We are CEOs of our own companies:
Me Inc. To be in business today, our most important job is to be head marketer
for the brand called You.
This is the "simple" and
"inescapable" truth that business management expert Tom Peters illuminated in
his 1997 Fast Company article, The Brand
As Peters observed, we
have changed the way we work. For most of us, normal business life consists of regularly
switching jobs and occasionally shifting careers. One constant in this steady
stream of change is our personal brand - the unique constellation
of skills, interests, traits, passions and perspectives that we bring to our
to Dan Schawbel, author of Me 2.0: Build
a Powerful Brand to Achieve Career Success, personal branding is an ongoing
"process by which we market ourselves to others." It is also a constant process
of learning how others perceive us. You know you are doing a good job of branding
yourself, Schawbel says, "when self-impression is equal to perception (how you
describe yourself is how other people describe you)."
branding process starts with a good bit of candid self-scrutiny. Being as clear
and specific as possible, you should identify:
completing this brand discovery exercise, you can start building and promoting
your personal brand. Dan Schawbel offers these five essential steps:
Claim your Google profile
Reserve your name on social networks like LinkedIn, Facebook and
Twitter as well as other social sites through Namechk.com or Knowem.com.
Establish an online hub, such as a blog, where people can
go to learn about you and what you do (stock the site with useful and relevant
content, including articles you wrote, recent press mentions, video tutorials and
endorsements from clients or managers)
Participate in relevant
(by writing helpful blog posts, commenting on other people's blogs and engaging
your community via conversations on social networks) and offline (by attending
industry events, writing articles for trade publications and holding seminars
Develop a reputation management
monitor and respond to what people are saying about you and your brand (two
helpful monitoring tools are Google Alerts and Twitter Search)
step should not be overlooked. As marketing expert Seth Godin remarks about
life online: "Everything you do now ends up in your permanent record. The best
plan is to overload Google with a long tail of good stuff and to always act as
if you're on Candid Camera, because you are."
personal branding is an ongoing process, we consider this an ongoing dialogue
on a very important topic. We welcome your comments, questions and experience
shares about personal branding and look forward to continuing the conversation
here and throughout the Beyond Folders Community.
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Beyond FoldersTM is written by a team of Pendaflex associates
passionate about time management, communications, productivity and workplace organization. Believing in "continuous improvement" on both a personal and professional level, they share their unique perspectives on subjects of common interest to our readers.