You know those terms that sound really cool, but hardly anyone knows what they really mean. Like “personal brand” for instance…You hear the term being thrown around in networking events and career discussions here and there, but really, what does it mean?
When I think of a brand, I think of Starbucks, or Coke, or Pepsi. It could also be the Nike “swoosh” on your sneakers, or the embroidered alligator on your Lacoste shirt. Look around further and notice the glowing apple on your computer. All these are visual representations of brands we’ve grown accustomed to seeing and buying into…
Does this mean we should start picturing ourselves sitting in our cubicles typing away at our computers with a big “Employee” sticker all over our foreheads? Or that we are mere corporate products sitting on department shelves waiting for our expiration dates? What exactly does it mean to have and develop a personal brand? And how much does it affect our careers?
It took me a while to understand the concept of personal branding, especially as it related to my career. It’s not exactly something you’re taught as you step into Big Corporate, which is unfortunate. If more of us knew about it right from the start, it would help us self-direct our careers more effectively.
After struggling with the concept for quite some time, here’s the simplified definition I came up with:
“Personal branding is the melting pot of who you are, what you are passionate about, and what you do really well, channeled into a concise, clear and focused message about who you are and how you stand out.“
In other words, that’s how you tell the world who you are, what you have to offer, and how unique you are. It’s your own intangible business card, the one you carry with you everywhere you go as you interact with others and build your career.
Why does it matter so much to my career?
- Your personal brand allows you to define yourself, before anyone else does: When I started out in Big Corporate, I had my personal brand handed to me. Like most people. I was the “quiet”, “nose-to-the-grind” employee. Many times, other people’s perceptions of us build our personal brand before we’ve even had a chance to decide on what it should be. By building your personal brand, you get to define who you are in the workplace and beyond before anyone else has a chance to decide for you.
- Your personal brand helps you figure out what makes you stand out, and use it to your advantage: The process of building your brand will force you to sit down and take a good, hard look at what makes you unique and different from others. In a corporate, and world culture in general, where we may try to fit in more than we try to differentiate ourselves, this can draw the line between having an average, normal career, and soaring to the heights of your professional field.
- Your personal brand increases your value and decision power in your career: Why do you think that guy got hired instead of you? Or why this person got the promotion instead of that other one? There’s a lot that goes into the balance when recruiters, management, or even investors (if you happen to be an entrepreneur) decide to bet on one person and not on the other. Building a strong personal brand hijacks your value, as it makes you stand ahead of the pack, and allows you to have more choice in your career.
Have you thought about developing your personal brand, and how it can affect your career?
PS: Want to learn more about personal branding? Join the “Recharge Your Career” month, for a discussion on re-energizing and re-inventing your career.
To Your Success,
The Corporate Sis.
