{"id":4172,"date":"2021-05-19T07:51:00","date_gmt":"2021-05-19T11:51:00","guid":{"rendered":"https:\/\/executivecareerbrand.com\/?p=4172"},"modified":"2023-11-15T05:29:20","modified_gmt":"2023-11-15T10:29:20","slug":"going-to-create-your-personal-brand-you-already-have-one","status":"publish","type":"post","link":"https:\/\/executivecareerbrand.com\/going-to-create-your-personal-brand-you-already-have-one\/","title":{"rendered":"Going To &#8220;Create&#8221; Your Personal Brand? Nope, You Already Have a Brand"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large is-resized essb-block-image\" data-essb-pin-description=\"create your personal brand\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/executivecareerbrand.com\/wp-content\/uploads\/2021\/05\/personal-branding.jpg\" alt=\"\" class=\"wp-image-12392 lazyload\" width=\"837\" height=\"430\"\/><noscript><img decoding=\"async\" src=\"https:\/\/executivecareerbrand.com\/wp-content\/uploads\/2021\/05\/personal-branding.jpg\" alt=\"\" class=\"wp-image-12392 lazyload\" width=\"837\" height=\"430\" srcset=\"https:\/\/executivecareerbrand.com\/wp-content\/uploads\/2021\/05\/personal-branding.jpg 640w, https:\/\/executivecareerbrand.com\/wp-content\/uploads\/2021\/05\/personal-branding-300x154.jpg 300w, https:\/\/executivecareerbrand.com\/wp-content\/uploads\/2021\/05\/personal-branding-150x77.jpg 150w\" sizes=\"(max-width: 837px) 100vw, 837px\" \/><\/noscript><\/figure>\n\n\n\n<p>It makes me cringe when I see someone advise a job seeker to &#8220;Create your personal brand&#8221;.<\/p>\n\n\n\n<p>If you think this way, and you\u2019ve created something that you\u2019re calling your brand, it\u2019s probably not your <em>authentic<\/em> brand.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"color:#0d7b14\" class=\"has-inline-color\"><strong>You can\u2019t \u201c<em>create<\/em>\u201d your personal brand<\/strong><\/span><\/h2>\n\n\n\n<p>\u201c<em>Creating<\/em>\u201d means to bring something into existence that wasn&#8217;t there before.<\/p>\n\n\n\n<p>For some, creating their <a href=\"https:\/\/executivecareerbrand.com\/new-year-time-to-revisit-and-refresh-your-personal-brand\/\">personal brand<\/a> means quickly throwing together a so-called brand statement or impressive tagline, around some persona they want to be or that they think employers want. It&#8217;s not necessarily about who they actually are.<\/p>\n\n\n\n<p>They&#8217;re fooling themselves.<\/p>\n\n\n\n<p>They may get a job with this kind of fluff branding, but it probably won\u2019t be a mutual good-fit job . . . and they risk tarnishing their reputation when they inevitably fall short of delivering on the claims they&#8217;ve made about themselves.<\/p>\n\n\n\n<p><em>Here\u2019s the thing.<\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>You don&#8217;t create your brand, because you already have a brand<\/strong><\/h3>\n\n\n\n<p>It\u2019s always been with you, and it\u2019s always been ingrained in those who know you best . . . at work, in your personal life, anywhere.<\/p>\n\n\n\n<p>If you\u2019ve been in the world any amount of time, you have a reputation.<\/p>\n\n\n\n<p>Your brand is all about that reputation. We\u2019re all known for certain things (passions, strengths, values, skills, personal attributes, etc.) that people rely on us to always deliver.<\/p>\n\n\n\n<p>Your brand is the perception of you held by everyone who comes to know you, and it helps those assessing you determine if you\u2019re a good fit to hire, or do business with, or even be friends with.<\/p>\n\n\n\n<p>When you\u2019re in job search mode, your brand needs to be wrapped around the qualities and qualifications you have that the employers you\u2019re targeting are look for in candidates.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"color:#0d7b14\" class=\"has-inline-color\"><strong>Why \u201c<em>defining<\/em>\u201d your personal brand is the real thing<\/strong><\/span><\/h2>\n\n\n\n<p>\u201c<em>Defining<\/em>\u201d your brand more precisely describes the critical process of identifying, differentiating and communicating what makes you unique and valuable in the executive job market . . . or in any other capacity.<\/p>\n\n\n\n<p>As I said, the people around you know what your personal brand is all about. You probably have a good idea, too. But you won\u2019t have a full understanding of your brand without some hard work of your own and, as you\u2019ll see below, some input from people who know you.<\/p>\n\n\n\n<p>To define your personal brand, you have to identify those passions, strengths, values, skills, and personal attributes I noted above, so that you can then create brand messaging designed to resonate with whomever you\u2019re targeting \u2013 employers, customers, etc.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Differentiation, not sameness, seals the deal with branding<\/strong><\/h3>\n\n\n\n<p>In my experience, executives often struggle with pinpointing what differentiates them from their job-seeking competitors. They sometimes fall into the trap of wanting their LinkedIn profile, resume, biography, etc. to sound like those they\u2019ve seen for others like them.<\/p>\n\n\n\n<p>They don\u2019t understand that sameness won\u2019t \u201csell\u201d them. Differentiation will.<\/p>\n\n\n\n<p>This all comes together once you get into the initial work of targeting, research, introspection and collaboration. Then you&#8217;ll see what makes you a good hire for the employers you\u2019re targeting.