A PERSONAL BRAND?

If you are in marketing, it's often said that you need to “live the brand”. Why not take that one step further and create your own personal brand? Terence Gibbons reports:

Everyone hits a career low at some point. It’s inevitable in the world of business and just one of the things that makes life just that tad more interesting. Sometimes it’s a job that has become a bit dead end, other times its unemployment, other times it’s just having an arse of a boss.   The net results is the same, you feel frustrated/unsatisfied in your work/desperate to move etc etc.

Career Doldrums. 

We all get ‘em…career doldrums.  But the thing that helps you ride these stormy waves, the key to making sure you get to the next career high is this surprising but obvious fact – its how you deal with the lows. 

There are many routes to changing your circumstances work wise and I don’t have time to recommend them all here. So I’ll hone in on one if I may.  I work in marketing (or PR to be more specific) and my personal favourite “Change your Life For the Better” strategy is by changing my personal brand. Yes, yes, I know it all sounds a bit wanky and Californian, but stay with me on this one, ‘kay? 

WTF is a Personal brand?

Hmmm. How to define this in a few words. Tricky. Let’s see….well, you buy things right? When you buy them, you buy them because they’re reliable and do what they say on the tin – ie make you smell nice, make you look sexy etc. You buy them because they best reflect you, your attitudes and lifestyle. They’re the sort of things which you will be proud to be associated with, things that make you feel good and empowered. 

We’ll a personal brand is the same thing.  It’s creating an image of yourself that others want to be associated with, that makes them feel good, make them think you’re reliable..in short, a personal brand is what makes other people “buy” you. And, the things is, a personal brand works just as well in the word of work as it does in the world of love…or sport, or international tiddlywinks because we’re all brand conscious these days. 

Me? A brand?

Creating a personal brand is creating an image others want to buy into.  Simple…but how? Lets say, by way of example, you are currently out of work.  Sometimes this may be due an external reason but you can usually do bugger all about those. What you can do something about is yourself and how you present yourself to the world – the wrapping, the style, the values that you represent and project.  Just like Yves St Laurent products do…or BMW or Manchester United…all have very strong brands and they methods they use can just as easily be used by you. 

For example, here’s ten things you should try out if you’re looking for a new job and are willing to be a little experimental in create your “personal brand”….

1. Look at how the industry you work in dresses – in and out of work. Dress slightly up for work, without going too overboard…dress like your boss does. People will automatically assume that you’re the same level. Smart people are always considered to be more efficient that scruffy ones. Sorry to all you combat trouser wearing office cowboys but that’s the way it is. And don’t tell me its about being “Creative” – some of the most creative people ever have worn suits…Dali, Warhol, Man Ray, Einstein….
2. Deliver what you promise: never ever fall short of what you said you’d deliver…try and exceed what you deliver too.  You wouldn’t buy a product that didn’t do what it says it does would you?
3. Don’t over promise – worse than not delivering! If a face cream promised you instant youth and then made you look no better, you’d be a bit pissed off, no?
4. Don’t gossip. Gossiping is bad. Say positive things about people.  If someone says they’re leaving because they hate their job, try and persuade them to stay. Never criticise competitors. 
5. Don’t drink at work.  You wouldn’t be impressed if you went to a restaurant and the waiter was pissed. Don’t do it.
6. Take a lower level job – its surprising how easy it is to shine when you’re doing something you can do “eyes closed”.  Also, you’re in pole position when a new senior vacancy arises. 
7. Say hello to 10 people in your workplace before you start working. Always say good morning to people.
8. Occasionally make the tea, no matter how senior you are. It’s amazing how little things like chocolate digestives and tea can lift everyone’s mood. 
9. Don’t run in an office or workplace….no, not some health and safety dictat, but simply a matter of impressions. I always remember and ex-Army major mate of mine who said “Best advice I used to give my young subalterns was never run..it panics the men.” Walking calmly and confidently projects confidence, not panic.
10. Speak to everyone where you work….you never know where the next opening or job offer may come from within your company.