Home' Trinidad and Tobago Guardian : July 20th 2014 Contents JULY 20 • 2014 www.guardian.co.tt SUNDAY BUSINESS GUARDIAN
COMMENTARY | SBG15
Last year, the Guardian Holdings
Ltd launched its rebranding strat-
egy and is now known as
Guardian Group throughout the
region as well as internationally.
Quite recently we saw the launch
of a new corporate identity, Massy Group of
Companies formerly Neal and Massy Group of
Companies rebrand for many reasons: chang-
ing markets, going international, mergers and
acquisitions, and conflict with stakeholders.
But two main reasons for rebranding are to
change the public negative perception of a com-
pany and to create a corporate image for the
If companies can brand themselves, what is
stopping you and I from having a brand of our
own? One that sends a message to our employ-
ers and others. In this article, I would like to
talk about personal branding, how to create
one and why it is beneficial to do.
What is a personal brand?
Branding is about delivering something of
value to a customer, and delivering it in such
a way that it creates an emotional connection
with that customer. Personal branding is about
a person that has something of value to offer
someone that connects with them emotionally.
Oprah Winfrey provides entertainment and
education to her viewing audience. Her personal
brand is shaped by her passions for learning,
education, personal development and also hav-
ing fun. In T&T, Brian Lara and Machel Mon-
tano have delivered something of value to their
Sherri Thomas, career coach and author of
Career Smart, 5 Steps to a Powerful Personal
Brand, says that "everyone has a personal brand.
The power or strength of one s personal brand
is determined by their consumers, fans, clients,
Many of us have realised that in today s com-
petitive job market it has become a challenge
to market yourself to potential employers. The
first step to finding a job and, moreso, a career
that brings fulfilment, is to understand your
own personal brand and what it is communi-
cating to others.
How to create a brand image
The strength of your personal brand is created
by how others see you, and those perceptions
are formed by the messages you send out
through your interactions with people, the way
you dress and present yourself, and the value
you bring to an organisation, project or team.
Thomas, in her book, outlines five ingredients
of who you are and by identifying these ingre-
dients, you can develop a personal brand which
can lead to more career opportunities and a
more meaningful and purposeful life.
Valu e s : What are your principles that guide
all your decision making? Your values are the
things that you believe are important in the
way you live and work. We form our values
from cultural background, religious beliefs and
family teachings while growing up.
Values should determine your priorities in
life and the measures you use to tell if your life
is turning out the way you want it to.
When the things that you do and the way
you behave match your values, life is usually
good. However, when these do not align with
your values, that s when things feel wrong, and
this can be a real source of unhappiness. This
is why making a conscious effort to identify
your values is so important.
Passions: this is a strong feeling of enthu-
siasm or excitement for something or about
doing something. They are areas of interest
that excite you, and you are intellectually, emo-
tionally and physically drawn to these activities.
These are some questions you need to find
the answers to in order to determine what you
are passionate about.
1. What makes me happy?
2. What adjectives would people who know
me use to describe me?
3. What are my core values in life?
4. What is my definition of success?
5. What things at work am I good at accom-
6. What things at work do I hate?
7. What do I want to be known for?
We were all born with a purpose in life and
when you take the time to find out your passion
in life, you would be on the path to finding you
Personal Traits: Are the attributes that help
define who you really are, and if we do not
define ourselves, people will define us by their
opinions of us, which might be a negative one.
Some of these traits that we must develop
to strive and survive include the following:
1. Attitude: The capacity to stay optimistic
and positive. The No. 1 quality for career success
is "Championship Thinking."
2. Enthusiastic: The possession of intense
and eager interest in a subject or cause. It is
an energy that often inspires others.
3. Ethical: The quality of having and living
by a code of sound moral principles.
4. Goal focused: The ability to have clarity
on the objectives that you strive for in your
personal and professional life.
5. Listener: The capacity to suspend your
own agenda and deliberately and empathically
allow others to be heard.
6. Networked: A well-developed circle of
influence of interconnected positive relation-
7. Persistent: The ability to endure in the face
of adversity. It is a patient and relenting effort
to achieve despite difficulties.
8. Self-Aware: The understanding and knowl-
edge of who you are including your skills, values,
interests, behaviours and character.
9. Self-Confident: The firm belief in your
abilities. Seek professional help if this is an area
of weakness; it will be worth it.
10. Self-Discipline: The ability to control and
restrain impulses. Energy then can be focused
and channelled toward your ambitions.
Signature Talents: these are not just spe-
cialised skills, but advanced skills that when
combined with your own experiences in life,
the knowledge you have accumulated and your
unique talents, makes you exceptional.
Identifying your signature talents is important
for two main reasons: they help define who
you are professionally and they boost your cred-
ibility, confidence and uniqueness. They are
they value you provide to your company or
Accomplishments: what are the things you
have achieved, done or completed successfully
that makes you fulfilled? One way of answering
this question is by using the CAR method, out-
lining the challenge you were faced with, the
action you took and the results you got as a
Challenge: Assumed leadership position in
the video products division which had been
experiencing slow sales and negative profitability
from initial product launch.
Actions: Reinforced and coached team of
10 sales representatives through intensive train-
ing and innovative sales techniques. Introduced
new marketing initiatives, which helped the
company form strategic alliances with regional
distributors and vendors.
Results: Video products sales increased from
$50,000 to 100,000 in just four months and
continually grew unit sales by 20 per cent each
year from 2000 to 2005.
By writing down your CAR stories from pre-
vious jobs and current position, becomes very
helpful in preparing your resume and presenting
yourself at a job interview.
Benefits of personal branding
You are different: The ability to be seen as
new and original, is the most important aspect
of personal branding. If people do not see you
as different, you will leave room for them to
see you as a follower. If people see you as a
follower, it will be difficult to make an impact
on your target market for example a prospective
You are superior: Your brand must encourage
the belief that you are among the best at what
you do in some way: faster, providing better
service, having the latest technology, and so
on. Being seen as a leader in your field is critical
to gaining the confidence of people who don t
know you personally.
You are authentic: Great personal brands are
spin-free zones. Your brand must be built on
the truth of who you are, what your strength
is, and what you love about your work---and
it must communicate this to your market.
Nashroon Mohammed, BA (Hons), Dip LC, CCC,
CLTMC is workplace coach and mediator with the
Mediation Board of T&T and a member with Inter-
national Coach Federation (ICF) and Board Member
of HRMATT. Her contact is: email@example.com
What it says about you?
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