Build Your Personal Brand
Dr. Brian Monger
Branding is not just for products. ‘Personal brand’ has become an increasingly common phrase. Just as traditional product branding helps organisations to draw market awareness, public recognition and customer loyalty to them, building your own personal brand can have a positive effect on employers’ and clients’s attitude to you as a professional. Let’s take a look at how to build your brand
Your personal brand needs to show in everything you do and are involved in. It’s about your value (offer) to others.
Your personal brand represents what you mean to others. How they feel about you and how they value you
Focus on who (your target market/audience) you want to connect with and impress.
You don’t need to impress everyone (you never will BTW) You want to impress and be meaningful to who matters to you. You need to understand your audience/target market(s) in-depth, so you know what will make a positive impression.
Your brand should reflect authenticity and the value that you have.
Focus on what you can deliver; what you want to deliver. Do not try to be what you cannot be or what will be too hard for you to deliver.
In your personal brand, highlight what value you believe is needed in the market and that is pertinent to you.
Use your brand to demonstrate to clients and employers what benefits and value (that’s what people want and buy) you’d be adding for them (first) to their organisation (second if they choose to go with you. Be clear in your understanding of the market and their need for people like you and for what it is you can do for them.
Differentiate your personal brand from other offerings
From a long-term (strategic) point of view, personal brand effectiveness will only work if your audience/target market(s) can differentiate you from the competition. If they cannot differentiate you from everyone else in the same market you become just like any commodity. You will not be noticed or appreciated. You can compete only as a low price commodity. So don’t use the standard terms everyone else is using about themselves. Here again it is vital to really know and understand your market/audience. And if you are being truly authentic as well you will of course be different.
Consider the right medium/media for conveying your brand message.
The digital world is prominent these days, but it is certainly not the only, or even necessarily the best medium for your message. First you need to know what media your audience/target market(s), use and fight credible. And do not forget face to face is often the best media.
Think as professionally as you can to develop your personal brand and your brand message
Your personal brand is about presenting yourself in an effective and professional way, so act like one.
Dr. Brian Monger is a marketing specialist with over 4o years experience. He is a recognised expert on branding and social media. He can advise and assist in developing effective personal branding. His professional profile and recommendations can be found on Linked In (Dr. Brian). Contact him via info @marketing.org.au.
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