Personal Brand Archives | The Glasshammer

Creating Your Personal Brand — One Step at a Time

Guest contributed by Elizabeth Harr

Personal brands are a hot topic in executive circles for good reason.

Just like a firm’s brand, a well-developed personal brand allows professionals a meaningful way to stand out in a crowded marketplace. Built correctly, a personal brand is neither self-indulgent nor self-promotional – but instead is a platform for promoting specialized expertise. And expertise – particularly specialized expertise – is consistently a top criteria buyers of professional services use when selecting a firm with which to do business.

While it’s hard to argue with the merits of having a strong personal brand, the more challenging conversation is around the specific steps and strategies needed to make it happen. If I had to offer one guiding principle for all executives to embrace as they embark in their own brand journey, it would be to employ purpose as your bouncer. This has come be a favorite mantra of my own ever since I heard it on a podcast from Whitney Johnson, the creator of the Disrupt Yourself podcast series. I love this expression because it’s a reminder that each of us is in charge of the multiple decisions we’ll have to make about our personal brand. What tools should you invest in? Where should you speak? What topics should you write about? What really should you be known for?

Adhering to a strict standard for how you evaluate personal branding decisions can make all the difference in time, in money you invest, and in how well you are received by the outside world. With purpose as the bouncer of your decisions, your personal brand will fill a void in the marketplace with a fresh and much-needed perspective on the problems your audience is trying to solve. Put another way, applying purpose – in the context of what matters most to whatever audience you seek visibility with – prevents you from adding to the noise, or worse, showing up as a generic jack-of-all-trades services provider.

Now everything I’ve said so far probably falls more under the category of philosophy rather than practical advice. However, with purpose as your gatekeeper and bouncer, implementing the following steps will be much easier and more effective. So let’s get to it.

Creating Your Personal Brand Strategy

Step 1: Understand where you’re starting from. Before you begin building your brand, you need to make an honest assessment of your brand’s existing qualities and level of visibility. Visibility can be defined in five distinct levels to help executives assess their baseline position, which in turn helps them stay realistic about how far they can climb. Are you at the level of a Resident Expert, where you’re known to a very small and defined circle? Or are you a Rising Star, where you’re just starting to expand your network and are becoming visible to a wider audience? It’s also important to define where you want to go. If your goal is to become a sought-out (and paid!) keynote speaker on the global stage for example and you’re barely past the first stage of your journey, you’ll be looking at an aggressive path forward that has a different investment of time and money relative to a goal of becoming highly regarded regional player for example.

Figure 1: The Five Levels of Visibility

Step 2: Zero in on specialized expertise. Perhaps you are an expert in something already. That’s fine, but is your messaging for that expertise fairly broad (“M&A advisory,” for instance), or is it specialized (such as, “post-merger acquisition integration”)? If you haven’t done so yet, think about narrowing your focus. If you’ve tried unsuccessfully to pare down your services, at least try to be more tightly focused on which topics you write and speak about. Once you’ve done this, your ‘purpose bouncer’ should get busy, turning away any other blogging or speaking opportunities that don’t fit with the central thesis of your personal brand.

Step 3: Target a specific audience. What types of industries or organizations will be procuring your services? Who influences your buyers’ purchasing decisions? What positions within client firms will buy your services? The answers will dictate which people you should be communicating with in every blog post, speech, book, and webinar. Keep your audience in mind whenever you’re writing. It will help you stay on point, and attract the right kinds of prospects to your business.

Step 4: Find your own viewpoint. This essential step can help to differentiate your personal brand in a big way. If you can associate your personal brand with a specific issue, or lead with a point of view that’s controversial or counterintuitive, it’s often easier to attract attention. Doing so can also give you a unique perspective that will put your unmistakable stamp on each piece of content you develop.

Step 5: Select your tools. There are many choices — too many, in fact — for how you will push out messages to support your personal brand. The tools that tend to have the greatest effect on a personal brand fall within the three pillars of high-growth marketing: speaking, publishing, and networking (both in person and digitally through social media networks). The figure below depicts the top 10 most effective tools as well as their efficacy score on a scale of 0 – 10. As you can see, these run the gamut from having a personal website to publishing your own books. Of course, if you have experience with other tools, such as webinars or video, you can make them part of your plan as well.

