1. Personal Branding
Ref: 0014
What is Personal Branding?
In today’s competitive workplace, distinguishing yourself significantly from your peers can be a
challenge. It’ not just about ‘getting the job’ anymore – it’s about building and marketing your own
personal brand. But what does that mean – ‘personal brand’? Much like the brands that we all know,
such as Richard Branson, Oprah Winfrey, Steve Jobs, Steve Warne and the corporate brands like
Virgin, Google, Telstra, Coke, Nike or McDonalds, your personal brand in the workplace is a
combination of the product you offer (i.e. your job performance), the value that you embody, the value
that you add and how the three work together to create the ‘wholeness’ that is you.
A personal brand is much more that a job title: it is a holistic look at your goals, passions, values
“what you stand for” and how those figure into and enhance what you offer an employer, board and
stakeholders. Oftentimes, it’s the individuals who truly know what makes them interesting, compelling
and differentiated to stand out from their peers. These people capitalise on their difference, parlaying
them into an advantage. An individuals ‘personal brand’ can be the thing that gives a sales executive
a competitive edge, an upcoming assistant the ability to catch the eye of the managing director or a
senior executive the visibility to be recognised as a future board member.
Of course a personal brand is only as good as the reputation you are able to build around its unique
promise of value and what you ultimately deliver. Consequently, authenticity and honesty become the
most important building blocks for your personal brand.
Your personal brand is your insurance policy for good and turbulent times.
What are the benefits of an effective personal brand?
 It establishes you as an expert in your chosen field.
 It establishes your expertise, authority and value.
 It builds a sold reputation within your industry.
 It increases your visibility and improves your perceived value in the market place.
 It sets you apart from your competitors.
 It reflects your core values, personality, talent and skills set.
 It increases your credibility, especially if you can harness the power of the media.
 It creates a success spiral that can boost your health, wealth and career.
 It is the catalyst that can create multiple streams of income and influence.
For further information on this handout and the consulting
and coaching programs available please contact:
Image Group International
Asia Pacific Head Office
T: (+61 3) 9820 4449
E: info@imagegroup.com.au
www.imagegroup.com.au
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