Getting Best of Personal Branding

‘Personal brand’ must be the only phrase in the workplace that is guaranteed to make someone shudder even more than "networking." We are informed that developing our own brands is similar to networking. But the majority of us don't because we're ashamed.

So, are we overlooking a secret? It is tempting to believe that a professional makeover would be the answer, given the status of the economy and employment patterns. It's everywhere on LinkedIn: "Improve Your Personal Branding." Gain a following by outlining a relevant journey. "Perform LinkedIn optimization." However, a lot of the advice is either obvious or time-consuming.

Maybe we should rebrand the word "brand." In reality, when people use the ambiguous term "personal brand," they are referring to two different concepts: (a) professional reputation and visibility is (b).

Visibility is all about how and what you are perceived to be doing. Reputation is based on your actions and the effects they have. While you can somewhat fake your brand, you cannot fake your professional reputation.

One conversation at a time, one project at a time, reputation is developed around the practice of your principles. Reputation requires hard work and perseverance. You can purchase a brand makeover. Building a reputation over time is crucial.

Visibility, on the other hand, or its absence becomes a message about where you belong. Do you belong to the new or old guard? Are you a traditionalist or a disruptor? There is no obvious solution. Being a "best-kept secret" in a certain industry might be advantageous if the correct people know you and what you do. Being your own "brand" would be a mistake. Being a self-promoter can be profitable in other sectors. You must carefully consider how you wish to fit into the standards of your industry.

If you determine that "visibility" is what you want, your task will be simple, albeit time-consuming. Fastest repair? Boost your participation on social media. Set a consistent time period where people can find you, whether a daily post or a 60-second video posted twice a week. This appointment must be doable for you and something you want to keep doing. Regularity and genuineness are more significant than meticulous planning. Keep careful planning for your actual career.

But above all, consider why you are taking this action. What's the purpose? Without a specific objective, you are wasting your time using social media for networking instead of attending numerous in-person events. Wanting to be more prominent, observing what difference it makes in your job, and getting your name out there because you may want to move on are all potential objectives. Continue keeping an eye on the outcomes and adjusting your efforts. Ask yourself repeatedly: "What am I attempting to accomplish? Is it functional?

Other techniques for visibility? Offer your services as a chair and speaker. Be the one to speak at a colleague's birthday celebration, even if it's a virtual gathering. Set up a mini-conference for your department in which each participant presents a two-minute impromptu speech on "What no one understands about my job." More beneficial visibility comes from putting oneself out there and taking a chance than demanding the most prominent photo in the company newsletter.

I frequently observe people embracing the concept of "branding," believing that doing so will enable them to steer clear of all unpleasant workplace situations, including negotiation, disappointment, misunderstanding, and failure. But regardless of how strong your "personal brand" is, they cannot be avoided. Instead, cultivate the advice to "teach people how to treat you."

More than we need to be a "brand," most of us need to learn how to create limits for ourselves and others. So if you must be a brand, go ahead. But you could save time and effort by figuring out the situations where it would matter if you said "no" more frequently—and where a "yes" could make a difference. Where should we begin? Decide whether or not to bother without a personal brand, for example. Then put all of your weight behind that choice.

Contact: arshadawan@msn.com