Personal branding often involves the application of one’s name to various products. For example, celebrity real-estate mogul Donald Trump uses his last name extensively on his buildings and on the products he endorses (e.g., Trump Steaks).
You are what you do
First of all it’s Personal, meaning you, your career, your knowledge, your experience, your caracter, your personality. Without you knowing it, it distinguishes you from others. As many of us already know; what counts for companies, counts for you as well; A brand is what it does, you are what you do. It’s how people tag you, put a stamp on your forehead. The “creative guy”, the “sophisticated saleswoman”, it can even go further the “always grumpy creative guy with the jeans”. Here you see that your caracter, your job and the way you look come together.
What many of us don’t know is that this not knowing, determines your future.
The good thing is, as soon as you know it, you can influence it.
Again wikipedia: A brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, color combination or slogan. The word brand began simply as a way to tell one person’s cattle from another by means of a hot iron stamp. A legally protected brand name is called a trademark. The word brand has continued to evolve to encompass identity – it affects the personality of a product, company or service.
All looks easy doesn’t it! However, it takes many companies years to establish a decent brand. And if you have a brand that people recognize, you might not be happy with it. Global companies spend millions on guarding the brand. Whether it’s by protecting the trademark, the designs or the “story” around the brand. The logo tells people instantly how they feel about the brand. Google is known for innovation, Coca Cola for that famous family feeling and Nike for innovation in many sports. But what happens if you get famous for a serious oil issue in the atlantic ocean? How do you then get rid of the story on your brand.
Basically everything you have done in the past creates your personal brand. To get to a catchy tag, you need to start writing the story. The following steps will help you to write:
1. Get your CV; is there a red line through the years? Have you been managing teams in different companies or departments, an IT specialist in software writing or coaching new talents.
2. Find your successes; what were your succesfull projects, where were you passionate about or specifically good at. What is the red line in you successes.
3. Talk to former collegues; what do they tell you about you, were you hardworking, determined, a dedicated specialist, a friendly coach or a trustworthy manager. Again here, what’s the red line.
4. What are you passionate about; this can be a very hard one to figure out, NLP might help you here. Are you passionate about managing people, researching complex IT applications or connecting other people.
5. What do you want to do in the future; if you are stuck in your career, your past might not be what you want to continue doing. However to go to the future, you need to understand the past.