When my grandfather left university in the late 40’s as a qualified electrical engineer, there was one thing on his mind: a job at a stable institution. He joined the South African state energy supplier, Eskom, which still powers large sections of Africa. His starting role wasn’t important – if he could get in the door then he wouldn’t have to worry again. Diligence and faithfulness would see him through to retirement, and it did. He retired some 40 years later from Eskom, having risen up the ranks, now in a senior management role.
How things have changed! In our day, 5 years at a company is regarded as a good stretch, and even a job at such prestigious firms as Lehman Brothers and our own DBS Bank isn’t a guarantee of a job next month.
The changing global environment brings great challenges, but with it fantastic opportunities for those who are willing to adapt to the new economy and take advantage of it. There are many areas in which one can capitalize in this new environment, and one of these is surely personal branding. In the old economy, what mattered was the brand you worked for, whereas these days it’s your own personal brand that has to be developed, nurtured and managed carefully.
Solomon who was said to the be the wisest man who lived uttered these memorable words: “A good name is to be treasured above great riches”. Our names, our personal reputations, or our ‘brands’ must not only be developed, but protected, guarded and watched over.
Your personal reputation is the most valuable asset that you have. My father taught me that it takes years to build a reputation but it could all be lost in a moment.
Some personal branding guru’s today talk about Armani Suits, Breitling watches and Louis Vuitton accessories as being crucial for your image and vital to your success. But they are called ‘accesssories’ for a reason, they are merely optional extras that are the finishing touches to what should already be there, your personality, character and skills.
I believe that there are 5 questions we need to ask ourselves as we embark on this process of preparing to brand ourselves:
1. Who am I?
2. Why am I here?
3. What are my values?
4. Where do my competencies lie?
5. How do I wish to present myself?
It is only once we have answered the first four questions that we can move onto the final one. Once these have been worked out, the packaging or branding of yourself can take shape. But if you put the cart before the horse, you will quickly be exposed as a fraud. Our values and character are what will give our personal brand a life long appeal, rather than trying some marketing trick to become a ‘one season’ wonder.
We all know that our personal presentation and marketability play a huge role, and we would be wise to learn these skills so as to maximize our offering, but unless we have clearly defined what our offering is, we market and brand in vain.
Although the answer to the fifth question has many aspects to it. I would suggest that you consider the following in your personal branding approach:
1. Personal Presentation
Ensure that your dress is appropriate for your image. Overdressing is an damaging as under dressing. Define your style, and make it work for you.
2. Developing Your Communication Strategy
Improve your communication skills, meaning your choice of words, vocal tones and body language to communicate effectively.
3. Internet Marketing
Make use of the various forums available online to market yourself, keep others aware of what you are doing, and ensure that they don’t forget you. Take advantage of the plethora of options available today, including social networking sites such as Facebook and Twitter.
4. How you describe yourself
Develop a concise summary of who you are and what you do that you could deliver to someone confidently in 30 seconds. Don’t make this is a ‘selling moment’ but rather a ‘memorable moment’, giving people a tag or two by which they can remember yourself.
5. Networking and get connected
Networking may seem like a phrase from the 90’s, but those who do it well still reap the rewards. Learn how to meet people, connect with them and follow up so that you can maximize those relationships.
Remember that the key word in building your personal brand is the word your. Your name and reputation is the most important thing you have, so guard it, develop it, treasure it, and it will pay you great dividends into the future. Don’t sell yourself for a moment today, make sure your personal brand lives longer than you do.
Article Contributed by Simon Tan of Training Edge International
Email : simon@trainingedgeasia.com
Website : www.trainingedgeasia.com
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