360 Articles
What Did She Call Me? A guide to developing your personal brand.
by Lida Citroën, LIDA360, LLC, As published in Going Bonkers Magazine (Oct. 09)
A friend of mine entered the bathroom stall one day as two co-workers entered the ladies room behind her. One turned to the other and said, “Have you met Jill Jones, the new VP of Marketing yet?”
Excited at being the topic of conversation, my friend listened on with glee! “Yes, I have,” said the other woman… “Who does SHE think she is?!?”
What?! My friend was mortified. Who was this controlling, manipulative and domineering woman these ladies were discussing in idle gossip? It couldn’t possibly be my friend Jill – she is loving, caring and generous. Or is she?
Beauty (and your brand) is in the eye of the beholder:
How others perceive us directly influences the value they will assign us. Do you think those ladies would include Jill in a teambuilding exercise? Would they invite her to cocktails after work with the group? Probably not.
We’ve heard it said before: Perception is everything. People form opinions about us based on many things – their own biases and prejudices, as well as our behavior. How we act influences how others see us. And how others see us affects the opportunities we get assigned. In the field of personal branding, we take control of our reputation (perception) in order to craft and manage our legacy. How do you want to be seen by others who matter (your audience)? What will it take to make that perception reality?
For someone like Jill, her behavior was inconsistent with someone who was caring and generous. When she lost her temper in meetings, the times she interrupted her staff, when she sent emails in “all caps,” she developed a reputation that was inconsistent with how she wanted to be perceived.
Effective branding focuses on that which is unique and authentic – no matter how good a marketing pro one may be, it’s impossible to turn water into wine just by labeling it so! When thinking about your personal brand, it is important to start with your strengths and uniqueness and build from that place. Then, identify your weaknesses and manage them.
Your brand is your most important personal asset. In business, our brand is what precedes us in meetings, conversations and relationships we have with those who can make or break our career. Think about the client who is reluctant to meet with you because he has heard you are “difficult to deal with.” Imagine how hard a relationship will be if your client perceives you this way.
Similarly, if you are seen as genuine, helpful and collaborative, think of the teams, relationships and opportunities you might be presented with!
Real World Example:
I worked with an attorney in Denver who struggled with a personal brand – developed over many years – that reflected stubbornness, arrogance and coldness. This brand may have served her well as a prosecutor focused on drug cases, but when she shifted her career focus on family law (divorce, primarily) she needed to reflect brand qualities of compassion, understanding and focus. Identifying the weaknesses in her brand, and capitalizing on her strengths, gave her the foundation to re-craft her reputation and build a strong brand over time.
If you don’t control your reputation, who will?
Personal branding is about connecting with that which is genuine and authentic about you. By understanding your passions, interests and fears, you can articulate your value more effectively. No one is exactly like you. And that’s the GOOD part! When you know what makes you unique, you can build on your strengths and leverage that which feels most authentic and empowering.
Imagine this:
You prepare for a job interview by learning how folks at that company talk, walk, dress, think and act. As you walk into the interview, you are wearing the “traditional navy suit wardrobe” of the company, avoiding eye contact (like they all do there) and keeping small talk to a minimum. You want to fit in and be just like them right?
What if that’s not you? What if you really are a Hawaiian shirt-wearing-talkative-direct-eye-contact kind of person? Will you be happy working there? Will you be able to keep up the façade for longer than a week? What if the person they were really looking to hire was YOU, not the person you tried to be? What a missed opportunity that would be…
Ok. I have a brand… now what?
Once you identify what it feels like to be you, and how you want to be seen (perceived) by others, you set the course for making that happen. The keys to personal (and corporate) branding revolve around:
A word about “Intent”
My teenage son likes to remind me that it was not his “intent” to miss curfew, he just forgot. In the real world, intent has little relevance. Sorry, but it’s true. I have no way to know what is in your head or your heart. I can only experience the behavior I encounter when I encounter you. For that reason alone, you must consider how your behavior affects others, and what that will mean to them -- It’s more important than what you meant to say or do.
Remember, your brand is the perception others have about you and a lot of perception is created through your behavior. Staying true to your personal brand allows you to more genuinely and efficiently develop strong, long-term relationships with key audiences. In return, people around you will help promote and strengthen your reputation and provide you with opportunities to succeed!
About the Author:
Lida Citroën has been helping businesses and professionals uncover and develop their true brand value for more than 20 years. As principal of LIDA360, a turnkey marketing communications firm, she helps her clients unleash their unique brand qualities to produce effective marketing programs. She is a social media guru who regularly presents keynotes and trainings on brand development, branding through social media and leadership development. Lida’s approach is innovative and practical, and she is recognized for her contagious enthusiasm and passion for quality.
by Lida Citroën, LIDA360, LLC, As published in Going Bonkers Magazine (Oct. 09)
A friend of mine entered the bathroom stall one day as two co-workers entered the ladies room behind her. One turned to the other and said, “Have you met Jill Jones, the new VP of Marketing yet?”
