Guest post by Claire Seeber.
We hear the term ‘personal or professional brand’ so often that it has lost a lot of meaning, and is often met with an eye roll
I used to think this way a little bit too, and then I realised this:
We all have a brand, whether we like it or not. Your brand is your reputation.
The choice we have to make is whether we want to have some involvement and engagement in what it is, or do we want to leave it in the hands of others to decide and define?
You may have heard the phrase, popularised by Jeff Bezos, that ‘your brand is what people say about you when you’re not in the room’.
I believe that your brand is more than just what people say about you – it’s about what they don’t say, too. And it’s also about what they do, or don’t do, around you because of your brand.
Think about someone you work with who, when you delegate something to them or collaborate on something with them, you know the task is going to be completed, and to a high standard. That reliability is part of your colleague’s brand – along with credibility and, therefore, trust.
Now, think about that colleague you work with who perhaps doesn’t give you that same feeling of confidence. After delegating or working on a task with them, you can’t cross it off your mental or literal list, because you’ll likely need to follow up, and ensure the work is being completed, either on time or to the level that’s needed. This is a brand too – albeit not as great of one.
You may think your brand is based on superficial things such as your title, email footer, what you wear, or the thumbnail picture people see in internal communications. However, your brand is so much more than these things.
What often makes us feel icky though when thinking about building our own brands is when we try to create a brand based on something that we think we should be. Something that isn’t true to us.
When we create a brand from the outside in, instead of the inside out.
Not only is this not sustainable, it isn’t enjoyable or motivating. Why? Because it isn’t who we are, and showing up as someone who we aren’t feels gross.
So, how can we take the ick, the ewwww and the eye roll out of professional branding and create something that feels good and still get results?
By building and owning your unique selling proposition (USP).
Experts often talk about the concept of a USP in relation to products and services, yet we rarely think about it with regard to ourselves. You likely buy your favourite products or services because you’ve bought into the brand of that company. They’ve been able to attract you, and keep you because they have consistently delivered on the message of what they represent.
I’ve developed the following formula to help you build out your own professional USP that sticks AND isn’t icky:
Experiences + thought leadership + presence = unique selling proposition
Experiences
What are the pivotal career (or life) experiences that have shaped you and led you to where and who you are today? (e.g a particular opportunity you were given, a travel experience, etc).
Note, they may not always be the good times. I know that some of the most challenging times in my life have actually been the key moments and experiences that have shaped me. I wouldn’t be where I am today without them.
Thought Leadership – AKA your values and beliefs
What are the personal beliefs, values and thoughts that you have and hold about things that impact how you show up? How do you see the world? These beliefs and values are the things that make you, uniquely you. They ultimately inform how you show up, and how you share your story.
Presence
Consider what the ‘vibe’ or impact you want to have on people is. How do you want to make others feel? What tone do you set when you walk into a room? This is not a trick question.
For some, their presence is about warmth and relatability. For others, it might be bringing a sense of calm in the chaos. For others, it’s about bringing a creative mind and challenging the status quo. It is about being intentional about what that looks like for you, and then demonstrating this presence each day in the way you behave.
Final thoughts
When we cultivate and own a brand based on who we really are, it doesn’t feel icky, it feels authentic, liberating, and easy. So, what is your unique selling proposition? What makes you, you – the one out of the 8 billion people on the planet?
Claire Seeber is a Career and Leadership Coach, Trainer, Keynote Speaker, and Author of the book ‘Less Hustle, More Happy’.
