We are all a personal brand, whether you want it or not. The way we present ourselves on social networks, the perception people have of us and what we project are shaping our brand. So the only thing left is to take control and shape it in our favor.
Margaret Rose Grigsby, international brand strategy consultant and personal branding expert, advises following these recommendations:
1. Know yourself: people don't know themselves well enough and it is common for them to focus on what they can do and not who they are. You can list all your university degrees, your jobs and the languages you speak, but those are imitable aspects, which anyone else can have. The hard part is going deeper and self-analyzing to take a critical look at yourself.
Identify your values first, as they are the core of who you are. What matters to you and what do you identify with? Then determine the talents you are known for, what you do better than most, and also your passions, those ideas or things you love.
A good tip is to ask, just as companies validate their brands with their consumers, ask those who know you to describe what you project.
Be congruent and coherent: it is vital that your personal brand is sustainable over time and through your actions. Once you define what you want to be and project, you have to stay within that line and be authentic. Every action strengthens your brand, ask yourself if what you are going to do or if the event you are going to attend is aligned with what you are trying to project.
3. Leverage technology: LinkedIn is essential. It must be factual, use a language and tone that reflects your value proposition. For example, if you are a woman, do not post a picture with too much makeup if that is not your daily image or do not use very casual clothes if you want to project an executive image. It is advisable to review your profile every two months to make sure you maintain congruence.
4. Have a filter: the more exposure, the more effort to control your online image. Think that even before you talk to a person, it is likely that they have already googled you and have a previous image of who you are. That's how important it is to be careful!
Make a balance between personal and professional. Always have a filter and, before posting and writing a comment, ask yourself if it is appropriate. A good tip is to ask yourself, "Would I mind if my boss or my parents see this?"
Strengthening your brand will give you a unique seal that distinguishes you from other professionals and will give you exposure to position yourself as a professional of reference for companies or clients. In times where job competition is so fierce, either you stand out or you become extinct.
Do not forget that the brand is built day after day, with every action and every comment, so the work is constant. Don't leave your image to chance and project yourself in the most convenient way.
Additionally, we recommend you to take this test to evaluate the state of your personal brand and take corrective actions.
This article is based on an interview with Margaret Grigsby, conducted by the Executive Education department of INCAE and originally published in the online version of the magazine Mercados y Tendencias.
