Usheroff Institute

Over the past decade, analysts have observed a dramatic shift in the work environment. Some suggest that only 10% of corporate positions are secure, and point to the growing ranks of contract workers. In this environment, self-marketing is an absolute necessity—and personal branding is critical for survival.

Personal Branding: Putting the 'real you' out front

Can a person be a product? Actually, that's not what personal branding means at all. Let me illustrate what it does mean with a workplace scenario you may have experienced.

A new colleague arrives, and within months, is being invited to meetings you've never been asked to attend. Within a year, you read the announcement of this individual's promotion!

What's so special about this person? The effort doesn't seem obviously greater than your own. Results aren't obviously superior. Is it political gamesmanship, or is there something you're just not getting?

Stop right there, because I'm going to suggest there is something you might not be getting. It's the perception of value this person has been able to create.

We all know how powerful product and service branding can be, making us reach for certain products on the shelves, carry particular credit cards, or eat at the big fast-food restaurant chains.
Recently, celebrities have adopted product and service branding attributes for their 'personas'.

Madonna is becoming the 'tough girl' of pop music—quite unlike the persona she started with. Oscar de la Hoya is the 'boy toy' of professional boxing.

Their carefully (often professionally) developed and managed personal brands earn them acting roles, book opportunities, endorsements, and more. While celebrities might use personal branding to create a new character, people like us can use personal branding to project our real best attributes. But one goal remains the same—to expand our range of opportunities.

A personal brand is you

Be yourself. This advice is often given by friends and family. Sometimes it's expressed as, "Don't try to be something you're not."

But the other side of that coin is, "Try to be something you are." That's really what personal branding is all about. It's letting the authentic 'you' take center stage so others can recognize and appreciate your unique value.

Personal branding is not about creating a false persona you can't live up to. It's not playing politics. It's simply understanding what you do best, and what you like doing the best, and then setting out to become known for that.

Last year, I coached someone who was responsible for national accounts at his company. John is technically brilliant and generates the highest sales in his territory. His clients think he’s the best thing since sliced bread.

John believed his results should speak for themselves, and earn him a promotion to the next level of management. But he was continually being passed over.

It didn't take me long to discover that internally, John was perceived as introverted and even secretive—certainly not a team player. He avoided corporate functions after work hours. Senior management hardly knew him.

John felt this wasn't the real 'him'. Together, we developed strategies to expand his internal network, achieve greater visibility, and use the interpersonal skills that worked so well with clients. Within ten months, he was promoted.
Now John knows that personal branding really works. This experience became a defining moment in his career.

Five tips for creating a personal brand

1. Project a winning image

You know what it feels like on a good day. You handle yourself well, connect with people, and you don't even mind looking in the mirror. Figure out why that good day may have happened, and work toward having more of them.
The image you project defines you from the moment you walk into a room.

• Be appropriate. Dress with attention to detail every day, whether you’re in business casual or in a suit. Imagine that you’re going for a job interview.
• Be consistent. Don’t just do it on good days. And don’t just dress well for client meetings or presentations.
• Be strategic. Analyze and thoughtfully plan your physical presentation. Focus on your grooming and overall cleanliness.
• Be memorable. Look like you fit in but stand out at the same time. Seek out ways in which you can be an individual while still appearing suitable for every occasion.

2. Become 'the authority' in a specialized area

Tom Peters, author of The Pursuit of Wow, believes you’ve got to develop your personality, have a specialty, and be a brand. Know what you’re good at, and what you’re passionate about. Begin to offer advice to those who can benefit from your expertise.

• Contribute to meetings! No one can afford to sit in silence.
• Take risks. Speak up even in tense situations.
• Deliver your insights and strategies in a thought-provoking manner.
• Market your expertise so that people automatically seek you out when a problem arises.
• Champion others to be noticed and share your expertise to those in need.

3. Get comfortable with self-promotion

Self-promotion is not conceit or bravado—it's merely leaving evidence of your ability. Many of my clients tell me how uncomfortable it feels to 'sell' themselves. I tell them it's harder to imagine doing it than actually doing it.

• Make your boss aware of your activities, accomplishments, and how you are helping others.
• Email a monthly update to your boss on a monthly basis, and keep a copy for the record.
• Look for opportunities to be seen and heard. Taking the podium as a company spokesperson is one of the best ways to get ahead.

4. Become a master networker

In a world that requires self-promotion, contacts are obviously critical. Some will become customers, but others can guide you, learn from you, or serve as role models.

• Seek out and meet people you have heard good things about.
• Engage in social sports activities like golf.
• Become active in external associations and charities. More personal growth!
• Walk around the office for ten minutes every day just to say hi.
• Learn to offer help, and accept help.
• Share (non-proprietary) information with people in other companies. As my mother always says, "What goes around comes around."

5. Develop outstanding interpersonal skills

Electronic business is elevating the importance of personal relationships. Conversational skills project your personality, show your sincerity, and make people feel comfortable with you.

• Research five popular topics that can help you to start a conversation with anyone.
• Steer the conversation toward what you have in common.
• Ask open-ended questions to encourage the other person to become actively involved.
• Ask people about themselves. They like it, and you can learn a lot.
• Avoid talking about….

Politics
Gossip
Religion
Abortion
Sex
Gender differences
Age and/or weight
Marital status

Remember, a personal brand is simply a focused representation of you at your best. Consider your brand a strategic asset in the broader context of self-marketing.
Next time: Defining and promoting your personal brand

Coming soon

The Art of WOW Conference

Helping female professionals promote their unique persona is the focus of our new "Art of WOW" Conference. WOW stands for Wisdom, Opportunity and Wealth.
In designing this unique conference, Jeff Ansell and I identified what we call The Endless Loop Trap. It’s where the capabilities and communication skills that helped women initially in the corporate world no longer give them the edge.
The Art of WOW Conference will help successful female professionals enhance their communication and leadership style as well as promote their unique persona.
The Art of WOW Conference begins with a special two day workshop - November 20th and 21st, 2001 at the Four Seasons Hotel in downtown Toronto.
Jeff is a renowned presentation authority and we’re thrilled to conduct this exclusive program. Enrollment will be limited. If you’re interested in attending, contact jan@usheroff.com. or call 1-800-844-2206.