Discovering my Personal Brand

I’ve been hearing all about this “personal branding” business for quite some time now; however, until now, I never delved into it very deeply. I always figured, “I’ve got my Twitter, blog, online portfolio and interview suit. I’m good to go.” Well, all of those things might mean I’m prepared, but they are not what creates a personal brand. Which we all know is so crucial to getting a job in this economy (blah, blah, blah…).

I came across  10 Steps to Defining your Authentic Personal Brand- The Personal Branding Worksheet from the Visual CV Blog.

I realized that I need to stop avoiding all of this branding business and just brand myself already! What is there to be afraid of? Well, I guess there’s always the chance that someone won’t like my “brand.” But if that’s the case, then it’s really OK. You certainly don’t want someone — especially an employer — thinking that you’re something you aren’t.

Below I’ve filled out — as briefly as possible — the personal branding worksheet for all to see. I truly feel that it helped me understand my “brand” better. I have a clearer idea of my strengths and how I can market them to PR professionals and employers. I strongly suggest all recent grads to do this worksheet.

1. What is your vision and purpose?

Before clearly defining your brand, look externally at the bigger picture of your vision for the world, and then internally, at how you might help the world realize your vision.

Hmmm, what is my vision for the world? That’s a broad, deep and somewhat vague question! I’m just going to answer it like this:

I envision myself making the most out of every opportunity that the world presents me. I feel that having an open mind will be the key to helping me realize this vision.

2. What are your values and passions?

You have to know yourself and what you want and need before you can move forward. Your belief system and operating principles are at the core of determining whether an opportunity in front of you will be a good fit for you. If the passions that drive you aren’t met, you probably won’t be happy.

I value respect, and I’m passionate about people who care (wow, that’s an emotional sentence!). I know that these two aspects must be present in my future career for me to be happy. I’m a hard worker and I need to feel valued at my job or I will go somewhere else. I also find motivation — as well as apathy—very contagious. I must surround myself with people who care, or I will begin to not care. I’ve heard so many times that a happy, positive work environment is so essential to a happy and long life.

3. What are your top goals for the next year, 2 years, and 5 years?

Work on projecting what you intend to accomplish so you can put together a strategic action plan to get there.

My top goal for the next year is to secure a full-time position in public relations. In two years, I hope to have a more firm grasp on my “niche” and continue to grow my professional network. In five years, I’d like to be as “settled” as life will allow me. I mean, who doesn’t want a sense of security? However, at the same time, I understand that I’ve chosen a career that is always changing— and when things change out of the blue, I need to be ready.

4. Do a self-assessment of your top brand attributes.

What 3 or 4 adjectives best describe the value you offer? What words do you use to define your personality?

Attentive, motivated and curious best describe the value I have to offer. Friendly, honest and positive are three top words I feel define my personality.

5. What are your core strengths or motivated skills?

In what functions and responsibilities do you excel? What things are you the designated “go-to” person for? What would your company have a hard time replacing if you left suddenly?

For my friends and family, I’m the designated go-to person for proofreading and editing. I feel my best core strength is attention to detail. Of course, there are always those pesky details that you miss – mostly those that aren’t spoken or written. Therefore, I feel one of my strongest motivated skills is fact finding. I am curious and always eager to learn, and I think that’s what motivates me to continue growing.

6. Get feedback from those who know you best – at work, at home, anywhere.

The true measure of your brand is the reputation others hold of you in their hearts and minds. Notice how they introduce you to others. Ask them what your top brand attributes and core strengths are. How does your self-assessment jibe with their feedback?

Thank goodness for online recommendation formats, such as LinkedIn and Come Recommended.  From looking at the recommendations I’ve received from past professors and internship coordinators, I know that I can always learn more about myself and my strengths from what others say about me—and to especially not sell myself short. 

7. Do a SWOT (Strengths – Weaknesses – Opportunities – Threats) analysis on yourself.

Don’t dwell on your weak points, but keep them in mind so that you don’t move into a position where that function is the main thrust of the job.

Strengths: My positive attitude, attention to detail and professionalism.

Weaknesses: My tendency to take on too much and get distracted (mostly with social media, so that’s not that bad).

Opportunities:  Resources such as networking events and social media are opportunities I take to differentiate myself.

Threats: My fellow class of 2009 graduates is my greatest threat. but I’m over that. Other than my main threats — the thousands of 20-somethings (and 40-somethings) on the job market — I consider myself as my biggest enemy. Because above everything, it’s up to me how I go about achieving my goals.

8. Who is your target audience?

Determine where you want to fit in (industry and niche area of expertise). Learn what decision makers in that field are looking for when they’re vetting candidates. Find out where those decision makers hang out and what key words will attract them, and then position yourself in front of them to capture their attention.

Because PR is an ever-evolving field, I want to fit in with the most up-and-coming and modern agency or organization. This requires having a curious mind and staying up-to-date with changes in the industry – and especially with social media. My Twitter tweets and blog posts are examples of how I am positioning myself in front of PR industry leaders. Increasing face-to-face networking is my next step.

9. Who is your competition in the marketplace and what differentiates you from them?

Determine why decision makers should choose whatever you’re offering over the others offering similar value. What makes you the best choice? What makes you a good investment? What value will you bring that no one else will?

After several interviews for very competitive positions, I learned that attitude and personality are huge differentiating factors. For the most part, my competition and I are at the same level of experience (about a year or less of professional PR experience outside of school). However, what one lacks in experience can sometimes be made up in attitude and initiative. A candidate may have an impressive résumé, but a sour attitude or lack of authenticity can hurt his or her chances.

It really is all about the total package. Moreover, I think that what makes a candidate the best choice varies depending on the job. In a broad sense, I feel that honesty is a great differentiating quality of mine. We can all work on our AP style skills, but not everyone can work on their honesty skills. Honesty is a character trait – and an essential trait for the ethically-conscious world of PR. My honesty not only makes me a good investment to an employer, but it makes me different because I’m showing who I really am and what I really think and feel.

Like the good ‘ol cliché goes: Honesty is the best policy.