Developing a personal brand

I had a question from Jessica about the term “personal branding” and whether it was more than an American buzzword. For an answer, I asked Bill Lang, Melbourne-based career development consultant and Fulbright scholar. Bill said that while personal branding originated in the US, it was an effective career tool anyone could use. “It makes sense to think about your own personal branding – or how people see you – and whether that image is working for you or against you,” Bill said.

“If you are someone who constantly complains and always has problems with other staff then that becomes your personal branding,” he said. “When projects come up, it should come as no surprise that your name is not put forward.”

“Being someone who is great to work with and who comes up with solutions instead of problems is obviously a much better personal brand.

“Personal branding is about developing an image of yourself that you want to project in everything you do. It’s not about being fake or superficial. If you are not authentic in what you do, that will come across. This must be about your true values, beliefs, and the service you provide to others,” said Bill.

Landing a job, a promotion, a new project or a pay rise depends on good word of mouth about you so it might be time to work on your personal branding.

“Your personal brand is your reputation, character and personality and how you strategically manage that combination to help you succeed,” explained Bill.

To assess and develop your personal brand takes a bit of thought and a commitment to change if needed.

“First you need to understand how your current brand is positioned amongst your work colleagues,” said Bill. “In plain words, what do people know about you and what do they think of you and how you get the job done?”

Are you seen as a ‘doer’, someone who follows through, who is reliable? Or are you seen as someone who is self-serving, or a whinger?

“To move from your current positioning, first you need to identify the attitudes you need to change and then the behaviour needed to make that change,” Bill said.

An example could be having a ‘can do attitude’ and the behaviour could be putting forward ideas or volunteering to take on a project before your manager asks you to.

“It’s actively thinking about using your personal qualities to do your job better rather than saying ‘I’m just the way I am and people can take me or leave me’. That might be fine in your personal life but it’s not effective at work.”

Once you have identified what needs to change, develop a simple action plan and keep it in mind when carrying out tasks and dealing with colleagues. Your re-positioning then starts to take off. It really is all in the mind – your mind. Change it and you will change.

Bill Lang International develop career products including the 8 Skills for Career Success seminar and the Winning the Career You Deserve DVD pack.

By Kate Southam, Editor of careerone.com.au

For more useful tips read the other stories in the Job Hunting Strategy section.