Creating a Powerful Personal Brand

Entrepreneurs in Austin get a special opportunity every March.  It's Rise Week and features networking events and information sessions on everything from using video effectively to tax information to brand building for small businesses.  Below are notes from a session we attended presented by Marny Lifshen about the importance of building a personal brand.

Creating a Powerful Personal Brand

Just like products, people have a brand.  It’s important to have a powerful personal brand.  Think of people who are brands.  Some examples would be Oprah, Howard Stern and Sarah Palin.  Come up with two to three statements about what you want to be known for. 

Include:

·         Special talents

·         What you are like to work with or interact with

Your personal brand is built upon experiences and perceptions.  People will talk about the experience they have with you often more than they will talk about your product.  If you’re a great lawyer but you’re a jerk to work with people will relay that to others.  It will impact your bottom line.  Your technical abilities are important but people have to have a good experience with you.  This is why it’s important to learn how people perceive you and make changes and adjustments.

To have a powerful personal brand, you must be:

·         Authentic

·         Distinct

·         Consistent

Being distinct tends to be the most challenging for people.  You cannot get mixed up with your competitors.

BEING THE FRONT MAN OR WOMAN IS PART OF THE JOB WHEN YOU OWN A BUSINESS. YOU MUST BUILD THE SKILLS.

It’s also important to note your personal and professional brands are linked.  Think about Tiger Woods, for example.  You cannot separate them.  You have to be who you are.  You, as an individual, are your own company.  Think of yourself as a company.  You are building your brand all of the time.  Take a hard look at your Facebook.  What you do and say impacts your professional brand.  Think about Anthony Weiner.  Brands are lasting and hard to change.  Your brand precedes you. A lack of a brand also precedes you.  No brand can be as bad as a negative brand.

Ask yourself:

·         What is my brand today?

·         Am I out of touch?

Other things that impact your brand:    

·         Your physical appearance

·         The company you keep

·         Your reputation

·         Your demeanor

In terms of personal appearance, it is one of the most important things when it comes to making a first impression.  For women, it’s especially important to look modern and wear age-appropriate clothing.  Plain and simple, dressing appropriately is a sign of respect.  You’ll never be uncomfortable if you are the best dressed in the room.  Evaluate and update your appearance.  Dress the part.

In terms of the company you keep, assess your network.  Who is in your inner circle?  What does your network say about you?  Do you need to make some adjustments there?

Other points:

·         Identify your brand heroes

·         Look for leadership opportunities

·         Find/utilize mentors

·         Embrace your strengths

·         Address your weaknesses

You need to know what you are really good at doing.  Ask others to be honest with you about how you are perceived.  Talk to your mentors and previous co-workers (don’t ask your spouse or current co-workers or staff).  Keep in mind people will tread lightly.

Finally, 93 percent of our communication is non-verbal (body language, tone, facial expression).  Seven percent of our communication is verbal (the words we use or choose).  When you text or email, you are leaving 93 percent of the message on the table.  Why would you do this when a phone call or an in-person conversation puts you at 100 percent?