Personal Branding

Experience + Expectations = Brand Reputation.

To compete in today’s over-communicated business environment it is essential that individuals use all available branding tools to differentiate themselves and stand out in the increasingly competitive job market.

But before you consider any of the tactics usually associated with personal branding, such as blogging, a Linked in profile, Twitter stream, Facebook page or business cards, it’s important that you understand what shape your brand is in today. Yes, you already have a brand. Surprisingly, many people haven’t thought of their reputation in branding terms, but they should. People you know have formed opinions based on the way you speak, act, dress, the company you keep and the job you do.

The Brand Audit
The best way to understand your current brand position is to conduct an audit. With the learning that you gather you’ll be able to summarize where you are today and the value that you offer to a potential employer. Brand reputation is primarily comprised of two components: the things you have done and the attributes that are known for, so keep this equation in mind.
Experience (the things I’ve done) + Expectations (the attributes I’m known for) = Brand Reputation.

If you’re considering changing industries or planning to take on a completely new role, you should write two statements. The first summarizing where you are today. The second to clearly articulate where you will be once you have refined your skills and qualifications.

A personal brand audit can be more difficult to complete than it may first seem. Most of us tend to undersell ourselves. So, I recommend that you ask for input from trusted co-workers, friends or associates. Another option is to seek the help of a personal Branding consultant or career coach such as Telescope Brand Vision.