This book is an insider’s guide to getting bigger promotions, better clients, and a richer career life. If you’ve been laid off, passed over for a promotion, unsuccessful in transitioning to a different role, company, or industry, or just want to boost your personal image, then this book is for you. Learn you how to create a powerful personal brand in five simple steps.
Mastering the art of personal branding means that you are sending the right messages, networking with the right career influencers, and successfully driving the perceptions of clients, managers, and potential employers. Learn the five critical steps to developing a powerful personal brand:
1. Defining the five core ingredients that make you unique.
2. Sending the right messages.
3. Building strategic relationships with the right career influencers.
4. Strengthening your visibility and credibility with career influencers.
5. Creating an ROI dashboard to measure and build your success.
This book provides advanced strategies, best practices, and lessons learned that will help you build a powerful personal brand. By incorporating these five career success strategies you will be able to stand above your competition, put yourself in high demand with clients, managers, and potential employers, and have a more gratifying and enriching career.
A step-by-step action plan, 5 Steps to a Powerful Personal Brand is a must have. Whether you’re transitioning into a new role, expanding your company, or advancing up the corporate ladder, this book will teach you how to take your career from ordinary to extraordinary.
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About the Author
Project Management Professional (PMP) certified, Sherri has been a global project manager for a Fortune 100 company for seven years. Recently, she served as president for the American Marketing Association's (AMA) national council. During her four-year term, she coached more than 50 AMA chapter presidents, led an Arizona State University leadership marketing class with advertising CEO's, and authored two white papers: How to Lead, Manage, and Motivate a High Performing Team and Strategies for Successfully Managing Challenging Team Members.
Sherri has been a corporate spokesperson on camera and/or voiced more than 250 corporate videos, television commercials, and radio commercials. She has written, produced, and directed national radio and TV advertising campaigns, as well as corporate videos for three Fortune 500 companies. She was Community Relations Director at an NBC TV affiliate. As a disc jockey in Phoenix and Monterey, Sherri was one of the few women to host her own morning show. As PRDirector for the International Water Ski Tour, Sherri received first-time tour coverage on Good Morning America, in USA Today, and in French, Swedish, and Australian sporting magazines.
Career Coaching 360 provides personal career coaching, strategies, and tools to help professionals advance their career.
Web site: CareerCoaching360.com
Read an Excerpt
CHAPTER TWO - (STEP 1) DEFINING WHO YOU ARE
Everyone has a personal brand. So what is yours saying about you?
Personal brands are as unique and individual as people are themselves. The key to having a career that provides you with meaning and purpose starts with understanding your own unique personal brand and what it is communicating to others.
All of your words and all of your actions are sending messages to your manager, senior managers, clients, and colleagues. Do you know what your messages are saying to others? Do you know what their perception is of you? It may be a difficult question to ask, but it's an important one.
Shaping and Managing the Perceptions of Others
The strength of your personal brand is fueled by how others perceive you. And those perceptions are formed by the messages you are sending out through your interactions with others, the way you present yourself, and the value that you provide to a project, team, or employer.
The way you can shape and manage the perceptions of others is to first, fully understand who you are and second, realize what messages you are communicating to others.
Perceptions are largely formed through your interactions with people-how you treat others including large clients, small clients, potential clients, senior managers, subordinates, peers, and business associates. Are you viewed as an expert in a particular area? Are you a leader or a follower? Are you respectful of others? Do others perceive you as a leader and want to be on your team? Are you organized and calm much of the time, or disorganized and frazzled? How well do you handle stress?
Your brand also includes yourpersonal style and the way you present yourself to others. It includes the way you speak, your dialect, and your language. It's the way you dress, your jewelry, hairstyle and shoes.
I learned a lesson about personal branding early in my career when I had just graduated college and interviewed for a copywriter position at a large Phoenix advertising agency. From 100 applicants I made it down to the final two. The other finalist had four years of ad agency experience as a copywriter. My only experience was a six-month college internship at Ping Golf Clubs. But I had a portfolio full of creative ideas, a confident attitude, and a new black suit that screamed, "I'm a professional with style!"
Although I wasn't surprised they chose to hire the other candidate, I was surprised to learn the reason. The partner who interviewed me said that it was a close call between the other candidate and me, but he shared with me how unimpressed he was by my rather "cheap" portfolio case. Even though it was filled with fresh and creative ideas, my new, plastic, $14.99 portfolio case broadcasted to the world that I placed little value on my work.
That was a big lesson I learned and one that I've never forgotten. The way you present yourself and act around others shapes your personal brand and the way others perceive you. Your personal brand is also shaped by your core values, passions, personal characteristics, talents and accomplishments.
To build a strong brand requires a clear understanding of your true authentic self. This means holding up a mirror and defining who you really are. What are your values and priorities? Are you consistent in what you say and do? What are your passions and areas of expertise? Why should an employer or client hire you? What is the value that you provide?
