Manage Your Personal Brand for Business and Career Success

Corporate branding is all the rage these days. High priced consultants are brought in to help companies establish and publicize their brands. Logos are redrawn, slogans developed. Policies are put in place so that everyone toes the brand line in all things that go out the door.

Have you ever stopped to consider your personal brand? I’m not talking about the fluff that goes with branding. I don’t mean go out and get your own logo and hang it on your cubicle or getting a personal business card to share around the office. I don’t mean to introduce yourself with a slogan - “Hello, David Hutchison, Quality Leadership for Your Organization.”

But consider what the substance of what branding is. When you aren’t around, how would people think of you? How would they describe you in a few short terms? In your company, what do you stand for?

This is a very useful exercise. Sit down and think to yourself with absolute honesty - what do people think of me? Creative? Hardworking? Intelligent? A Leader? An Analyst? Positive? Energetic?

Of course there will be some negatives on the list as well.

“Like a strong company that stays ‘on brand’ you should do so in the workplace as well. Doing so will ensure that you focus your career on the things that you do best.”

Now add in where you want to go in your career. What is your career goal? What do you want to achieve 5 or 10 years from now?

Here’s where it gets interesting. Do the lists fit? Are your positive traits as people see you in line with your career goals? If leadership is one of your traits and you want to be a CEO, then good for you. If you are seen as Creative and you want to be an art director, then great! If they don’t line up well…you are a role player who wants to lead, you are an analyst who wants to design, then you have some thinking to do.

Assuming all is as it should be and you are on the right track then you need to look at the one or two key traits that are on your side, and a few of the negatives as well and then get to managing your brand!

If you have a choice of opportunities - roles on a team, projects that you take on - stick to your brand. Go for the option that fits your strong traits - and the ones that you want to be recognized for. Like a strong company that stays “on brand” you should do so in the workplace as well. Doing so will ensure that you focus your career on the things that you do best. You will make more powerful use of your time and you are more likely to be noticed for the things that you are trying to leverage in your career development.

This extends to all areas of your life in the office. Do you want to be in a role that demands an outgoing personality? If so, then you had better be that way with everyone - be the person that enters the office in the morning with a smile on your face and a good word for everyone you meet. Are you wantign to be seen as a strong manager? Be the logistical queen of the company - if there is organizing to do in the smallest of ways, step up to the plate and take it on.

Now if your brand is creativity then maybe go home and make up that personal logo and business card. You might come across a little strange if you pass them out at an ofice party - but on a wall at home they might be great reminders to motivate and stick to your brand!

More on personal branding from Gill Corkindale’s Letters from London Harvard Business Blog

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