Personal Branding for Professionals

by Valerie Sokolosky

What's Your Brand? If you think that just working hard will get you ahead, think again. If you have a job, you have a responsibility to do the work, but you simply must be more distinctive in the minds of those who can influence your career. Think of it as creating a brand for You Inc.

Consider a strong company brand that you relate to - like Starbucks, Disney, BMW or Nike. Companies spend billions of dollars creating brands that make them stand out in your mind. Why pay more money for a cup of coffee at Starbucks? Probably because of the experience, the custom cup made just for you or the friendly environment. Why go to Disney when there are lots of theme parks? Many would say because it's magical, family oriented and safe.So what makes you different? What are you known for? Why would a client choose to work with you rather than someone else that does what you do? These are questions that should be top of mind today in order to be secure in your future success. As the saying goes, people do business with people they know, they trust and they like. It's important to craft yourself into a marketable brand that is memorable and puts you top of mind in the view of your boss and your clients.

Ask yourself, what are you known for? If you're not sure, that's a problem. Take the time to determine what makes you relevant and credible. Are you showing the passion you have for your role - or are you simply doing a job? Are you branded as a leader or just a hard worker? Leaders get promotions and opportunities. Hard workers often get more hard work.

Showing your uniqueness means you must get better at marketing yourself. When you are clear on what you are known for you will have a greater self-confidence tell others, always in a way that is not bragging. When was the last time you told your boss the role you played that made a difference in getting the account, or meeting a deadline? Women especially have a hard time with this idea. Why not show the boss your idea that was used on the project? He or she may not realize it WAS your idea. No, this isn't bragging - it's positioning.

Here are four things to consider in branding yourself:

1. What is different and unique about you that make you stand out from your peers/competitors?

2. Are you using your strengths and showing your core values to always deliver on your promise of value?

3. Are you doing what excites you and keeps you energized vs. just playing a role? Are you doing what you are good at and like to do?

4. Are you spending enough time building your brand with those who influence your success?

This doesn't mean playing politics, but it does mean spending enough time with your boss and clients that they experience your strong brand. Building your brand in the hearts and minds of those who can make you wildly success is likened to building brand equity. No one can do this but you.

The message is clear - build your brand and you'll build your career.

About Valerie Sokolosky
Leadership Expert, Author, Speaker: Valerie SokoloskyValerie Sokolosky founded Valerie & Company in 1981, an international leadership development consulting firm focusing on people skills. Valerie uses her engaging style to ignite the spark of enthusiasm in clients to create a strong leadership presence and personal brand that differentiates them in the marketplace, thus creating greater success for themselves, their teams and their organizations. Her executive coaching and training in Fortune 500 companies has motivated their employees which has resulted in significant profits for these organizations. Her proven track record speaks for itself, and the success experienced by the Blue chip list of clients does, as well.A widely published author of eight books, Valerie has helped thousands reach their goals in strategic personal branding and professional presence, both in the United States and internationally. She and her team have custom designed leadership training programs to address the changing needs in the global marketplace in a wide range of industries.
VALERIE IS:
* Internationally vetted executive coach for three of the Big 4 Financial Services Firms
* A distinguished author of eight books published in multiple languages. Her books address a wide variety of topics for success including the best selling Monday Morning Leadership for Women and Do It Right
* A popular speaker throughout the United States and internationally
* Recent publisher of Women's Enterprise USA, a national women's news magazine
* A former Vice Chairman of the Board for Leadership America
* Change Management consultant for fifteen years
* Extensively published in newspapers and business trade publications including Washington Post, Glamour Magazine and Dallas Morning News.
* The author of the monthly Executive Quiz feature for Southwest Airlines Spirit Magazine for 10 years
* Recognized as Outstanding Woman of Texas, Outstanding Delta Zeta, One of 2000 National Women of Achievement
* Her client list includes international organizations such as Alfa Corporativo and Cemex - Mexico, American Airlines - Europe, British Airways, Chugai Pharmaceutical - Japan, Nobel Biocare - Sweden, and Armand Training Organization - Istanbul, Turkey as well as Verizon, Texaco, Northern Trust Banks, Shering-Plough, Florida Power and Light, Duke Energy, Shell Oil, Dell Computers, Pfizer, EDS, Motorola, Comerica Bank, AT&T, HP, Neiman-Marcus, Mary Kay Corporate, American Express, Sabre and Microsoft among others.www.valerieandcompany.comvalerie@valerieandcompany.com214-290-0100

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