| "Personal branding" is the latest buzzword. It's a topic | | | | ability to find creative ways to improve processes, |
| that cuts across a number of career management | | | | especially in the area of customer service. Her team |
| areas. The concept can be extremely helpful, but the | | | | frequently seeks her out to get her input, celebrate |
| language leaves many people feeling that there's a big | | | | wins, and brainstorm. Talking to Jill keeps her team |
| mystery out there about how to be successful. Let's | | | | invested in their work. Higher-ups don't know quite |
| demystify it, shall we? There are products, and there | | | | what to think about Jill, but they do know that |
| are brands. What's the difference? Well, a brand is | | | | whatever she's doing, it's innovative and it works. |
| made up of all the intangible associations that go along | | | | She's outgoing, highly expressive, and prone to wearing |
| with a particular product: the romance of Chanel No.5; | | | | "artistic" jewelry. Her bulletin board features smiling |
| the sexiness of a Ferrari; the cachet of a Rolex. To | | | | photos of herself and her team and customers at |
| the working world, you are, in part, a product. Sure, | | | | various fun events. Jill is often half an hour late in the |
| you've got that dazzling smile and you're the one | | | | morning and usually leaves early on Fridays.What |
| everyone wants to sit next to at the holiday | | | | adjectives describe the image you are getting of Jill?If |
| party-that's part of the product. But it's more than | | | | you saw only their titles and the revenue results of |
| that.Your brand is the unique special recipe of you-your | | | | their departments on a resume, you'd be hard-pressed |
| experiences, skills, personality, talents, creativity, | | | | to know who they really are-what they contribute to |
| wisdom, ability to connect with people. It all adds up to | | | | the organization. The truth is that they are both |
| what you specifically add to an organization.I've asked | | | | outstanding, but vastly different, managers. They each |
| dozens of people about their brand, and very few can | | | | bring something unique.Bob brings consistency, reliability, |
| convey it with any clarity. Personal branding is not your | | | | expertise in process analysis, a traditional approach to |
| title. Personal branding is the "youness" that you bring. | | | | setting boundaries with staff, an ability to speak the |
| It's not necessarily what you do, but the particular way | | | | language of upper management. Bob is great at |
| you do it.Let's look at some examples:Bob comes | | | | executing and preserving well-developed processes. |
| from an Ivy League background. He likes to manage | | | | He will also ensure that his team understands and |
| largely by the number goals. Even though his door is | | | | honors this goal as well. All of these things may help |
| physically open 90% of the time, he generally prefers | | | | Bob get his team more resources, raises, bonuses, and |
| his team to make appointments with him to talk. He | | | | recognition. Customers feel certain that Bob will find |
| loves reports and frequently has a large stack of them | | | | and fix problems quickly and efficiently.Jill brings vitality |
| on his well-organized desk. He's known to be fair and | | | | to the organization. |
| consistent and respected by his team. He's | | | | Her team and customers connect with her, which in |
| comfortable with upper management and is invited to | | | | turn motivates them to cooperate with each other. Her |
| join them for lunches and ball games. | | | | confidence in her team is based on knowing who they |
| Bob has the uncanny ability to look at a process and | | | | are as individuals-their strengths and potentials. Her |
| immediately find the clogged pipe in the system. He is | | | | mindset of continuous innovation helps the organization |
| decisive and he acts quickly. Bob always looks very | | | | stay ahead of the competition in providing new |
| professional and speaks with confidence. He never | | | | services and products. Her collaborative nature |
| loses sleep over his decisions. He's typically the first to | | | | stimulates creativity and productivity in the group. |
| arrive in the morning and among the last to leave at | | | | Customers feel certain that Jill really cares and is |
| night. His office decor consists of certificates, degrees, | | | | vested in their happiness and success.What do you |
| and some photos of his last college alumni rafting trip. | | | | bring? Remember, your brand is the unique way you |
| He has a quote from Demming (one of the masters of | | | | do what anyone with your job title does. What's your |
| process management) on his bulletin board.What | | | | personal brand? How has your personal brand |
| adjectives describe the image you are getting of | | | | contributed to your success? Can people sense your |
| Bob?Jill went to a state college and likes to manage | | | | brand? Does your choice of language mirror your |
| by developing close, friendly connections with her | | | | brand? Does your personal image? Your |
| customers and her team. Her door is always open and | | | | communication style? If you're in a career transition, |
| sometimes there's music coming from her office. | | | | have you communicated your brand throughout your |
| There's always a dish of candy on her desk. Her work | | | | resume and cover letters?Sit back and observe |
| area is typically a bit messy and there are a bunch of | | | | yourself, or ask a colleague or friend to help you. |
| Post-Its on the wall by her phone.Jill has an amazing | | | | Define your personal brand, communicate it, and live it. |