5 Keys to Personal Branding

Beyond resumes or LinkedIn profiles, we are all responsible for owning our own individual brands.  This leads to job security, new revenue opportunities, and a brand separate (and possibly bigger) than any organization you work for or own.

Here are the 5 Keys to Personal Branding:

1. Find your core - Find out who you are and be true to it.  Example:  Simon Cowell
2. Develop your identity - Create you own style and use it as a differentiator.  Example: Steve Jobs’ black turtleneck.
3. Select the right tools - Use the right on-line and off-line tools to expand your brand.  Example: Barack Obama
4. Communicate effectively - Ensure that people understand your story every time you tell it.  Example: Donald Trump
5. Measure results - Set goals and prove that you reached them.  Example:  Tiger Woods

What does this all mean?  Something we call the “4 Rs” of branding:

Reality - You will know exactly who you are - and so will your audience.

Reputation - What you say will match exactly what your audience will experience.

Recognition - You will not only be known in your community; you will be recognized as a thought leader.

Relevance - This is a blend of all of the above - and the true test of a long-term brand.

4 Responses to “5 Keys to Personal Branding”

1. Dan Schawbel on May 9th, 2008 5:49 pm

   Good article. If more people invested time into discovering their brand, I believe that they will have a more fulfilling career, focusing more on what they love, rather than what other people want them to love.

2. Travis Franklin on May 12th, 2008 9:50 pm

   Great piece, and Friday’s personal branding workshop was one of the best I’ve ever attended. As I thought more about our discussion regarding personal branding, I think I would classify a personal brand (at least mine) as similar to a cola product.

   Let’s take a look at PepsiCo. I’d classify Pepsi as the core of the brand, but they also offer a litany of other beverages, from bottled water to sports drinks to other sodas, all under one “corporate umbrella”. Mountain Dew is a completely different brand than Pepsi. It appeals to a different audience and has a unique target market. But it’s still a PepsiCo drink. Same thing with Gatorade or Aquafina.

   Similarly, I would argue that I – as an individual – can have more than one brand under my “corporate umbrella”. I have my core brand – who I am when I leave the office – and yet keep my professional brand that I wear when I throw on the suit in the morning. The challenge, as you pointed out, is to keep those as close as possible. After all, PepsiCo really shouldn’t try to brand itself as a bank or tax expert!

   Regardless, though, the three of you really got me thinking and I’ve got a lot on my plate to begin thinking about. For starters, check out my new blog at nitrodad.blogspot.com. To go back to my soda analogy, I owe it to my core brand to decide if what I do today is Mountain Dew or Clear Pepsi…. Thanks for the caffeine!

3. Justin Foster on May 13th, 2008 4:07 pm
   Travis - Thanks for your kind words. I’m glad that you got so much value out of the workshop. Isn’t Clear Pepsi off the market? Don’t want to be that one Besides, the Mountain Dew brand seems to fit you better!
4. Jessica Flynn on May 26th, 2008 5:28 pm

   Great insights Justin - thanks for sending along the link. Looking forward to making one of your seminars, and working on my personal brand!

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