10 Commandments of Personal Branding
June 22, 2010
If “branding” for a company refers to how it differentiates itself as well as its products and services from the competition by articulating its unique selling proposition (USP), then what is this business of “personal branding” all about? You’ve no doubt heard the term and I hope to provide clarity around its meaning and, more importantly, about why you should care.
What Is A Brand?
A brand is so much more than your logo, your signage, your tagline. A brand is a promise… It is the promise put forth by a company, product, service or individual to key stakeholders as to what they can expect from said company, product, service or individual. In short, it’s the sum of all experiences a “consumer” has with the entity that produces the emotional and psychological relationships between the entity and its “consumers.”
So, that said…
Do You Have a “Personal Brand?”
The answer is always yes. Whether you have been intentional or not about creating it, you do have a brand. You have a reputation, something or several that you are known for whether you want to be known for them or not.
The key to effective personal branding is to be intentional. You must know who you are, what you stand for, what value you offer then demonstrate that promise to the world.
And as with company, product and service brands, your personal brand is best built on your UNIQUE VALUE PROPOSITION (UVP). That is, the unique value only you bring to any situation — on the job, in volunteer capacities, at home — that no one else can offer. What place do you own in the minds of your key “stakeholders?” What do you want to be known for? What promise do you make to your “consumers?”
Your UVP
You add the most value when you are true to what you do best: your innate strengths, your natural talents, your unique instincts that make you YOU.
Once you understand these things about yourself and are ready to embrace them fully and shout your UVP from the mountain tops, the next step is to demonstrate that you are in fact already that person.
For a business owner, your UVP to your customers might be that you are easy to do business with, especially compared to your competitors.
For a leader or manager, consider creating your UVP for your employees as one who empowers your people to focus on their strengths to add the most value to bottom line results.
For an employee, your UVP ought to be that you are The One to turn to for those things you do better than anyone else on the team.
For a career changer 0r job seeker, focus your UVP on the value you will bring to a potential employer by doing what you do best naturally. It’s just what you do and you’re really good at it!
So What?
Why care about personal branding? In this day and age of faster-than-the-speed-of-light, reputation-demonlishing social media (did you hear about the fake BP Twitter account?), you have to own and manager your brand as fervently as you would your teenage daughter’s reputation. Seriously. Because if you aren’t intentional about it yourself, someone else will undoubtedly manage your personal brand for you. Why leave it to chance?
Here are some ideas on “how to.”
10 Commandments of Personal Branding
10. Own Your Brand
Be intentional about developing your personal brand or others will create it for you.
9. Be Consistent
Facebook or face-to-face, send the same message.
8. Appearance Matters
Don’t dress for the position you have. Dress for the position you strive for. Same goes online, too.
7. Stand For Something
The most memorable brands have a point of view. What’s yours?
6. Stay Focused
Act in alignment with your values and your
ultimate vision and goals.
5. Do Unto Others
Do for others that which you want them to do for you. You go first.
4. Create Brand Champions
Equip your network to advocate for your brand.
3. Keep It Personal
Face-time and other personal touches earn the most points and show you care.
2. Don’t Tell. Do.
Demonstrate your brand in your words and actions. Walk the talk.
And the #1 Commandment…Authenticity. Authenticity. Authenticity.
Be true to YOU: your strengths, your values, and the value only you can add.
And Just for Levity
And in all this, just remember not to take yourself too seriously either. Oy.
Lessons from the PICU
January 5, 2010
AJ & Dr. Jon who was instrumental in saving AJ's life
My son came home with a runny nose and scratchy throat on a Friday in late September. After two trips to the ER over the weekend, he was admitted to The Children’s Hospital in Denver on Monday, and by Wednesday morning he was on life support (heart-lung bypass and a ventilator) with multi-system organ failure. All from severe complications caused by H1N1. It wasn’t until we were through the worst part of the crisis that my husband and I realized (or allowed ourselves to consider) just how close we were to losing him.
Fast forward to today: AJ is a healthy, normal, funny and often schizophrenic now-6-year-old. In fact if you didn’t know our story, you would be hard-pressed to believe it when see him now.
A few simple but hopefully provoking ideas have shaped my experience over the past three plus months. I hope that what I learned through near personal tragedy provides some inspiration and offers perspective on the truly important things on which to focus in 2010.
