Is your Personal Brand working for you? by Juliette Jenner
Having just returned from an inspiring trip to New York City, I got thinking about New Yorkers’ capacity to be so generous and friendly. I have come to the conclusion they suffer from deep seated and abundant self-esteem and they express it in everything they say and do! They offer you a smiling and congenial face, not only comfortable in who they are but ready to share their great city with you. They know their worth and celebrate it. They are brilliant at generating the perception they inhabit the best city on earth and inevitably you find yourself believing them. ‘Brand New York’ promises greatness and amply delivers.
In the same way, professionals who know their worth, have a strong personal brand and know how to leverage it are not only more likely to build their dream career, but also to experience the personal fulfillment that comes from being recognized and valued.
After all, expecting other people to spend their time and energy looking for your unique value is as unrealistic as keeping silent about the benefits of where you live and then wondering why no one wants to visit you! The world is a noisy, rushed, information laden place. Most people struggle to clear their own inbox. Your personal brand needs to express your value accessibly and conveniently. It differentiates you from the competition. Effectively it can:
Build your reputation for quality within your field.
Establish you as an expert in your industry.
Increase your visibility and your perceived value in the marketplace.
As a Vocal and High Performance Communication coach I frequently get asked the following three questions. I believe they are important, so here they are:
Q: What’s wrong with thinking “If I just work hard and do a really great job, I will be successful” or “My work should speak for itself”?
A: Thinking this will limit your career. Again and again, I coach professionals who feel frustrated that they’re not receiving the acknowledgement they deserve. They know their worth, but don’t know how to actively translate it into a brand.
The reality is, if your great work is not matched to the credibility a strong personal brand gives you, you may be overlooked. By lacking visibility, you could even be facilitating other people’s success at the expense of your own! Communication skill helps you build your presence and actively express your value.
Q: Do I already have a personal brand and can I enhance it?
A: By default, everyone has a personal brand. It is shaped by your image, behaviour, communication style and reputation. It expresses who you are perceived to be and what you stand for. However, it does not mean it is strong or visible. Aligning it to your value and successfully communicating it is the key. This takes what I call ‘High Performance Communication’ skill. It gives you the capacity to project the presence and credibility necessary for having an impact. This is particularly important in high stakes business contexts such as boardroom meetings, presentations and client interactions.
Q: If I work for an organization, why do I need a personal brand?
A: Your personal brand is the hook that gets people paying attention to the value you have to offer. Think about it, we buy products represented by strong brands that promise value to our lives. We often assume the product is good, simply because we’ve bought into the brand! Your organisation is a populated by personal brands, to succeed, yours needs to be a premium one.
So where to begin? One of the most powerful brand building factors is effective communication. It builds relationships and facilitates business. Although your online presence needs to be in shape, nothing will compensate for poor communication skills when you stand up and it really counts. A great deal of brand building takes place face-to-face when you present your ideas, state an opinion in the boardroom, meet a new client or attend that networking event. It is in these moments that you can effectively share your worth.
With a strong and confident brand identity, High Performance Communication skill empowers you to make a great impression, engage an audience and navigate critical power exchanges that shape the business world. At its heart, it helps you move from casual chit-chat to performing with impact under pressure. Here’s an important checklist for expressing a strong brand:
Am I able to fill a room with a commanding presence?
Do I know how to successfully manage my nerves and use them to my advantage in critical moments?
Is my voice dynamic and engaging when I speak?
Can I hold people’s attention, motivate, inspire or persuade them?
Do I embrace opportunities to stand up and be heard as a crucial part of building a successful career?
Lets take a leaf out of New York’s book. Making sure your value is generously and confidently expressed inevitably leads you to focus positively on your brand. And successfully communicating your personal brand is a journey that is not only essential in the competitive business world, it’s also deeply rewarding. It can revive and re-inspire you, no matter what career stage you are in. In fact, you should be regularly reviewing and updating your brand, allowing it to be enhanced by your experience, competencies, and growing attributes. Maintaining and evolving your brand will allow you to engage the marketplace and powerfully communicate your unique message.
Join Juliette Jenner for an impactful One Day Workshop on High Performance Communication on 7t July 2011.
For more info on the workshop and our other offerings got to www.dynamicvoice.co.za or contact Ulandi on 011 462 9322 or [email protected].
