In the past few years personal branding has been discussed exhaustively throughout the Net. The difference between today and over ten years ago when it was first mentioned by Tom Peters, is the rise of social technologies that have made branding not only more personal, but within reach.
From the corporate brand (BMW), to the product brand (BMW M3 Coupe) and down to the personal brand (car salesman), branding is a critical component to a customer’s purchasing decision. These days, customer complaints and opinions are online and viewable through a simple search, on either Google or through social networks. There is no hiding anymore and transparency and authenticity are the only means to survive and thrive in this new digital kingdom.
Many people think that personal branding is just for celebrities such as Paris Hilton or Britney Spears, yet each and every one of us is a brand. Personal branding, by definition, is the process by which we market ourselves to others. As a brand, we can leverage the same strategies that make these celebrities or corporate brands appeal to others. We can build brand equity just like them.
We can also have just as much presence as most startups and mid-size companies and products. Social media tools have leveled the playing ground and have enabled us to reach incredible heights, at the cost of our time. Today, I want to share the personal branding process, so you can start to think about what face you want to show to the world and how you want to position yourself for success!
1. Discover your brand
The single biggest mistake people make is that they either brand themselves just for the sake of doing it or that they fail to invest time in learning about what’s in their best interests. The key to success, and this isn’t revolutionary, is to be compensated based on your passion. In order to find your passion, you need a lot of time to think, some luck and you need to do some research online to figure out what’s out there.
Brand discovery is about figuring out what you want to do for the rest of your life, setting goals, writing down a mission, vision and personal brand statement (what you do and who you serve), as well as creating a development plan. Have you ever been called intelligent or humorous by your peers or coworkers? That description is part of your brand, especially if you feel those attributed pertain to you. To know if you’ve discovered your brand, you need to make this equation equal:
Your self-impression = How people perceive you
Before you enter the next step in the personal branding process, you’ll want to select a niche, whereby you can be the master of your domain. For example, Joel Comm has mastered the Google Adsense niche and brands himself using his name, and Brian Solis owns the social media PR niche with his PR 2.0 blog (under his name). When I say domain, I mean an area where there aren’t many competitors and literally, your online domain name. Once you sort this all out, now it’s time to create your brand.
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