When I was in my second year of college, my life changed. We were learning all about branding and what a brand was, which by the way – has nothing to do with their logo – and my lecturer casually mentioned personal branding. The concept fascinated me, why would someone brand themselves and market that brand?   

Personal branding is the public expression and projection of an individual's identity, personality, values, skills, and abilities. Basically, by personal branding, you make yourself into a walking portfolio. In this scary new world of downsizing and retrenchments, I think personal branding is essential. There are thousands of people out there who can do your job, what separates you from them? It may be your skill and experience, but do the powers that be actually know that? 

On that fateful day eight years ago, I realised that and I’ve been working hard at strengthening my personal brand ever since. I am by no means at the end of my journey but I do have a few things I have learned since then that I‘ll share with you. . 

 

Like any company has a unique selling point, any person building their personal brand should do the same. Whether you choose a memorable nickname or a specialty that nobody has owned yet, choose something that sets you apart from the masses. It may be something as simple as being known as the person who always wears hats, or something more meaningful, like having authored a textbook, whatever it is you choose, it will help people to remember you and your strengths. 

 

These days, anything worth knowing can be found on Google. Companies will often ‘Google’ potential employees to check for skeletons or achievements. If you control what is displayed when people search for you and make sure it is positive, you will always be a few steps ahead of your peers. It is a bit harder if your name is John Smith, but if you work hard at it, you’ll be surprised how easy it is to create a Google CV. How do you do this? First, you should get yourself profiles that reflect the best side of you on Facebook, Twitter and LinkedIn. There are some great online tools to help you along. You could also write articles for sites like BizCommunity, or speak at conferences where the speaker profiles are posted online. And then there’s the most important one... 

 

I firmly believe that everyone should have a blog or at least a strong Twitter account. Many will disagree but, to me, a place that you can air your views online is an essential arrow in your personal branding quiver. Whether you are waxing lyrical your very personal thoughts or writing for a group blog on industry news, being an online publisher is a no-brainer. It’s easy to do and it’s free. There are even people who have defined their careers through their blogs. Ever heard of Perez Hilton? 

4. Attend Industry Events, Work the Room

Not all the personal branding tactics involve the internet. Showing people the face behind the brand is very important. No matter what industry you are in, there will be conferences, dinners and awards ceremonies. You have to be there, (not just in the corner of the room watching like a weird stalker) talking to people you have never met, doing the good ol’ business card exchange and making connections. Your network is the most powerful tool you have, so build it.  

 

I’ve seen loads of people follow all the steps above perfectly, and they are still viewed as a total pratt by their peers. If you are a big fat phony with a blog and a slick business card, you are still a big fat phony. Be yourself, be real, and be friendly. Even if you’re the best personal salesman in the world, if you don’t have the brain and skills to back it up, people will soon see through the smoke and mirrors. 

 

There are many more lessons to be learnt about personal branding, many tips and tricks that will help you be the best you can be (I had to drop the corny army reference in there), but these are a good start. The most important thing to remember is work hard at it; your brand won’t build itself.

 

Disclaimer - This is a repost.