I believe that it is important for all business professionals to step outside their role and look at ways to build their personal brand and be noticed. It’s not about being grandiose and shouting from the rooftops about how great you are. But if people don’t know who you are and what you do, how can you help them?
My approach to personal branding is about packaging, presenting and promoting your brand – essentially – personal PR.
I know that you are busy doing what you do and saying, “I don’t have time to focus on promoting myself.” Think of the alternative.
As a former public relations consultant I worked with clients to implement a step-by-step PR plan to gain exposure and attention for their brand and business. These days I still guide people with their PR and incorporate image, presentation skills and other brand awareness strategies. I mentor and help clients with their visual communication, communication message and visibility.
I take my clients through a step-by-step approach to standing out. Here is how I do it.
WHAT do you want to be known for?
First step is to look at the big picture, your work aspirations and the goal you want to achieve. You need to establish a clear, articulated vision of your future. Do you want to reinvent, a new job, set up you own business, get a promotion?
Determine exactly what it is you’re wanting to achieve. You understand goal setting and it’s the same with your personal brand plan. If you articulate what you’re after you’re more likely to achieve it.
You might have a big picture vision of being Female Entrepreneur of the Year within 5 years and currently you are a marketing manager. What steps would you need to take to get there? And be smart about it. That is specific, measurable, realistic, achievable and timely. you need to write a detailed statement of what it is you really want to achieve.
As an example if my big picture goal was to be known as Australia’s leading personal brand and image expert – I’d have to start somewhere. So a detailed objective could be to speak in-person or virtually at 10 networking groups by end of 2021 and gain 1,000 new subscribers to my newsletter.
Who is your audience?
Who do you need to communicate with? Identify your target market. Define who it really is you need to appeal to. Are they your bosses, potential employers or clients? Be specific and clarify that one person who embodies your audience.
There are also influencers you need to include. So if it is in-house bosses you might include industry personnel, contractors, suppliers or co-workers.
Media would be on this list if it was your own business. After all the media (social and mainstream) is one of the strongest influencers and will help get to your target market. So who is your public that you need to build a relationship with?
Using my objective above it could be high achieving female entrepreneurs between the ages of 40-60 and business owners; with influencers being media target of women’s magazines.
What is it about you that helps you stand out and be noticed? Do you have a niche or a specialty? What USP – unique shining point can you identify?
Maybe you are just very good at what you do, you have the background, experience and credentials. Can you articulate that and find the core strengths of your brand; something that could give you an edge, that you can grow into and could over time to own more completely.
Again, putting myself in the spotlight here – my USP might simply be my background and experience having worked as a model when I was younger (hence the passion and understanding of image and style) and my many years’ experience and credentials as a public relations professional. To Shine (for me and to help you) is my philosophy. I also use the hashtag #nooklookhook as another brand differentiator.
Let’s just for a moment concentrate on you and your own personal brand. Again so much to do and so little time. You are an executive or entrepreneur working in a business environment. What method is going to help you get in front of your target market? How you are going to reach your public with your clear message?
In previous blogs I have shared a number of key tactics to self-marketing you could incorporate to grow your personal or business brand. Read Marketing Your Magic to Shine.
I will cover in future posts further ways for you to stand out through personal branding strategies. In the meantime, if you would like to receive this information straight into your inbox, sign up for my free video series, NOOK, LOOK, HOOK, 3 Steps to Build a Stand Out Personal Brand.
Sue Currie is a speaker and the author of IMPRESSario, Present and Promote the Star Within You. She provides a multi-faceted approach to developing the ABCDE of influence to help business executives and entrepreneurs elevate their personal brand and professional presence. Through Appearance, Brand, Communication, Digital Communication and Exposure, Sue’s suite of services includes workshops, consulting, coaching and keynote presentations to gain high transformation for her clients.