Creating Your Personal Brand
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 differentiates your unique promise of value from your peers, and helps those assessing you to determine if they should hire you or do business with you.
You need to identify those qualities and characteristics within you and communicate a crystal clear, consistent message across multiple channels – online and offline – designed to resonate with your target audience.
Below is the 10-step brand assessment. Take your time and be honest with yourself.
Respond to all questions thoughtfully.
- What are your vision and purpose? 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 purpose.
- What are your values? Your values are your guiding principles, such as balance, honesty, etc.
- What are your passions? What do you most enjoy doing – in your personal life and work life? Think about the activities, interests, or conversational topics that fascinate and energize you.
- 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.
- What are your top brand attributes? 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, such as collaborative, forward-focused, risk-taking, etc.
- What are your core strengths and motivated skills? 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?
- Who is/are your target audience(s)? Determine where you want to work (kind of job position and industry). Learn what decision makers in that field are looking for when they’re assessing candidates. Create your personal brand messaging around what keywords and content will attract them.
- Do a SWOT analysis. 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.
- Get feedback from those who know you best – at work, at home, anywhere. The true measure of your brand is the reputation others hold of you. Ask them what your top brand attributes and core strengths are.
- 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?