What if you thought of yourself as a brand?
Today, 1.7 billion consumers will enjoy a Coca-Cola beverage in more than 200 countries. Disciplined brand managers constantly focus on building consumer preference for this 125-year-young brand in order to convert brand love into sustainable commercial success. The intent is to create a unique, differentiated and memorable position in the minds of the target audience.
As our economy slowly recovers, it is more important than ever that you establish a clear and relevant personal brand positioning. What identity have you developed and what is your current image? These are not superficial questions that lead to a simple fashion makeover or copycat marketing. In fact, one of the biggest mistakes people make in the area of personal branding is rushing to a quick fix or a self-promotion campaign.
There are countless examples of celebrities, like Oprah Winfrey, who have achieved iconic personal brand status. However, you don’t need to be a Hollywood star to build an authentic personal brand that is in high demand.
We all know people we work with who are reliable, effective, flexible and committed to team success.
These individuals have developed a well-positioned personal brand that is differentiated in the workplace.
In today’s economy there are three actions you can take to enhance your personal brand.
1. Take inventory of your true strengths and potential gaps.
While some industries are shrinking, many others are growing. During such transformational times, individuals who seek to understand the changing dynamics and then adapt to new market conditions can seize opportunities others will miss.
Perhaps your strength is derived from professional expertise learned within a large company environment, which has provided you with transferable skills that would be invaluable to a smaller company.
Yet, if your gaps are in contemporary areas like social media and mobile technology, then it is important to build a plan to eliminate these gaps.
This may be in the form of self-development, teaming up with a mentor, or enrolling in a formal classroom-training program. Be honest with yourself and commit to specific actions that will leverage your strengths and minimize your potential gaps.
2. Be true to yourself.
What are you passionate about in life? Organizations are searching for people who bring personal conviction to the mission of the firm.
This seems simple on the surface, but it requires serious individual reflection and choice. Strong personal brands take a stand on issues with respect to values.
Seek a role that matches personal passion and vocation that will benefit you and your employer of choice.
This may even lead to a complete shift in your career thinking. Perhaps your corporate resume is just the ticket to a fulfilling role in a not-for-profit organization that touches your heart.
3. Commit to creating your own personal brand plan with tangible actions.
Begin today with a vision of where you want to be in 10 years.
What kind of life would you like to be leading, with what types of people, in what kind of environment?
Then back up to today to begin your journey with baby steps.
If you’re currently in search of employment, what better time than now to define “Brand You” and then schedule informational discussions with people in targeted fields of interest. If you are with a great firm, yet you’re in a bit of a career rut, re-invent “Brand You” by building fresh capabilities by volunteering for special projects in other departments. This approach is very effective for you and productive for the organization. Regardless of your current situation, you should have a proactive plan to enhance the value of your personal brand.
In today’s economy, your personal brand is being judged every day. Either position yourself, or others will position you.
The keys to building a successful personal brand are grounded in: authenticity, adaptability, value creation, differentiation and connecting with your target audience. Be true to yourself and build a winning plan for “Brand You.”
Jerry S. Wilson is senior vice president of the Coca-Cola Co., where he serves as the global Chief Customer and Commercial Officer. He is also co-author of “Managing Brand You: Seven Steps to Creating Your Most Successful Self.”
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