Shining like a star – the power of personal branding

When we think about personal branding, we think of movie stars who successfully brand with their names and personalities.  Their intentions to do so are mostly driven by financial purposes.  The stronger your personal brand the higher your chances of getting hired for those big movie projects.  ‘Fame rules the game’ and therefore building your personal brand is a must for the movie stars and the movie stars to be.

Shining like a star

‘What do I have to do with it?’ you might ask.  I understand that you are not longing for an acting career, but I assume you are longing for a successful business career.  Why is personal branding an important factor when it comes to creating business success?

Women tend to underestimate their performance.  A study conducted by the University of New Mexico, Anderson School of Management dealt with that topic.  I talked about it in a former blog I wrote in August, 2010.  As a result women seem to underestimate their values and benefits saying they draw a personal picture that reflects insecurity instead of self-confidence.  This must change.  A strong brand is successful when it develops a strong personality that appeals to people and their desires.  On the other hand a strong personality needs to develop a strong personal brand image to make it visible to the world what they have to offer.  Show the world what values you are standing for and shine like a superstar with one major difference.  You are not just pretending, instead you are authentic and real which makes your personal brand even stronger.

I would like to recommend a number of steps that lead you to creating your personal brand in a manner that allows you to be your true self.

Step 1: How would you describe your personality?  Be honest with yourself and draw a real picture of yourself with all the ups and downs.  Nobody is perfect (which would be boring anyway) and therefore describe your personality the way you see it without looking through rose-colored glasses.  Think of yourself like your best friend and describe the person you love and respect.  Don’t forget we all have edges which deserve as much respect and attention as our beautiful features.

Step 2: Which market/environment are you living/working in?  Before you are finding your position in a market place or in a corporation, it is important for you to be aware of what your environment looks like.  Who are the major players in the market or your company?  How competitive is your business and what are the demands and expectations?  What do others have to offer and where do you see your position?  This is a very complex question and you must give it thorough analysis to fully understand what the situation is and what the rules are.

Step 3: What are your benefits saying what do you bring to the party?  Reconsider your positioning in the company or market you are targeting and make a list of what you have to offer.  What are your benefits and strengths which make you desirable for a certain position or job opportunity?

Step 4: What can you offer that none of the other players in your market or your corporation have to offer?  What is your unique selling proposition (USP) which makes you highly competitive with others?  Find your own point of difference which can be a mix of your technical skills, emotional skills or other special skills of meaning.  It is not enough to say that you are a hard and loyal worker.  Find a USP that is strong and outstanding like ‘I am the only one in the company with a certain professional background (define what it is) and the flexibility to work anywhere at any time’.  This is just an example and I am certain you can find some facts that differentiate you from others.  If you cannot find sharp facts, you can also use your emotional skills as a door opener e.g. ‘I am a committed and loyal worker with a passion for what I am doing.  I am not just doing my job I am living it with all of my heart”.  Finding the point of difference is a very important step, because the promise you are giving is what sharpens your profile, which is essential for building a personal brand.

Step 5: The reason why.  What is the basis for your assumption?  Please summarize the arguments that are supporting your USP.  Be authentic, this is not Hollywood!  Give proof to what you are selling.  If you are drawing the profile of a sharp and pushy saleswoman, you must be able to prove it.  Don’t become a sheep in a wolf’s clothing.  If you are gentle and calm, you will not be successful by drawing the picture of a wild lioness.  Authenticity is the key to successful personal branding.  If the job requires assertiveness and this is not your strong skill, it would be a fatal mistake to pretend you are that person.  Instead, reconsider your position and either develop the missing skill first, or walk in another direction.  Step 4 and step 5 reflect who you are and therefore they are creating your brand profile.  Every personality has sharp edges and points of differences.  It is up to you to reveal them and present them in the right way to the right people for the right position.  The world does not only need lionesses!

Step 6: The communication strategy.  How can you get the message out and present your personal branding successfully?  Many paths lead to Rome, but you got to make certain that you always present your personality in a favorable light.  Don’t abuse social media by communicating on Facebook what a hot chick you are or by showing pictures of yourself that are private and do not belong in public.  You must find a solid and professional way to approach this topic.  Whatever you do or communicate and wherever you present yourself in your environment, make certain the picture you create is the picture you want others to see.  If you present yourself as a reliable and trustworthy team player it would be contra-productive to cancel meetings short notice for no reasons or excluding your team from important meetings to draw the sole attention to yourself.  Your networking skills as well as your overall performance will speak for yourself.  Therefore, you must give proof every day that the person you purport to be is the person you truly are.

Successful personal branding is based on authenticity, differentiation and a clear understanding and communication of what you have to offer and what is required.  If you know how to brand your personality, you will convince others and you create an interest in your person and your skills.  This is helpful when it comes to interviewing for a new job, negotiating a promotion or discussing a pay raise.  Believe in the power of your brand and others will too.

Be a woman and act like one.

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About Hertha Wolff-Arend

I am a business coach and writer located in Paso Robles, California. I am the author of the book Be a woman and act like one. Succeeding in business and life’’ and I write a blog for women with the same title. I give motivational speeches and offer leadership and personality trainings to women. I also work with business owners and managers to support them in their leadership skills and personal development. As a strategic consultant, I also help companies with their communication and marketing strategy. Born and raised in Germany, I spent most of my adult life in Europe. I have a German university degree in languages and economics and I worked for many years in the advertising industry as one of the few female managing directors in Germany for major international advertising agencies such as Young&Rubicam, TBWA and Bates. My client list consisted of mainly blue chip clients, where I was responsible for their communications strategies and the development and execution of the advertising concepts. Just to name a few clients: Lufthansa, Danone, Kraft Foods, Bosch, Singapore Airlines, Ericsson, Campbells etc. In 2004 I relocated with my husband and son to California. I graduated from New Venture West in San Francisco as a Certified Integral Coach and started my own coaching practice in 2007. I am fluent in German and English and have conversational skills in Spanish. Aside from my dedication to work and family, I am a passionate dressage rider. I am devoted to supporting women in business, with a focus on women in the lower and middle management who are aiming at a career in the higher ranks or who want to develop their own business.
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3 Responses to Shining like a star – the power of personal branding

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