Excited at being the topic of conversation, my friend listened on with glee! “Yes, I have,” said the other woman… “Who does SHE think she is?!?”
What?! My friend was mortified. Who was this controlling, manipulative and domineering woman these ladies were discussing in idle gossip? It couldn’t possibly be my friend Jill – she is loving, caring and generous. Or is she?
Beauty (and your brand) is in the eye of the beholder:
How others perceive us directly influences the value they will assign us. Do you think those ladies would include Jill in a teambuilding exercise? Would they invite her to cocktails after work with the group? Probably not.
We’ve heard it said before: Perception is everything. People form opinions about us based on many things – their own biases and prejudices, as well as our behavior. How we act influences how others see us. And how others see us affects the opportunities we get assigned. In the field of personal branding, we take control of our reputation (perception) in order to craft and manage our legacy. How do you want to be seen by others who matter (your audience)? What will it take to make that perception reality?
For someone like Jill, her behavior was inconsistent with someone who was caring and generous. When she lost her temper in meetings, the times she interrupted her staff, when she sent emails in “all caps,” she developed a reputation that was inconsistent with how she wanted to be perceived.
Effective branding focuses on that which is unique and authentic – no matter how good a marketing pro one may be, it’s impossible to turn water into wine just by labeling it so! When thinking about your personal brand, it is important to start with your strengths and uniqueness and build from that place. Then, identify your weaknesses and manage them.
Your brand is your most important personal asset. In business, our brand is what precedes us in meetings, conversations and relationships we have with those who can make or break our career. Think about the client who is reluctant to meet with you because he has heard you are “difficult to deal with.” Imagine how hard a relationship will be if your client perceives you this way.
Similarly, if you are seen as genuine, helpful and collaborative, think of the teams, relationships and opportunities you might be presented with!
Real World Example:
I worked with an attorney in Denver who struggled with a personal brand – developed over many years – that reflected stubbornness, arrogance and coldness. This brand may have served her well as a prosecutor focused on drug cases, but when she shifted her career focus on family law (divorce, primarily) she needed to reflect brand qualities of compassion, understanding and focus. Identifying the weaknesses in her brand, and capitalizing on her strengths, gave her the foundation to re-craft her reputation and build a strong brand over time.
If you don’t control your reputation, who will?
Personal branding is about connecting with that which is genuine and authentic about you. By understanding your passions, interests and fears, you can articulate your value more effectively. No one is exactly like you. And that’s the GOOD part! When you know what makes you unique, you can build on your strengths and leverage that which feels most authentic and empowering.
Imagine this:
You prepare for a job interview by learning how folks at that company talk, walk, dress, think and act. As you walk into the interview, you are wearing the “traditional navy suit wardrobe” of the company, avoiding eye contact (like they all do there) and keeping small talk to a minimum. You want to fit in and be just like them right?
What if that’s not you? What if you really are a Hawaiian shirt-wearing-talkative-direct-eye-contact kind of person? Will you be happy working there? Will you be able to keep up the façade for longer than a week? What if the person they were really looking to hire was YOU, not the person you tried to be? What a missed opportunity that would be…
Ok. I have a brand… now what?
Once you identify what it feels like to be you, and how you want to be seen (perceived) by others, you set the course for making that happen. The keys to personal (and corporate) branding revolve around:
- Authenticity: As we discussed, speak from the heart, act with integrity, do that which is genuine. Don’t try to be someone else. You know you the best!
- Uniqueness: Highlight what makes you special. Call attention to your unique qualities to attract those who are looking for someone like YOU!
- Consistent: Look for any and every opportunity to deliver a consistent impression. If you are a fun-loving, outgoing person, don’t show up at a social gathering and hang your head in your lap. Be upbeat and outgoing. Likewise, if you desire to be seen as smart and well-read, be sure you are current on trends, happenings and that you use an elevated vocabulary. If you decide to market yourself or your services, be consistent in the look, feel and tone of your materials – they all reflect YOU!
A word about “Intent”
My teenage son likes to remind me that it was not his “intent” to miss curfew, he just forgot. In the real world, intent has little relevance. Sorry, but it’s true. I have no way to know what is in your head or your heart. I can only experience the behavior I encounter when I encounter you. For that reason alone, you must consider how your behavior affects others, and what that will mean to them -- It’s more important than what you meant to say or do.
Remember, your brand is the perception others have about you and a lot of perception is created through your behavior. Staying true to your personal brand allows you to more genuinely and efficiently develop strong, long-term relationships with key audiences. In return, people around you will help promote and strengthen your reputation and provide you with opportunities to succeed!
About the Author:
Lida Citroën has been helping businesses and professionals uncover and develop their true brand value for more than 20 years. As principal of LIDA360, a turnkey marketing communications firm, she helps her clients unleash their unique brand qualities to produce effective marketing programs. She is a social media guru who regularly presents keynotes and trainings on brand development, branding through social media and leadership development. Lida’s approach is innovative and practical, and she is recognized for her contagious enthusiasm and passion for quality.
