A few years ago, a colleague referred someone to me who was launching a business and needed assistance with her personal brand.
After all, it was a coaching business, and she was “the brand.” After asking her a series of questions that would help her promote herself and generate more clients, she confessed, “I don’t like the thought of selling myself.”
When I asked the obvious question regarding how did she expect people to know about her service, she told me about her father. She explained that her father was in sales, and he often used unethical ways to get people to buy his products. For this reason, self-promotion was negative.
After a lengthy conversation, I wasn’t able to move her deep-rooted opinion needle about the positives of having a marketing strategy. However, it made me reflect on some of the challenges people often have in promoting their brand. Below are just a few:
- You don’t like attention. Personal branding done right will get you noticed. However, you are not shouting from the mountaintop, “Look at me.” It’s about recognizing your worth and ensuring others also recognize it.
- You may not reap immediate benefits. Building a personal brand is a lifetime pursuit; it doesn’t happen overnight.
- Your employer has a strong brand. If you ask most people what they do for a living, they will tell you what company they work for versus what they do for a living. Personal branding is about owning your brand and talking about what unique skill you bring to the table.
- You’re too busy. Sometimes we get too caught up in the weeds. It’s really about focusing on the highest value opportunities. For example, after approximately six months in my new role as the Global Communications Director of IT at Johnson & Johnson, I knew I needed to build a network across the company. I intentionally began reaching o
ut and getting to know other communications colleagues. It ultimately resulted in my appointment to the Public Affairs Council which included the most senior communications leaders across the company.
- It’s not in your culture. You might come from a family or culture where humility is the mindset. You’ve always been discouraged from bragging about your accomplishments. However, personal branding is not about bragging; it has more to do with having the courage to recognize yourself as an authentic brand, managing your image and building a strong network before you need it.
- You don’t know where to start. Don’t let formal training become a barrier. Personal branding is a journey. You are not supposed to build your personal brand overnight. Start where you are today. Focus on your purpose and where you want to be in the next three to five years.
Can you succeed without personal branding? Sure you can. However, personal branding can accelerate your career success.
“I’ve said it before, and by gosh, I’ll say it again — don’t be afraid to toot your own horn.”
― Emlyn Chand
I am interested in being coached on how to build my professional brand. I have attended your session before from which I benefitted immensely. Hence the reason why I want continued coaching on my personal brand and my not-for-profit initiative that’s upcoming. I am a recent graduate and just beginning my career. Thank you
Hi Adebimpe: Just curious as to which class you participate in? Please let me know.
Thanks, great article.