Design your personal brand

Brands surround us. Our world is filled with products and services created by millions of brands from Nike to Target to our neighborhood Hardware Hank. Athletes carry a brand. Companies create brands. It’s an identity. Brands project an image, create a presence, demonstrate confidence. They invite members, clients, businesses, and consumers to engage. Good brands foster relationships. Great brands are remembered.

So, when I was given the task of creating my personal brand, I was a bit stumped. Why do I need a personal brand statement? I wasn’t selling anything – or so I thought. I have always put emphasis on individual development and growth. My purpose was simple: make another person’s day easier and happier. Do your job well. I was missing one specific, and obvious, piece: direction. Like all company or organization brands, I too needed a plan to network, to be visible, and to grow. I needed to define who I was and most importantly, how I wanted to be known.

Define: who am I and what do I do?

The idea of creating a personal brand statement did not develop overnight. It took a lot of thought…and about three months. I needed to ask myself:

• What do I want to be known for?
• What makes me distinct and memorable to others?
• How would my friends, family, colleagues describe me? (And, was that what I wanted to hear??)
• What words, phrases, ideas stand out to me? Can those words be used to identify me?

I jotted down words and actions that I felt described me. I noted characteristics that I hoped others would say about me.  Finally, I set out for answers from those who knew me best – and those that didn’t. I questioned friends, family, coworkers, my boss, my team, my husband, my kids. I even asked my doctor (he’s accustomed to giving me the feedback without the fluff).

Create: a brand is born

A strong brand must be unique, meaningful, and clear. It needs to be memorable. Above all else, brands must be honest and consistent. A lot to consider for one brief statement.

So, with my list of virtues in hand, I went to work. Many opinions were shared. Certain ones really stuck out. I am viewed as reflective (yes, almost to a fault – in many cases, some referred to it as indecisive), engaging, interested, concerned for others, inspiring (really? that’s relative, in my opinion), dedicated to doing my best. I also expect the same in return.

I then considerd all the roles of my life: wife, mother, friend, peer, employee, manager. I needed a statement that was suitable for every role. A brand must bring consistency. It should be lived every day.

The final copy: put it to action

I reflect my best self to engage others.

Does it say enough? I think so. Can it improve? Absolutely. Does it drive my behavior? Every day.

It keeps me present and my work meaningful. It pushes me through challenges. And, hopefully for a short moment in someone’s day, it brings me to mind.

Live your brand. Reflect it in all you do.