Rebranding Yourself

There’s been a lot of talk about re-branding our country.  So many schools and universities of thought have come forward with their take on if what we need is a re-branding or a values re-orientation. Others think the re-branding would come if we had electricity as our main source of power supply and not the generators; if the roads were not patched but really resurfaced; if our political system was better organized and if we understood how our national image affects our economy.

As women – corporate executives or entrepreneurs, there may be need for your personal re-branding. Many of us are doing excellent work in our offices; our businesses are doing well but with today’s technology and the fast paced business world we live in, a multifaceted personal brand is important.

Re-branding is all about perception. How do people perceive you, your work or your business?  What comes to mind when they see you; when your name is called or your business is mentioned? I am not a brand strategist but I know that having a strong personal brand is not negotiable if you must so well in whatever industry you find yourself.

What does your work say about you if you are in the corporate world?  Marshawn Evans, author of SKIRTS in the Boardroom notes “For women, it is especially important to define and redefine ourselves in the workplace, the boardroom, or even the corner office – for the lucky ones.”

It is essential to “cement” your presence based on the value that you or your business brings.  There should be something compelling about you that a prospective employer would headhunt you for; there should be something enchanting about your business for customers to buy from you rather than your competitors.

Louise Mowbray, a personal brand strategist gives the followings tricks of the trade:

Personal brands need to be four things: compelling to their market; authentic; consistent; and known.

1. Find out how you are actually perceived or what your reputation is. Ask a variety of people.

2. Spend time exploring what it is about you that is compelling to your target market.

3. Ask yourself if what you are offering is authentic. If not, it will breed only mistrust.

4. Make sure that your message or what you deliver is consistent. If it is erratic, it will undermine your efforts. 

5. Create a personal brand statement outlining who you are, what you do, how you do it and why it is compelling . . . and use abridged versions of it consistently wherever appropriate.

6. Explore how you can make your personal brand known to your market or audience and then act on it.

I have met quite a number of women and of course men, who cannot tell you in five minutes who they are, what they do and why you should meet or know them.  This in itself can make or mar your job or business potential.

As Mowbray puts it, “the desire to build a personal brand must come from: a strong intention, drive or greater purpose to be and to build something beyond the norm and of course you need a powerful impact to do this.”

For me, so many things can actually speak about your personal brand than you stop to think of. Your email address is one. kokolet@yahoo.com won’t get you a second or s serious first look. The ringtone on your phone can actually be personal brand plus or minus. Your call (business) card is an important in the personal branding business.

Facebook is now in our consciousness and so many of us are getting on Facebook for social networking purposes.  I have found it to be a key business tool if used properly but what kind of messages, pictures and updates go on your Facebook wall and profile? This speaks about your person.  I learnt prospective employers now learn much more about an incoming employee on their Facebook wall than they do on their CVs. Remember, personal branding or re-branding is all about perception.

My question now is – What is your take on Personal Branding versus Company/Business Branding? How does a personal brand impact on a business or an organization?