Richard Branson, Madonna, Tiger Woods … branding is not just for business. These celebrities know that personal branding is just as critical as the brand of a product or service. Whether you own a business or work for someone else, it’s important to promote the brand that is you.
Personal branding is about the individual. Everything about you, from the way you look and how your voice sounds to the car you drive, says something about you.
In the marketing context, personal branding is about working on your individual style, positioning and differentiation to create a unique brand that is valued in the marketplace. This can help you to build your reputation as an expert in your field and to develop trusted relationships with your customers and other stakeholders.
Whether it’s a personal brand, or that of a product or service, the value of a brand is in the promise that it makes. A brand can help a customer recall positive or negative experiences and emotions which ultimately influence how people think and behave towards the brand. For the individual, this means that it’s important to create a personal brand that will deliver on the expectations of the customer.
If you don’t take control of your own personal brand, then somebody else will. And unless it’s a highly paid consultant with your interests at heart then it’s time for you to start thinking about personal branding.
Here are some things to focus on if you are thinking about branding yourself:
1. Brand identity – what do you want your brand to stand for?
Just like you would for a business strategy, write a mission statement about what it is you want to achieve, what you offer to others and what is important to you. Identify the values of your brand and live them every day. Strong brands know what they stand for and consistently communicate their brand values to the market.
2. First impressions count – what impression do you make?
Once you’ve defined your mission statement and values, prepare your ‘elevator pitch’. The elevator pitch is a well planned and rehearsed short speech that brings your brand identity to life in 30 seconds – the time it takes for an elevator to reach its destination. Test it with others and ask for their feedback not only about the speech, but also on your delivery. If you need professional help, hire a coach or ask someone to be your mentor.
3. Act the part.
With your elevator pitch in place, you need to become aware of silent messages that are sent through body language. Sometimes the way we look, sound or behave might be perceived differently then what we imagined. Things like gestures, eye contact, posture and facial expressions are integral to being a good communicator and to delivering an elevator pitch successfully. To become more aware of these silent messages, either watch yourself in a mirror or record yourself on video.
4. Use your networks to promote your brand.
Networking is really the best way to find a new job or client. Don’t just meet someone once and hope that they will contact again you one day. Make an effort to contact them directly and help them with something. Leave them with a positive and memorable impact. Also, speak at public forums whenever and wherever you can. Most people fear public speaking, but it gets easier with practice and is a great way to promote your brand. Contact your local Toast Masters if you need help.
5. Protect your brand.
Just like a major corporation, protect your brand fiercely. It only takes one mistake to have a potential long-lasting, negative impact on your brand. Like reputation, brand can be built over years and ruined in minutes. Live your mission statement consistently and strongly and make decisions that are in line with your brand values. And if something goes wrong, communicate openly and honestly with your customers and other stakeholders.
Finally, there is an important downfall to be aware of when promoting a personal brand. If you have built a company based on your personal brand, it will be difficult to transition it to someone else. So unless you are planning to work until your last living day, you’ll need to plan ahead so that you can smoothly transition your brand to someone else!
Renee Hancock is a marketing and communications specialist whose experience spans finance, government, education, not-for-profit, telecommunications and law. She has consulted for two of Australia’s most prestigious public relations agencies and now works in-house for a leading financial services organisation.
