“Any questions?” I asked. I had just concluded a 90-minute workshop on personal branding. The questions started pouring in when suddenly, everyone fell silent as we heard these words:

“Why can’t I get the promotion? I’m a great worker. I arrive early and stay late. I ace special projects, and I’m often praised for my work performance.” Pausing, he continued, “I shut my mouth, do my job, and go home.”

Do you ever feel that way — devalued?

Personal branding, in theory, is very similar to product branding. Products have a purpose. They have specific characteristics that make them appealing. They solve problems for targeted markets, which are also called audiences. When they bring the anticipated value, a buzz is created and demand increases.

Keep the following points in mind about branding:

1. Your brand is not identical to your reputation. When a group of people is asked the question: “Do you have a brand?” typically, the majority respond, “No.” The next question is, “Is your brand your reputation?” Most say, “Yes.” That’s partially correct. Reputation emphasizes your character. Your brand is your reputation and what people expect to get from what you do.

Here’s the difference. “He’s a good, honest businessman” is an example of reputation. “He’s a good, honest business man who sells quality, well-priced used cars to middle-class families” exemplifies a brand.

2. Image and branding are different. Many people are also under the impression that their image is their brand. Your image is the perception that people have of you as a result of seeing and/or having minor interactions with you. Your image is an opinion without any real understanding of who you are or what you do.  Your brand is a result of others having direct contact with you or a testimony from a reputable resource who has had an experience with you. Your brand has an image component, but your image doesn’t have a brand component.

3. People are clear about your brand, even if you aren’t. As mentioned, most people don’t believe they have a brand. Nor have they given much thought to personal branding. Although you may not know the value you bring to your business and personal relationships, that doesn’t mean the people you interact with haven’t calculated the value you bring to their lives. What they know about you is the barometer they use to determine which promotions, assignments, and invitations are extended to you.

This is an excerpt from the book Self-Esteem for Dummies. For my free 90-minute audio course sign up here, How to Create Buzz and Grow Your Life and Business. 

Copyright. All rights reserved. 2018 S. Renee Smith.