What Is Your Brand Worth

How would it feel to control your career and business because you have a strong personal brand? Companies spend zillions of dollars to ensure you think of them first. In fact, their goal is for you to think only of their product and to evangelize to your friends. How many people ask for a Coke when they don’t necessarily want a Coke? What is the global Coca Cola brand worth? I love branding, thinking about this brings a tear to my eye, can you pass a Kleenex?

What about you? What is your personal brand worth? How do people feel when dealing with you? Do they think of you when looking for an expert in your space?

Look, it is obvious that you have to separate yourself from the commodity discipline you are a part. Anyone will tell you that you need to find that unique quality and shout it out with pride. You also must do what you say you are going to do. Let’s consider those as a given and focus our challenge on the feeling people have when dealing with you. That feeling and experience is how I define a brand. A brand, and a personal brand, is a promise of value, an image.

Here are a few keys to building and maintaining your personal brand:

Define Yourself

• You must know yourself before you identify a fit with a company, build the right teams and attract the right customers and funding, etc.
• What is your purpose (mission) and how do you inspire others (vision)?
• Pay attention to your core values and live it.
• Understand your core competencies, strengths as well as your weaknesses.

Understand Your Environment

• What are your opportunities and the treats to your success?
• How do you contribute to the current and future culture? Is there a fit?
• What skills are required for you to compete in five years? What are you doing to be in control?
• How is technology changing your role?
• Is the global economy changing your position and/or salary?
• Is your company and industry high growth, declining or flat?
• What else?

Formulate a Career and Brand Strategy

• This is where you pull your Strengths Weaknesses Opportunities and Threats together.
• Market analysis.
• Communication strategy.
• Set objectives and milestones.
• Planning, training and positioning for promotions and growth.

Execution

• Practice and constantly evaluate your career and brand strategy. (Don’t overanalyze – you can’t turn a ship that is not moving)
• Career management regimen.
• Health and wellness.
• Change management.
• Listen to your team of advisors – financial advisors, coaches and mentors.
• Be a mentor.

A positive personal brand is not complete without a balance in health, family and community. I have had a few significant takeaways from my time as an executive recruiter and business owner. 1) The difference between those who are truly happy and successful and those who are still searching for the missing piece is balance, passion and a plan. 2) Best in class companies are run by best in class people who know how to surround themselves with complimentary brands! 3) Those who had confidence in their brand marketed themselves correctly and the buzz around them was consistent and focused. You can experience, feel and see these points…that is POWERFUL!

Does your name come up when people ask around for the best (fill in the blank)?