I attended a fascinating conference for corporate women last week. One of the presenters spoke about the importance of understanding your personal and business brand. I also had an insightful conversation with a visibility expert who reiterated the same thing.
As an employee or small business owner with a limited budget, you may be thinking “I don’t need a brand”, “I don’t have a brand” or even “I can’t afford a brand”.
But you’d be wrong. You have a brand whether or not you’ve actively constructed one. Your brand is how OTHERS perceive you and the value (or lack there of) that you provide.
It’s critical that you take an active role in creating the impression you WANT
to have in the public domain.
There are 3 factors that will help you articulate your brand. Once you know them, you can leverage them by CONSCIOUSLY articulating them in your marketing materials, resumes and cover letters, service offerings, emails you
send, interviews and sales meetings.
Here are 3 factors and the very simple ways to get at them that Deb Miller,
Chief Marketing Officer of Adreima shared.
The 3 factors are:
1) Your Essence Factor
2) Your Authority Factor
3) Your Superstar Factor
Your Essence Factor the core of you. You can access it by completing the sentence, “I know I’m in my element when I’m …” When you work in your essence, work is a joy instead of a drudge. You are doing what comes naturally and it therefore seems easy. Life is good. You feel in harmony with the world, with your calling, with your purpose.
Your Authority Factor is based on your knowledge and skills. It’s what makes you credible in your profession. You can access it by completing the sentence, “People recognize my expertise in…”
Your Superstar Factor addresses, as you might imagine, your ‘secret sauce’, that quality, skill or ability that makes you a unique standout. The way to
think about this one is to finish the sentence “People comment on my ability
Once you’ve identified these 3 factors for yourself, do some market research and ask others how they would answer the same questions. Compare the responses. Again, your brand is largely how others see you.
So decide if what you hear from others is actually how you want to be perceived. If not, you’ll have to get active in changing your behavior, image and/or service delivery so that it reflects more closely the you you want to be known as.
When you have landed on the right combination of Essence, Authority and Superstar Factors, fashion them into a sentence like one of the following:
- I use my ____(skill) for ___ (outcome)
- Using ____(trait), I ____( result)
- Through my ___ (quality), I ____ (thing you do/produce) when I serve ____ (your client)
An example might be, “Using my creativity, I spark innovation in others”.
When you’re clear about who you are, what you do and the market sees and values you similarly, you’ll be well on your way to capitalizing on your skills and living in harmony with your gifts and your purpose.