Defining your personal brand strategy to ensure consistency and not perfection. Select the goals and metrics by which you are going to measure success.
- Your personal brand is not about what you are. It's about who you are. And that's why strategy's really important because your personal brand is not defined by your uniform or your job title, your certifications, or your resume. Your personal brand tells your target audience what you stand for, what you believe in, and how you can offer them value. Some people approach personal branding because there's a challenge. Maybe you've gone through the exercises in the previous movies and you've seen that your current brand is here but your desired brand is very different. How you are today and how you want to be known, there's a big gap. You need a strategy to fill that in. In some cases, your current brand and your desired brand line up really nicely. And if it all ended tomorrow, you'd be remembered the way you want. In that case, a strategy's going to help you stay the course to keep you consistent in your behavior and appearance online and in person to reinforce that brand. Defining your personal brand really necessitates consistency, not perfection. It's about where you are today. What challenges have you experienced because of your reputation? Have you hit roadblocks that a strategy needs to address? Are there opportunities maybe you've passed up because you didn't feel confident and you weren't ready to lean into that but now that you know what your desired reputation's going to look like, you want to take advantage of those opportunities? Your strategy needs to have a starting place and an ending place and it needs to have metrics along the way so that you can measure success and make course corrections if you need to. Here's an example of what a metric might look like. Let's say over the next 12 months, you want to be positioned for partner in your firm or you want to be included in more of the important conversations that management is having. Well, what's it going to take for them to see you as credible and relatable and somebody that they should include in those conversations? Maybe you need to speak up more in meetings. Raise your hand and offer your opinion. Maybe you need to participate on the company blog and add your voice to the conversation. Maybe you need to network internally a little more strategically so you can build influence with people who are inviting people to those meetings. And then when those things start happening and you see the results in the metrics, then you know you're on the right path. And if it doesn't work, you're going to change direction and you're going to try something else, always keeping your desired reputation in mind. It's about step by step to building that brand.