Leona Helmsley passed away today at age 87.  She was listed in Forbes Magazine as one of the richest people in the world.  How will she be remembered?  What was her personal brand?

Just check out the newspaper articles announcing her death:

The Wall Street Journal –  “Leona Helmsley, the cutthroat hotel magnate whose title as the “queen of mean” was sealed during a tax evasion case in which she was quoted as snarling “only little people pay taxes,” died Monday at age 87.”

New York Daily News – “The Queen of Mean is dead. Leona Helmsley, the haughty hotel baroness who once famously declared “only little people pay taxes,” has died of heart failure at her summer house in Greenwich, Conn., her spokesman Howard Rubenstein said. She was 87.”

New York Post – “’Queen of Mean’ Leona Helmsley Dead at 87. Perhaps she will most be remembered for saying, “We don’t pay taxes. Only the little people pay taxes.”

Sure she was rich.  Sure she gave a lot of money to charity.  But in the end, her personal brand was that of a spiteful, arrogant, nasty woman – whose own employees turned her in to the government for tax evasion. 

Keep this in mind as you get rich.  How you make your money is as important as the amount of money you make.

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People judge you by the way you look.  It’s unfortunate, but it’s true.

The other day it was 90 degrees and oppressively humid in Miami.  I walked into a meeting with the president of a company and he turned to the gentleman on his right and he said:  “This guy looks like he means business.”  I was wearing a perfectly pressed dark blue pinstripe suit, gold tie and a starched white shirt.

Before I opened my mouth I made a positive impression.

I must admit that in South Florida wearing a suit is not the norm.  In fact, it is far from common. Many people have told me that I look like I don’t fit in when I wear a suit to a meeting down here.   And I know that many advisors will tell you to match the dress and look of your prospective client. If they are business casual, you should be business casual.   I think that advice is hog wash.  Here’s why:

If you are trying to convince a potential client to do business with you, you have to differentiate yourself.  In this case, wearing a suit creates a positive impression that is a differentiator.  You don’t want to “fit in”.  You want to be different – better – than the crowd.  That’s why they pay you more than that pay everyone else.

Image is important.  It always has been it always will be.  Here are three “Rules of Thumb” to use when you are thinking about what to wear to a business meeting:

1. If this is the first time you are meeting someone, wear a suit.  This is all about first impressions.  This rule is especially true if you are going to a group meeting and there may be someone there you have never met before.  Suits convey confidence and power.
2. If you are asking for money, wear a suit.  If you are doing any type of “pitch” a suit will not only help you be taken seriously it will provide you with confidence.  There is also a good chance it will differentiate you from the other people who will be presenting (I am routinely amazed by how many business people don’t wear suits to a presentation or to a meeting with a banker).
3. If you are delivering critical information – good or bad – wear a suit.  Whenever you are delivering information you want to have overwhelming credibility.  Putting on a suit and tie helps you make that impression.  Imagine if the TV news people did the news in shirt sleeves with an open collar – would they be taken seriously?

Remember, you’re in this to make money.  Give yourself every advantage.

People judge you by the way you look – so why not look good?

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One Year Ago:

A brand is the perception of a product or service in the mind of the consumer. Believe it or not, we all have our own personal brands. Each of our “target audiences” has a perception of us. Sometimes this perception is exactly what we want it to be and sometimes, it is dramatically different.

Companies take great care, and spend millions upon millions of dollars, to influence the perception of their target audience. They conduct sophisticated research studies and test and retest all forms of marketing communications. They craft exactly the right message and precisely select the correct medium to reach a specific audience in the appropriate way.

Does all of this care and dedication make a difference? Absolutely.

