While brands are traditionally thought of as logos for retail products, the competitive nature of business means people also need to be thinking about their own personal brand.
Just like in the retail market, effectively communicating a personal brand can motivate an employer or client to “buy” into you just like they would either Pepsi or Coke.
Cultivating a personal brand needs to be a conscious exercise;
- All brands are different and unique – what makes you different and unique?
- How do you want your colleagues or the industry to perceive you?
- Run an audit of your current personal brand, especially any public selfies!
- Assess the current environment – are there any elements which give you an advantage?
The next step is to understand your environment. In the resources sector women are far outnumbered by men. In fact, in an office of 20 only four are likely to be women.
The point being that if we are to be successful in a male-dominated environment, we all need to communicate in a way which resonates with our audience. This means communicating successes with an emphasis on facts and information as business and industries are driven by results. Examples include;
- Referring to project experience in terms of years
- The number of employees under your responsibility
- A projects worth in monetary terms
- Referring a company’s increase in market cap or share price as evidence of success.
A personal brand needs to be authentic – you’ll be living and breathing your brand every day so you need to ensure it’s a true representation of your personal and professional values and passions.
Just like a company would, you need to develop the key messages around your personal brand – what are the key points about you as a person that you would want an audience to take away?
Finally, just like a retail company would, seek out advocates – specifically those that may already have a strong brand. By having advocates work on your behalf you can leverage off their brand as a successful business person.
