Home' Trinidad and Tobago Guardian : November 24th 2015 Contents B22
Guardian www.guardian.co.tt Tuesday, November 24, 2015
Your personal brand is more than
the brand statement you use as your
elevator pitch when you introduce
yourself in real-life encounters or to
market yourself in your paper, dig-
ital, and online career marketing
communications (resume, bio,
Linkedin profile, website, etc.).
Your brand is your reputation -- the
perception of you held by the external
world. It is the combination of personal
attributes, values, drivers, strengths, and
passions you draw from that differen-
tiates your unique promise of value from
your peers, and helps those assessing
you determine if they should hire you
or do business with you
You need to identify those qualities
and characteristics within you and com-
municate a crystal clear, consistent mes-
sage across multiple channels -- online
and offline -- designed to resonate with
your target audience.
1. What are your vision and pur-
Look externally at the bigger picture
of your vision for the world, and then
internally at how you might help the
world realize your vision.
Think about one world problem you
would like to see solved or one area of
life that you want to see transformed or
improved. This is your vision.
What role might you play in making
your vision happen? This is your pur-
2. What are your values?
Your values are your guiding prin-
ciples -- things like:
Balance, being the best, agility, calm-
ness, challenge, decisiveness, perse-
verance, drive, honesty, integrity,
pragmatism, sensitivity, structure,
teamwork, sharing, vitality, zeal.
3. What are your passions?
What do you most enjoy doing -- in
your personal life and work life? Think
about the activities, interests, or con-
versational topics that fascinate and ener-
gize you. Your passions make you get
out of bed at 6 a.m. on a Saturday morn-
ing or get you talking enthusiastically
with others. How do your passions con-
verge with what you are best at doing?
4. What are your top goals for the
next year, 2 years, and 5 years?
Work on projecting what you intend
to accomplish so you can put together
a strategic action plan to get there.
5. What are your top brand attrib-
What 3 or 4 adjectives best describe
the value you offer? What words do you
use to define your personality? Once you
pinpoint what you feel are the right kinds
of words, it s a good idea to consult a
thesaurus to precisely nail the exact
words. Here are some possibilities, but
don t limit yourself to these:
Collaborative, resilient, forward-
focused, risk-taking, connected, inter-
national, visionary, diplomatic, intuitive,
precise, enterprising, ethical, genuine,
6. What are your core strengths or
In what functions and responsibilities
do you excel? For what things are you
the designated "go-to" person? What
gap would your company be faced with
if you left suddenly? The possibilities
are endless, but here are a few sugges-
Analyzing, collaborating, leading, del-
egating, empowering others, forecasting,
crunching numbers, anticipating risk,
mentoring, visioning, selling, innovating,
managing conflict, defining needs, writ-
ing, listening, communicating.
7. Get feedback from those who
know you best -- at work, at home,
The true measure of your brand is the
reputation others hold of you in their
hearts and minds. Notice how they intro-
duce you to others. Ask them what your
top brand attributes and core strengths
are. How does your self-assessment jibe
with their feedback?
The 360° Reach Personal Brand
Assessment, a confidential, web-based
tool that collects anonymous 360-degree
feedback in real time from your choice
of respondents, is a good option to
accomplish this step and the basic
account is free.
8. Do a SWOT analysis (Strengths --
Weaknesses -- Opportunities --
Strengths and weaknesses are internal,
and speak to your potential value to an
employer. Opportunities and threats are
external, and help you foresee what
you re facing in next career steps.
SWOT is an invaluable personal brand-
ing exercise that also helps prepare you
for interviewing and future career growth
[More on SWOT analysis for your
9. Who is your target audience?
Determine where you want to fit in
(kind of job position and industry). Learn
what decision makers in that field are
looking for when they re assessing can-
didates. Create your personal brand mes-
saging around what keywords and con-
tent will attract them. Find out where
those decision makers hang out, position
yourself in front of them, and capture
10. Who is your competition in the
marketplace and what differentiates
you from them?
What do the people competing for
the same jobs as you typically have to
offer? What is it about you that makes
you the best hiring choice? What added
value do you bring to the table that no
one else does?
The work involved in uncovering and
defining your personal brand may seem
daunting, but your efforts will benefit
you immeasurably. In job search, defining
and communicating your personal brand
can help pre-qualify you as a good fit
and strategically position you to land
your next great gig faster.
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