According to Catherine Kaputa [writer, speaker, and the founder of Self Brand www.selfbrand.com] to be wildly successful in business, you need to have a distinct brand, or career identity.
Self-branding means being able to articulate a simple, clear expression of who you are and doing it consistently – and delivering on it again and again, so that when people think of X, they think of you!
To get you thinking, answer the following questions to see if you need to create a stronger Brand You:
- Can you explain your big idea clearly in a couple of sentences, so that people know what’s different, relevant, and special about you?
- If people were to Google your name, would they find you and discover high-quality information about you and your accomplishments?
- Do you have a visual identity that is appealing to your target markets, consistent with what you stand for as a brand, and different from others?
- Do you have a personality and a leadership style that are assets and engage others?
If you answered “No” to any of the above questions, you may have more work to do to perfect your brand image so, courtesy of Catherine Kaputa, here are 8 tips for creating a stronger self-brand.
1. Keep your brand focused. The more specifically you define who you are, the better your chance of selling yourself. If you come across as a Jill or Jack of All Trades, people will wonder how good you are at any one thing.
2. Make your brand different. Being like everyone else will stunt your success. Ask yourself: “What’s different, relevant, and special about me? Look at who you are, and then accentuate your difference.
3. When others zig, you should zag (a favourite at Frog we might add!) Nonconformity and non- traditionalism will help you stand out from the pack. Finding the “white space” between popular ideas sets you apart as a creative thinker.
4. Create a verbal identity. From a branding perspective, your first and most important decision after you nail down your brand idea is your name, or verbal identity.
5. Create a powerful visual identity. In many ways, women have an advantage here; Like it or not, you are a package–just like a product on a shelf. Spend time thinking about how to make your image more powerful and distinct, whether it’s by working on your posture, or by updating your hairstyle.
6. Establish powerful alliances. You will be defined by the people, projects, causes, and organizations with whom you are allied. Smart networking creates branding firepower.
7. Take charge of your brand. You don’t neglect your car, do you? Your personal brand needs periodic upkeep and maintenance too. Try to remember that everything you do at your job reinforces your reputation and your image. If your actions or accomplishments seem out of step with your brand–especially over time–it may be time to revisit, reinvent, and update your brand.
8. Define and prioritize your target market. If you work in a company, your manager is your key target market, followed by other senior executives. These are the people who have the most power over your brand, so let’s designate them your primary target market. Your secondary target market will likely include colleagues, clients, your network, and your staff. Their thoughts about you will also play an important role in your success. Focus only on your target markets, and don’t try to appeal to everyone.
When you start thinking of yourself as a brand, you discover how powerful it can be. Rather than being viewed generically as one of the worker bees, you’ll be someone who stands for something distinct and desirable–a brand.
In today’s over-communicated society, the brands that stand for something relevant and build positive perceptions are the ones that succeed.
