The Missing Manual: Your Personal Brand

No one reads the manual anymore. Our “want-it-right-now” culture doesn’t take much time to learn how something works before they use it. Only when you need a specific feature, do you take the time to look it up and investigate.

Should we really treat our career development the same way?

New graduates specifically – need to ensure they understand their own personal brand so that they can build credibility and position their skills and knowledge. Positioning yourself confidently and persuasively is now a requirement to be noticed. This will help you attract the career and job opportunities best suited to your skills and passions.

So how do you define your personal brand?

The Definition

Branding is usually associated with a product:

Brand: a kind, grade, or make, as indicated by a stamp, trademark, or like: the best brand of coffee.

“A fundamental element of branding is how branded products are revealed and managed every time the brand comes into contact with people,” says Jean-Pierre Lacroix, President of Shikatani Lacroix Brandesign.

The personal brand  “follows the same principles used by larger corporations. As such, its important that the brand called YOU understands how you communicate and reinforce your point-of-difference in social media, online and offline, in addition to in-person meetings. All of these moments of truth reinforce a consistent and holistic message,” says Lacroix.

Digital Footprint, No Shoes

This “consistent and holistic” message is often derailed by our own day-to-day needs and wants. Others make assumptions based on our words and actions, and increasingly, our messages find their way into the online, digital world.  Today, we are surrounded constantly by the ongoing conversations on Facebook, Twitter, and LinkedIn, just to name a few of the major and ever-changing communication platforms.

It is important to embrace these new platforms to present your unique qualities and skills. This can really give you the advantage, especially with such a sharp increase in competition for employment and sales in every industry.

Every time we interact with others, we leave a “footprint”, an impression about us and why we are different.  Now that the footprint has become digital, it is no longer optional to ignore our own personal brand. We need to start looking up that missing manual.

What Everyone Seems to Agree On

1. Know your values and strengths.

Bobby Umar, an inspiring keynote speaker for Impact.org, says that is all starts with knowing who you are. Although it is hard to tell what that is exactly when you are just starting your career, fundamental and personal qualities usually can’t be ignored. For example, I knew I wanted to run my own business and work with technology ever since I was a teenager. It’s only now that I’m finally living my “brand” or “passion”. Build your career with an end-goal in mind. It may take time, but you’ll get there and feel empowered along the way.

2. Have a long-term vision when you take an opportunity.

When you can’t take an opportunity that aligns with your strengths or values, ensure it’s a stepping stone that will help you reach your goals. It may be a job to generate funds, or a volunteer position to  learn more skills. Build relationships outside your network to make a move in five years, for example.

3. Be consistent online and offline.

My business partner, Marc Roginsky,  and I hold regular workshops about having a consistent message. Your daily life offline often translates into the messages you post online. If you are not representing yourself in an honest way, the trust you create with your audience can break down quickly. This will reduce your chances when competing for work, and other milestone moments in your career.

Cristina Falcao, who answered a question I posted on LinkedIn, says we should treat our personal brand “like a project to manage every single day”.

4. Know why you are different.

Everyone is different – aren’t they? However, people are often categorized by job title, company, what kind of software they develop.

Instead, ask yourself what specific problems do you solve for others? There are accountants, but there are also accountants who can explain the numbers so that others know the impact of their spending.

Which accountant would I hire?

5. Live your passion.

This is easier said than done. But if you follow the first four steps, online and off, you’ll get there. People living their passion have learned how to intertwine work and everyday living in a very positive way. There may be no manual, but there are many people to learn from out there.

Susan Varty, Director of Digital Strategy at HeadStart Solutions, helps companies cut through the noise to find and hire talent in the mobile, digital and web technology space.  She is also the co-founder of Social Tactics, a personal branding and social media training company. Sign-up to be the first to receive information about our Personal Branding workshops offered this summer and fall.