Personal Branding is the planned, deliberate and systematic process where successful business people are marketed as brands by leveraging key abilities, business successes and personality.
Businesses are based on people and personal branding aims to explore and leverage this. People make products for people. People sell to and serve other people - and people work with people and for people.
As the CEO, Business Owner, Managing Director, Senior Manager or Senior Exec, you are the public face of your business and the value and perception of your personal brand is your business. It will be what you are seen to represent.
To make your mark using Personal Branding, you need to carefully consider what you stand for and how you align yourself with what your business stands for.
Your personal aims, vision and values should make it absolutely clear what your business represents. Why not consider exposing your people, your suppliers and your customers to these? They should become the standard by which they will judge you.
And remember, your personal brand will be the image and the emotional bond with which you connect with your people and your customers.
Kevin Roberts, CEO of Saatchi & Saatchi, views it like this: “To me, it's all about spirit, not about values… If you're not in love with your business, why should your employees or customers be?”
You also need to consider yourself as unique. What special skills and knowledge do you hold? Reflect upon your business life and your personal life - and ensure you bring your ‘uniqueness’ to the party.
An awesome personal brand will establish a memorable face for your business.
A flourishing personal brand will build recognition and media exposure for both you and your business.
Your personal brand will help you to be seen as an expert and the person to turn to for comment on the key business issues of the day.
You will be sought after as a key note speaker and by television companies. And you and your business will gain exposure which far outweighs any benefits gained from simple advertising.
Just think, you could be joining the ranks of many ubiquitous personal branding advocates, who range from famous celebrities (parishiltononline.net), business advisors (JoelComm.com and BrianSolis.com) through to popular media pundits like Martin Lewis (MoneySavingExpert.com). You will have created an unforgettable, instantly recognisable face for your business.
And as a consequence, your personal brand will have helped you to create a business that both you and your people are proud of.