Personal Brand

by Dawn Bentley

What do you want your reputation to be?

At this stage of developing your brand, you should be thinking about what you want to be known for. What is it you want people to be saying about you when you are not around? Think about the following questions:

  • What is it that I do that adds remarkable, measurable distinctive value to my colleagues and customers?
  • What am I most proud of?
  • What am I the ‘go to’ person for?
  • What do I want to be famous for?
  • What do I want people to see in me that they don’t see yet?
  • How do I want to be remembered? (Ideally, you should aim to come up with only one word for this, such as innovative, reliable or challenging.)

Compare this to the summary you developed about how you are now. Where does your desired reputation match the summary? The more aligned the two are, the more you are ‘on message’ with how you want your brand to be seen. Where you see differences or gaps, you have identified the areas for ‘brand development’.

Now consider the brand that you want, your desired reputation. Could you live up to it? Is it authentic to you?

If the answer is ‘no’ then you need to re-assess what brand you can actually live up to.

Alternatively, can you do sufficient personal development work to become the person who could live up to your desired brand?

Help from people who know you well can be useful here as we often have a tendency to downplay our attributes and skills.