By Lesley Everett
We all have a brand image whether we've consciously cultivated one or not, but what does yours say about you? Is the perception that others have about you really what you think
it is and what you want it to be, or is it miles off message?
In a business world where first impressions, trust and credibility have never been more important, and where people represent a brand more strongly than any slick Web site or
glossy brochure ever can, it's time to take control of your personal brand, and to manage the perceptions of others more consciously and creatively.
So just how can you cultivate your personal brand?
You have a personal brand "reputation" already--it's what people say about you behind your back and how they describe you to others. We don't always think about how others see
us, thus leaving our person brands to chance. At the senior level, often we aren't told what others think of us, so we're even more vulnerable to the wrong impressions being
formed.
Our personal brand is a little like a pearl in an oyster--it evolves organically over a period of time. Everything you do every day adds another layer to your personal brand
pearl. From every e-mail you send to every presentation you deliver and meeting you attend, you're giving messages out about how you perceive yourself and your brand. The way you
present yourself as a leader sets a benchmark for others in the organization. Therefore, are you really reinforcing the corporate brand in a way that maximizes the investment of
time and resources?
It's vitally important to take active control of managing others' perceptions about you, and to thereby manage your personal brand more effectively--call it Perception
Management.
However, it's not about creating a superficial image that doesn't reflect your true individuality and personality; such attempts will always be transparent and inauthentic.
Authenticity in a leader is crucial to business and personal success today, and creating a powerful personal brand works with that authenticity.
Consider the following seven steps that can be taken to develop and sustain a strong personal brand image:
1. Who You Really Are: As a very first step, you must clarify exactly what your personal brand is. Base this on your fundamental strengths, your individuality and your core
values. Unleash from within what you're outstandingly good at. Now get feedback from others on how they see you, too, in three words. You need to see where the gaps in perception
are, or perhaps where others see the flip side of the positive brand values that you have.
2. The First Seven Seconds: Now check out the impact of your first impressions--remember that it takes just five to seven seconds for people to initially judge us. Does your
first impression reinforce your personal brand in the way you'd like, or does somebody completely different come across? Now we're talking Reputation Management, too.
3. Dress Like You Mean It: Style and grooming are the packaging of your personal brand. Do you package and present yourself in such a way that invites trust and credibility as
an immediate perception of your brand? How good is your personal package at marketing you? On dress-down days does your professional credibility take a nosedive? Apply the
same criteria to your smart casual wardrobe as you do for your sharpest business wardrobe. Do your clothes fit well, are they past their prime, are they up to date? Do your
clothes flatter you?
4. Silent Indicators: Your body language speaks volumes about you. A genuine smile, a good handshake (not too firm) and positive eye contact are essential when you meet people.
Give them your full attention for those few seconds when shaking hands. Sounds like common sense, but is it common practice for you?
Have you ever come out of a meeting and had people tell you that you looked distracted or unhappy during the meeting? Perhaps you frowned as you processed information, or your
body indicators made you appear to be closed off to new ideas. You need to know about these perceptions so you can manage them better.
5. Speak Easy: What does your voice convey about your brand? Have you listened to your voicemail message to hear how professional you sound? Get others to give you feedback on
this, too. Your voice could be the first impression others have of you and your business. You know when you have the feeling that a person will not do what they said they will do-
-it has nothing to do with what they said but rather the tone in their voice.
6. Be Interested and Visible: How do you rate your interaction skills with others? Are you memorable for all the right reasons? Remember, being interested in others makes you a
more interesting person.
Make sure you're visible and memorable within your desired network. Think about who the top 100 people are in your target market. How are you going to be more visible with
them? Do they really know who you are, what you do and what you're good at? Develop a visibility plan. Are there articles you could write for industry or company magazines? Can
you speak at associations more often, attend networking groups, etc.?
7. Each Time, All the Time: Consistency is crucial. For any brand to be 100% successful, it has to be 100% consistent; this is particularly important for a personal brand. Are
you consistent with the way you project yourself via various forms of communication, from one-to-one meetings to presentations to telephone messages? Make sure you're not caught
off-guard. Your personal brand development is a work-in-progress. Take stock from time to time to audit your personal package, seek feedback and strive to be your best. If we
reach for the stars, we will rarely get mud on our hands.
Carpe Diem: Today's the day to take control of your personal brand and start managing those perceptions, which in turn propels you to greater success. PRN
CONTACT:
Lesley Everett is an international speaker on personal branding, and she has written a book on the subject. She can be reached at [email protected].