I've been a Personal Branding coach for a large part of my working life - I've had the privilege of working with a group of men and women who in many ways have been my teachers. When I began my retail fashion business in the late 70s, the branding aspect of my business focused on what I now describe as Outer Branding. Outer Branding includes attire, grooming, our physicality and the way we communicate verbally.
I've been fascinated by the different ways people communicate with each other for as long as I can remember. And over my many years in the worlds of fashion and retail, my attention shifted from Outer Branding to what I now describe as Inner Branding. Your Inner Brand includes your attitude, values, your behaviours, self esteem and your level of confidence. It also represents the different ways you communicate without words.
Non-verbal communication is massively impactful. Energy level, facial expressions, body language and general demeanour are all important forms of communication. When the positive aspects of these characteristics are in place, words become secondary. That's how powerful your Inner Brand can be.
And when your Inner and Outer Brand are congruent, your Personal Brand conveys authenticity. When someone has an authentic Personal Brand, what we experience is their confidence and sense of purpose. They've little or no self consciousness and they seem to be comfortable in their body. They've developed and honed their Personal Brand so that it expresses itself as something unique to them. In many ways, your Personal Brand is about your reputation - what others say about you.
People we consider to be charismatic or special have managed to develop a strong Personal Brand. Everything about them is carefully thought out. Their attire is important. They choose each item of clothing meticulously, to include colour, type and weight of fabric, shape, and most importantly, a fit that flatters. They will also have a disciplined grooming regime. So, when we see someone who looks special, unless they got lucky, they have spent time, energy and determination to hone these specific aspects of their Outer Brand.
This Inside-Out approach to Personal Branding is the most effective way to create and develop a Personal Brand that's both compelling and sustainable. The benefits of having an Outer Brand that represents who you are on the inside can be life changing. And one of the reasons for this is because once you acknowledge who you really are on the inside, and learn how to express it on the outside, you become more of yourself. When this happens, perhaps for the first time, you feel and look 'together.'
If you think about people who have a strong, compelling, authentic Personal Brand, each will have at least one quality or characteristic that you have, or would like to have. They might have great people-skills, an ability to listen, or perhaps be charismatic. Their physical looks and what they're wearing take a back seat. That's why it's so important to spend time on enhancing and continuing to improve your Inner Brand. It is the most effective way to develop your Outer Brand.
It takes 10-seconds to make a first impression. You only get one chance. Having an authentic Personal Brand enables you to make a positive impression every time. So make sure you are always dressed and groomed appropriately for a specific occasion. Brush up on your manners and handshake, and be super polite at all times. Remember, you will be judged in those crucial first 10-seconds.
Here are a few tips I hope you will find helpful as it relates to developing your Personal Brand:
Inner Branding
1. Reject quick fixes and replace them with patience
2. Be generous to others, both in word and deed
3. Think positive thoughts, even when you feel less than positive
4. Be grateful for what you have, rather than focusing on what you don't have
5. Be prepared to make sacrifices in order to have the life you want
6. Remove prejudices and replace them with openness & learning
7. Offer unconditional compassion and empathy to others
8. Be a good listener
9. Giving is the new getting
Outer Branding
1. Excellent grooming - what a person sees first
2. Upbeat body language - standing tall
3. Good eye contact - steady and alive
4. Attire that is appropriate to the business culture and that says something personal about you - professional polish
5. Smile - it's contagious
6. A firm handshake - certainty... If it's an interview situation, it sets the tone
7. Excellent manners
8. A healthy appearance - taking care of ourselves
9. Communication in person, email or by phone that's congruent
Follow Malcolm Levene on Twitter: www.twitter.com/malcolmlevene
Very informative and insightful article indeed. Personal Branding is undoubtedly gaining buzz in today's web 2.0 world, however a lot of people associate it with stars, politicians and celebrities in their own niche. I personally feel that personal branding has much to offer to professionals and jobseekers, as it can help them stand out in the crowded job market.
But the bigger question is, how do we bring personal branding to masses? Will it still be considered a personal brand?
Thanks for your comment.
You ask a good question - I'm not entirely sure how we can bring Personal Branding to he masses. However, what we can do is educate people so they understand what it really means, and explain how it can help them in their lives. I find a lot of people are not sure what Personal Branding is all about... If you have any thoughts on how we might draw in a bigger audience, I'd love to hear them.
Your last question is interesting. I feel sure that even if Personal Branding hits the masses, the very essence of what it means to have a Personal Brand will remain, which is to convey one's uniqueness in a way that distinguishes you from the masses.
Best regards,
Malcolm
Thanks for your comment.
I'm so pleased you are inspired.
Best wishes,
Malcolm
I will certainly be reviewing my own position in the light of this!
Thank you.
Thank you for commentiing,
I'm pleased you found the post thought provoking.
Good luck reviewing your 'own position'.
Best wishes,
Malcolm
I will certainly review my own position in the light of this. Thank you!
Thank you for commnenting - I appreciate it.
Glad you thought the advice was 'fabulous.' Also, thanks for passing the post around.
Best wishes,
Malcolm
Thank you for such a thoughtful comment.
You are so right, you cannot expect others to follow you if they don't know your values, hopes, concerns, passions and dreams. Often, I find that people are not in touch with their passions, values, etc., which precludes them from knowing who they are themselves.
Best wishes,
Malcolm
Thanks for commenting.
As you say 'marrying our inner and outher brands is one essential loop to close'.
So pleased you liked the post. Many thanks for sharing it with others.
Best wishes,
Malcolm
More to come...
Best wishes,
Malcolm
Thanks for commenting. I'm so pleased you liked the post.
Good luck with your 'networking adventure!'
Best wishes,
Malcolm
-DB
Many thanks for your comment.
So pleased you enjoyed the post.
As you say, '... get the millennials to read this!' Now that would be wonderful...
Best wishes,
Malcolm
I look forward to reading more from you!
Blessings,
Anne
Thanks for your comment.
Glad you thought my article was 'common sense.' However, as you say, common sense is not so common!
Best wishes,
Malcolm
Thank you for your comment.
So pleased you found the post 'fascinating'.
I love your comment about Jane Austen... I found it heartening!
Best wishes,
Malcolm
Thank you for your comment.
I'm so pleased you loved it! Hearing that, makes writing about Personal Branding more fulfilling.
Best wishes,
Malcolm