FEATURE

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personal BRANDING
WRITTEN BY LEIGH ELMORE

A T W T

With the right nriessage, you open the door to better relationships, more loyal customers, and a better job. And remember, you are the message.
There's nothing like an economic crisis to bring on a spate of self-examination. The world is literally changing around us. Businesses around the world are evolving quickly, reacting to avenues to market themselves, and jettisoning tried and true business practices and products that are no longer relevant. The same holds true for us. When the current economic gyrations subside, will our businesses still be relevant? Will we? When Tom Peters famously created the concept of "A Brand Called You" in 1997, he could barely imagine how the rise of the Internet would impact the concept of personal branding that he popularized. At a time when people jump from job to job (or get laid off from job after job), personal branding is becoming more than just a hobbyit's a necessity. In today's ultra-connected, fast moving, and competitive world, a deliberate focus on building your personai brand online has the potential to pay off in important ways. With the right message and focus, you open the door to better relationships and make a winning impression on prospects, customers, and potential employers. "You need tocreate your personal brand, share your ideas with the world, and social network," says Chad Levitt, publisher of the New Sales Economy blog and the sales technology editor of 5alesGravy.com. "None of what I achieved would have been possible unless I started using the new social media platforms available."

WOMEN IN BIJSINE5S MARCH 2010

Integrate your social networks: Fill out your profile on Linkedla Facebook, and Twitter. Update your email signature with the links to your blog and social networking profiles. As you post to your blog, also share each post with your social networks. This will definitely get you noticed by colleagues at work and eventually your superiors.

Rebranding in a Time of Turmoil As the market for jobs becomes increasingly competitive, it's important to build your personai brand to differentiate yourself. "As the economy stabilizes and eventually recovers, employers are going to be very selective in winom they hire. The best jobs are going to go to those with the right amount of experience and ability to communicate their unique value," Levitt says. "Creating your personai brand can help you communicate and promote your unique value to your currerit or future employers. If done successfully, this can help you stand out from the pack and increase the chances of you getting the promotion or job you v^^ant."

Levitt offers three suggestions for building or rebuilding your personal brand: Write a blog: A blog is a great way to show your colleagues and superiors your ideas and communicate your unique value. You can use your blog to write about ways to solve challenges, create more revenue, reduce expenses, or do whatever specific tasks within your job role better, Virtual resume: All of your accomplishments should have a home on your blog or personai website, Make sure your resume is updated and easy to find. If you've given presentations that are taped, post the video to your blog as well. Another neat tip is to post a video resume on your site as well. Through using a virtual resume and video of yourself, it will allow others to get a real feel for who you are, Integrate your social networks: Fill out your profile on Lini<edln, Facebook, and Twitter. Update your email signature with the links to your blog and social networking profiles. As you post to your blog, also share each post with your social networks. This will definitely get you noticed by colleagues at work and eventually your superiors, "If you're not using social networks to connect with the people who have entered your life, you could be missing out on some really great opportunities," Levitt says, "There are so many people getting on Linkedin, Facebook, and Twitter, It's not just for college kids or teenagers anymore. There is some real value to be had by using social networks "

When Tom Peters famously created the concept of "A Brand Called You" in 1997, he could barely imagine how the rise of the Internet would impact the concept of personal branding that he popularized.

MARCH 2010

W O M F N I N RlJ'"vlNF5S

Write a blog: A blog is a great way to show your colleagues and superiors your ideas and communicate your unique value. You can use your blog to write about ways to solve challenges, create more revenue, reduce expenses, or do whatever specific tasks within your job role better.

Best Practices
Rather than making you appear self-centered and needy, creating a personal brand can be one of the most positive choices you make in your careerand your life. Source: Chad Levitt/Personal Branding at Work. Let your social networks do most of the talking for you. Don't become a walking megaphone. Don't be afraid to bring up your personal branding efforts In performance reviews. Companies like to see their employees making efforts to develop themselves. Don't be afraid to let the colleagues your close with know that you have a blogthey may just be interested. Many companies are implementing internal social networks; if you work at one of these companies, go get involved in some conversations. Sync up your blog with Linkedin so your most recent posts will be on your profile. Dare to be different. Those who positively differentiate themselves from the pack are recognized and promoted faster.

You Are The Expert Dan Schwabel is recognized as one of the country's leading experts on personal branding and runs the Personal Branding blog (www.personalbrandingbbg.com). "The Internet has forced everyone to be a marketer. Many people wiil have a Facebook presence. The issue most people have is how to become an active contributor online, while balancing their time with their other commitments," he says. Furthermore, the economy has forced everyone to become an expert. "Corporations pay premiums on it and recruiters salivate over it. By not being an expert in a specific niche, it will be near impossible for you to stand out and be known for something, regardless of your current situation." Schwabel says. "The fastest way to become an expert is to become an author." That's where your blog supports your brand. Finally, Schwabel says that the corporate recruiting "system" has forced everyone to become a networker, noting that it's virtually impossible to stand out when your resume is processed through one of the large online job sites. That's where having a thousand Facebook friends can pay off. "Someone with a relativeiy small network can't open up as many doors and thus is less valuable to a company that's looking to grow," Schwabel says. "Your network is visible for the first time in history I can review your social accounts to find out how connected you are. iHow many Facebooi< friends do you have? Twitter followers? Linkedin contacts? Blog subscribers? Those with the most robust networks will be the most successful," he says. Rtl If you know how to solve a business problem, vrit a blog post about it and share It with your colleagues. If you've really fixed a problem, don't hold back. There will always be naysayers and dream busters. Forget about them and keep promoting your personal brand. They may even ask you for advice one day soon!

"If you're not using social networks to connect with the people who have entered your life, you could be missing out on some really great opportunities," says Chad Levitt, sales technology editor of SalesGravy.com.

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