The Influence Blog
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 Focus Your Personal BrandCorporations spend massive sums positioning their brand
in the mind of their customers and the public. How much do you spend? Many people
advocating the development of your Personal Brand will suggest you need to develop a catchy
personal statement or tag line. Nothing wrong with that, except some can find it very difficult
without marketing or wordsmithing skills. Instead, a quick and easy way to gain
practical progress is...
- Find 3 words you'd like others to have in their mind when they think of you
- Make them as exciting to you as you can - edit with a thesaurus
- Check you can live up to these words
- Every day, think of one thing you can do to increase the likelihood these words will be in
their minds
Recent coaching examples include: Relentless, Engaging and Expert; Challenging,
Approachable nad Fun. Note how the combination of these words work to moderate negative impressions. Posted by Colin Gautrey on 28-Jul-2010 10:55:05 BST
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 Hello Colin! I like your blog! On the personal branding theme: as an executive coach, I have begun to specialise in personal branding with a Gestalt twist: the personal brand is not only aspirational (and future-oriented) but also grounded in who the client is and what his or her strengths really are NOW ( and, obviously, present-oriented). This is based on the Gestalt principle of becoming more of who you are rather than change yourself and be different.Once we get the brand/image right, with words, guiding principles, colour - anything that works for the client - then he or she can integrate it and be comfortably and constantly aware of it, which naturally leads to behaviour change. This is based on 2 Gestalt principles: 1. that awareness, by and of itself, promotes change 2. that forcing or trying to change is considerably less effective than going with the flow of change. I'd be really interested to hear your views - is this very different from your (possibly more behavioural, more focused and definitely more structured) approach? www.melanieallen.co.uk Posted by Melanie Allen on 04-Aug-2010 09:22:29 BST | Hi Melanie, I totally agree that personal brand needs to be grounded in the present. What I have found is that most people are hundreds of different things all at once. Without getting the focus they are putting out a confused brand message, just like corporates can do. So the benefit of this simple approach is rather like turning up the volume on your most powerful attributes/characteristics, focusing yourself on these even more (recalling Jim Collins Good to Great, Strength Finder etc) and becoming so much more of what you are already for even greater impact. It is also important when considering the brand attributes to focus on to think about the "market" in which you operate and how you can differentiate yourself. Just about everyone is "professional" so turning up the volume on that word doesn't necessarily help, unless you're working with a bunch of very unprofessional people! So to directly answer your point, I think our approaches are exactly the same! Posted by Colin Gautrey on 05-Aug-2010 07:49:22 BST | Any brand should be grounded in truth. You cannot decide you want to be 'fun' and start behaving that way, you can only highlight 'fun' as being part of who you are. Hence raising awareness of personal brand attributes can only encourage you to 'change' in so much as you demonstrate them more - not create them from scratch. Also on the basis a brand is a collection of perceptions in the mind, it's essential to know your particular audiences opinion of what your brand reflects. If others don't see your attributes, however much you're aware of them, they they are not actually part of your brand anyway. Posted by Debbie Palmer on 15-Aug-2010 18:43:08 BST |
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