Personal branding is not just for the pretentious…

Some people have an innate ability to market themselves. They seem to be in the right place at the right time, sometimes earning more than their track record and experience appear to deserve.

That said, many professionals limit their careers dramatically because they believe they will have opportunities presented to them on merit alone. They fall into the trap of their relying on their line manager to shape their future.

Having operated in the marketing talent world for more than two decades, I am fascinated by how the world’s best organisations build premium brands. Of course, this process starts with gleaning market and customer insights

So, how can we create more valuable insights for our careers?

In my experience, connecting with a diverse range of people, being open minded and allowing space for ideas to grow, gives you an ‘unfair’ advantage in your career.

A potential client already knew that it was time to leave his present company. However, rather than taking control of his personal brand, he waited for his manager to enable his next career move.

After 18 months, the ‘promised’ project - which he was counting on for his next role - got pulled.

By contrast, I challenged a client - who was unhappy with scope of his role - to establish his brand. He committed himself (time and money), viewing personal brand building as an enjoyable hobby.

Since he’s always helping others, he was able to call in some favours and gain several rapid introductions, which led to a series of interviews and culminated in several offers.

The difference that made the difference, was his decision not to leave his career to chance.

Optimal career decisions do not happen by chance or in moments of panic.

Respected business guru Tom Peters observed that employees need to develop “brand called You” or Me Ltd as the rational response to the end of one employer for life.

I urge you to take the following actions:

Consistently demonstrate the value your expertise brings.

Position your brand to most accelerate your next career move.

Exploit the media that provides a platform for your brand.

Price yourself premium.

You don’t have to strut the catwalk, or have been born with a silver spoon in your mouth. You do need to be visible and respond to opportunities.

I know these first steps can be tough, but I encourage you to take them. Be great to hear how you are going, mail me [email protected]