Personal Branding: An Expat's Secret Weapon In The War For Talent
Lois Freeke
A Brand Called You
As many of you will know, Tom Peters coined the terms "personal branding" and "Brand You" in 1997 and, according to Execunet, personal branding is now the number one career management tool used by executives worldwide. How and why did this happen – and what does it mean to you as an expat overseas?
As the nature of the work force has changed, there is no longer a job–for–life, and competition is fierce and internationally pervasive. You are only as good as your last project or position, especially if you are an expat competing for a premium job abroad, so it is increasingly not just who you know that counts, but who knows you and what unique value you are perceived to have that your client or employer feels they must have.
What is Personal Branding?
Just like branded goods, people have brand attributes. A personal brand is simply your unique promise of value, that which distinguishes you from competitors. Personal branding refers to the process by which this value proposition is communicated to your selected target audience (your "brand community"), using various on–brand platforms, clearly, consistently and constantly (the three Cs of branding) to achieve specific goals.
For example, years of clever product branding has meant that most of us now think the same things when we think of Subway (eat fresh) and Disney (happy, family entertainment) and even Oprah and Madonna. Martha Stewart has widely acknowledged for many years that she is a brand. What do people think of when they think of you? To be successful, your brand has to be authentic; a personal brand (like a rough diamond) is never created, rather it is unearthed, polished and put in the right setting, in order to shine for the world to see.
The Benefits
Strong Brands: |
|
|
| |
|
| • |
Are more valuable assets and can thrive in recessions and downturns, potentially protecting you against localization and redundancy; |
| |
|
| • |
Make you more visible – to hiring managers and recruiters; |
| |
|
| • |
Can extend their product lines (think Starbucks, McDonalds, Coke); |
| |
|
| • |
Set you apart – differentiate you from others striving for the same positions and opportunities – and more clearly communicate the unique value you can deliver; |
| |
|
| • |
Help you win opportunities you may not be the most obvious applicant for; |
| |
|
| • |
Can command higher salaries or fees – people expect to pay more for premium brands; |
| |
|
| • |
Increase their market valuation (90 percent of Coke's market valuation is reported to be its brand); |
| |
|
| • |
Help people to trust you more and judge you less harshly if you make a mistake; |
| |
|
| • |
Can attract and also retain quality staff and partners; and |
| |
|
| • |
Drive sales and promote not just a want, but a need to buy. |
|
| |
| |
Who Needs Personal Branding?
With more than 80 percent of Internet users searching candidates and clients online, you can no longer afford not to be proactive in cultivating, controlling and protecting your personal brand online..
If you want to be known for something and develop an area of thought leadership (CEOs, executives, entrepreneurs), build a following (authors, speakers, CEOs) or a reputation for your expertise (entrepreneurs and consultants), or even just be known as a high performer or in your industry or company, then branding yourself and knowing how to market your authentic value proposition effectively and selectively is essential.
How Do We Find Our Personal Brands?
You already are a packaged brand, like it or not: you have a personality and people perceive you in a certain way. But there is a lot you can do to identify and emphasize the positives of your brand, which will guarantee distinction in your career or business.
Discover, Communicate and Build Your Brand to Land Your Job
The three processes brand strategists use are extract, express and exude.
Extract: Who you are (your authenticity), who needs to knows you (your selected target audience) and how you stand out from your peers (differentiation) is the extract phase, and your 'personal brand' is at the intersection of these three factors.
The extract phase involves introspection (a clear understanding of your own motivated strengths and weaknesses) and getting external feedback through references, assessments, 360 brand assessments, performing a detailed SWOT analysis and being clear on exactly what is the value you can deliver and to whom. Take into account your similarities and key differentiators from your competitors. You will also need to examine your values, passions, vision, purpose, and set clear and measurable goals.
If you combine this information into a compelling statement that communicates your unique and authentic value, says clearly who you serve and how you serve them, you will have a GPS for your brand. Weave all of this information into a branded biography that tells a story and creates an emotional connection with your reader, and you will build the foundation for your new personal branding marketing collateral.
Express: When you are clear about your personal brand and the top five attributes you need to emphasize to resonate with your target audience, you can communicate your brand message to your target audience, making it visible and credible, using the appropriate vehicles. Strong brands are known for something, not many things, and they are sending a clear, consistent message constantly.
Exude: You must ensure you are managing your brand environment and exuding your brand with everything you do, buy and use. Examine all aspects of your lifestyle: wardrobe; accessories; surroundings and more. What is the brand message they send to your community? Do they add or detract from your brand's core message? If your primary attribute is 'forward thinking' for example, do you use an appropriate PDA (or similar steps-ahead technology) to support this message? If it is 'professional' how does your appearance reflect this? What does your work or meeting space say about you? Should it be Starbucks or a particular boutique or hotel lobby? Is it tidy, corporate or trendy? More to the point, is it 'on brand'?
Bottom Line for Expat Entrepreneurs, Executives and Job Seekers?
Identifying and clearly communicating your unique differentiation in the candidate or business market will help you be found by your target audience both on- and offline, boost your chances of landing a job and help you stand out and be memorable so that you can increase your chances of winning or maintaining your target position in the worldwide war for talent. |
| |
| |
Lois Freeke is a China-based career and personal branding strategist combining 18 years marketing and recruitment expertise, mostly in Asia-Pacific. Lois is a successful China entrepreneur and co-founded the Industrial division of Niche, a ground-breaking fire/security specialist recruitment firm in China. Lois helps expat executives and solopreneurs effectively differentiate themselves in the highly competitive market for career and business success. She has helped hundreds of clients and candidates manage their careers and job search strategies, market themselves effectively and access hidden opportunities – and land their dream jobs. |
|
|
| |
| Links |
| |
|
| |
| |
|
|
