Creating your Personal Brand Statement in 10 Steps
Most people have heard of branding, but usually only as it relates to a business. Branding, however, is for everyone. Including you personally. Think of it like this. If someone was to mention your name, what would they say? How long would it take someone to answer a question relating to your personally? This is your personal brand. Put simply, your personal brand is very much your public reputation. And whether we participate in its crafting or not, we all have a personal brand. The question is, do you want to play an active role in crafting what your personal narrative is, or would you prefer to leave it to the court of public opinion? I know which option I would prefer.
To begin creating content that represents your personal brand, the first step is to create a personal brand statement. This is the foundation on which all of your personal branding initiatives should be build around. And if you follow the 10 steps below, you will have created your very own personal brand statement.
1. What is your vision?
To begin clearly defining your brand, look externally at the bigger picture of your vision for your work. What is your ideal vision? What do you want to create?
Example for a HR Manager:
My vision is of an office where everything runs smoothly, staff are well organized and productive, and employees are engaged and purpose driven.
2. What is your purpose?
Now that you have an external goal, look internally: how you can you help your peers, customers, colleagues realize your vision?
Example:
My purpose is to develop and implement innovative processes that contribute to an organization’s productivity and increase its profits, which are then funneled back into employee development initiatives.
3. What are your values and passions?
Personal branding is all about representing YOU. In order to successfully do this, you must first understand yourself. Your professional belief system and operating principles impact the way that the wider world view you. They speak to who you are and what you stand for. What are your passions and values?
Example:
My values are simplicity (I spend time doing the things that fire me up and delegate the rest), tangible goals (I break down abstract projects into the actionable items needed to achieve them), and relationships (business is people talking to people – I never see competitors, only collaborators).
4. What are your goals?
Manifesting what you want in your life actually has a place in your personal branding venture. Not only do we want to put our intentions out there for the universe, but practically, you also need to identify your goals to create a strategic plan. You need to know what do you want to accomplish so you can create a strategic action plan to get there. What are your goals? Break your goals down to short term, mid range and long term categories. This will help you create a clear roadmap with goals at every stage of the journey.
Example:
SHORT TERM GOALS: In one year, the will be the go-to platform to proactively manage your online reputation and build your personal brand across the web. It will be used by professionals to advance their career online, career coaches and personal branding consultants to help their clients manage their online presence, and by businesses to leverage the individual brands of their employees as marketing tools.
MID RANGE GOALS: In two years, I will co-develop the social media curriculum for a top-tier University, bolstering my credibility and positively influencing how future generations use the web.
LONG TERM GOALS: In four years, the company will merge with or be acquired by one of the key players in online career development, to offer peerless, integrated services for personal branding, online reputation management and career success.
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5. What are your brand attributes?
What words do you use to define your personality? For example: collaborative, resourceful, flexible, forward-thinking, risk-taking, connected, visionary, diplomatic, intuitive, precise, enterprising, ethical, genuine, accessible. What three adjectives best describe the value you offer, or put simply, what are your top three brand attributes?
Example:
My top three brand attributes are:
1. Communicator: I communicate very clearly
2. Visionary: I constantly envision what could be
3. Innovative: I constantly learn new technologies, improve my programming skills, and keep up with technical trends
6. What are your core strengths?
Where in your role do you shine? What things are you the designated “go-to” person for? What would your company have a hard time replacing if you left suddenly? Attributes that answer these questions fall into your core strengths bucket. Core strengths are the backbone to your personal value proposition, and help differentiate you from others in your field.
Example:
I excel at communicating actionable next steps to achieve a grander vision; I also excel at attracting the right people to collaborate on meaningful projects.
7. What impression do you leave on other people?
How would your family describe you? What about your colleagues, or your supervisor? The true measure of your brand is the reputation others hold of you both professionally and personally. There are easy ways to gather this information without making it awkward. Notice how peers introduce you to others. Ask your supervisor what your top brand attributes and core strengths are. How does your self-assessment jibe with their feedback? Does the way you see yourself align with the opinion of those that are closest to you?
Example:
People describe me as: tenacious, creative, logical, efficient, technically solid.
8. Who is your target audience?
Review the industry you are working in. What language is used? Learn what industry leaders in your field are talking about. Assess which social media platforms your target audience use, and what key words will attract them and then position yourself in front of them to capture their attention.
Example:
My target audience is dedicated HR professionals who are always innovating and looking for ways to further employee engagement and satisfaction. I want to build my network with others that are in a similar discipline to me.
9. What Differentiates You From Your Competition?
Why would your target audience look to you for valuable content? What unique qualities do you possess that set you apart from the rest? What makes you a good investment? What value will you bring that no one else will?
Example:
What differentiates me is my ability to identify key obstacles, then create solutions that are effective and efficient.