How to Build a Successful Personal Brand in the Business World

Branding has long been the marketing buzz word in the business world. Creating brand identity, increasing market awareness, building equity in a brand strategy, loading brand perception with positive aspects; that's branding. The same is true of personal business success in the corporate arena. To succeed requires building your own brand. Every task you complete, the quality of your work, every interaction you have with others, and even your personal appearance creates and builds on the brand of "You."

As a twenty-something working in a corporation, Alexandra Levit learned "that perception is reality and that creating and sustaining an effective corporate persona - or the mature, professional and competent face you project to the work world - is more important than anything else you can do on the job" as she explains in They Don't Teach Corporate in College: A Twenty-Something's Guide to the Business World.

Building Your Brand, the Foundation

First days on the job and first impressions at meetings, are the foundations for the brand you're building. Whatever you do or say first begins creating brand perception immediately.

Positive brand building: Being on time to meetings, professionally dressed, contributing intelligently and pertinently when appropriate, staying on subject; being actively and obviously interested in the subject at hand, inquisitive and eager to learn.

Negative brand building: Being late, rushed, unprepared, sloppy. Talking too much. Taking the discussion off on tangents. Beginning every sentence with "I". Relating everything to your personal experience. Knowing all the answers, or knowing none of them. Chiming in before you know what the meeting concerns. Not chiming in at all, showing no interest.

Building Your Brand, Entry Level.

Remember you are still laying groundwork. Your goal is not to outshine everyone else in the building. Your goal is to learn the lay of the land and see where your strengths, expertise and knowledge will be most helpful to your company. Ask questions, talk to people, find out what their strengths are and where they fit in the corporate structure. Find out where to position the brand of "You."

Branding Takes Visibility.

Branding is all about visibility and increasing awareness. Being good at what you do is essential, but if nobody knows about it, it does not help to build your brand. You do not want your work to be anonymous, nor do you want it to be off target. If you have a great new idea, talk about it with your peers and mentors. Find out the best way to get it off the ground, and start building momentum. Document your ideas in emails. Give credit to those who help you. Communicate. Show that you are a team player, but be a visible part of the team.

Ways to Keep Building Your Brand.

You're not forever the new kid. Now it's time for results. Work hard and work smart, not reinventing the wheel, undoing or attacking work already done, but going on from there. If you're asked for your opinion, do research, prepare a short white paper on the subject, and distribute it. If you're asked to work late, be willing and positive about it. Type thoughts and ideas into your laptop or i pod as they occur to you. They may be just what's needed tomorrow. Focus on ways to improve productivity and work quality, and to directly impact the company's bottom line.

Don't Stop Networking Now.

Bruce Tulgan, founder of Rainmaker Thinking, Inc., recommends not being stuck in your official job description, but taking any opportunities that present themselves (while not stepping on anyone's toes of course). For example, if you have a good new business prospect for your company, even though you might not be in sales, give the referral to someone who is. Network with different departments, and by talking to people about what you do, even when you leave the building. Those networking skills helped you land the job, now use them to help your company.

Introducing Your Ideas Without Burning Your Brand

In her article for the UK's Times Online, Clare Dight offers these suggestions:

• Once you've identified a good idea for a new or improved process or product, seek a network of peers and sponsors to help you evaluate it and get it off the ground. It might be a more senior manager who can open doors or someone with technical expertise who has know-how and credibility.

• Do your homework and prepare a business plan. When pitching your idea, address your audience and speak in terms they understand.

• Don't try to do it alone. Teamwork and team capabilities are an essential part of corporate entrepreneurship.

• Don't be afraid to make mistakes, and be comfortable with yourself and your abilities.

• Know when to let go. Even if you're convinced your idea will make the company billions, if you can't sell it, move on to something else.

In "Water Cooler Wisdom," author Levit says "Instead of just doing your job and moving on, take that extra step to make sure it's standout work. Volunteer for a project that no one else wants to take on. Be the person your boss depends on." You'll build buzz about the brand of "You" right along with trust and respect.

Sources:

They Don't Teach Corporate in College

Alexandra Levit's Water Cooler Wisdom

Bruce Tolgan's Rainmaker Thinking

Clare Dight, UK Times Online