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Personal Branding: You, Only Better

In her new book ‘Raise Your Profile’, brand strategist and public speaker Jenny Handley suggests that because people cannot afford to take risks in a soft economy it’s the prominent brands that survive and thrive. That’s why you cannot afford to be anything other than well known.

Monique Verduyn

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It’s been over ten years since the father of branding Tom Peters, writing in Fast Company, told us that “regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.” Peters’ point was that whatever your area of expertise, you have to take steps to ensure that people think of you when they think of your field.

“You do that by creating a message and a strategy to promote your personal brand,” says Jenny Handley, who is an expert on building practical personal marketing and brand plans that create buzz for individuals – and their business.

What is a personal brand?

“A brand is a distinctive mark,” she says. “And more than that, it is the perception in the hearts and minds of the consumer. It is a relationship between a product or service and a person. A personal brand includes perceptions created by everything you do and say, and by what you do not do or say. It is a reflection of the real you, taking what is inside and communicating it to the outer world.”

Handley adds that a strong brand speaks for you when you are not there. Because of that, engineering a good personal brand is essential in today’s competitive world if you wish to be distinctive and make your mark. “From leader to learner, the aspirant to the arrived, employee to entrepreneur – we all need to market ourselves,” she says. “It is not the most intelligent or educated who become the most successful, but those who are accessible and make an effort to market themselves effectively.”

Why do you need one?

Handley notes that there are several good reasons for entrepreneurs to market themselves:

  • To be perceived as a specialist rather than a generalist.
    A specialist has greater status and earning power than a jack-of-all-trades. Further, a specialist gets clients and new business by referrals, or word-of-mouth advertising. “It’s more about focusing on your special talents than offering a one-stop-shop,” Handley explains. “This denotes quality rather than quantity.”
  • To be considered first choice rather than most convenient or cheapest.
    Handley equates this to the difference between a designer label and a no-name brand, the first being the one that is sought after as it is perceived to be of better quality.
  • To have easier access to decision makers.
    People who are well known find it much easier to get past gatekeepers.
  • To attain the level or status where you are called upon for opinion, comment or endorsement.
    This is when your brand has been elevated to a level where you are being invited to enhance other’s brands and help them to develop their own profiles. “This is the cheapest and most cost-effective marketing campaign you could ever embark on,” Handley notes. “It’s the equivalent of building brand equity.”
  • To solicit the work you love, rather than having to accept any work that is offered to you.
    “When you start out as a consultant or a small business owner, you may often be persuaded to take on any business,” she says. “By defining and refining your product offering, premium work will come your way.”
  • To allow more work to come to you.
    “When you have a higher and more visible working profile, work comes to you,” Handley says. “How wonderful to be asked if you would like to take on a client, with them having the thought that they are lucky enough to have you to service their business.”
  • To get paid.
    Handley says people who have visibility, credibility and good working relationships are given the respect they have earned. “They are in a better position of negotiation, and can receive higher remuneration, plus they will be paid on time out of respect alone…when a business has a cash flow problem the suppliers with the better, more valued long-term relationships are often paid first.”

The Brief

No successful business is successful by accident; it has a plan. “Every ambitious individual also needs a plan,” Handley explains. It should reflect what goals are to be achieved, and what personal strengths can be leveraged to achieve them.

To kick off your personal brand strategy, Handley suggests creating a brief comprised of three questions: Where am I? Where do I want to go? What work do I want to attract? “Goal-setting is an important process,” she maintains. “It needs to be focused and realistic. For some people, short may mean three months; for others, three years. The same applies with medium- and long-term goals.”

The Budget

Many entrepreneurs find it hard to believe that it’s possible to develop a personal brand without blowing the budget. Handley suggests that a personal budget is not only about money, but also the resources you have available to you.

She advises creating a balance sheet of “you”. “The first column will show your assets, the second your liabilities, the third perceptions (what people think of you), and the fourth your potential and areas for growth. You may want to add a fifth column called ‘loans’, listing what you can borrow in terms of skills, techniques and tactics, from those around or above you.”

One of the most vital aspects of developing your brand is to build credibility based on a worthwhile reputation – brand equity. Ideally, you should perform at such an optimum level that everyone you deal with becomes part of your marketing team, resulting in good word-of-mouth coverage. Giving excellent service and going the extra mile costs nothing.

Positioning

To measure the effectiveness of your brand, you need to benchmark yourself against your competitors and perform research in your industry to determine what your reputation is. There are several means through which smart business owners can elevate their positioning in their industries.

“One way is to benefit from continuous learning and extending your broad-based skills,” Handley points out. “Small business owners especially deny themselves the chance to attend courses or further their studies, often because they feel they cannot afford the time away from the business. One solution is to send your staff on courses and ensure they report back on the experience to the entire team so that everyone benefits.”

Joining associations that are relevant to the work you do is also advisable. Membership of associations shows that you have met certain criteria and adhere to quality standards. Related to this is attendance at lectures, talks and networking functions, which will give you the opportunity to interact with many key people in your own and other industries.

