Without Distinction there is Extinction by Marc LeVine

You may not own your own business, but that doesn’t mean you can succeed in the business world - in most other capacities - as an industry unknown and without a strong personal reputation of integrity, competence and approachability backed by a commanding personal presence. Wallflowers need not apply. - The Author

Personal brand is more important than most career professionals might wish to emphasize. They may not want to think much about it, because they don't want to have to deal with what it takes. That is, building, maintaining and promoting their unique and often remarkable stories that should peak our interest in them. Sorry. Personal branding is part of the territory called personal success.

We get it.  You thought you chose a career in which you would be dealing more with numbers and machines than people.  You were dead wrong. There are no such professional careers.  They do not exist anywhere in the twenty-first century. They are a myth.  We now "hire character (and personality) and train skill."

Every career these days requires some people interface and there is no way around it. There is no safe hiding place. You have managers, co-workers and customers who have questions they need answered and needs understood and addressed by you.  Two-way communication is unavoidable. Some may prefer to bury their head in some equipment cabinet or Excel spreadsheet, but no one ever gave them permission to avoid or be rude to the people they need to collaborate with.

Once you come to terms with all of the above, it is also time to understand and accept that you have the career and job you wanted ONLY because others helped make it so.  Whether it was a relative, family friend, schoolteacher, high school guidance counselor or college career advisor, realize that it was your affiliation with friends and influencers that got you where you are today.

The list of career and job enablers also includes college professors, recruiters, hiring managers and other influencers who would never have lifted a finger for you if they didn’t approve of your social skills - regardless of your knowledge and experience.  No one ever hired anyone they didn’t like, not even Uber-mobster Al Capone!  And his approach to dealing with people he didn’t like after he hired them wasn’t too pleasant.

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Though the Al Capone example is a bit extreme, its message isn’t totally off. Though you probably won’t get “whacked” for avoiding people contact in business, it is still likely that you will miss out on many of the things that come from branding yourself effectively as a leader, subject matter expert and/or charismatic professional.  Think about it.  If people don’t know you, you will never be discovered.  If people don’t like you, they may never lift a finger to help you.  And, if you are antisocial at work, chances are you will never be successful.

Your personal brand is how you promote yourself. It is the unique combination of skills, experience, and personality that you want the world to see you. It is the telling of your story, and how it reflects your conduct, behavior, spoken and unspoken words, and attitudes. You use your personal branding to differentiate yourself from other people.  You should want others to see you in the best light and want you on their business or personal team as an employee, co-worker, vendor, customer, colleague, or friend. This can only happen when you open yourself up to the world by putting your best foot forward and being sociable about it.

So, what’s next in to successfully personal brand yourself?  Here are some tips:

BRAND VISION. What do you want to achieve and how do you want to be perceived by others? Your brand vision should reflect your passions, skills, values, and beliefs. Create an “elevator pitch” like the following one to describe you. "As a automation engineer, I program, install, troubleshoot and maintain control systems to help my clients automate their operations more efficiently and effectively.”

TARGET NICHE. Who are the people you want to serve and influence? What are their needs, challenges, and goals? How can you solve their problems and add value to their lives? Research the market and the competition and find your unique selling proposition.

QUALITY CONTENT.  You must create a portfolio of quality content that showcases your expertise and personality. Content is the key to building trust and credibility with your audience. You can use different formats and platforms to share your knowledge, insights, and stories. Write blog posts, record podcasts, create videos, publish eBooks, etc. Choose the mediums that suit your style and reach your ideal audiences.

SOCIA MEDIA INFLUENCING. Leverage social media and other networking opportunities to increase your exposure and influence. Social media is a powerful tool to connect with your audience, build relationships and grow your professional connections. Use platforms like LinkedIn, Twitter, Instagram, Facebook, etc. – based on their demographics - to share your content, engage with your followers and join relevant conversations. You can also network with other influencers, experts, and potential partners in your niche.

INTEGRITY. Be consistent and authentic in everything you do. Consistency builds trust and recognition with your audience. In addition to keeping your tone and personality the same. Authenticity helps you attract people who resonate with your values and vision. Be yourself and don’t be afraid to show your human side.

“Don’t be afraid to show your human side.”  This takes us back to where we began.  You may not wish to be a people person, but you really need to be one to get ahead.  Growing up I was a very shy kid.  I let the world force me out of my shell by confronting it head on. I realized that the silent are not heard and the unfriendly are almost always unliked.  It is as simple as that. Without a winning personality and reputation to be shared with a broader audience, our dreams are almost never realized.

Personally, I needed something more than the “shyness excuse” to brand myself with to get ahead in this world.  So, I deliberately and strategically put myself into highly challenging roles to stand out in the crowd and then promoted what I was doing.  I started “building small fires and creating lots of smoke.”  Gradually, I strung together a life story of reasonable accomplishment and then - I promoted the hell out of it.  

Personal branding is essential and if done effectively, it often takes you where you want to go!

The Author

My Recent Interview on “Engineering Success” (Click)

Marc LeVine is a graduate of Syracuse (NY) University with a degree in Industrial Psychology, Marc is currently Talent Acquisitions Manager at Thermo Systems. He is the recipient of the Excellence in Talent Acquisitions Award from HR Awards in 2021.

Marc's prior employment includes senior Human Resources and Staffing Industry management roles with Edgewood Properties in Piscataway, NJ, Brickforce Staffing in Edison, NJ, InfoPro Inc. in Woodbridge NJ and Plainsboro, NJ and Harvard Industries in Farmingdale, NJ, a former Fortune 500 company. He also served as Director of Human Resources for New Jersey Press, the parent company of the Asbury Park Press, Home News and Tribune and WKXW-NJ101.5. Earlier in his career, Marc served as Director of Career Services and Placement at Union Technical Institute in Eatontown and Neptune, NJ. In addition, Marc owned and operated Integrity Consulting Associates, a New Jersey based Human Resources and Social Media Marketing firm for 11 years. Marc also served as Council President in his hometown of Freehold Borough, NJ