brand as part of their success.

Brand is Only ONE Asset

A brand is an asset. But it’s only ONE asset. You can’t feed your family on a personal brand. You have to deliver something of value. You have to have a product or a service or something else where you make the real money. The brand is just the powerful emotional flag that people can rally around. If you don’t have more assets, or aren’t developing the other assets, well… enjoy that flag.

What Else?

What else did I miss? What else can I help you with on this? How have you put this into service?

via chrisbrogan.com

Posted via web from AndyWergedal

CEO of Your Life | Crafting Your Personal Brand: From Self-Assessment to Market Dominance

Crafting Your Personal Brand: From Self-Assessment to Market Dominance

Introduction: Why Personal Branding Matters More Than Ever

In today's digital-first world, your personal brand isn't just an add-on; it's essential. It's about how you're perceived online and offline, influencing not only your career but also your personal interactions. Today, I'm going to walk you through crafting a personal brand that doesn't just speak but shouts your unique value proposition.

Step 1: Self-Assessment - Know Thyself

Before you can market yourself, you need to understand what you're selling. Here's where self-assessment comes in:

• Identify Your Strengths: What do people come to you for? Is it your analytical skills, your ability to negotiate, or perhaps your knack for making complex ideas simple? These are your core products. List them out. If you're unsure, ask for feedback. Remember, often others see our strengths before we do.
• Define Your Values: What principles do you live by? Integrity, innovation, or perhaps inclusivity? These aren't just buzzwords; they're the bedrock of your brand. They guide every decision, every interaction, and every piece of content you put out there.

Step 2: Crafting Your Brand Voice

Once you know who you are, it's time to decide how you communicate:

• Voice and Tone: If your values are innovation and speed, your voice might be energetic and forward-thinking. If you value empathy and depth, perhaps a more thoughtful, conversational tone works. This isn't about mimicking someone else but about amplifying what's genuinely you.

Step 3: Visual Identity - More Than Just a Logo

• Visual Consistency: Your brand should have a visual signature. This doesn't mean you need a graphic designer (unless you want one), but consistent use of colors, fonts, and imagery that reflect your brand's personality. For instance, if you’re all about creativity and thinking outside the box, vibrant, unconventional visuals might be your go-to.

Step 4: Content Strategy - Be Where They Are

• Content Creation: Your content should reflect your strengths and values. Write articles, post on social media, or speak at events about topics where you shine. For example, if your strength is strategic thinking, share case studies or thought leadership pieces on strategy.
• Engagement: It's not just about broadcasting; it's about conversation. Engage with your audience. Answer questions, participate in discussions, and be present where your audience hangs out.

Step 5: Networking - Your Brand’s Amplifiers

• Building Relationships: Your network is your net worth, especially in branding. Connect with peers, mentors, and even competitors. Networking isn’t just about what you can get; it's about what you can offer. Share, collaborate, and grow together.

Step 6: Feedback Loop - Refine, Refine, Refine

• Gather Feedback: Regularly seek feedback on your brand. How do people perceive you? Does your brand resonate as intended? Use this information to tweak and refine your approach.

Conclusion: The Journey of Personal Branding

Crafting your personal brand is an ongoing journey, not a one-time event. It's about aligning your self-assessment with your professional presentation. By identifying your strengths and defining your values, you're not just building a brand; you're building a legacy. Remember, in the marketplace of ideas, authenticity isn't just a nice-to-have; it's your competitive edge.

Keep pushing, keep refining, and watch as your personal brand moves from being just another name in the crowd to a standout leader in your field.

Let’s keep this conversation going. Drop your thoughts, or better yet, your brand story in the comments below. And if you’re looking to dive deeper into personal branding, check out my latest course where I break it all down into actionable steps. Until next time, stay authentic, stay bold, and keep building your brand.

10 Personal Branding Predictions For 2010

Re-Post via [10 Personal Branding Predictions For 2010]

Each year, I give my personal branding predictions in the December time frame, but this year, people are starting to ask me about the future earlier. In 2008, the focus was on behavior changes and in 2009, I concentrated on the economy and the struggle to protect your brand at all costs. This year, I’ve been analyzing a lot of trends that will have a major impact on our careers and how companies will manage, retain and recruit employees moving forward. A lot of my predictions involve technology because people have already started changing their behavior, but technology is going to open up even more opportunities.

