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How can you build your personal brand without overshadowing your company's brand?

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Building your personal brand is a key way to advance your career, showcase your expertise, and attract new opportunities. But how can you do it without clashing with your company's brand, or worse, damaging it? In this article, we'll share some tips on how to balance your personal and professional identities, and create a win-win situation for yourself and your employer.

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Sana Iqbal

HR Professional | Industrial/Organizational Psychologist | Behavior Analyst | Talent Acquisition | Technical…
Sa C. Tran

CEO at VBA (Vietnam Basketball JSC.) * Professional Consultant, Facilitator and Coach
Antonio Micó

(CPO) Director Compras Productos Ultra-Frescos en Kuups Desing International S.l. (Grupo Nudisco)

1 Align your values and goals

The first step to building your personal brand without overshadowing your company's brand is to align your values and goals with those of your organization. This means understanding your company's mission, vision, culture, and target audience, and finding ways to support them with your own strengths, passions, and interests. By doing so, you'll demonstrate your loyalty, commitment, and fit, and also avoid any potential conflicts or contradictions that could harm your reputation or credibility.

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Antonio Micó

(CPO) Director Compras Productos Ultra-Frescos en Kuups Desing International S.l. (Grupo Nudisco)
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ser un referente en tu sector un lider con una buena marca personal sin ningún lugar a dudas no solo no eclipsa a la empresa sino que la catapulta a una dimensión más profesionalizada, que tu empresa cuente con referentes comerciales, con buenas marcas personales denota un estado de salud empresarial optimo, contar con un buen equipo y máxime si este está reconocido es la meta de cualquier empresa por lo que yo alentaría a mis colaboradores mantener, potenciar y crear fuertes marcas personales

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Mitsunori Hokuto

Operaciones
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Definitivamente debe haber coherencia y congruencia, creo que para que no puedas opacar la marca de tu empresa te deben de ligar los valores de la misma

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Sa C. Tran

CEO at VBA (Vietnam Basketball JSC.) * Professional Consultant, Facilitator and Coach
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Seamlessly blending your personal brand with your company's brand is a powerful strategy. It starts with aligning your personal values and story with those of your company. Showcase yourself as a living embodiment of what your company stands for. Focus on strengthening one or two core aspects of your brand that resonate with your company's mission and ethos. Personal stories and relatable traits make for stronger brand associations than vague or abstract ideas. This approach not only aligns your personal brand with the company's but also ensures they enhance each other, creating a cohesive and compelling narrative.

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2 Define your niche and value proposition

The next step is to define your niche and value proposition within your company and industry. This means identifying your unique skills, knowledge, experience, and perspective that set you apart from others, and how they add value to your company and customers. By doing so, you'll establish your authority, credibility, and relevance, and also differentiate yourself from the crowd. For example, you could focus on a specific topic, problem, solution, or trend that you're passionate about, and share your insights, opinions, or best practices through various channels.

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Sana Iqbal

HR Professional | Industrial/Organizational Psychologist | Behavior Analyst | Talent Acquisition | Technical Recruitment | Performance Management | Organizational Development | Employee Engagement | HR Analytics
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In parallel with defining your niche and value proposition within your company and industry, also identify your USP (Unique Selling Point) too. Because a USP gives you an edge and sets you apart from the crowd. Explore what makes you unique?, what are your strength? What are the things you are passionate about?. Look for the trending issues, challenges, topics on which you can share your knowledge and insights. Also by choosing the right channel for sharing your thoughts will help you to establish a credibility and a connection with a community.

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Sa C. Tran

CEO at VBA (Vietnam Basketball JSC.) * Professional Consultant, Facilitator and Coach
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When crafting a brand personality, it's crucial to examine the alignment between human and brand personalities. Analyzing how your personal traits match up with your brand's personality dimensions offers a structured method for ensuring your personal brand accurately reflects your company's desired brand identity. Moreover, the role of start-up capital shouldn't be underestimated in personal branding. It's a key element in establishing your individual identity, which is intrinsically connected to your personal brand's identity. Understanding and utilizing these aspects can significantly enhance the effectiveness and authenticity of your personal brand.

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3 Choose your platforms and channels

The third step is to choose your platforms and channels for building and communicating your personal brand. This means selecting the most appropriate and effective media, tools, and methods for reaching your target audience, and creating and delivering your content. By doing so, you'll optimize your visibility, reach, and impact, and also align your strategy with your company's brand. For example, you could use your company's website, blog, newsletter, or social media accounts to showcase your work, achievements, or projects, or you could use your own website, podcast, video, or book to share your ideas, stories, or advice.

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Sa C. Tran

CEO at VBA (Vietnam Basketball JSC.) * Professional Consultant, Facilitator and Coach
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To build a personal brand without conflicting with your company’s brand, follow these guidelines: 1. Know your audience and choose platforms accordingly. 2. Match the strengths of each platform with your personal branding goals. 3. Share insights and stories that complement your company’s brand. 4. Ensure your content aligns with your company’s values and showcases your personality. 5. Engage with your audience and network professionally. Remember, balance is key – your brand should shine, but not at the expense of your company’s brand. With the right platforms and thoughtful content, you can achieve a synergy that benefits both.

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4 Engage with your network and community

The fourth step is to engage with your network and community to build and maintain your personal brand. This means connecting, interacting, and collaborating with your colleagues, customers, partners, peers, mentors, influencers, or media, and providing value, feedback, support, or recognition. By doing so, you'll expand your network, influence, and reputation, and also enhance your company's brand . For example, you could join or create groups, forums, events, or webinars related to your niche or industry, or you could comment, like, share, or recommend content from your network or community.

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Mitsunori Hokuto

Operaciones
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Es importante mantener contacto con colegas, intercambiar opiniones y así ver si te puedes ir actualizando, es necesaria tener una red robusta y enriquecedora.

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5 Be authentic and respectful

The final step is to be authentic and respectful when building your personal brand without overshadowing your company's brand. This means being honest, transparent, consistent, and ethical in your communication and actions, and respecting your company's policies, guidelines, and values. By doing so, you'll build trust, loyalty, and credibility, and also avoid any negative consequences or backlash. For example, you could disclose your affiliation, role, or position with your company, or you could avoid any controversial, offensive, or misleading content that could harm your company's brand or image.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Sandra Liliana Garavito B

Regional Service Manager | People Management | Strategy | Channel Manager | Executive Coaching | LATAM | Operations Manager | Project Manager | CX | ITIL | Agile | Continuous Improvement | Mentor | Data Analisys
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En mi caso lo mejor ha sido que además de tener alineados mis valores con los de las compa?ías para las que he trabajo, he participado en actividades de networking sin involucrar a la marca de la compa?ía, es decir como profesional, como persona, expresando auténticamente mis puntos de vista pero sin mencionar a la compa?ía para la que trabajo.

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How can you build your personal brand without overshadowing your company's brand?

1

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3

4

5

6

1 Align your values and goals

2 Define your niche and value proposition

3 Choose your platforms and channels

4 Engage with your network and community

5 Be authentic and respectful

6 Here’s what else to consider

Business Management

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How can you build your personal brand without overshadowing your company's brand?

1

2

3

4

5

6

1 Align your values and goals

2 Define your niche and value proposition

3 Choose your platforms and channels

4 Engage with your network and community

5 Be authentic and respectful

6 Here’s what else to consider

Business Management

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