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Personal Branding – It’s the Real Thing

by Randall Craig on October 10, 2006

Filed in: Blog, Branding, Career Planning, Make It Happen Tipsheet,

Tagged 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 and logically with their consumers, then they’ll get the sale.

This same concept is useful for managing your career. 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. 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 formatting of your resume and cover letter.

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

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

This week’s action item: 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. Companies look for people whose brand synchronizes with their own; these are the people who get hired – and then promoted.

Note: The Make It Happen Tipsheet is also available by email. Go to to register.

Randall Craig

@RandallCraig (follow me)



Randall has been advising on Web and Social Strategy since 1994 when he put the Toronto Star online, the Globe and Mail's GlobeInvestor/Globefund, several financial institutions, and about 100+ other major organizations. He is the author of seven books, including the recently released "Everything Guide to Starting an Online Business", and speaks across North America on Social Media and Web Strategy. More at and

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