Strategists in Human Capital!
Affinity International Consulting presents Futurepoint

Friday, May 3, 2013

Personal Branding - Brand You

A good article by our associate Julia Brunton.

The human mind is a strange thing. It combines the conscious and the unconscious, the rational and the irrational. People act as the mind asks them to do. If somebody or something can influence the human mind, behaviours can be altered. Companies spend millions each year strategising and investing in building, managing and communicating their brand in a bid to influence the minds of current and potential customers.

Brand is at the centre of corporate strategy. Some say it is the most valuable asset a company can have. Furthermore, it is a primary strategic asset as regards both competitive strategy and sustainable competitive advantage.

Embracing the branding techniques used by corporate's and applying them to ourselves, could be instrumental in gaining competitive advantage in the job market place, by helping you differentiate yourself, stand out from the crowd and win that next promotion, role or even transcend into a new career altogether.

If Brand You is the most important capital asset that you have then a brand strategy is essential to managing that asset effectively. If we do not know what we stand for; and if we are not driving what we stand for into the minds of current or future employees, influences and stakeholders; and if what we stand for isn't unique, well-articulated, well presented and accountable then we have not yet positioned ourselves correctly. When such a unique position is not clear, we are not leveraging our own personal attributes into positive outcomes or creating a competitive advantage upon which to build ongoing career success.

In other words, if you want to go places, build your career you need to get clear on who you are and what you stand for, why you're great and most importantly, how you are different and then, shout about it. But not literally, of course. Investing in the branding journey, defining and communicating your unique selling points, will help you to not just identify the value you can bring an organisation, but also the type of roles or companies that are aligned to your talents, interests and values. Individuals with identical skill sets and talents, but different values, can forge totally different career paths.

As a brand strategist, I work with both companies and people helping my clients communicate their story. I have had the pleasure to work with public personalities from the UK and across the pond in Hollywood. Although most of us aren't in the public spotlight walking the red carpet, the essence of building a positive personal brand is one and the same.

Acknowledge the idea that you have a brand and that you can harness it to accelerate your

To be a brand is to have meaning beyond your name.

What are people saying about your brand? How are you being perceived? Is it how you want
to be valued. If you don't brand yourself, someone else will.

No one knows better than you what makes you different and special.

Define your brand - its not your job title or your companies but a blend of your experience,
accomplishments, strengths, skills, your values, and personality. Unearth the real you.

Integral to your brand are the core values that define you. The innate you, what you stand for
and how you live your life. Act in a way that reinforces these values.

Communicate your brand promise and values to current or new employee's to win trust and
show how you are different. Use storytelling techniques to connect emotionally and separate
yourself from other job seekers.

Continually check in with trusted friends, colleagues or coach to see that your identity (what
you think you stand for) is in line with your brand image (how others see you).

Create a polished and consistent visual identity (dress, attire, grooming, personal style). We
live in a visual world and image talks.

Be mindful of the messages you are sending; ensure they are congruent to what you say you
are. Every choice and action sends a message and tells a story about you which could either
positively or negatively affect your Personal Brand impacting your reputation, promotion and
career opportunities. Enter brand expressions - what you wear, social and business etiquette,
personal style, verbal communications, body language, behaviour are just some of the ways
we communicate our story.

In Hollywood, the epicentre of people brand creation having a distinct point of view is no bad
thing. In a crowded market place, standing for something is the one thing a brand can rely
upon to be more noticeable. A little polarity goes a long way but must be done in a authentic
manner and with integrity if it is to be believable.

The underpinning of building a great brand: clarity and consistency, combined also with an
enormous dose of authenticity.

Brand management regardless whether a company or an individual is an ongoing journey. It never stops. It's about embracing all things that a company does and a person is and about caring about your business or self at every level and in every detail.

I would personally highly recommend you take the journey. Get clear and get skilled on communicating your brand to others, because it really can have a profound impact and be a deciding factor in your personal happiness and career success.

No comments:

Post a Comment

Sample list of colleges, our clients have attended.

Process Overview

Continual Professional Development

We provide comprehensive continual professional development to professional associations auch as The Irish Law Society, Institute of Engineers of Ireland, The Royal Institute of the Architects of Ireland and Association of Chartered Certified Accountants and other leading professional associations.

Questions to ask Yourself

Drop us your email

In return, as a valued client, we will provide you with discount vouchers on select upcoming programmes. You will also receive advance purchase notification on "high demand" master class programmes.


Please note that we take your privacy seriously

Specialist Training

If you are a Corporate entity, SME, or a "not for profit" organisation with a specific niche training requirement, please contact us.

With our extensive national and world-wide network of training consultants, we are able to identify, source and fully arrange your training completely in line with your requirements.

Strategic Management

Strategic Management

We are very proud to deliver the only short course on strategic management available in Ireland. This course has been designed to be delivered in house and is specifically tailored for the Irish multi national IDA high value manufacturing and services sector. The programme is delivered over 20 hours as an integrated format over modules decided by the client. Strategy only works when everyone is on the same page and for this reason we offer this programme for each management forum to take advantage of this unique opportunity. It is fundamental knowledge that companies that have a strong foundation and understanding of strategy and how it shapes future sustainable success are the business units that achieve prolonged success within the greater company structure. Simply put, the business unit that talks the language of the CEO attracts the greatest interest and capital input. Success is always built on strategy. See a sample of our strategic training work.
Providing management solutions and training through consultancy contracts in operations and HR management.
Website by: Déise Design