Often when I speak with a new client about personal branding or when I get a question from someone on this topic, there are two things that keep resurfacing. This is what I hear a lot, “How do I develop my personal brand without sounding self-important and pompous?” and, “How can my brand be authentic if I’m tweaking it for different job opportunities?”
Left to their own devices, I often see people’s confusion result in the following:
- Concocting a “personal brand” that’s really not a brand at all because it’s just a vague description of something they have experience with.
Example: “Ten years experience in project management.” (Or: finance or marketing, etc.)
The problem: Lots of people have ten years’ experience in project management. It doesn’t tell us what sets you apart.
When you’re in the market for a new position, a personal brand should be developed in conjunction with your focus so it speaks to the hiring person of that specific field.
Keep in mind an employer’s bottom-line question – even if it is not asked – is whether you are worth your money. They want to know what you can do for the organization that makes it worth their while bringing you on board. Hiring is an expensive process! A wrong hire is extremely expensive.
Communicating your personal brand gives the people you network and interview with something specific and memorable – or at least it should!
Here are the answers to those questions – and your tips – to make sure you’re not committing “brand suicide.”
- You stay authentic by, of course, not making things up, and by figuring out what you do, what skills you have, what combination of traits, or the kind of results you consistently get for whichever field and position you want to apply with.
Often, the core of the personal brand remains the same and you’re just tweaking parts of it when using it in a different industry or to position yourself for a different type of position. The thing to remember is your brand – just like you – is multi-faceted.
- Many folks fear coming off as self-absorbed when the topic of personal branding comes up. You need to remember, though, even if you don’t uncover your own brand and take charge of it, you already have a brand.
How so?
We’re using the term “brand” here to describe how others perceive you. Brands are all about perception.
People will always have an opinion about you, no matter what you do. So when you uncover your brand and get comfortable communicating this to the world, you’re directing how others perceive you. you’re basically highlighting what’s most important for possible employers to know about you with your brand.
Ideally, you want to come up with something you consistently do, that you’re “known” for, and has bottom-line value to an organization.
Also, you should not worry about sounding pompous or self-absorbed as you’ll only be talking about facts. Your brand is based on you and your track record, so if what you described really happened (and of course that’s the case), then it’s not bragging – it’s letting people know some great things about you that may be valuable to them in their organization.
See the difference in approach? I’d love to hear what has worked for you!
[This article was originally posted on an earlier date]
Ilona Vanderwoude, founder of CareerBranches, is a career designer who helps her clients fit a million passions into one lifetime while providing the tactical support to actually make it happen.
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About Ilona Vanderwoude
Not coping everybody else is a good start.
Ilona- great advice. Your personal brand is all about how other perceive you and the impression they get- it’s not only about being pompous and promoting yourself. I especially agree with the point that your personal brand is out there whether you know it or not. Even if you think it’s an arrogant thing to do, you need to manage your personal brand. Otherwise, it’ll be floating out there without any guidance and potential employers will find it!
Thanks for the advice. I am always worried that I will come off as self absorbed when I am in an interview. No one wants to come off as that but you make a great point. You are trying to show them what you can do. It's not showing off, it's telling the truth. Just make sure that you don't extend the truth to what the company wants to hear. Do not stretch the truth at all in an interview or on a resume. They want to know what you can do. When they find out, after they hire you, that you lied on your resume/ interview they will be disappointment that you lied to get a job. It’s better to tell the truth than say you can do something you really can’t. Lying is just a waste of time and money. Sell yourself but be truthful.
-CKR Interactive Intern
http://www.ckrinteractive.com
It often does feel like a fine line between arrogance and authentic. In my experience the difference was backed by proven accomplishments, experience and know how.
Thanks for the advice. I am always worried that I will come off as self absorbed when I am in an interview. No one wants to come off as that but you make a great point. You are trying to show them what you can do. It's not showing off, it's telling the truth. Just make sure that you don't extend the truth to what the company wants to hear. Do not stretch the truth at all in an interview or on a resume. They want to know what you can do. When they find out, after they hire you, that you lied on your resume/ interview they will be disappointment that you lied to get a job. It’s better to tell the truth than say you can do something you really can’t. Lying is just a waste of time and money. Sell yourself but be truthful.
-CKR Interactive Intern
http://www.ckrinteractive.com
It often does feel like a fine line between arrogance and authentic. In my experience the difference was backed by proven accomplishments, experience and know how.
Great post, Ilona. There's definitely a fine line between being arrogant and just telling the truth. But it is possible to come off as successful without having to tell a lie. Emphasize your positive traits and abilities, and let your own personal brand and contacts reaffirm what everyone else is already saying/perceiving.
- Dmitriy from http://Brand-Yourself.com
I hear that so much, that people are afraid of “bragging” on their profiles, resumes, etc. You make a good fact about “just telling the facts”. Why be afraid to highlight that? We're certainly not afraid to highlight those things when we're selling ourselves in an interview. People want an expert in a field, and if you're not ready or willing to prove that you ARE that expert, there is some other person around the corner who can't wait to give a laundry list of why they're a better fit for the opportunity than you are.