“Make sure that you have a comprehensive understanding of your field,” Handley advises. “Read trade publications and newspaper headlines. Speed read and just take in the headlines if you are pressed for time. Listen to radio news bulletins and search the Internet constantly.”

Another important element of personal positioning is making your expertise available to others – even freely, if you can. Public speaking, writing, and addressing colleagues and students are all ways to elevate your position while you help to spread knowledge.

Makeovers

We live in a world that is characterised by constant change. As a result, the personal brand you build and consolidate will also have to change over time to keep it current. “Don’t rely on the fact that you were considered high-profile a decade ago,” Handley says. “Instead, make a concrete effort to maintain your credibility, visibility and flexibility. Move with the times.”

She advises taking stock of your brand offering once a quarter or at least every six months. “It’s not always a huge shift. Make some notes or implement some minor changes. It’s taking the time and trouble to reflect that will make you become more conscious of your personal marketing and your goals.

She also suggests getting clients involved in a re-brand by inviting them to give feedback and be part of the change.

When your brand goes bad

A reputation is not only hard-earned, it’s also largely out of your hands. Damage to your reputation can happen at any time, and for reasons that may not be of your own doing. That’s when careful management is required.

“Always be honest and transparent,” Handley cautions. “Good communication is key. Tell people personally if you have a crisis. Being positive and staying in contact with all stakeholders can help you to create good perceptions of your brand and improve its positioning.”

Handley adds that creating good brand alliances is essential, as you are judged by the company you keep. For example, know that your suppliers should be selected to enhance your brand. Business is, after all, a team sport. If you are connected to a company or individual that has tarnished your reputation, stand up and speak out.

“Always remember that to be your own brand champion requires you to be genuine, to be confident and to have self-belief,” she says.

Jenny Handley is a brand strategist, public speaker, author and owner of Jenny Handley Promotions, a brand management and PR company.
Contact: +27 21 686 0287, www.jennyhandleypromotions.co.za

Monique Verduyn is a freelance writer. She has more than 12 years’ experience in writing for the corporate, SME, IT and entertainment sectors, and has interviewed many of South Africa’s most prominent business leaders and thinkers. Find her on Google+.

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Self Development

Why Your Professional Persona Matters

You don’t have to become a different person to succeed in business.

Timothy Sykes

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For superheroes, getting into professional mode is as easy as slapping on some spandex, a mask and a cape. For the everyday entrepreneur, however, the proper work mindset is less about attire and more about adopting a professional persona.

Your professional persona is your personal branding in the workplace. It refers to the way that you conduct yourself publicly in a business setting, and the image you project to coworkers and colleagues. Far from contrived or inauthentic, it’s simply the polished-up way that you present yourself professionally.

How do I develop a professional persona?

It’s actually extremely easy to develop a professional persona. All you have to decide is who you want to be in the workplace, and then take efforts with your attitude, dress, and conduct to become that version of yourself. Action follows intention, and over time, you’ll find that adopting your professional persona feels as natural as putting on your coat before leaving the house.

Now that you understand what a professional persona is, let’s talk about why you should work on cultivating one and what you stand to gain.

Create a self fulfilling prophecy

Success is typically hard-earned and slow in the making. However, if you take the time to develop a professional persona, it can help bring success sooner. If you conduct yourself casually and informally in the workplace, you’re less likely to be taken seriously and might spend far longer in the career trenches.

But if you make a concerted effort to conduct yourself with the professionalism of a manager or CEO, you’ll make yourself a more desirable candidate for advancement. Since you’ve already demonstrated the appropriate attitude for higher level positions, you’re more likely to be thought of when opportunities arise.

Related: 25 Bad Words That Make Other People Feel Inferior

Focus on what’s important

When you establish a professional persona, you put yourself in the right state of mind for work. This can help you attain your career goals.

Say, for instance, that one of your big career goals is to become a leading authority in your field so that you can become the next TED Talk celebrity. With this specific goal in mind, you can tailor your professional persona so that it can help advance you toward this goal. For instance, you might begin speaking at local networking events or starting a topical podcast. Doing things like this will help you establish a professional persona of being an expert in your niche.

Make yourself indispensable

One of the best ways to create job security is to make yourself indispensable in your position. A professional persona can help by letting you establish recognisable and dependable hallmarks in your working style.

For instance, perhaps part of your persona is that you are the person who always meets his or her deadlines on time. In time, this will become part of your professional identity and will be part of how people see you in your office or field. When others know and trust that they can depend on you, you’ll make yourself indispensable. Over time, this can have a powerful and positive effect on your career.

Be taken more seriously

A casual attitude is fine when you’re hanging out with friends. But in a professional setting, it may be holding you back. When you present yourself with a more polished professional persona in work settings, you’ll be taken more seriously. This doesn’t mean you can’t have fun at work, of course. But it does mean that you should conduct yourself with an air of professionalism and should never engage in bad habits like gossip or use language that might come back to haunt you later.

Remember: You get what you give. When you act respectfully in the workplace, you’re more likely to be treated with the same respect.

You’ll get more followers

More and more, entrepreneurs are using social media to attain a higher professional status or to attract more business.

