We don’t talk enough about personal brand, which was a big part of this week’s Ask the Coach call. Randy Block, who was our career coach this week, had a lot to say about personal brand-building, and I wanted to share some of the highlights of his insights here.
You need to keep your brand fresh. Companies generally aren’t interested in what you did in the 20th century. The market climate is different, so keep it fresh. Your brand needs to reflect your impact on revenue. Hiring managers want to see metrics – the success of a campaign that increased revenue 15 percent in three months. Everyone will ask the “so what” question, so your answers need to demonstrate that your efforts and expertise add dollars to the bottom line.
Randy pointed to some new trends in the market that should have an impact on your personal brand. In a tight economy, companies are continuing to look for ways to make more with less, and for ways to do things without paying the middleman. There is less need for mid-level managers, who are becoming facilitators which means they are less important to the bottom line. Organizations are flattening out due to globalization, which manes that the workforce is becoming more mobile and working as needed. Customer service is becoming more important. And companies are looking for short-term solutions that increase customer satisfaction, and revenue.
So how can you use your personal brand to reinforce your role as a problem solver; someone who brings tangible value and can contribute to the bottom line? You have to demonstrate where you have had success in today’s difficult marketplace, both in terms of revenue and productivity. You have to show how you have adapted and adjusted, and what you have done proactively to be successful. It’s about “This is what I do,” not “I used to do XYZ.” Also remember that your personal brand is not about your title.
Randy suggests some basic steps to find your brand:
1. Make a list of all your achievements since you obtained your degree. Now put these into three categories: a) what you loved to do; b) what you did that was satisfying most of the time; and c) work you did that you never want to do again.
2. Now take a hard look at category A and look for a common thread. Don’t just look at what you did, but look at the impact you had. Randy calls this “metricizing,” coming up with metrics for your achievements.
3. Now write up three or four sentences about what you have uncovered. Call six of your closest associates who will tell you the truth about your work, and are will to share a stake in your success. Tell them you are working on your personal brand, and you want their input. Ask what comes to mind when your name is mentioned and then listen to the answer, don’t prompt. Take the results and compare it to your three or four sentences.
Now you have defined a personal brand. Randy also suggests you take this newfound knowledge and use it to create business cards. Right below your name print your brand statement and what makes you valuable to a prospective employer.
