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BLOGPersonal Branding – It’s the Real Thing

by Randall CraigFiled in: Blog, Branding, Make It Happen Tipsheet, Professional DevelopmentTagged as: ,

What comes to mind when you think of Coca Cola? Likely, it has less to do with sugar, caffeine and cost, and more to do with friends, refreshment and satisfaction. Savvy marketers know that if they “connect” their brands emotionally with their consumers, then they’ll get the sale.

This same concept is useful for building professional success. Each person has a personal “brand”, but often it is confused, diffused – or worse, unrecognized. Your personal brand isn’t skin deep – it needs to permeate – and be congruent.

If you’re not sure what your “current” personal brand is, ask a few of your friends and workmates how they would describe you to their friends – this will give you some clues. Then look at your performance appraisals to fill in a few more blanks.

Your personal brand is conveyed in three ways: What others see, What you do, and What you represent. And it is What others see and What you do that defines What you Represent. Here are some examples:

What others see: your clothing, your speaking style, your “warm-ness”, your business cards, the background in your Zoom calls, and the formatting of your written materials.

What you do: your college/university grades, your work experience, your punctuality, your promise-keeping, your business acumen, your community leadership.

What you represent: Your underlying personal attributes, such as honesty, work ethic, analytical and critical thinker, creative genius, sales dynamo, etc.


Is your personal brand congruent and focused? Are you firing your cylinders all in the same direction? Most people know that at least one area that can be improved. Which one is yours? Once you know, work on making a lasting improvement. Organizations look for people whose brand synchronizes with their own; these are the people who ultimately achieve professional success.

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