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Define Your Own Brand

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Publish date: Sat, 23 Feb 2019, 05:16 PM
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Define Your Own Brand
 
3 An old political adage says, “Define yourself or your opponent will.” The same could be said of your personal brand. Define yourself or leave it to your competition, the public or chance. Follow these tips to develop your brand:
Be genuine. Dave Dickman, CEO of Tagger Media, an influencer marketing platform, says it’s most important to “be authentic.”
Find your voice and create “content in which you are talking about the areas of your industry that interest you, as well as being relevant to your audience,” he told.
Mark Goodman, chief marketing officer of Vistage, a global business advisory firm, says leaders should first “determine what is their mission.” Decide what problem you are trying to solve. Then communicate your plan to employees and other stakeholders, he says.
Go inside out. Think about how you personally contribute to achieving your organization’s goals every day. “What really drives you?” Goodman said.
Define your own personal success. “Have clear ideas about what success means,” he added. “And then use that vision to identify the traits that will help you achieve that success.”
Goodman says define your goals with traits like building trust, collaboration and empowerment. They “should become the underpinnings of your personal brand,” he said.
Follow through. Authentic organizations and their leaders deliver on their promises. They are intentional with their beliefs and actions, Goodman said.
They make sure their reputations truly match the reality their customers and employees experience, he says. “As an effective leader, your brand should stand for who you are, your reputation and your authentic word.
“And most importantly, when you make a mistake, own it, apologize and learn from it.”
Measure and react. Whether you’re communicating content strategy with your audience on LinkedIn, TwitterTWTR , FacebookFB or Instagram, reciprocal engagement is the objective.
“Engagement is really any activity around your posts,” Dickman said. It includes “likes, comments and shares, or it could be prompting conversations or other opportunities.”
Use the analytics these platforms offer to measure engagement, Dickman adds. “Building any brand is all about testing and learning,” he said. “So if something isn’t working, you can quickly pivot and try something new.”
Network. Social media is a huge piece of the branding puzzle. But “it’s important to think about offline opportunities to brand yourself as well,” Dickman said.
An established online brand can lead to speaking engagements, he says. On the flip side, if you’ve already built a strong offline presence in your industry, “use that to invite your communities to connect with you on your social channels for ongoing conversations,” he added.
Katherine Salisbury, co-founder and chief strategy officer of Qapital, a goals-based financial app rooted in behavioral science, agreed: “The power of personal connections is more meaningful than ever.
“Building a personal brand means being visible, both outside of your office as well as online on your social platforms.”
Just keep going. Don’t let your obsession with perfection slow you down.
Preparation is key. “Doing your homework is far more crucial than achieving the paragon of perfection when it comes to business success,” Salisbury said. “Being prepared allows you to move nimbly without sacrificing any of the rigor or research.”
Make one new connection every week, she says. Make it a point to ask at least one question relevant to your expertise when you attend an event. “As you build your brand, share your ideas and points of view on a regular basis in outlets that are the most relevant for you,” Salisbury said. 
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