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Heuristics #14 – Personal Branding

The Context

You cannot choose whether you want a personal brand, you already have one. You cannot avoid personal branding. There is no such thing as neutral branding. If you engage with people (Individuals or companies), every touchpoint, in some way, influences the overt characteristics of your personal brand – every time. This is the case whether you are the local store manager or a global icon.

The Question

The “always on” nature of the on-line world we operate in, means there is a good chance that many of your first interactions will (a) not be in person and (b) you might not even be present, or know about it.The more meaningful question is not whether you should develop a personal brand, as many articles allude to, but rather, how do you manage your inevitable, existing personal brand?

Heuristic 1: Don’t be daunted

There are two relatively simple activities that, if you apply them, will ensure that you are proactively playing a role in your public persona’s worth. 

Heuristic 2: Refine your Personal Value Proposition (PVP)

The good news is that you probably don’t have to create it from scratch, as you are probably already aware of most of the things you want to be known for. I prefer the Geoffrey Moore format.

Heuristic 3: Showcase your PVP in all Touchpoints

Make it your business to ensure that the core messages outlined by your Personal Value Proposition are reflected, and supported, through all your interaction and touchpoints, i.e., how you show up and engage. (Communication, online, F2F, meetings, platforms, etc.)

Heuristic 4: Be patient

Stick to your guns. Remember results take time.


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