You are what they say you are.

What Is a Personal Brand?

Many of you may have heard the term “Personal Brand” and do not know what it means. Some of you may simply look at it as another buzz-word or something that you don’t believe has any relevance to you.

However, your Personal Brand and how you manage it is of paramount importance and will impact your professional evolution. When we think of brands, we all know some of the most popular ones like Apple, Nike, Mercedes Benz, Coca Cola, and Starbucks. We have come to know these brands because the companies behind them have done an incredible job creating a “Brand Message” and marketing them to us. It is important to understand that we associate/attribute certain qualities/traits to brands based on their messaging and our experience with them. For example, when we think of Mercedes Benz, we tend to think of Luxury, Excellence, Engineering and we equate Mercedes Benz with wealth, status, and success.

That is great branding!

Your Personal Brand conveys a message about you in much the same way a product does. The reality is that your Personal Brand is comprised of a variety of things which include:

 Education

Professional Experience

Accomplishments/Achievements/Contributions

Values/Morals/Ethics

How You Treat Others

Communication Style

Attitude

How You Present Yourself to the Outside World

The most important thing to remember is that your Personal Brand is NOT what you say it is – but instead is the cumulative experience that people have with you over time and the qualities and traits they associate with you. It is your Reputation and so much more!

 The Most Important Part of Your Personal Brand Cannot Be Learned

When we look at the Personal Brand concept there is much emphasis placed on acquired skills and experience. However, it is my feeling that the most impactful and therefore, most important part of your Personal Brand cannot be learned.

At its core, your Personal Brand is shaped by the manner in which you live your life, the way you treat others and the moral/ethical code you subscribe to. This is because as mentioned previously, your Personal Brand is ultimately defined by others and their perception of you. The qualities and traits that make your parents proud, make your friends loyal, and attract your significant other are the same ones that that shape your Personal Brand. These are inherent in your make up and cannot be learned.

Some of these may include:

 Common Sense

Integrity

Pride in the Quality of Your Work

Trustworthiness

Flexibility

Commitment to Excellence

Loyalty

Passion

Positive Attitude

To establish, manage, grow and promote a positive Personal Brand requires some introspection. It requires us to look inward at how we are living, treating others, the effort we are putting out and the quality of our work. If you are an optimist, you believe that most (if not all of us) possess the qualities I have listed. After some self-examination, should you find some may need to be featured more prominently; you can make some adjustments that may allow for that to happen. Developing a strong Personal Brand is something that happens over time.  

It should be clear however that regardless how effective you are at marketing yourself; your Personal Brand will be defined by your Actions not your words.