When we decide it’s time to work on our personal brand, I’m often asked, “Where do I start?”
As with most things, there is no one-size-fits-all response. We are all at different phases of our journey and we have different goals. However, there is a framework we can circle back to and find our way.
After years of brand work (corporate and personal), I’ve defined six key elements:
Core: At the center of the personal branding equation is self-awareness. No matter if you are working on your personal or business brand, this is the place to start. Within this area, you define your goals, unique difference, products, and strengths. In addition, you assess your current situation so you have an understanding of what you are building from.
Character: We all have a brand image and this dimension has us consider and shape that character intentionally. You can think about your brand character as the aura you bring into a room (or an online community). This is defined by your personal style, tone of voice, colors, fonts, logos, and more.
Customer: No matter our profession or role, we all have customers. The people who benefit from the work we do. These customers might be internal or external to our company. They could be volunteers we work with on the weekends. Our family. All are customers that we can consider how we support them. Asking about what they are thinking and feeling and being curious about what they need.
Content: Your content is your thought leadership – verbal and written. Your content helps you express your unique difference. Understanding where you want to go will help you shape and learn to become comfortable participating and sharing content. This can become more valuable to a career over time. Starting early can make you more comfortable in the years to come.
Channels: This is an intentional consideration of where you will share your content. The channels can be online through a website, email, or social media platform. However, they can also be speaking at events, volunteering, and intentional participation in specific meetings at work and/or in your industry. When beginning to intentionally build your brand, this phase can include setting up the infrastructure needed.
Community: This is our network. The power of the people we have met and customers we have served over the years. These may be 1-on-1 relationships as well as groups you are a part of. Strengthening these bonds over the years will serve you well in building your personal reputation and expanding the reach of your brand.
Your Turn
What do you think of the personal brand framework?
Which dimensions are the strongest for you? The weakest?
What are 3 actions you can take this week to be more intentional about your brand?