We often subscribe to the point of view the marketing professionals want us to believe. In many cases we have no choice. We are bombarded by all types of marketing communications about a product or service. Television commercials, billboards, direct mail brochures, radio ads, magazine and newspaper ads, product placement, celebrity endorsements and sports sponsorships assault us almost every moment of every day. Aggressive public relations professionals are pitching stories right now that will shape tomorrows news. Buzz marketing companies are working over your friends and relatives to get them to recommend their products and service to you. It is no wonder that most kids can name 20 different types of candy but they can’t name five Presidents of the United States. The candy gets better press.

So what does all of this have to do with you and your mission to develop a career of continuous improvement? Well, it has everything to do with it. You need to start managing yourself and your career as a brand. You need to begin to take into consideration the perception of your target audience. You need to make certain that your target audience sees you exactly the way you want them to.

When you look in the mirror you need to like who you are. Most other people are not fortunate enough to benefit from your “inner beauty and greatness”. They make decisions based upon what they see, hear and feel when they interact with you. You deserve to be positioned in the best light.

Mastering how to do this is the difficult part.

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Though this article on the value of consistency refers to software design, it makes a great point about the value of consistency in general:

“Visual changes themselves do not compromise usability. More significant is consistency in behavior. There are a dozen or so familiar knobs and dials easily recognized in your typical application by their general shape or shadow and how they react to you. The exact pixel dimension, color or symbolic representation is less important than the way they feel.”

The same applies to you, your career, and your business. You can and should update your own figurative knobs and dials, colors, and professional dimensions, but what should never change is your core values, your commitment to business ethics and integrity, and the positive feelings your business partners and clients experience as a result of working with you. Once you’ve established a strong emotional connection with your customers, through offering value that appeals to them on a rational level and backing up your offering with reliability, never waver on your guaranteed personal brand promise.

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In getting the word out about yourself and your business, one easy technique you can use to brand your vision in the brain of clients is simple repetition. Whenever we hear about something new or compelling, chances are good we will ponder the matter on our own later. The likelihood that we will keep the information stored in our memory banks and revisit it in the future increases directly in proportion to the number of instances of exposure we receive.

Repetition in music, poetry, speech, and marketing is an easy, direct, and highly effective way to emphasize information and get it to stick. Martin Luther King’s use of the phrase “I have a dream” at the beginning of sentence after sentence in his famous 1963 Lincoln Memorial speech is a perfect example of how powerfully repetition brands an idea in the mind of the listener. With those words and that simple device, he conveyed a sense of relentless determination and commitment to an ideal. And what about that ridiculous pop song that infects your mind with an endlessly repeating hook and holds it captive for hours, or even days? Repetition works.

What’s your message to your boss, coworkers, and clients? Communicate it clearly and repeat it frequently and consistently—in speech, e-mail, writing, and actions. Once people have a clear grasp of your personal brand, strengths, and aims, they will likely want to know more. Additionally, an awareness of your core values lays the foundation for trust and cooperation.

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How do you begin to create a personal brand, and how do you sustain it? After you’ve identified your strengths and used those to form a framework for yourself and your career, you need to go about demonstrating and projecting your brand. Here are a few ways of getting the word out:

Print. The simplest way to get yourself in print is to advertise in local, state, and national newspapers, free city papers, and even newsletters covering your field. You might also want to try out direct mail advertising. Sending out your own newsletter is a great way to keep people informed of your work and progress.

Press. A newspaper, magazine, or television interview gives you a chance to project yourself and your brand to a wide audience. The next best thing is to write (or pay someone to write) a press release about your product, service, or company.

Web. Creating your own Web site, and advertising online, are great ways to spread the word. A blog can help generate interest and foster trust. Once you establish a Web presence, keep it up to date. A Web site or blog that has been languishing for months does not project an image of continuous improvement and progress.

Community. Get involved in community groups, through volunteering or membership, and network with potential clients in a casual and open setting. People are very likely to trust someone who is recommended by a friend or acquaintance.

Events. Job fairs, workshops, and seminars are all great venues for interacting with the public and spreading your message. Securing a spot as a speaker or presenter is ideal, but simply being there and socializing with other event-goers often leads to opportunity.