1) Transparency across the web from social networks to search engines and back.

Social search, a term that represents the shift in search capability to include social network participation and engagement, is going to really heat up next year. Google has already announced that they will be partnering with both Twitter and FriendFeed, but not Facebook, to deliver “social search results” to the user. Facebook, on the other hand, will be tightly aligned to Microsoft’s Bing search engine, which is no surprise because they already had a partnership from before (and Microsoft hates Google). This means that Facebook status updates will appear in Bing search results, but only if the user’s privacy setting permit it. For instance, if you select to make your profile private, your status updates won’t appear in Bing and in other search engines in the future. Yahoo! will be in the game soon enough because competitively, everyone has to transition to what the market demands.

What this means for your personal brand: This is a sign that transparency will flow across the web. Your participation online will be seamless and widespread to a point where anything you publish will appear everywhere and have more eyeballs on it. You need to think twice before you publishing something as insignificant as a tweet now. Your job, your business and your personal reputation is at stake with every published status update, tweet, blog post, etc.

2) More people understanding their brand


What a lot of people don’t realize is that Twitter lists just made personal branding easier to understand. For example, if you review the 1,000+ lists I’m on, you’ll notice that most people categorize me in social media, HR, and branding lists. This means that people perceive me as representing these categories and that’s what I’ve projected to the Twitter community through my profile page and tweets. In Me 2.0, I explain that you’re doing a good job branding yourself when self-impression is equal to perception (how you describe yourself is how other people describe you).

What this means for your personal brand: Twitter lists is one way to verify that you’re coming off the way you had planned. If you want to be classified as a personal finance expert but everyone categorizes you into marketing lists, then something is wrong.

3) The new employment contract

Most companies are still trying to figure out social media, how it plays a role in company culture, if they should block social sites and how they should handle employees who have large followings. Recent data has come out to prove that personal branding can have a financial and branding impact on a corporate brand. eMarketer reports that 71% of employee bloggers have increased visibility for their company, 63% have converted prospects into purchasers through their blog, and 56% have seen their blog bring their company recognition as a thought leader in the industry. It’s obvious that visibility transfers from personal brand to corporate brand, but probably not as much the other way around.

Although, companies see the power of employees influence, they also are concerned that they aren’t as productive, that another company might snatch them and that it might infringe on employee legal contracts. Jeremiah Owyang (2008 Personal Brand of the Year) wrote an incredibly detailed post about how you should verify your employment contract because your company might own your social accounts. It just shows that the employment contract is going to have to evolve because the relationship between employer and employee is changing fast.

What this means for your personal brand: A personal brand is transferable, so that if you switch companies, your influence and network strength still hold. This also makes you more valuable and a “hot commodity.” Before you accept a job offer and if you currently have a job, you need to be sitting down with your manager and discussing how your brand can mesh with your role.

4) Your voice becomes stronger than your resume

The boundaries of online participation have fallen over the past five years, which means that your “current” voice is becoming more important than your previous experience. eMarketer reports that 25% of people have used their blog as a resume and have sent it to potential employers. If someone searches for your name online and they verify that you haven’t actively participated in industry discussions, then you are perceived as having less value as someone who has. A resume depicts where you’ve been in the past, with less indication for where you may end up in the future. Your online voice, whether it’s status updates or full blog posts, gives people a better sense of who you are, what you do and what you bring to the table. In most cases, your blog will appear higher in search results than your LinkedIn profile, so employers will be more keen on that resource than a “resume.”

What this means for your personal brand: Instead of concentrating on putting chrome wheels on your resume or adding a navigation system, invest time in sharing your voice online. Your voice can carry online and if you have good ideas, people will become aware of your brand and opportunities will be there for you.

