Generally speaking the term “personal branding” is the practice of positioning yourself as a commercial brand. Like Nike, Coke, Apple, you (as a professional) are also a brand. The definition of personal brand varies by industry and profession.
In a 1997 Fast Company article, “The Brand Called You,” Tom Peters coined the phrase “personal branding” and declared, “Starting today you are a brand. You’re every bit as much a brand as Nike, Coke, Pepsi, or the Body Shop.” Peters, a business management expert, is also the co-author of the best selling book, In Search of Excellence, which many consider to be one of the most important business books ever written.
To begin thinking of your professional self as a brand, ask yourself the following questions: What differentiates me as a professional? What qualities and capabilities do I want my colleagues and clients to associate with me as a professional?
Your personal brand in the workplace is how you de ne your- self as a professional and how you convey that de nition to others. It is the standard you set and maintain for yourself. Equally important, your personal brand is how colleagues and clients see you as a professional. It is important to remember that there may be a gap between how you de ne your personal brand and how others perceive it.