Figure 2. Personal banding tools ranked by impact (0 = least, 10 = greatest)

Step 6: Evaluate your skills — and be brutal. This may be the most difficult step — especially if you’re doing it yourself. It’s so hard to be objective about one’s own strengths and weaknesses. Try to honestly evaluate your proficiency in each of the skill areas shown in Figure 2. Is your writing as good as you think it is? How strong are you as a public speaker? Which skills need the most work? Prioritize these skills, and decide which ones you can work on by yourself, and which may require finding or hiring a teacher or mentor. And that brings me to…

Step 7: Build a support team. The great majority of us need at least some help on the personal branding journey, and many may actually need a great deal. So one of the first things you need to decide on is how you want to make the climb: as a truly solo ascent with just an oxygen tank, or accompanied by a team of Sherpas? When you’re part of a larger organization, you sometimes have the built-in support by way of ghostwriters, SEO experts, graphic designers and website developers. If you don’t have access to these skill sets, you can look to freelancers to fill any gaps. In either case, line up your resources early in your process so that you don’t have to spend time tracking them down when you really need them.

Crafting your personal brand around what really matters in the marketplace – expertise – is the first step. In a sister article, I’ll cover how to design the supporting infrastructure you’ll need to really bring your brand to life in the form of content, profiles, and bios. Afterall, a plan is only as good as its execution, which in turn can’t happen without a solidly built infrastructure.

About the Author

Elizabeth Harr, Partner at Hinge, is an accomplished entrepreneur and experienced executive with a background in strategic planning, branding and growth for professional services. Elizabeth co-founded a Microsoft solutions provider company and grew it into a thriving organization that became known for its expertise in Microsoft customer relationship management.

The opinions and views expressed by guest contributors are their own and do not necessarily reflect those of theglasshammer.com

October 16, 2019/by The Glass Hammer

Resume Anxiety? Just tell your story.

Career Tip of the Week!

By Nicki Gilmour

Many people, despite having amazing experience in their career, have anxiety when writing their resume.

Especially if they have not had the resume out in circulation for a while or have always gotten a job via their network.

There are certainly rules of the road and I enjoyed this article on the practical things to do when prepping your resume. But, the bigger issue is why is putting together your resume such a big deal for most of us? Or, rather, a task we would really like to put off until we really have to do it?

I think the intense focus I have observed in my coaching clients who are thinking of moving jobs, and therefore have the question of a resume update, is very much linked with having to feel perfect. It makes sense to feel vulnerable to rejection as we put ourselves out there after many years at a firm. And so many of us reading this are overachievers, but some of us are what is known as ‘insecure overachievers’ whereby we strive for the best for our own validation and we are very hard on ourselves. We can go overboard when we just need to step back and think “What is my career narrative? What do I do well that I want to continue doing?” and finally “What context is provided for this next potential job that I can take my vast experience and apply specifically to it in a version?”

Ultimately, the person reviewing your resume probably doesn’t know you well. Make it easy for them to understand the story so far.

Taking my own advice to show you how we fall in the pitfalls.

As a coach when I am often asked to review my client’s resume to which I say:

“I am happy to do that with the caveat that that I am not a resume expert.”

Now, the coach here has to take her own medicine as I just did and continue to do is what so many really talented women do, negate actual experience with self-deprecating self talk de-authorizing ourselves from the job.

What did I do? I had a thought that led to a familiar personal (and cultural, hello Brits!) behavior.

The truth is, I am actually pretty qualified to look at resumes as I have seen many since I was head of efinancialcareers back in the early job board days and launched the product from one job posting and one resume up. I have run start ups and hired probably 100 people myself with a resume as the starting point. I am an executive coach who has seen probably 100 resumes this year!

See how I just put out to the world that somehow I could not help them with this simple task? I did not think about what I could do in terms of what I have done quite formally and informally for the past fifteen years.

How does this play out in your story? Has your brain gotten so used to a task that you have told yourself that somehow something you do very often and well, isn’t a skill? The narrative we tell the world can be very different to what we have actually got experience in. We think of who we are through the lens of the narrative we have been telling ourselves very often.

The coaching process will be a distilling process for you to know who you are, what you want, what mental models are stopping you such as confidence, avoidance, fear of rejection or being seen as x, y or z only as examples.

You are in charge of your story and coaching can help figure out how to tell it. You have the answers, let me bring the questions.