5) People being forced to take niche’s

Anita Campbell of Small Business Trends recently pointed out how competitive it is to be successful in social media. She notes a 2009 Technorati State of the Blogosphere study, which shows that it takes three to ten posts per day to compete with the top blogs. The reason is because established blogs have created barriers to entry, such that they have a high Google PageRank and their brands are well-known. It’s hard to convince readers to go elsewhere when there are already trusted sources! Also, the sheer amount of posts the blog posts publish makes it hard to compete because Google values page freshness and it’s more content that people can spread through social networks.

What this means for your personal brand: You are going to have to be either very specific with both your topic and audience or you’re going to have to have a superior product. If you feel that you’re the Madonna of a certain topic, then you will eventually be able to compete with the big blogs because of your confidence, hard work and content that will spread.

6) Video becomes a brand-standard

According to “The Global Web Index,” from Trendstream, with research conducted by Lightspeed Research, early this year 72% of US Internet users watched video clips monthly—making video bigger than blogging or social networking. Video is being used for humor and music, but in 2010, we’ll see people use it more for job searching (video resume) and for their websites/blogs as introductions to their worlds. Michael Gerber is one of a handful of people who are using video as an integrated part of their websites. If you land on different pages of his website, a video image of him comes out to talk to you about that content. Video has many different uses, from employer branding to sales pitches to resumes. As more and more people become comfortable with it, it will end up becoming part of the career/resume arsenal.


What this means for your personal brand: Video is the best way to connect with your audience because people are getting to know you before meeting you. If you don’t get good at video then you will suffer a disadvantage because your competition will put out video.

7) Monetization through branding becomes clear

There are 325 million Facebook users, who use the site a combined 8 million minutes each day. 94% of the companies will be maintaining or increasing their investment in social media tools next year. In 2010, about 12 billion dollars will be spent on online advertising. These numbers should verify that people are going to start making serious money off of social networks and blogs in 2010 and beyond. Companies are allocating more of their budgets to online spending and the amount of users and readers that sites have right now are adding up to traditional mediums, but the online world is easier to measure.

What this means for your personal brand: It means if you’re entrepreneurial, even in the slightest, you have the ability to make money doing what you love online. It could be a blog or your own social network that could put you in a position, where you’re making money, while in bed, blogging.

8 ) Social media being used more for career development

A lot of studies have shown that social media tools and networks are primarily used for social conversations and less business and career type conversations. In 2010, there will be a lot of pressure on individuals to stand out (unemployment rate is at 10% right now). A lot of people are going to turn to the internet for support (and answers), which means that social media tools will have a clear purpose for any serious professional. Our society is going to start putting a lot more pressure on people that aren’t taking advantage of social media next year. We are past the early adoption curve and now the late majority will show up next year.


What this means for your personal brand: To stay current with your industry and to be found online, you need to become an active contributor. Social media tools will become your resume, your background check and a means for your to climb your own corporate ladder.

9) More people working for free to build brand equity

The NACE reports that companies are hiring 7% fewer College graduates in 2010. Any smart college student should be searching online for influencers, who they can support, without any pay. At the same time, students will have to have regular jobs in order to pay loans and any other expenses. Aside from students and recent graduates, if you’re unemployed or you’re looking to switch careers, working for free (even if it’s 5 hours a week) is something you should seriously consider. The experience isn’t going to come any other way.

What this means for your personal brand: Experience is more important than education and if you can’t get a job, you need to do whatever you can to gain experience, even if it means working for free. On your resume, you don’t list how much you get paid anyways!

10) Online identities becoming as routine as employer drug tests

In 2009, Careerbuilder reported that 45% of companies are using social networks as background checks. I’m going to go with 75% of companies for 2010 and then 100% of companies in 2012. Just like a drug test, going online to review an applicants brand is easy, cost effective and can save headaches later. There are issues that arise such as possibly losing good talent because of one Facebook picture or judging someone based on their picture and not on their credibility.

What this means for your personal brand: Everyone is going to have to be very careful with what they put online. Go through your online presence right now to make sure it best represents you as a professional. Try and see your profiles through a companies eyes too.

http://www.personalbrandingblog.com/10-personal-branding-predictions-for-2010/