'A brand called 'You' ....Evening Herald Personal Branding Feature

I was recently interviewed by Katie Byrne, journalist with the Evening Herald, for an article on "Personal Branding’.

Katie: Is personal branding important?

Louise: Yes, whether you’re looking to enhance your career prospects, actively job hunting or a business owner seeking new opportunities, in today’s world of work it’s important to create strong, positive personal branding both ‘online’ and ‘offline’.
Do your ‘offline’ actions align with your ‘online’ brand? A potential employer or client will ‘Google’ you to check out your ‘online’ presence, being congruent with this image when meeting them face-to-face will give them confidence in what you can do for them. People trust people and not always the 2 page CV, LinkedIn profile, product or service, so it’s important in tandem with working on your ‘online’ presence to raise your brand on a more personal level. Attending seminars, networking events and contributing your expertise where possible helps compliment your online brand and connect with people in a genuine and authentic way.
Essentially your personal brand is what people buy into and when potential employers or customers see this strong brand you have for yourself they can vision how it can support their challenges, problems or current needs.

Katie: How can one identify their personal brand?

Louise: Your personal brand is ‘Who You Are’ and ‘What You Can Offer’ and how that is portrayed is crucial to your success, career or otherwise. You need to be able to describe to employers, customers, what you can offer them and where you can add significant value, genuinely building trust in your brand is key. Identifying your personal brand is about clarifying what matters most to you and where you can make a difference, it takes time. You need to identify the challenge or problem you can help with and where you can uniquely improve the situation, for example, when seeking a new work opportunity ask yourself, what are the employers key areas of challenge or concerns? And what can you contribute to improve this that uniquely differs to the completion?
Other questions you can ask yourself are;
·       What do I have to contribute that is unique?
·       What service do I have to offer and whom have I helped to date?
·       If someone could only use 1 or 2 words to describe me, what would they be?
·       What area, department, organisation am I best positioned to work with and why choose me? (list your skills, strengths, qualifications, direct experience, key connections etc).

Katie: And can one go too far? Eg photographs of themselves on their CVs and Power Point presentations of their sporting achievements.

Louise: Perception and personality is key – so keep your ‘online’ and ‘offline’ brand consistent. When people read your website, blog, CV, LinkedIn profile etc they get to know you, visualize you in the job, assisting with their challenges etc. so don’t be someone different when they meet you. You might look great at a recent event or wedding but do avoid photos on LinkedIn that may portray anything other than your professional image and brand.

Potential employers and clients want to trust you’ll be the same person they bought into on paper or via social media so build that trust by being consistent in your ‘offline’ life.  

Louise Nevin
Career & Executive Coach 
Coaching for Career, Business & Life Success
"Procrastination is the thief of time" 

Contact: 0851650798
E-mail: louise@louisenevin.com


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