Need to impress your future boss, polish the shine on your professional image or position your key strengths as you move up the career ladder? Start strategically with your personal brand — Brand You — to promote your unique gifts and talents to others.
What is your unique selling point? What makes someone say, I need this person? What is the idea or concept that precedes you?
If you’re just starting your journey or retooling your image, here are some tips to consider as you develop your personal brand.
Know Yourself.
You can’t be something you are not. The ability to build trusting relationships is the key to professional and personal success. Remember: You can achieve more of what you want by being more of who you are.
“Competency and capability always stand out,” said Miles Davis, Ph.D., dean of Shenandoah University’s Harry F. Byrd, Jr. School of Business. “Confidence, minus the arrogance, is distinctive. Authenticity comes as a result of self-awareness. Learn who you are and recognize the unique contributions you make.”
Shenandoah Conservatory Associate Professor of Theatre Jonathan Flom, M.F.A., author of the 2013 book “Act Like It’s Your Business: Branding and Marketing Strategies for Actors,” stresses self-reflection as an important first step in branding yourself.
“It’s important to do some serious and honest branding profile work at the front end of the process,” said Flom. “Creating a brand is about exploring one’s strengths and presenting them in a cohesive, simple and memorable way.
“Artists need to remove the need to be right for every role and to just be who they are authentically,” he said. “That means starting with a full understanding of who you are and what you do. If you begin from a place of trying to be ‘what they’re looking for,’ then you’re already heading in the wrong direction.”
Balance Confidence with Humility.
Kathryn Ganske, Ph.D., RN, dean of Shenandoah University’s Eleanor Wade Custer School of Nursing said finding “brand you” involves demonstrating confidence that comes from using life’s multiple experiences and yet recognizing that one size does not fit all.
“Sharing this humble confidence with genuine enthusiasm goes a long way in making a connection,” said Dr. Ganske. “Integrity (i.e., what you do when no one is looking) is paramount in health care careers.”
Listen with Empathy.
“Empathy and listening skills are critical in the health professions, “said Timothy Ford, Ph.D., dean of Shenandoah University’s School of Health Professions. “These are now the fundamental tenants of primary care. Forget the thermometers.”
Make a Difference.
Those who consistently create value for others fuel the engine for a strong, personal brand.
“When you make a discernable difference in the life of another, you make a lasting impression and your brand receives credit — a deposit in the ‘trust bank,’” wrote David McNally and Karl D. Speak in their 2011 book, “Be Your Own Brand: Achieve More of What You Want by Being More of Who You Are”.
Dr. Davis advises getting a good, solid education, and to leverage that education by developing contacts and relationships that will prove invaluable later.
“Promises mean nothing in the absence of actions,” said Davis. “Emotional intelligence is as important as a particular skill set when it comes to advancing in organizations,” he said. “Do your best to to add value…to support the overall strategic direction of the organization, and to become the kind of person others want to be around.”
Differentiate Yourself.
Build trust through clear communication. Once you understand your unique talents — what makes you different from others in your field — you can develop messages points that highlight those differences. Then you can tell and retell your story and, over time, reinforce your personal brand.
Another way to differentiate yourself is in how you present yourself. Dress professionally, even when no one else is doing it. “There is nothing like a dark suit, well-groomed hair and makeup, and a firm handshake with a smile to help people remember you,” said Dr. Ganske.
Build Your Digital Portfolio.
In addition to a strong resume, your brand toolkit may include a website, online portfolio, blog posts about topics in your field, and strategic content management efforts on social media (including your LinkedIn account).
For actors, said Flom, “It’s headshots, resumes and repertoire. I suppose a more general toolkit for all artists would include attire that represents their brands, a website with photos and media, and the ability to craft a personalized, grammatically correct cover letter. Performers should start by researching artists in their area who have done an effective job at self-marketing, and use them as an inspiration to create a website.”
For those who lack technology expertise, you might consider such sites as Wix.com or Squarespace.com to design your site from templates. You can also do research to learn from other sites that are done well.
Be Mindful of What Lives Online.
It’s also important to remain purposeful about your messages and to exercise prudence.
“Employers look people’s stuff up all the time before making job offers,” said Flom. “Where possible, view Facebook, Twitter, Instagram, and other online media from a business perspective. Clean up all social media, and remember that everything posted online, no matter how private one’s settings, is going to be found by potential employers.”
“My experience has shown me more harm can come from online media than help,” said Davis. “Be sure to monitor not only what you put online, but also what others tag or put online about you.”
Contributed by Cathy Loranger