Personal branding: The art of managing your personal brand
07 May 2008
Lesley Everett, founder of the Walking Tall Foundation, and an authority on personal branding, on her recent first visit to India for the Sales and Marekting Executives International (SMEI) meet, spoke to Domain-b's Dhruv Tanwar about personal branding, and its significance for corporates and individuals today.
''We already have a personal brand, whether we have consciously developed it or not,'' says Europe's leading authority on personal branding, Lesley Everett. ''Your personal brand is what people say about you, behind your back,'' she explains succinctly.
A personal brand, according to Everett, is a collection of powerful and clear ideas people have about us, when they think of us, though most of the time we're not clear about what people are actually saying about us behind our back.
Often, the creation and management of the personal brand is left to chance, because we as individuals are unaware of what perceptions other people have of us. Personal branding is about taking control of your personal brand, managing those perceptions, in a way that reflects who you are as an authentic person, and making sure people ''get you'' when they mean you, rather than judge you to be someone you are not.
A personal brand evolves over time, with a layer being added by everything you do everyday. Everett says that simple things, like a chat at the coffee machine, the email you sent, the message you left on the voice mail, every meeting and presentation contribute to building your brand. These interactions work as the counterpart of ''brand touchpoints'' for product and corporate brands.
Just as the old maxim ''your reputation precedes you'' goes, your personal brand too travels far and wide, and its reach is almost limitless, says Everett. ''Like ripples, you know they travel outwards, though you don't know how far they will go,'' she explains. This makes it all the more important for you to take proactive control of your personal brand.
Is it all about the image?
''Image is part of the personal brand,'' says Everett, ''but on its own, image can be perceived as being very superficial.'' Personal branding, as taught by Everett and her Walking Tall methodology, starts developing the personal brand from inside out.
