When you’re changing chapters professionally, what’s the best way to manage your personal brand? Should you even think about personal branding? Where do you start?
These issues have been on my mind as I “repot” my own career. You could say I’m writing this column as a result of my own personal branding strategy. Very meta, right?
While my own brand remains happily in-the-works, I’d like to share some tips and start a dialogue about this topic, especially for those in transition.
In my view, the No. 1 most helpful thing you can do is to map out a strategy. Developing it is the focus of this post, and I’ve created a one-page template to help.
Tip 1: Squeamish about personal branding? Get over it.
Among many, the notion of a “personal brand strategy” is cringe-inducing. Personal branding can come across as self-serious, superficial, and cheesy, especially when poorly executed.
But here’s the thing: Given the realities of social media and job security, personal branding isn’t something we can sweep under the rug. Like it or not, your next employer or client will Google you. Better yet, they’ll discover you on Twitter, LinkedIn, or your blog. Avoiding the topic because it makes us uncomfortable seems stupid. Why not be proactive about personal branding, approaching it in as thoughtful and authentic a way as possible?
In my view, the best way to mitigate the cheesiness of personal branding, while making it more powerful and authentic, is to start with a simple, well-thought-out strategy. I’m not talking about a 20-page plan, just a simple one-pager. Again, this should be your starting point.
Tip 2: Know who you are & what you want.
Before you can even write out your strategy, you need to know who you are and what you want. I call this “personal branding from the inside-out.”
Practically speaking, this means being very clear about your goals & objectives, your target audience, your values, and how people experience you now. This may seem easy, but it’s really not… especially when we’re in transition.
To get there, try a combination of:
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Internal reflection: At a high level, what’s really important to you in this next chapter? Is it money, autonomy, helping people, having fun, working on a team, or what?
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External research: What are your strengths and weaknesses? How do others experience your brand now? Ask your colleagues and contacts for candid feedback, and review old performance reviews.
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Reality check: What are the realities and “specs” of your transition? Do you need a paycheck asap? Are you limited to opportunities within driving distance from home? Do you need to be able to work from home?
Tip 3: Have a story, even if it’s still unfolding.
Let’s say you’re not 100% clear on what you want. Maybe you’re interested in this type of opportunity as well as that type. Should you still move forward with your strategy? I’d say yes, absolutely.
The key is to have a crisp narrative that captures where you’ve been, where are you are now, and where you’re going. It’s fine to incorporate your this or that into it.
In my case, I have a clear sense of mission for my next chapter — to find scalable ways to help people move toward purpose and achieve big goals — but I haven’t yet launched my next venture. I’m okay with that. People like being part of a story that’s still unfolding.
To develop your story, think of how you’d respond when friends and colleagues ask, “So what are you up to these days?” Hopefully you’d say something interesting, authentic, and pointed. This is the raw material for your intro at a professional meeting, the summary on your LinkedIn profile, etc.
Tip 4: Know your audience & where they live.
When it comes to personal branding, I’m amazed by how few people seem to consider their target audience:
- Who they’re trying to reach
- Where they live (i.e. what they read, which social networks they’re on, which conferences they attend)
- What their needs and pain points are
Don’t make this mistake. Invest time understanding who you’re trying to reach and the best channels for reaching them. This will pay off immensely. There’s a reason I’m writing this on LinkedIn. :)
Tip 5: Define 3-4 key attributes. Let them guide you.
When people encounter you online or in person, how do you want them to describe you? This is what I mean by brand attributes. My advice is to pick three or four that you aspire to, that feel authentic, and that would resonate with your audience. Then use these as guide posts not only in your image but in everything you do.
Here’s an example of how this has helped me. One of my brand attributes is helpful. In my writing, I sometimes have an urge to come across as clever, and I sometimes get nervous about sharing vulnerabilities. By putting a stake in the ground around helpful, I’m able to more confidently make everyday writing decisions: If it comes down to seeming clever vs. being helpful, or being vulnerable vs. being helpful, helpful is going to win.
In this funny kind of way, personal branding can make us better professionals. Another of my attributes is *board-worthy. *By this, I mean professional, a trusted thought partner, a good listener/questioner, and a creative entrepreneur. Since writing out this attribute and what it means, it’s been easy for me to identify areas where I need to improve. Once we define our attributes, we need to do our best to live them.
Tip 6: Focus on actions over assets.
With personal branding, there’s a tendency to get too tactical too quickly. I see so many people obsessing over their logos and websites and profile pictures, when they don’t have a clear sense of strategy. Another mistake is when people talk “at” their audience instead or engaging them.
I understand the pull to starting bringing your brand to life, and I’ll share thoughts on this in a different post. For now, just start brainstorming ways to add value to your target audience. In my view, it’s much more important to show your brand through actions that add value, than to obsess over having the perfect brand assets. As you put your strategy to action, start there — with providing value.
With a well-thought-out strategy, I hope you’ll be more confident putting yourself out there, feel a sense of integrity about it, and make your way to an amazing next chapter. Good luck!
**Here’s the one-page template
Here’s my personal strategy
Share yours with me, I’d love to see it! Email me or include a link in comments.**
Pic: Soho NYC, 2013
**Follow me @jeffgiesea******Say hi at hello@jeffgiesea.com
Questions for readers:
- What’s your biggest challenge with personal branding, especially during a transition?
- What are some ways we can improve this strategy? Do you agree it’s the right starting point?
- What are some helpful books and resources that may help other readers?
- Want feedback from readers on your personal brand strategy? Include a link and ask for it.
Helpful (and fun) resources:
- Dan Schwable’s blog and Mashable post.
- The coolest resume ever.
- Personal Branding For Introverts - HBR article
- Michael Hyatt’s book, Platform: Get Noticed in a Noisy World
- [feel free to suggest other resources in comments]