Take thorough notes on each of these avenues. Record your approaches and the results of each. You will quickly begin to see which ones are most effective for you, and you can channel your resources into those areas. If you find yourself stagnating, come back and try one of these ideas again. Personal branding is a continuous process that improves with each iteration, just like every other aspect of your career.

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In creating a solid personal brand, you must establish credibility. If you are just getting started in your line of work, you may wonder how you can do this. Here are three majors areas of credibility, and ways in which you can cultivate it:

Expertise. This shows the world that you know your field. A degree or certificate in your area of specialty immediately communicates a certain level of mastery. Even if you don’t have a degree in the field you would like to pursue, you can undertake shorter-term coursework, or work intensively to earn a certificate, such as a CPA license. To project confidence, state your positions with authority. For instance, instead of saying, “I think this font works well”, make a bolder statement, such as, “This font is perfect.”

Trustworthiness. It takes time to earn the trust of your clients and business partners. Only with a track record of honesty and integrity can you foster a deep level of trust and confidence in you. However, you can start building that trust today, by only making commitments you are capable of honoring and always being honest and open. If you make a mistake, admit it. If you don’t know the answer, say so. If you are an entrepreneur just getting started, you can provide testimonials on your Web site, or offer a guarantee on your products and services. You will never do yourself any service by taking advantage of your customers. Business integrity is essential to your long-term success.

Goodwill. Your clients need to feel that you care about them and their needs. Showing a genuine interest in and commitment to your business partners communicates to them that you are a person of honor who deserves their trust and business. Let people know that you understand them and have things in common with them. Ask about their children, hobbies, or travels. Make a connection.

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How are you perceived at work? How can you reinforce those perceptions to strengthen your reputation and personal brand? Are you famous for working well under pressure and bringing calm to difficult situations? Find opportunities to exercise these skills and draw attention to your success in those areas. Anytime you hear word of a looming deadline, step up and volunteer to tackle the work. Reassure your business partners during frazzling times, and create an environment of control and calm. Make yourself and these qualities visible. We’re all drawn to reliable people who relieve stress and make our lives easier. Cement your reputation, and you earn trust and respect from everyone around you.

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What individual value do you offer your company or customers? What do they get from you that they can’t easily get from someone else? If you’re still trudging through your days as a Workplace Warrior, you probably aren’t offering much that’s not replaceable. The good news is that no matter how long a person has been punching that timecard with no real sense of purpose or direction, it’s never too late to create individual value and have a great career and life. Ask yourself what value you’re offering. If you can’t think of anything, think of what you would like to offer.

Who do you want to be? Do you want to be the first person to spring to action when help is needed? People who do that consistently are the ones who get noticed and get promoted. Do you want to be the person upon whom everyone knows she can rely? Those people are trusted, respected, and well liked. Remember that you define who you are. It doesn’t matter what you were like in high school, or in your last job, or even last week. What matters is who you are now and how you position yourself for future success.

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What do your business partners and customers think of you? What do you think they would say about you if you weren’t listening? However they perceive you, keep in mind that you have the power to improve their impressions. It’s true that reputation is a powerful tool that can help or harm you, and people don’t often forget your work habits, whether good or bad. But I believe that people can also be remarkably forgiving. If you have made mistakes in your career, don’t give up on achieving a high level of excellence.

Maybe you’re habitually ten minutes late, and you know it irks your boss. Maybe she’s even talked to you about it. The solution is simple. Do whatever you need to do to remedy the problem—get more rest so you can get up on time, leave the house 15 minutes earlier, or prepare your lunch the night before. Get into the habit of arriving on time, or even a few minutes early, every day. After you’ve done this consistently and dependably for some time, your business partners will revise their opinion of you on this matter.

