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The idea of branding yourself is probably a foreign to most guys. I
mean, who goes out to create their own unique image in the marketplace,
like some sort of commodity or product? Actually, if you don’t, you
should start thinking about yourself that way, at least
professionally. Why, you ask? After witnessing one of the most
successful branding campaigns in modern history, the ascendancy of
Barack Obama, it’s time to take your professional branding seriously.
Be Better Guys has a few thoughts on this topic and want to share them
with you.
The idea of branding yourself is probably a foreign to most guys. I mean, who goes out to create their own unique image in the marketplace, like some sort of commodity or product? Actually, if you don’t, you should start thinking about yourself that way, at least professionally. Why, you ask? After witnessing one of the most successful branding campaigns in modern history, the ascendancy of Barack Obama, it’s time to take your professional branding seriously. Be Better Guys has a few thoughts on this topic and want to share them with you. What is Personal Branding?
For those who aren’t marketing wonks or particularly savvy about these things, branding is about establishing a relationship with your audience through a reliable and consistent message and product. Think Nike, Apple, or Avis as examples of successful branding. As a marketing concept, it’s more than slick ads and logos; it’s about the relationship between the public and the company.
Personal branding is similar, except the brand is you. It’s not a façade or image you put on for public consumption, but your recognized value and output. What is it that people should expect when they see or speak with you? Are you authentic, believable? And since most of us don’t have “people” (PR agencies, agents, media consultants, Ari Gold) shaping us, it boils down to what people say about you when you’re not around.
Example of Good Personal Branding 
Barack Obama
- President Obama has developed a brand of engaged, compassionate leadership. He’s not a throwback to some idealized earlier time, Kennedy references aside. His message of a being the continuum of the American experience, as the representation of the American future is consistent, from his public speeches to his use of the Web as a fundraising and marketing tool. He obviously connected with millions, since he’s now Commander-in-Chief (cue the music!). And if you doubt this analysis, know that Fast Company named “Team Obama” the most innovative “company” in 2008.
Jay Z
Jay Z turned his talent as a rapper into a career in hip hop. Since pumping out multi-platinum albums, Jay-Z’s turned that success into his own company and clothing line, as President and CEO of Def Jam Recordings, and partial ownership in the New Jersey Nets. His image as a hustler has transformed into savvy businessman, forming corporate relationships with Anheuser-Busch, Hewlett-Packard, Live Nation, while still producing quality music. And his wife hasn’t done a bad job of branding, either.
How Do I Implement This?
But how does this relate to you? We have some suggestions on the next steps to establishing your personal brand.
Who are you and what is your message? Knowing what your brand will be the first step in establishing it. Identify and develop your message, then hone it, because personal branding, in essence, boils down to you controlling your message and professional image.
What are your skill sets? Where do you excel? If your thing is organization and logistics, make that the focus of your professional interactions.
How do you relay those things to your potential employer/audience? Assert your message clearly and don’t be timid. Don’t get lost in your perception of who you think you are or want to be. What makes your brand is the perception that those in the work world have; build upon that. Ask for feedback from trusted advisors. We all need good information. Don’t let your brand grow stale. Keep yourself and what you do up-to-date. Be diverse, but let your strengths be the focus of how you present.
Once you’ve determined your brand and message, translate that to your outreach efforts. Start with cover letter and resume. Use active language, demonstrate what you’ve done and highlight your skills succinctly.
- Your resume will get about 60 seconds worth of attention, unless you are a bona fide superstar. Keep it simple (one page) and focused on those attributes that will help in securing the job. Quantify whenever possible.
- Keep your resume up-to-date. Provide a list of your recent achievements.
- Use the cover letter to highlight strong points from resume and one aspect of your personality that makes you unique from other interviewees. Keep it to one page.
- Use your professional network to get the word out. Get recommendations from colleagues, former employers; they are your best representatives.
- Keep involved. Professional affiliations are chances to highlight skills and build your network.
- Use sites like LinkedIn and Spock. They are professional networking sites that list jobs and use social networking to further your access to people and jobs. Post a description (using the branding language), your resume, have colleagues and former employers write recommendations. Keep your profile updated.
 Dress like a professional. Whatever your profession is, you want to look as if you belong. It’s part of the short hand that people use to make determinations about you. Think about going to a conference or professional association meeting. That first impression is critical: people remember more of what they see than of what you say. What you wear makes a very big impression on the people who give you jobs.
- Dress for the job you want. If you look like Teddy the intern, you’ll be perceived as an intern.
- It’s always better to be over-dressed than under-dressed, but be appropriate. If you work installing and configuring network systems, a double-breasted suit is too much and people ill think you a tool.
- Let you style reflect who you are, but keep it professional. Funky’s cool, but funky in an Afro wig, a dashiki, and combat boots at a shirt and tie work place won’t fly.
Remember, people recognize a fake. The branding efforts described above work because the product backs up the message. As you work to develop your personal style or brand, remember that it has to be a reflection of you, your beliefs, and your strengths. Misrepresenting your personal brand is ultimately a bad strategy.
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