A Brand New You? Not Necessarily

You are what you are. And while there are no quick fixes to building a personal brand, you can quickly lay a solid foundation for successfully representing yourself -- online and off.

Now, I'm aware that even uttering the "Personal brand" is a slippery slope that can send you plummeting towards the abyss of Biz Speak filled by "leveragings," "unique value propositions," and "low-hanging fruits." But the concept of personal branding is important to your -- and your business' -- growth. And it's not overly hard to do well.

What are you good at? Why sets you apart from the others? And what's in it for your potential customers (amazing how that What's in it for me? message keeps popping up, eh?). So here are three key points to remember when creating your personal brand.

Be Who You Are (or a Slightly Augmented Version of That Person) Online and Off.

One of the great buzzwords is "authenticity." And while I tend to avoid buzzwords like the plague, this is one to embrace. You have to be you.

Period. End of story.

Everything else can be buffed, polished, improved, and highlighted. But at a fundamental level, you should be you whether you're at your desk, in a conference, or at a networking event.

You should sound like you. If you're loud, gregarious, and social in person, having a muted online presence won't work. In the same way, representing yourself as a loudmouthed blowhard on the Internet, but turning meek, wallflower in real-life interactions causes a disconnect that will never add up to authenticity.

When your business involves both on and off-line activities and meetings, that matters.

When I read you, meet you, or hear you, I want to know who you actually are. We all have our own voices, styles, and actions. Maybe you're a little more casual online. Maybe you're a bit more polished during presentations... but the essence of who you are and what you're representing should be the same.

After all, if I can't trust you to represent yourself authentically, how can I trust anything you say or do? If you're putting on an "act" how I'm I supposed to know what's real, honest, and true?

Yes, we can be anyone we want to be from behind the safety of a screen. But when it comes to personal branding and business, we're not acting. 

I'd like to think I am who I am, online and off. Sure, I may get a little more formal, depending on the occasion (and I may be far less formal, depending on the company!). But I think -- and I've heard from several people -- that I "sound like me." I like that. Make sure you sound like you. Not "you," but the actual you.

And be consistent: consistent in your representation, but also consistent in your application. If you're going to try to establish yourself as a "thought leader" (apologies for the buzzword), then you better do something to reinforce that. Regular blog posts, podcasts, and presentations are all options. If it's about your product, regularly give examples of why it's the right choice for your audience. And back it up with facts, not puffery.

Don't Lie. Don't Exaggerate. But Don't Undervalue Yourself

I nearly went into convulsions the other day when (and this may have planted the seed of this post in my mind) an article on personal branding led with "sell the sizzle, not the steak."

I thought we were better than that.

The steak is what matters. You can use the sizzle to get people interested in the steak, but it's got to be the steak that leads. It's that steak that matters. And if it's been cooked to the perfect temperature (and this extended metaphor relates to your experience), then that's what's truly going to get attention.

The sizzle is just empty air. You can puff up your credentials, fudge some facts, but if the proof of your talents and efforts (the steak) aren't there, it's going to be noticeable.

That said, don't undervalue your talents. I find myself doing this often with my writing and I've seen the same behaviour in my colleagues who have other talents I can't even imagine possessing. I'm quick to dismiss statements like, "I really enjoy you're writing," or "I don't know how you are able to write so quickly, yet so well," with a simple, "It's just what I do," or "I've been doing this for years." But it is a talent.

It's an innate ability honed by years of practice and a passion for what I do. It's the same talent that I see in my artistically inclined friends and colleagues. We've all got a talent or passion that we are born with. Some of us are lucky enough to continue working in that field, growing our skills and knowledge. I've always admired people's ability to paint or draw because I can't even make stick figures look convincing. But ask any artist how they do it and more often than not you'll get a humble shrug or a no big deal.

It's a big deal. Your talents are a big deal. If you're good at something, highlight it in your brand. Show it off. And continue to get better.

Focus on Them not You

It may seem counterintuitive, but when it comes to personal branding the focus should always be on your potential customer. Yes, you can run down a list of reasons why you're great, but what really matters to anyone reading your "personal branding" messages (other than you and your mom, maybe) is the What's in it for Me?

What sets you apart from people like you? What added value and skills can you bring? Obviously, none of us can be all things to all people, but you don't need to be -- you just need to be the right thing for the right person. So make sure you let them know what that thing is.

Maybe you're an expert in medical technology; maybe you've been recognized by your industry peers; maybe you've got a wealth of experience in a particular field. Those tangible references are more valuable than anything contained in a kitschy self-referencing buzzword like "guru," "Shaman," or "Wizard."

Because when it comes to personal branding, you don't decide what sticks. You can make suggestions, but, in the end, it's your customers and audience who will determine whether you are just talking the talk, or whether you've got the talent, experience, and proven results that show you can also walk the walk.

Comments are open. How do you go about building your personal brand.