Home' Trinidad and Tobago Guardian : August 18th 2015 Contents B32
Guardian www.guardian.co.tt Tuesday, August 18, 2015
Misconceptions abound about personal
branding, and what actually goes into a brand
Your personal brand statement is not an anemic job
description stringing together your functional areas
of expertise. Instead, it represents your promise of
value to your next employer, and it should generate
Understand first that we all already have a personal
brand or reputation. Everyone is known for their own
unique set of attributes, strengths, and passions that
drives them at work and in life. Maybe you haven't
thought about the defining characteristics that
differentiate you from everyone else?
To put your brand to work for you in your job
search, you'll need to pull together all the pieces that
make up your value proposition in the marketplace. A
vibrant personal brand statement makes it that much
easier for those assessing you to get an indication of
whether you will be a good fit for their organization.
Answer These Questions:
Here are some questions to help prompt you to
uncover and craft a crystal clear personal brand
message that will resonate with your target audience.
Take the time to dig deep when you're working on
1. What are you most passionate about? What
do you care deeply about?
Think about the activities, interests, situations,
and challenges that fascinate or excite you and
energize you. Your passions are the things you can't
wait to get to each day and feel cheated when you
don't get the opportunity to do them. How do your
passions converge with what you are best at doing
and the value you offer your next company?
2. What are your top 3 or 4 personal attributes --
the things that define how you make things
Think about how those around you (at work and
elsewhere) describe you. Ask them for feedback
about these things. To give you an idea, here are some
possible attributes, but don't limit yourself to these:
Collaborative, resourceful, flexible, forward-
thinking, risk-taking, connected, visionary,
diplomatic, intuitive, precise, enterprising, ethical,
3. What are your 3 or 4 greatest strengths or top
motivated skills (things you love doing) that
have benefitted your companies/employers?
Again, think about what those around you say
about you. How do they introduce you to others?
Here are some possible areas of strength:
Identifying problems, seeing the details, leading,
delegating, performing analysis, fact finding,
crunching numbers, anticipating risk, motivating,
mentoring, innovating, managing conflict, writing,
4. What differentiates you from your
competition for your next job? What do you
have to offer that no one else does?
A client of mine, who is the CEO of a thriving home
decor manufacturer and distributor, identified a
sense of humor as his top personal brand attribute.
He relied on his engaging sense of humor to unify
teams, make things happen, and calm fiery
situations. He knew this trait was a critical part of his
Here's how he and I brought it all together in his
personal brand statement:
"A focused and determined business leader, I offer
the entrepreneurial stamina and wisdom to drive
bottom line growth and lucrative business, inspire
employees to peak performance, and cultivate
profitable business relationships built on respect,
loyalty, and trust. My easy-going sense of humor has
been a defining management strategy to bring out the
best in everyone, instill pride, and mobilize them to
make their company the best in the industry."
Your personal brand statement should become part
of your online and offline career marketing
communications -- at the top of your resume or
career bio and in your online profiles. And don't
forget to brand-charge your email signature by
including an abbreviated version as a tagline.
Spend some time uncovering your personal brand.
Have the courage to embrace the things that make
you unique. What differentiates you from your peers
is exactly the message that will hit home with the
decision makers you're trying to influence.
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