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Your Personal Brand

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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.

The Problem With Your Elevator Pitch–And How To Fix It

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To be fully prepared for a networking event, you need to have your elevator pitch.  Much has been written about crafting this short 20-30 second introduction about yourself and your business, company or services.  Much of what has been written is not good advice.

My advice to craft your elevator pitch (also referred to as your “30-second pitch”) is to provide at least one interesting hook which prompts the listener to ask another question about what you do.  Alternatively, it should provide enough color that it is memorable while also easily conveying what it is that you actually do.

Deborah Greyson Riegel offers some very sound, practical advice in her Fast Company article.  Here are the highlights:

  • Don’t speak the way you write.
  • Utilize common vernacular (aka, use the simplest language possible).
  • Turn your pitch into a question.
  • Practice saying your pitch out loud, with feedback.
  • Be willing to forgo your pitch entirely.

Read the full article.

Deborah Grayson Riegel is a communication and behavior expert, and is the president of Elevated Training Inc. and MyJewishCoach.com. She is the author of “Oy Vey! Isn’t a Strategy: 25 Solutions for Personal and Professional Success.”