Leveraging Personal Branding - Photograph of ranch hand branding a horse.

Personal Branding: The Key to Leveraging Your Career

When it comes to branding, the importance of leveraging your personal brand – both in person and online – cannot be underestimated. Consider the advice from these branding professionals as food for thought:

“Personal branding is how we define ourselves in the workspace while at the same time, incorporating the personal elements that make us who we are.”Dawn Rasmussen, president of the Portland, Oregon-based Pathfinder Writing and Career Services

“An artist is someone who uses bravery, insight, creativity, and boldness to challenge the status quo. And an artist takes it personally.”Seth Godin, best-selling author, from his book “Linchpin: Are You Indispensable?”

BrandYourself.com is a website devoted to helping consumers build the online presence they desire and deserve – one that is robust, includes strong linking and brings the user to the top of the results pile on search engines such as Google.com. Writer and personal branding expert Meg Guiseppi expands upon the importance of a unique personal brand in her blog post “10 Steps to Define Your Personal Brand.”

Developing a personal brand is much like writing out a business plan. It takes time, thought and careful analysis. First, Guiseppi recommends examining your vision and purpose while developing a personal brand. Also consider your values and passions, along with short-term and long-term goals. A self-assessment of your top brand attributes – words that describe the value you offer – is also helpful in determining what you want to accomplish through your branding, she says. Also, determine core strengths and also consider who your target audience is.

It doesn’t hurt to ask for feedback from others who know you the best and can easily describe who you are and your best qualities – colleagues, family and even friends. Additionally, scope out who your competition in the marketplace is and work to determine how you wish to differential yourself and your services from those competitors. Why should a competitor hire you over another? Lastly, Guiseppi says to consider what she deems the core principals of personal branding.

Three Cs of Personal Branding

  • Clarity: Be sure to stay clear about who you are and who you are not.
  • Consistency: Keep your brand consistent across all communication platforms.
  • Constancy: Personal branding is constant. Strong brands are always visible.

Many marketers have their own personal branding cores. If you have one, please share it in the comments.

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