If you are interested in a free exploratory chat to understand if coaching is for you, and to find out more about how Nicki works ( methodology, price etc) and to see if there is a fit, book a call here.

July 9, 2019/by Nicki Gilmour

What We Can Learn from Powerful Women, Past and Present

Career Advice, Guest Contribution

March is Women’s History Month, which gives us even more of a reason to recognize powerful women, both past and present, who continually inspire us to move forward. Regions, a bank that features a Women and Wealth initiative to educate, equip and empower women, is celebrating Women’s History Month by honoring the contributions of women who have made a difference in countless facets of life.

From media entrepreneurs to leaders impacting their own communities, we can learn from these women’s successes and apply their knowledge to improve our own careers and lives. Here are some key examples of inspirational leaders and their advice for reaching – and exceeding – your goals:

Develop Your Leadership Skills with a Mentor

As the president and CEO of Big Brothers Big Sisters of America, Pam Iorio is a shining example of women leaders who are making a difference in their own communities and beyond. Her gift for leadership shows not only through her work with Big Brothers Big Sisters, but also in her past career as Mayor of the City of Tampa and her tenure as leader-in-residence at the John H. Sykes College of Business at the University of Tampa. The author of Straightforward: Ways to Live and Lead, Iorio delivers a strong message about the importance of developing leadership skills. Her message: Learn to lead yourself well so you can, in turn, lead others.

Regions Bank commends Iorio’s work to change communities across America through the power of mentoring and recognizes that career-oriented women can grow and learn from this inspiration. One way women can develop their own leadership skills is by cultivating a relationship with a female mentor

Define Your Personal Brand

Wendy Lane Stevens, the founder and president of national public relations firm LANE, advises women to spend time developing a personal brand that reflects your core beliefs. Every day and in nearly every situation – board meetings, conversation with clients, coffee with girlfriends – your personal brand is on display through your actions, words and decisions. It’s never too late to create a personal brand or modify your current one. Stevens suggests these steps:

Brainstorm and write down 30 to 40 words that describe who you are and the traits you like about yourself or want to improve. After thoughtful consideration, narrow the list to about six words.
Compare your descriptions to the words that three of your role models would use to describe themselves. Use this as a gauge to refine your list.

Ask a family member or close friend to review your words. Are they aspirational and achievable? “You want these words to be authentic and transparent, so you want honest feedback,” Stevens says.

Use the words to develop an elevator speech that describes who you are and what you believe – this becomes your personal motto. Keep it near you – like on your computer or on your phone so you’re constantly reminded of your core values or brand.

Every several months, grade yourself on how you’ve integrated your values and brand into your life.

No matter what your profession, you can glean valuable insights from smart, successful women all around you, including all of the powerful females Regions Bank is recognizing this March. If you’re interested more career insights and guidance for women in the workforce, Regions has shared with us some additional resources:

For Entry-Level Women – Learn How To Budget After Landing Your First Job. When you’re starting your first job, it can be difficult to learn how to budget your money. Regions shares four tips to help you separate your wants from your needs and set yourself up for financial success.

For Female Business Owners – Learn About, and Leverage, the Resources Available to Women and Minorities in Business. The government helps foster growth for women and minority business owners in part by offering tax breaks to companies that work with these businesses. Make sure you thoroughly understand these programs, and take the steps necessary to qualify for them.

For Moms in the Workforce – Balancing Career and Home. When it comes to work/life balance, find the right fit for you rather than an equal balance.

This article was sponsored by Regions Private Wealth Management.

March 18, 2016/by The Glass Hammer

Build Your Personal Brand in 30 Seconds

Networking

What can take you about 30 seconds to do? Maybe apply your favorite shade of red lipstick, lace up your running shoes for a run in the park, or send a text message to your best friend on how your day is going. All mundane, non-consequential personal activities we may do on a daily basis. But what if you only had 30 seconds to make a personal impression that impacted your entire professional life, including your career advancement, your compensation and what your superiors thought about your personality and career objectives?

Surviving Even the Most Grueling Interview Process

Pipeline, What's On

Interviewing for a new job – especially one you really want – is always nerve-wracking. These days, it seems the entire process is more grueling than ever. In an annual review of the “Top 25 Most Difficult Companies To Interview”, Glassdoor.com reported that recently “…the average length of the entire interview process is increasing, from an average of 12 days to an average of 23 days.”

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