So what is the “The Brand Called You”?
You are a brand. Your personal brand is a way of communicating what is inherently you. Your experience, background, education, methodology, personality, etc.
How do you figure out your personal brand?
There are many ways, but I’m going to give you one exercise.
In the book Eat, Pray, Love by Elizabeth Gilbert, which also was made into a movie starring Julia Roberts, every time Liz, the main character, went to a location, she tried to come up with a word to capture the brand of that location. For example, if I recall correctly, her brand word for Rome was Sex (or maybe Passion!). And at one point, someone turned the tables on her and asked her, “Liz, what’s your word?” And she was stumped. Part of the reason she couldn’t come up with her word at that point was she had lost touch with who she was, and needed to dig deeper, which she does as her journey progresses. But another part of that may have been that it is awfully hard to come up with just one word to describe your entire overall personal brand!
So I’m asking you to come up with 5.
5 words that capture what is uniquely you – your Personal Brand.
For some of you, this still may be difficult.
If you can’t come up with 5 words yourself, then pay attention to how others perceive you. Ask family, friends, colleagues and clients for 5 words that describe you. Please only ask those that will be your “believing eyes.” If you own a business, look at your client testimonials for patterns of words and phrases that repeat themselves. If you are employed in a workplace setting, look at your job evaluations and letters of reference. If you are just getting out o f college, look at your letters of recommendation. You get the picture. You are looking forward to find the words that others have used to qualify your personal brand.
Here are my 5 words: Professional, Intelligent, Warm, Sassy, Productive.
Try to come up with a mix of words that exhibit both hard and soft skills, or tap into left and right brain characteristics. People are so built and prone to mixing up the 5 words. Your brand is a nice way to demonstrate your multi-facetted personality and help you to appear less one-dimensional.
A really powerful exercise is to come up with 5 words for someone else.
I was doing this exercise for an organization at one of my speaking engagements earlier this year, and one of the participants raised her hand and said “I got nothing. I can’t think of any words for me.” So I looked around at her colleagues and asked if any of them had some words for her. Slowly, they started calling out words, and we could see that some of them overlapped and some themes started to emerge. It was very powerful to watch the effect it had on her as she learned what her peers considered to be her personal brand.
The next step is to start examining your life and work to make sure that your 5 words match how you showcase your brand to the world. Would someone be able to guess your 5 words? Immediately upon meeting you? Or at least after getting to know you further? If so, your external brand matches your internal brand. If not, your external brand is in congruent with who you really are. This can cause confusion, make others feel disconnected to you, and result in your appearing inauthentic.
So think of your personal brand as an opportunity to have a deeper internal conversation that says who you are on many levels. Don’t miss that opportunity! Welcome that conversation. Start it with 5 words.