As the marketplace, customers, and companies change, what communicates core values or a sense of who you are? The answer is personal branding or reputational equity. A personal brand tells people who you are, what you can do, and what they can count on from you. It becomes part of your character and personality.
Can you become a recognizable brand? You bet. It’s a matter of creating your personal buzz and interest. This may mean managing signature projects, writing best selling books, or simply talking at professional meetings. With the Web and Internet, it’s easier than ever to create personal buzz.
There are many studies that identify the attributes of product success. What makes a product a success can also make you successful. Once a customer or stakeholder is identified, then you can enhance your worth or value by:
- Developing abilities not available from competitors
- Providing good or higher value for money
- Finding a better way of meeting customer requirements and needs
- Providing excellent quality relative to competitor’s products
- Offering better price performance characteristics than a competitor’s products or services.
Life Lesson Earned: I ‘got it’ about personal branding from Martha Stewart – a convicted felon. Martha has branded herself and is universally accepted as the ‘Taste Goddess.’ When she was incarcerated, I thought she was toast. Well, she was resuscitated by her brand. She has books, magazines, videos, Web site, software, etc. You name it she has used it to extend her brand following incarceration.