If you are known for being steady and not rocking the boat, but you wish to demonstrate your proactive and innovative side, nothing is stopping you from reinventing yourself in the eyes of your coworkers and supervisor. People tend to box themselves in, based on their idea of the expectations of others. If you established a reputation for your good points, that’s great. All you need to do in those areas is keep doing a great job and keep renewing your skills. If you have not found opportunities to demonstrate strengths, such as creativity, resourcefulness, or persuasiveness, let them out as soon as you get the chance. Nothing is holding you back from showing people new facets of yourself. In fact, successful people continually surprise others will their myriad abilities.

No matter where you’re coming from or what lies in your past, today is a new day, and change is always possible. The future is unwritten, and you are the author of yours.

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In creating your personal brand, your goal is to convince the customer to choose you. To persuade him to do that, you must appeal to him on a rational and an emotional level. On the rational side, you need to define your best attributes. How can you help the customer? What will you contribute? On the emotional side, you have to identify your personality and demeanor. Will you be an invigorating or a calming presence? How will you make the customer feel?

You need the same balance of rational and emotional appeal in business relationships that you need in romantic relationships. Marriages that are entirely practical with no emotional spark, or marriages with strong emotional bonds but no structure, rarely last. Both sides need to feel emotionally attached and logistically secure. The brain and the heart need to be engaged. Just as in romantic relationships, if you take good care of your business partners and make sure their practical needs are being met and the emotional bond is strong, the relationship will succeed.

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What do you like best about yourself? What do you think you are most appreciated for? Let that quality shine today, and for the rest of the week. Your best assets are the core of your personal brand, and you have to let people know what you’re all about.

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John Jantsch, owner of Duct Tape Marketing, advises the small business owner:

“Absolutely differentiate yourself from everyone. You have to find a way [to make] people say you’re something different, whether that’s to focus on a narrowly targeted market or [through] packaging. Otherwise you’re just competing on price. And the line I use all of the time is that price is a really bad place to compete because there’s always someone willing to go out of business faster than you.”

If there is nothing unique about you, as an entrepreneur or a company employee, you are replaceable. If, however, you have something one-of-a-kind and valuable to offer, you will remain an asset to your customers and enjoy the security that your personal equity affords. The things you do to differentiate yourself now will stay with you the rest of your life and serve you throughout your career.

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Most kids in the U.S. can name at least 20 different kinds of candy, but few can come up with the names of five U.S. presidents. This is because candy is marketed aggressively and gets media attention. History may be important information, but there’s rarely much buzz around it. If you want to be noticed and remembered, you have to start managing yourself and your career as a brand. What are your trademarks? Are you efficient, reliable, innovative, persuasive? Identify these qualities and bring them to the forefront of your career. Frame your résumé around them, talk about them, and embody them. Once word spreads that you have a reputation for innovation, those who need an innovator will come to you.

After you have created your personal brand, you have to deliver on your brand promise consistently. While it takes time to earn trust and loyalty, it doesn’t take much to lose it. Every time you reinforce your personal brand, you earn more trust and increase your chances of success.

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How often do you follow through on your commitments? If your answer isn’t “all the time”, you need to evaluate your lifestyle and make modifications so you never back out on an agreement.

Trust is a touchstone of success. First of all, you must have self-trust. You must believe in yourself and your talents and abilities and know that you can use them to make great things happen. If you are not confident in yourself, no one else will be, either. When you are self-assertive and proactive, you naturally attract people to you and engage them in your process of goal attainment.

Secondly, and just as importantly, you must have the trust of others. Your word must be as good as gold. If people don’t trust you, they won’t hire you, promote you, buy your products, or use your services. In fact, they won’t want anything to do with you. On the other hand, if your customers and colleagues know they can always count on you, no matter what, their relationships with you will be mutually beneficial, will last, and will strengthen over time.

The way to earn trust is to honor your commitments. Making sure you always follow through on what you promise is a two-fold process:

1. Only make promises you can keep. Never assure a client you can return a project by Friday when you know you won’t be able to deliver until Monday. Saying no—or saying “not now, but later”—is far better than saying yes and falling through. Get to know your working habits, and allow yourself extra time for every project, in case you get caught up in unforeseen snags.

