Modern-day professionals must constantly reinvent themselves to stay competitive in the ever-evolving business landscape. This is especially true for communications executives,
whose pace of personal reinvention must match that of their rapidly transforming discipline. For those who have been in the business since it was defined by press release writing,
and for those newer recruits who have known only digital platforms, one could argue that the ability--and need--to shape and enhance a personal brand has never been more integral
to success.
Whether it's a matter of leaving one long-held position for another, or a question of starting your own public relations practice, remember to refine your own brand and take it
with you. Here's how to do it.
*Do a little bit every day. Mechanics call it a tune-up. For doctors, it's a checkup. Plastic surgery addicts simply classify it as "maintenance." Your professional image/brand
should get the same treatment. All those slight makeovers to your image add up.
"The key to reviving a career transition in terms of one's personal brand is to do the little things every day along the way that create and sustain [a strong, consistent]
image in the first place," says Mark Weiner, who was long known as the CEO of Delahaye (now Cision) and, after a stint as SVP and global director of research at Ketchum, started
his own firm Research in Public Relations. "Some of those things include maintaining regular contact with clients, former clients, peers and associates, as well as maintaining
visibility through writing and giving speeches."
Online professional networks, such as LinkedIn, are also extremely valuable and easy to use. Every time you get someone's business card at an event, make a phone call or get
introduced to a new contact, see if they belong to the network and invite them to "link in" with you.
This personal brand maintenance will establish a strong foundation, upon which you can rely when the time comes to sever ties with the organization that once defined you.
*Use the transition announcement itself as a branding opportunity. As long as the departure from one organization for another (even if the latter is your own upstart) is
amicable, there's no reason not to use this as a personal branding opportunity.
Try to negotiate an announcement as part of your resignation and, if possible, help the communications team write the release. Include a quote from your soon-to-be-former
employer, a quote from yourself and your personal contact information.
This type of announcement can be the ultimate personal branding device, as it includes all the necessary brand attributes: a news hook (your departure), testimonials (from your
employer) and an element of timeliness.
*Be your own PR person. Communicators are experts in promoting others, so why shouldn't those skills transfer to promoting themselves? Always set aside time to market yourself
and your areas of specialty, especially during transitional periods.
"Client service is essential, especially when you start your own business. But it's easy to fall into the trap of focusing solely on client work instead of continuing to
market yourself," Weiner says. "In order to set the stage for business continuity, it is important to set aside time for personal branding every day."
To hone this, Lesley Everett, founder of the U.K.-based personal branding company Walking Tall, recommends thinking about the top 100 people in your target market and
developing a visibility plan with them in mind. (For more personal branding tips from Everett, see "How to Take Control of Your Personal Brand in Seven Easy Steps," PRN 02-18-
08.)
*Focus your brand. Being a Renaissance man (or woman) is often equivalent to being a Jack of all trades, master of none.
"Branding is a conscious, personal act, and it requires a lot of consistency," says Jim Lukaszewski, chairman and president of The Lukaszewski Group. "We tend to try to be all
things to all people, but that most often results in being nothing. Typically, I recommend identifying three or four areas you [are good at] that other people will want to buy.
That's what you sell. That's what you convey to people."
In that vein, Lukaszewski advises executives to be wary of the phrase, "I can do that," in all branding materials and communications. This mantra, while seemingly positive at
first glance, can lead to an unclear vision and, in turn, a schizophrenic personal brand.
*Establish a distribution plan. Once you've identified the specific elements of your personal brand, it's time to communicate them to the public.
"Take these areas of focus and put them in as many places as possible for people to find," Lukaszewski says. "The No. 1 way to do this, in my opinion, is to get on a platform
and speak. You get new clients by being seen in public forums."
Online platforms are also ideal distribution channels. Start with your Web site if you are starting your own business; if you are joining an established organization,
personalize what you can, including your online bio, your e-mail signature line and your face-to-face interactions with colleagues and clients.
*Sell yourself like it's your job, because it is. "Once you have a platform, merchandise it," Lukaszewski says. "Showcase what you know and what you work on. The more you give,
the more you get."
He makes the latter comment in reference to his corporate Web site, http://www.e911.com,
which serves as the ultimate personal branding platform. Taking what some might
consider an unusual approach, Lukaszewski provides a significant amount of information
free of charge, from bylined articles to clips of speeches, to a section for
"real-time answers to real-time questions."
While many people believe in charging premiums for this type of proprietary information, Lukaszewski insists that it has been a key to his success over the years.
"If it's in your briefcase or on your computer, it doesn't help anyone," he says.
*Learn chemistry. As is the case with personal interactions, chemistry is a main driver in solidifying successful professional relationships; it's also largely uncontrollable.
Thus, don't dwell on reinventing yourself for people who aren't natural fits with your skills, vision and mission. According to Everett, "For any brand to be 100% successful, it
has to be 100% consistent; this is particularly important for a personal brand."
There is also a lot to be said for knowing what contributes to good chemistry and building on it.
"Good chemistry [comes from] being sensible, constructive and pragmatic, and from offering options," Lukaszewski says. "So often, people look for the best ideas, but ideas only
get you part of the way. You must have a variety of ideas, a range of suggestions. You have to be an incrementalist--someone who can see the next step. That's where the magic
is."
*Speak eloquently, or forever hold your peace. Finally, to grow your personal brand, develop your verbal skills and think like a consultant, as that is the best role to play as
a communicator. However, be aware that with this power comes responsibility--and, at times, danger if you fail to maintain your own brand and reputation.
"Being a consultant can be like riding a tiger," Weiner says. "It's really exhilarating as long as you're on its back. If you fall off, it's really not so fun anymore." PRN
CONTACTS:
Mark Weiner, [email protected]; Jim Lukaszewski, [email protected]; Lesley Everett, [email protected]