The Five Ingredients of Who You Are
Think about who you are. What do you believe in? What do you stand for? What are your core values? These values, personal traits, and core characteristics make you truly unique, and they can also make you invaluable to the right employer or client. By identifying the five ingredients of who you are, you can develop a powerful personal brand which can lead to more career opportunities and a more meaningful and purposeful life.
Let's start with a simple exercise. Take out a piece of paper and make five columns with these headings:
3. Personal Traits
4. Signature Talents
What are your core values? In other words, what are the principles or standards that guide you? Examples of core values include: family, religion, integrity, generosity, trustworthiness, compassion, giving back to the community, etc.
You may find it helpful to define your core values by completing one of the following sentences:
"I believe in . . . "
"I value . . . "
"I commit to . . . "
Next, identify your passions. These are the areas of interest that excite you and rev up your personal engine. You are intellectually, emotionally, and physically drawn to these activities. You enjoy reading about them, learning about them, and discussing them with others. Examples include: finance, real estate, stock market, technology, marketing, travel, healthcare, politics, business development, the arts, sports, and the list goes on.
You should list 2-4 interest areas that drive your passion. Identify your areas and write them down. Your passions are essential ingredients in your personal brand, because when you understand your passions it's easier to define the kind of work you love and the work you are meant to be doing.
Now, let's look at your personal traits, or the mix of characteristics that shape who you are. These are attributes that help define who you really are. Examples include: strategic, inspirational, logical, creative, personable, forward thinking, customer-driven, results-driven, nurturing, sympathetic, organized, etc. These are some ideas to get you started. Your unique set of personal characteristics helps distinguish you from others.
Think about positive comments you've received from past or current co-workers, bosses, friends, and family members. What kinds of initiatives have they said you did well? Which personal qualities have they admired in you?
Give considerable thought to this exercise. You receive billions of messages throughout your life, yet remember only a few. Why do you remember those few? Because there is truth to them, so they resonate with you. Which positive messages about yourself do you recall?
You should ask others for input, including your current manager, clients, and peers. If you are currently employed at a company for longer than six months, perceptions have already been formed about you. Talk to your manager and peers to understand what they think are your significant personal traits. Is there a mentor or advisor within the company who can provide you with honest feedback? This is not an evaluation on how you want others to perceive you. It's an assessment of how they do perceive you.
Table of ContentsINTRODUCTION 1
PART ONE: CREATING YOUR PERSONAL BRAND 5
CHAPTER ONE - THE POWER OF A PERSONAL BRAND 7
The Value of a Brand 8
Three Examples of a Powerful Personal Brand 9
Three Benefits of a Powerful Personal Brand 12
CHAPTER TWO - (STEP 1) DEFINING WHO YOU ARE 14
Shaping and Managing the Perceptions of Others 14
The Five Ingredients of Who You Are 16
Leveraging Your Signature Talents 19
CHAPTER THREE - (STEP 2) SENDING THE RIGHT MESSAGE 27
What is Your Promise of Value? 27
What Your Resume Must Say 32
The Key to a Successful Job Interview 33
CHAPTER FOUR - (STEP 3) NETWORKING WITH THE RIGHT CAREER INFLUENCERS 36
People Who Value You 36
Who is in Your Sphere of Influence? 37
The Four Types of Career Influencers 39
CHAPTER FIVE - (STEP 4) PROMOTING YOUR VALUE 42
Developing Your Personal Marketing Plan 42
Seven Ways to Promote Yourself INSIDE an Organization 43
Five Ideas to Promote Yourself OUTSIDE an Organization 46
PART TWO: MANAGING YOUR PERSONAL BRAND 52
CHAPTER SIX - STEP 5 - MEASURING THE SUCCESS OF YOUR BRAND 54
The Pareto Principle 54
Creating a Personal Career Dashboard 55
Your Personal Brand has Cache 57
CHAPTER SEVEN - ACHIEVING A CAREER YOU LOVE 61
What Do You REALLY Want? 61
What You MUST DO Before You Quit Your Job 64
Define Your Three Career Ingredients 65
What are Your Must Have Job Requirements? 66
CHAPTER EIGHT - THINKING BIG! 70
The Clock is Ticking 70
What is Your Personal Brand Vision? 71
CHAPTER NINE - REACHING YOUR FULL POTENTIAL 74
Developing a Step-by-Step Action Plan 74
Learn the Art of Springboarding76
CHAPTER TEN - MASTERING TWO HIGH PAY-OFF SKILLS 81
Time Management and Efficiency Success Strategies 82
Strategy #1 Jar of Rocks 82
Strategy #2 Prioritize Everything. 84
Strategy #3 Let Go of Your Control Freak 86
Strategy #4 Half the Time, Twice the Mileage! 87
Strategy #5 Strive for Excellence, Not Perfection 88
Strategy #6 No Re-clicking 89
CHAPTER ELEVEN - GETTING STARTED 91
Your Personal Career Think Tank 91
Become a Mastermind 92
ABOUT THE AUTHOR 101