2. Keep your promises. Once you have agreed to do something, do it. If you have to work a few extra hours to complete the assignment, do it. It’s much easier to make up sleep than to rebuild damaged trust. I’m not advocating overworking yourself. On the contrary, you should avoid committing yourself to impossible deadlines and always leave plenty of time to complete your work. However, if you do find yourself in a situation in which you might have to let the customer down, I strongly encourage you to do everything possible to avoid that.

If you absolutely cannot deliver as promised, be open with the customer. Ask her if she can give you an extension. You don’t need to give her all the details of your stressful week, and you certainly shouldn’t make up false excuses. You can simply tell her you haven’t managed to complete the assignment yet and request a little more time. While this solution is not ideal, it is honest and open, and much better than simply running past the deadline with no explanation.

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Your personal brand can mean the difference between minor and major success. Once people have identified with you, grown to trust you, and begun to spread the word about you, your pool of advocates and customers will expand to oceanic proportions. Here are some guidelines for creating your personal brand:

1. Differentiate yourself. Identify, to yourself and the world, what makes you better than your competitors. Are you faster, more readily available, more adaptable, an expert? Figure out what your strongest selling point is, and focus down on that characteristic. Examine weak spots in your field, and fill them with unique strengths that are in demand.

2. Hit your target. Focus your marketing efforts on your target customers. Who needs what you’ve got? Selling to the wrong people will get you nowhere. If you’re having a hard time identifying your target, think about your best customers. Why do they need you? What service do you provide for them? What do they have in common?

3. Project credibility. Your reputation is everything. Keep your customers happy. Bad word of mouth is a deadly curse. Even if you’re working with an impossible client you can’t do anything to please, at least leave him on neutral ground. Build up a solid reputation for whatever it is that makes you unique—reliability, efficiency, creativity.

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“You need to answer the simple question ‘why should someone buy from me?’ Give some thought to what will make your business stand apart from your competitor regardless of what you’re doing.

You need either a unique product, a unique service, or a unique way of delivering your service that is better than the next guy. Your sales pitch has to be clearly conveyed in one line or less. For example: ‘We understand the small business owners’ printing needs better than anyone else’ or ‘We make the best hot dogs this side of the Mississippi.’”

After you have defined your personal strengths, write a statement that summarizes exactly what sets you—as an employee or business owner—apart. Write it down, and put it on the wall. Is that what you want to be? If not, what do you want be? Write that down, too. And work toward it every day.

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Fast Company reminds us to identify our personal brand and use it increase the power of our influence.

“Start by identifying the qualities or characteristics that make you distinctive from your competitors—or your colleagues. What have you done lately—this week—to make yourself stand out? What would your colleagues or your customers say is your greatest and clearest strength? Your most noteworthy personal trait?”

Once you have identified your best qualities, pick one and work it. Show it off it every chance you get. If you’re an innovator, jump in with new ideas whenever the opportunity arises. Talk to your friends about your innovative thoughts. Build your reputation as a creative thinker. The more feedback you get on this characteristic, the more you will be fueled to embody it.

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Ladies, along with any man who’s spent any time at all around the fairer sex, know how true this is:

“Who told McDonalds to throw out everything that made them famous? From the girl-marketing standpoint this concept is a dud. McDonalds is sacrificing its unique identity and throwing out the very things we love about it to become something generic and forgettable. Our long-term relationship with this brand wasn’t built on dried fruit and yogurt.

We could go on, but by now you get the gist. If only McDonalds did! We’d like products like McChick Mix — a mini-buffet happy meal to be served in a reusable box with fashion and style. The food selections would be designed to satisfy our multiple cravings—a little creamy, a little salty, a little tart, a little sweet—all wrapped beautifully so that it’s fun to hold.”

Here you have a girl (group of girls, actually) telling McDonalds exactly what women want. As usual, consumer feedback is quickly and infinitely available. Who thinks McDonalds will respond?

