Today is the day you adopt a whole new attitude about you. Today you don’t identify yourself as some company’s employee, but as a “company” unto yourself. This isn’t about your job title or your duties; you’re so much more than that. This attitude change is about your personal brand.
Move over, General Motors. Step aside, Ray Ban. This is the day you start to manage your personal brand by asking yourself some key questions, like, “What unique products or services can/do I offer?” Write down your answers, in 15 words or less, and review them a few times.
Will your answer(s) tickle the fancy and pique the interest of a prospective client/customer? Will they inspire a vote of confidence from past customers? Do you feel their punch? If you answered no to any or all of the above, it’s time to put your thinking cap back on and reason out a better way to develop Brand You.
Your first step would be pinpointing the things that set you apart from your competitors or coworkers—i.e., distinctive talents and characteristics. Ask yourself, “What would coworkers and/or clients say is my one greatest strength? What would they say is my most significant personal trait?” Review your job performance for the past week or month. Did you do anything that made you stand out?
Like the big brands, you want to make sure everything you offer—be it product or service—results in a clear, discernible benefit for your customer/client. This is called the feature-benefit model, and if you’ve ever been to Nordstrom’s you’ve seen it in action in the way they treat every single customer to lavish personalized service.
So what feature-benefit does your brand offer? It might be consistently prompt service, or dependable service that reliably meets your client’s specific strategic needs. Are you a problem solver, adept at identifying snags and preventing potential crises? Do you have that enviable ability to complete projects on time and within or under budget? These are all powerful brand marketing tools.
You’re still forgetting your current job title, right? Good, because what you really want to do is make a list of anything you do that adds significant, measurable value. Job description notwithstanding, what accomplishments, skills, and/or abilities make you feel exceptionally good about yourself? What are the ones you’d like to brag about, given a chance? See, becoming a brand requires a persistent focus on what you’re most proud of, the specific ways you add value, and claiming credit where it’s due.
When you’ve accomplished all of the above, ask yourself the most daring question of all: What will be my personal claim to fame?
- Posted by Gabriella Sannino
- On September 27, 2017