EPMEPM: First Person

The Four Pillars of Personal Branding

WE OFTEN ASSOCIATE the term ‘branding’ with businesses, specifically marketing, but in the modern workplace each individual has a personal brand that should be developed. Stephanie Challinor from Rockend explains.

Establishing your personal brand is an important tool for your future career success and something which should be developed along with your workplace skills and knowledge.

Many of us have never actually sat down and assessed or audited our personal  brand, yet it is on display  every day through our actions and attitudes in the workplace and our digital footprint across the internet. I recently saw a presentation from Chris Savage, the former COO of the STW Group, Australasia’s leading marketing content and communications group. Chris shared his four pillars for building a successful personal brand which can help you take that next step up the career ladder.

  1. EXECUTE YOUR OUTCOMES
    Are you known for kicking goals in the workplace? Outcomes are what drives  career progression and recognition in the workplace and are crucial for the development of your personal brand.  If you are struggling with your workload, start using to-do lists to help prioritise and organise  your tasks. The effective management of your workload will help you to achieve the outcomes you desire.
  2. BE AN EXPERT IN SOMETHING
    What do you want people to associate you with when they think of your name? Is there a certain subject matter in which you would like to be perceived as an expert? You’re hired because of your skills and knowledge in property management, so use this to elevate your status. Volunteer to mentor others in the business or host a lunchtime seminar on your area of expertise. To expand these skills try blogging, either on your personal blog or your LinkedIn profile. This is another way to demonstrate your expertise and expand your personal brand across digital platforms.
  3. HAVE A FUTURISTIC OUTLOOK
    Well-known American leadership coach and author Dr Marshall Goldsmith summarised the importance of a futuristic outlook with the title of his bestselling book, What Got You Here Won’t Get You There. As Goldsmith indicates, the world is changing at a rate faster than ever before; in order to succeed in the modern world, you must not only be adaptable but someone who works with the future in mind. Where do you want to be in five or 10 years’ time? How will you get there and what roadblocks are stopping you from achieving this goal? Analysing these questions and mentally working towards your bigger picture will help ensure that you reach them.
  4. BE A TRUSTWORTHY AND SUPPORTIVE COLLEAGUE
    Following through your intentions with actions speaks volumes  to your fellow colleagues and clients. Having a certain level of trust with higher management will put you in good stead for career progression. Managers are likely to delegate larger  projects or tasks to employees they trust within the business. A trustworthy employee will acknowledge  their mistakes and work to find a solution without shifting the blame. Having a level of trust and support amongst colleagues is a hugely important characteristic of your personal  brand.

These four pillars are a great way to develop the core qualities of your personal brand.  Try rating yourself  out of 10 for each of the pillars. You don’t need to get 10 out of 10 in all of them, but be aware of your strengths and pick one or two at which to really excel. Your brand will continue to evolve as your career expands, so regularly analyse your brand’s progress.

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