In our culture the idea of branding is embedded in everything. This is easy to see with big names in the business world, but it applies to all of us. An easy way to think of this is with car companies. When we think of a company like Ferrari, we think of speed and wealth, a company like Toyota makes us think of practicality and affordability, a company like Tesla makes us think of innovation. All three of these companies sell the same type of product, but how they sell it differs drastically. As individuals it is important to think of what kind of branding you have, and what kind of branding you want. If you are looking for a CEO type position, you want to be a Ferrari. If you are looking for a practical and reasonable job, you want to be a Toyota. If you are starting a start-up, it would be good to look like a Tesla. It is important to know what you look like to employers, and also what you want to look like.
A good place to start is by asking old co-workers and employers to define your characteristics. In your last job did people think of you as a “no nonsense, charismatic leader” or maybe a “thoughtful team-player,” or something less desirable like a “lazy sycophant?” Whatever it is, it is important that you know, and then you can strive to make your current branding work with your current goals. If you are looking to get your career to the next level, you need to know which characteristics are helping your personal brand, and which ones are hindering your progress.
Let’s say you are looking to move into a more managerial position, and currently people think of you as a “thoughtful team-player.” Though this is a good personal brand to have, it is not what employers look for in management. So in order to move up, you will need to re-brand yourself. This can be tough, usually our personal brand stems from our personality. It is important to not throw the baby out with the bathwater, to keep in line with your personality, but add to it. So if you are a “thoughtful team-player” you don’t want to become a “no nonsense, charismatic leader,” but a “thoughtful team-leader.” Make a slight change instead of a gigantic one. We always want to keep close to our personalities, and make them work for us instead of against us.
The best way to learn how to change your brand is by emulating people who appear how you want to. Maybe you have a friend that really embodies the “thoughtful team-leader” role you want, maybe you can think of a television personality or an old boss that does. What you should do is watch those people intently, study what they do that works, and then try it yourself. Watch how they talk to people, how and when they assert their ideas, when they sit back and listen and when they take control of the room. By emulating these people you will find yourself being branded the way you want. Having a dynamic personal brand can help immensely when it comes to finding new employment.