In my last post, Why do I have to be professional?, I shared my take on professionalism: That all professionalism really entails is creating a positive reputation for yourself in the work world. To be "professional" means that you have a purpose, are important, and are serious about what you do. And being professional has personal benefits, like increasing your likability, success, and value in the job market.
I mentioned that YOU can build a unique version of professionalism for yourself, and the best way to do that is via Personal Branding.
Maybe you've heard the term before, and maybe you know what it means. Regardless, Tufts Career Center is here to help!
What is a brand?
A brand can be a name, a term, a design, a symbol, etc. that identifies one seller's product distinctly from those of other sellers, says Wikipedia. Read between the lines and it's safe to say a brand is really a feeling, a hunch, an inkling, that something gives you that makes you choose it over other things like it.What is personal branding? Why does it matter anyway? Why should I care about mine?
Quick Sociology lesson. The Private and Public spheres are two distinct sectors of societal life. The private sphere usually encapsulates the home and personal relationships, and relates to who you are when no one is paying too much attention. And the public sphere includes everywhere else--the street, your school, your workplace--where you may interact with people you don't know. Today, the public sphere also includes the internet, which makes our public sphere larger than ever. Communication is significantly more resonant than it has ever been! This helps humans have larger discussions and think more uniformly, and it also means that we're in public around the clock.While judgments say more about the person making them than the person being targeted, other people's perceptions of you are just as valid as your own. Others can and will make decisions about you based on how they feel about you, whether you agree or disagree about the truth of their perception.
But don't freak out yet! The way the public feels about you is not random. Your personal brand is very much in your control.
Crafting Your Personal Brand
In 1997, 17 years ago, Tom Peters wrote his revolutionary article "The Brand Called You," where he introduced America to this concept of personal branding. Amazingly, though Personal Branding is more of a thing today, his message still holds true.Perhaps the most relevant part of his article, in my opinion, is the necessity to separate yourself from other brands. "You are not an employee at General Motors, you're not a 'staffer' at General Mills, you're not a 'worker' at General Electric or a "human resource" at General Dynamics," he says.
Does that mean that you are not a "student" at Tufts University and I am not a "student ambassador" at Tufts Career Center? No. Of course your positions still hold true, but marketing yourself that way doesn't help you stick out from the crowd.
Think of yourself as your own independent brand: How do you do what you do that makes what you do different?
Don't sell the steak, sell the sizzle.
Relating to my definition of branding earlier this post, supposedly "Don't sell the steak, sell the sizzle" is an old cliche (maybe in 1997!). Here are some questions you can ask yourself and techniques you can use to sell your sizzle:Questions to ponder:
- Think about what you've done lately--this week--to make yourself stand out?
- What would your colleagues, peers, teachers, employers, parents, and friends say is your greatest and clearest strength? Most note-worthy personal trait?
- What do I do that adds remarkable, measurable, distinguished, distinctive value?
- What do you do that you are most proud of?
- What can I accomplish that I can shamelessly take credit for?
- What do I want to be known for?
Techniques:
- Feature-benefit - Make a list of your features and re-position them into a benefit to others in your life. This is based on a real technique that companies use to position their brands to their customers and clients.
- Show, don't tell - Instead of just telling everyone what you've discovered about your personal brand, show them by taking on extra projects to showcase your skills to different groups of people, teach a class or lead a seminar to demonstrate your expertise, write a column or blog post, join a discussion or speak on a panel. And keep track of your "examples," because you'll surely need to support your personal brand in the future.
- Develop your style - Everyone is unique. Everyone has a fingerprint, a distinct life path that makes you who you are, a one-of-a-kind signature and handwriting. Embrace the way you express yourself and include your individuality when crafting your personal brand. Let the you in you shine!
- Nurture your network - LinkedIn is the bomb! Make sure to connect with everyone you do business with--whether it be through an email or a transaction or even someone you took a class with. These people know you professionally, and can support what you have to say. Check out our LinkedIn post for best practices!
- Come to terms with your own influential power. Not everyone feels comfortable acknowledging the impact that they have, but the truth is, if you weren't around, that would affect a lot of people. Realize the beauty, power, strength, influence, and impact you have on others, and have agency and ownership over that. Advocate for yourself. When you truly believe in your brand, it shows.
Here's a quote I love by Marianne Williamson:
“Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure. It is our light, not our darkness that most frightens us. We ask ourselves, 'Who am I to be brilliant, gorgeous, talented, fabulous?' Actually, who are you not to be? Your playing small does not serve the world. There is nothing enlightened about shrinking so that other people won't feel insecure around you. We are all meant to shine. We were born to make manifest the glory that is within us. It's not just in some of us; it's in everyone. And as we let our own light shine, we unconsciously give other people permission to do the same. As we are liberated from our own fear, our presence automatically liberates others.”
As always, if you have any additional questions, Tufts Career Center is available! Give us a call at (617) 627-3299 to make an appointment.
Best regards,
Until next time,
Nirvanna Lildharrie
