Define your brand; tune into your unique worth

If you were asked to describe your personal brand, it is likely that you would find yourself at a loss for words. You might think, “Brand? I don’t have a brand.” The truth is that whether we know it or not, we brand ourselves every day.

We transmit our personal brands in the emails we send, the clothes we wear and the way we behave under stress. We convey our brands through the causes we support, during interviews, sitting in workshops, chatting over coffee and standing on the sidelines of our kids’ soccer games.

A personal brand can best be described as the experience people have when they interact with you. People may not always recall everything you have said or done, but it is highly likely that they will remember the way you made them feel. Personal brands can be described as the lasting impression that lingers after you leave the room.

The question we need to ask is whether these impressions support or detract from how we want to be known. Are they aligned with the aspirations we have in our personal and professional lives?

In case you remain dubious about the importance of personal branding, consider the following hiring trends. Only a small percentage of positions are posted. The skills and qualifications on our résumés are not always enough to get us in front of hiring managers. The vast majority of companies fill positions through social media, employee referrals, and networking introductions.

The way we present ourselves in the world, that lingering impression we leave, can prompt others to think of us when opportunities arise. Additionally, when our brand is clear, we are more likely to be referred to positions and projects that closely match our needs and desires.

The idea that we have been reduced to selling ourselves like a product or a service can feel dehumanizing. It is important to understand that personal branding is not about self-promotion. It is a lifelong journey to discovering and becoming your best self. In this context, developing a personal brand can be one of the most humanizing things we do in our lives.

How do we clarify and strengthen our personal brands? Simply put, we do this by living intentionally and authentically. It is a process that requires keeping a “hand on the dial” and continually tuning into our core values and the unique worth we provide.

Think back to those impressions that linger when you leave the room. How do you want to be remembered? Jot down 20 to 30 descriptive words that you would like to come to mind when people think of you. Look for themes that emerge as you crystallize the long list into five or six key words. These words often are the essence of your personal brand.

You may also take a brave step and ask trusted friends and colleagues to provide feedback and share their honest impressions of you. We all have blind spots. Most of us are unaware of at least one of our major strengths as well as an area that needs improving.

Again, listen for emerging themes. How does this feedback compare to the way you see yourself? Is it consistent? What surprised you? How can you use this information to build on your strengths and improve on any weaknesses?

Take it one step further and develop a personal tag line or purpose statement. If you are a visual person, consider designing an image or logo that represents your core values and attributes. Create a video presentation set to music to tell your true story. Take it slowly and have fun with the process.

Many of us have become disconnected from our authentic selves. We conform to what we believe is expected of us rather than allow ourselves to be and do what feels natural. Developing your brand is about being more of who you already are and being comfortable in your own skin.

As the world of work continues to trend towards personal career management, it is vital that we clearly communicate our unique value and worth. People feel confused and ill at ease when we send mixed messages. When we bring our authentic selves forward, we are more likely to draw people in and hold their attention. The goal, however, is not to promote ourselves. This is just a naturally occurring benefit. The ultimate purpose is to discover and define who we are so we can leave the people we meet and the world better than we found them.

Carrie Pinsky is a freelance writer, job-search coach and training specialist.

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