<\/p>\n\n\n\n<p>So before you jump in, thinking you can \u201ccreate\u201d your personal brand, be willing to do some deep self-assessment, ask others for feedback and research the employers or organizations that will be a mutual good-fit for you.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Do this right. Use my set of <a href=\"https:\/\/executivecareerbrand.com\/worksheets-personal-branding-and-executive-job-search\/\" target=\"_blank\" rel=\"noreferrer noopener\">4 proprietary content development worksheets<\/a>. I\u2019ve perfected these worksheets over my 25 years in the careers industry, to help my clients land the jobs they covet and deserve.<\/h3>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><span style=\"color:#0d7b14\" class=\"has-inline-color\">Why your self-assessment should include feedback from others<\/span><\/strong><\/h2>\n\n\n\n<p>If you&#8217;re working on building your brand, and you&#8217;re not sure how others perceive you, you\u2019re neglecting a critical piece in the branding process.<\/p>\n\n\n\n<p>When you think about contributions you\u2019ve made that have benefitted your employers, you begin to get an idea of what it is about you that translates to value.<\/p>\n\n\n\n<p>But your own assessment is just one opinion, and doesn\u2019t paint the whole picture.<\/p>\n\n\n\n<p>You need to solicit and assess feedback from those who know you and your work best \u2013 peers, managers, staff, employees, clients, mentors, etc.<\/p>\n\n\n\n<p>They are in a position to know what you\u2019re like to work with and how you use your strengths to make things happen and benefit the company. They\u2019ve seen you in action many times, tackling impossible challenges, re-engineering failing operations, driving bottom line profitability, etc.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>How to get and use this all-important feedback<\/strong><\/h3>\n\n\n\n<p>To gather feedback, try posing a few questions to these people, such as the following. Adjust or customize them, as needed:<\/p>\n\n\n\n<p>1. What do you feel are my greatest strengths in terms of value to the company?<\/p>\n\n\n\n<p>2. What was my most important contribution to the company?<\/p>\n\n\n\n<p>3. What things did you know you could always rely on me to deliver?<\/p>\n\n\n\n<p>4. What did you learn from me?<\/p>\n\n\n\n<p>5. How would you rate my performance on the job?<\/p>\n\n\n\n<p>6. How did my expertise and\/or mentoring help you grow in your role?<\/p>\n\n\n\n<p>When you review the feedback you&#8217;ve gotten, look for consistencies and traits that stand out.<\/p>\n\n\n\n<p>By comparing your own assessment to that of those who know your value best, you\u2019ll come to a deeper understanding of your authentic brand and value proposition.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>3 more benefits of soliciting and assessing feedback<\/strong><\/h3>\n\n\n\n<p>Take a close look at the information and answers people send you. You can use this in many ways, including:<\/p>\n\n\n\n<p>1.&nbsp; Create a high-impact job search document for your career portfolio \u2013 a reference dossier with accolades.<\/p>\n\n\n\n<p>More powerful than a typical list of professional associates and their contact information, this document includes a one or two paragraph encapsulation of their answers.<\/p>\n\n\n\n<p>2.&nbsp; Edit the information each person provides, write it in the form of a LinkedIn recommendation from them, and ask each one if they will post it on <a href=\"https:\/\/www.linkedin.com\/in\/megguiseppi\/\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn<\/a>.<\/p>\n\n\n\n<p>You\u2019ll save them the time it will take to create a LinkedIn recommendation for you. I\u2019ll bet most people will be happy to post a recommendation that&#8217;s already been written.<\/p>\n\n\n\n<p>3.&nbsp; Pick some juicy tidbits \u2013 a sentence or two \u2013 that really stand out and showcase them as quotes in your executive resume, biography or other job search materials.<\/p>\n\n\n\n<p>Accolades from people you work with are powerful, and have a big impact.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>More About Personal Branding and Executive Job Search<\/strong><\/h3>\n\n\n\n<p><a href=\"https:\/\/executivecareerbrand.com\/personal-brand-needs-linkedin\/\" target=\"_blank\" rel=\"noreferrer noopener\">Why Your Personal Brand Needs LinkedIn<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/executivecareerbrand.com\/how-to-brand-executive-job-interviews-land-gig\/\" target=\"_blank\" rel=\"noreferrer noopener\">How To Brand Your Executive Job Interviews to Land the Gig<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/executivecareerbrand.com\/how-to-balance-personal-branding-with-personal-seo\/\" target=\"_blank\" rel=\"noreferrer noopener\">How to Balance Personal Branding With Personal SEO<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Your personal brand is already there, in the hearts and minds of those who know you best, and those who work with you. <\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[4,6],"tags":[42,181],"class_list":{"0":"post-4172","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-executive-job-search","7":"category-executive-personal-and-career-branding","8":"tag-c-level-executive-job-search","9":"tag-personal-branding","10":"entry","11":"has-post-thumbnail"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Going To &quot;Create&quot; Your Personal Brand? 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