When you take the time to develop a professional persona, you adopt a personal style, a way of articulating, and potentially even an aesthetic. These things add up to more clear and compelling personal/professional branding. This can help you maintain a consistency on social media platforms that makes your posts recognisable. Over time, this can lead to additional followers, which can mean more opportunities for selling, career advancement, and more.

Develop a thicker skin

You’ve probably heard that you shouldn’t take things personally in the professional sphere. But anyone who has ever experienced rejection or criticism in their career knows that this is much easier said than done.

Your professional persona can help give you some personal armour. When you have a professional persona, it can be easier to separate your personal life from your work to a greater degree. No, this doesn’t mean that you won’t feel any pain when things go wrong, but it will allow you to compartmentalise in a positive way, so that an issue at work doesn’t impact your personal life quite as much.

This article was originally posted here on Entrepreneur.com.

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Company Posts

6 Steps To Cultivate A Success Mindset

What does a winning mindset mean to you? It’s what has separated the likes of Tiger Woods, Roger Federer, Serena Williams, Usain Bolt and Floyd Mayweather from fellow professional athletes. Adopting a similar approach could help you achieve massive success in 2019 and beyond.

ACCA

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A winning mindset is the trait that allows you to persist even when defeat looks like the most probable outcome. People with a winning mindset are much clearer about the process to attain their goals. They are not afraid of failure as long as they believe that they’re doing the right thing. That’s the difference between winners and losers.

1. Persist and understand that you must put in the work before you see results

The most successful people embody the principle of a winning mindset, because very few people in the world, be it in sports or business, can succeed without having to overcome obstacles. It’s seldom that talent is all one needs to succeed in any endeavour, otherwise most people would be successful.

A good way to understand this principle is to observe professional athletes before and during tournaments. Anybody competing in professional sports, such as the Olympics, has the talent but not all professional athletes are winners. A number of their memorable victories were achieved when they came from behind, when it looked like they were losing.

2. Press the reset button for the new year

The new year is notorious for long lists of resolutions that are not honoured and ultimately remain wishes. That said, the dawn of a new year tends to bring with it positive energy and a commitment to do things differently.

Entrepreneurs need to approach the New Year with a simple goal to do better than the prior year in whatever endeavour they are undertaking. It is important to build on current success or failure, and then commit to go one up. That way, the goal won’t seem unattainable.

Related: Many SMEs Start With Great Plans But Fail To Take The Big Leap

3. Take small incremental steps

The first step is to be clear about the goal and to write it down where you can see it every day. The second thing is to map the process of how you will get there, broken into small steps. From there onwards, focus on the process and not the goal as this allows one to achieve small but important victories. This needs to be backed up by an appropriate support system, associating with like-minded people.

4. Don’t stop upskilling yourself

Success in business is about creating shared value and solving real-world challenges that customers grapple with. Skills are therefore necessary to achieve success, so upskilling oneself is never a bad investment. It’s good to know something about everything, but ultimately one needs to know everything about something.

Some skills will be brought in through hiring staff, others through outsourcing and in some cases through strategic alliances.

5. Remember that no goal is static

One of the most important things to always remember is the goal, and that the goal is dynamic; it will have to be adjusted along the way. Business leaders can therefore celebrate the small victories fully aware that there is more work to be done. Achieving temporary success is easy, especially with all the tenders around, but building a sustainable business and staying on top requires persistence and hard work.

Related: Organisational Design Disruptions Do Not Occur In A Vacuum: Future Business Models

6. Your top tool is in your head

It’s all in the mind, backed by passion and a strong desire to succeed. If anything, business leaders need to train themselves to be uncomfortable with the status quo, not to get too comfortable with the present.


Why Not Consider The Acca Qualification For 2019?

ACCA professionals are more than accountants. They think holistically, consider challenges in the context of business and have strong strategic and leadership skills. Visit www.accaglobal.com for more information.

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Self Development

Taking Care Of Mental Health Is Powerful, Not Weak

Charlamagne Tha God talks success, anxiety and mental health.

Lewis Howes

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It’s time to open up. No matter what you’re dealing with, you’re not alone.

There is nothing shameful about having anxiety. Think about this acronym for FEAR – you either Fear Everything And Run or Face Everything And Rise. The more you confront the things in your past you don’t want to do with, the more you’ll be able to move forward. So, are you going to run from your fear, or face it?

On today’s episode of The School of Greatness, I talk about anxiety and PTSD with a man who has become an unofficial mental health advocate: Charlamagne Tha God.

New York Times bestselling author Charlamagne Tha God is best known for being co-host of the nationally syndicated hip-hop iHeartRadio program “The Breakfast Club.” He is also a social media influencer; an executive producer with his own production company, CThaGod World; and co-host of the popular podcast Brilliant Idiots.

Charlamagne says that refining his life’s mission and examining his past helped him take control of his anxiety.

Don’t allow anxiety or depression to cause you to keep suffering. Learn about Charlamagne Tha God’s mental health struggles and what he did to restart his life on Episode 721.

Related: The Business Of Anxiety In Business: Giving Heroes Permission To Feel Vulnerable

This article was originally posted here on Entrepreneur.com.

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