| "Personal branding" is the latest buzzword. It's a topic | | | | Jill has an amazing ability to find creative ways to |
| that cuts across a number of career management | | | | improve processes, especially in the area of customer |
| areas. The concept can be extremely helpful, but the | | | | service. Her team frequently seeks her out to get |
| language leaves many people feeling that there's a | | | | her input, celebrate wins, and brainstorm. Talking to Jill |
| big mystery out there about how to be successful. | | | | keeps her team invested in their work. Higher-ups |
| Let's demystify it, shall we? | | | | don't know quite what to think about Jill, but they do |
| There are products, and there are brands. What's the | | | | know that whatever she's doing, it's innovative and it |
| difference? Well, a brand is made up of all the | | | | works. She's outgoing, highly expressive, and prone |
| intangible associations that go along with a particular | | | | to wearing "artistic" jewelry. Her bulletin board |
| product: the romance of Chanel No.5; the sexiness of | | | | features smiling photos of herself and her team and |
| a Ferrari; the cachet of a Rolex. To the working | | | | customers at various fun events. Jill is often half an |
| world, you are, in part, a product. Sure, you've got | | | | hour late in the morning and usually leaves early on |
| that dazzling smile and you're the one everyone | | | | Fridays. |
| wants to sit next to at the holiday party-that's part | | | | What adjectives describe the image you are getting |
| of the product. But it's more than that. | | | | of Jill? |
| Your brand is the unique special recipe of you-your | | | | If you saw only their titles and the revenue results |
| experiences, skills, personality, talents, creativity, | | | | of their departments on a resume, you'd be |
| wisdom, ability to connect with people. It all adds up | | | | hard-pressed to know who they really are-what they |
| to what you specifically add to an organization. | | | | contribute to the organization. The truth is that they |
| I've asked dozens of people about their brand, and | | | | are both outstanding, but vastly different, managers. |
| very few can convey it with any clarity. Personal | | | | They each bring something unique. |
| branding is not your title. Personal branding is the | | | | Bob brings consistency, reliability, expertise in process |
| "youness" that you bring. It's not necessarily what | | | | analysis, a traditional approach to setting boundaries |
| you do, but the particular way you do it. | | | | with staff, an ability to speak the language of upper |
| Let's look at some examples: | | | | management. Bob is great at executing and |
| Bob comes from an Ivy League background. He likes | | | | preserving well-developed processes. He will also |
| to manage largely by the number goals. Even though | | | | ensure that his team understands and honors this |
| his door is physically open 90% of the time, he | | | | goal as well. All of these things may help Bob get his |
| generally prefers his team to make appointments | | | | team more resources, raises, bonuses, and |
| with him to talk. He loves reports and frequently has | | | | recognition. Customers feel certain that Bob will find |
| a large stack of them on his well-organized desk. He's | | | | and fix problems quickly and efficiently. |
| known to be fair and consistent and respected by his | | | | Jill brings vitality to the organization. Her team and |
| team. He's comfortable with upper management and | | | | customers connect with her, which in turn motivates |
| is invited to join them for lunches and ball games. | | | | them to cooperate with each other. Her confidence |
| Bob has the uncanny ability to look at a process and | | | | in her team is based on knowing who they are as |
| immediately find the clogged pipe in the system. He is | | | | individuals-their strengths and potentials. Her mindset |
| decisive and he acts quickly. Bob always looks very | | | | of continuous innovation helps the organization stay |
| professional and speaks with confidence. He never | | | | ahead of the competition in providing new services |
| loses sleep over his decisions. He's typically the first | | | | and products. Her collaborative nature stimulates |
| to arrive in the morning and among the last to leave | | | | creativity and productivity in the group. Customers |
| at night. His office decor consists of certificates, | | | | feel certain that Jill really cares and is vested in their |
| degrees, and some photos of his last college alumni | | | | happiness and success. |
| rafting trip. He has a quote from Demming (one of | | | | What do you bring? Remember, your brand is the |
| the masters of process management) on his bulletin | | | | unique way you do what anyone with your job title |
| board. | | | | does. What's your personal brand? How has your |
| What adjectives describe the image you are getting | | | | personal brand contributed to your success? Can |
| of Bob? | | | | people sense your brand? Does your choice of |
| Jill went to a state college and likes to manage by | | | | language mirror your brand? Does your personal |
| developing close, friendly connections with her | | | | image? Your communication style? If you're in a |
| customers and her team. Her door is always open | | | | career transition, have you communicated your brand |
| and sometimes there's music coming from her office. | | | | throughout your resume and cover letters? |
| There's always a dish of candy on her desk. Her | | | | Sit back and observe yourself, or ask a colleague or |
| work area is typically a bit messy and there are a | | | | friend to help you. Define your personal brand, |
| bunch of Post-Its on the wall by her phone. | | | | communicate it, and live it. |