Consistently Communicate Your Personal Brand
In an age when more and more individuals are working for themselves, changing jobs an average of 12 times in their career, and working as free agents, crafting, developing and consistently communicating your personal brand has become more important than ever. As best said by respected business consultant and branding master Tom Peters, “Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. … [O]ur most important job is to be head marketer for the brand called You.”
In his book Never Eat Alone, bestselling author Keith Ferrazzi outlines how communicating a powerful personal brand can become your competitive advantage and “do three highly significant things for your network of contacts: They provide a credible, distinctive, and trustworthy identity. They project a compelling message. They attract more and more people to you and your cause, as you’ll stand out in an increasing cluttered world.”
I’ve been in the workforce for approximately 40 years and worked for 11 organizations in five vastly different industries: hospitality, advertising, architecture, politics, and consulting. Early in my career, I focused on building the brand of the organization where I worked. Now I couple that with communicating a strong, unique personal brand. My nine plus years as an Illinois State Representative brought personal branding home for me because as a public servant, you really are selling yourself.
Regardless of your industry, your brand establishes your worth. Here are four ways I’ve learned to communicate a consistent personal brand.
1. Develop Your Story
One of the best ways to communicate your personal brand is through a concise, humorous, and compelling story. On the campaign trail, a great story helps you stand out. I recall an event where Illinois State Treasurer Mike Frerichs gave a funny stump speech using two unique tidbits about himself: at 6”8” Mike is one of Illinois tallest politicians and he speaks Mandarin. After three hours of hearing candidate after candidate talk about their past experiences, one’s eyes can glaze over. While I no longer recall Mike’s exact story, I remember it gave the constituents a memorable glimpse into who he was and left a highly favorable impression. Stories do that. Cultivate your story.
2. Use the Adjectives You Want to Become Known For
What do you want people to think of when they hear your name? What services and skills do you want to be known for? If you are not sure or want to test it, ask your close friends and co-workers. From time to time, memes float around social media encouraging people to ask their networks for one word that best describes them. I asked ten people who know me well. Some of the responses surprised me and others did not, but I found a theme and used those descriptors to start thinking about communicating my personal brand.
If you want your network, future employers and clients to know you for something, use those descriptors consistently when you communicate.
When I got into public office, I quickly decided I wanted my personal political brand to include the adjectives accessible, bipartisan, and problem solver. In my committee selections and bill choices, I focused my efforts on passing small business, environmental, and youth safety bills. Define yourself, stay in your lane, and keep repeating the same message.
3. Reinforce Your Personal Brand by Communicating Through Real-Life Examples
Of course, you have to walk your talk everywhere you go: in meetings, in emails, in public settings, and in private. One way you can demonstrate your personal brand is by communicating accomplishments that demonstrate those traits. In wanting to be known as “accessible,” I made a point to personally answer each constituent’s email, write a personalized ENews detailing each weeks’ happenings in Springfield, and hold over 100 public Carol’s Coffees. What do you want to be known for in your industry and company? Whatever you select, walk your talk and then prove it to your network through real-life examples.
4. Think Macro, So Your Personal Brand Is Fully Integrated and Portable
There are aspects of your personal brand that are permanent and therefore portable, while other aspects may be career-specific. I don’t talk about being bipartisan now that I’m out of politics; it isn’t relevant. However, whether I am an advertising account coordinator, a small business owner, or a management consultant, I am always a problem-solver. That part of my brand has sticking power and is portable when I change careers.
In addition to communicating your personal brand story in broader more permanent descriptors, understand that you communicate your brand in more ways than in writing and speaking. This fact drives some people nuts because they think it lacks depth, but you are communicating your brand in how you dress, how you style your hair, the look of your business cards, the car you drive, your office, and the list goes on. Give some attention to packaging all those aspects of you up into a fully integrated brand.
In closing, if you didn’t know this, you already have a personal brand. You are known by your network for certain traits and characteristics. Why not take the time to be sure the brand you communicate is the one you want to be broadcasting? Give it some polish and remember to communicate your brand frequently to whoever will listen and then reap the rewards.