You and I aren’t as big as McDonalds, but feedback on our performance is just as easy to find. And because we are small and not required to get the approval of a herd of executives before we act, we can respond immediately to customer critique.

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For which of your strengths have you earned a good reputation? Dependability, speed, diplomacy, originality? Pinpoint your qualities that stand out, then flaunt them. Always live up to that golden reputation. Make it your trademark. Establish your personal brand of excellence.

Additionally, if some of your good qualities are going unnoticed, point them out. Take action that highlights them. If you’re always lauded for your technical expertise and you want more credit for creativity, take on tasks that require innovation and artistic panache. Don’t let yourself be typecast in a role that doesn’t fit. Make yourself into who you want to be, and make others aware of your myriad abilities.

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“The five to seven second period of making a first impression is critical. Research shows that in the next five seconds we can add another 50 percent to that first impression. Research is also showing that it takes another 20 further experiences with somebody to change a first impression. So in those first 15 seconds we have got key clues into how somebody operates, into their business approach, their attitude, their personality.”

How can you make a better first impression?

• Smile.
• Stand up straight.
• Dress nicely.
• Make eye contact.
• Be open, warm, and approachable.
• Contribute to the conversation and listen.

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The world moves fast.  We often rely on technology to help us keep up. When making a connection with another person is critical, nothing tops an in-person meeting.  Sitting in a room with someone face-to-face allows the other party to completely experience your personal brand.  This experience takes place on many levels. The expression on your face, the tone of your voice, the look in your eyes all helps represent who you are and the nature of your visit.

Many people take this idea lightly.  I often hear people say that in-person meetings are a waste of time and money.  While it is true that you can save money by having conference calls and video conferences, the in-person meeting still has a place in business. 

Whenever people question the value of a face-to-face meeting I tell them the story of a young hotel manager from Northern New Jersey. This young man was wide-eyed and aggressive.  He was tasked with marketing a new hotel that was opening in an industrial area.  The young manager spent a significant amount of time researching the market and putting together a marketing plan.  He believed that he had thought of every detail.

When the time came to share this plan with the SVP of Marketing in his company, the manager made a compelling case.  He cited his facts and figures.  He referenced the market segmentation study he had completed.  He articulated a simple yet effective plan for his new hotel.  Or so he thought…

After the presentation, the SVP berated the young manager and told him that the plan would never work. She said it was too simplistic.  She said that she would come up with a better plan and present it to the hotel’s owner.  

The SVP of Marketing had always felt threatened by the young manager. She did not want the owner to see the true talent this manager possessed.  She also wanted to make sure the owner did not establish a direct relationship with this manager.  The SVP feared that the owner would see the young man’s marketing talent and replace her with him.

The manager was furious with this situation. He felt strongly that his plan was solid.  He knew in his heart that it would work.  He could not stand by and watch as his ideas were summarily dismissed. The manager knew that he would need to speak with the owner directly to make certain that his ideas were given a fair review.  The manager felt that it was his job to do what he thought was best for his business. He also felt that this was a meeting that needed to take place in-person. The owner needed to see the passion the manager had for his hotel. 

The manager drove eight hours to the owner’s office for their appointment.  He made a compelling presentation.  At the end of the meeting the owner thanked the young man for his ideas and his passion for the business.  The manager left the meeting and felt good as he drove eight hours back to his hotel.

About one week later the manager received some interesting news.  The owner met with the SVP of Marketing (after he met with the manager). It seems that she presented the manager’s plan as her own – down to the last detail.  The owner immediately saw what had happened and fired the SVP of Marketing.

In the end, it was not the fact that the SVP of Marketing adopted her subordinates work as her own that prompted the owner to fire her. It was the fact that the manager was passionate about his business and the SVP of Marketing was beating that passion out of him. 

Had the manager just met with the owner over the phone, the meeting would have not had the same impact.

Two years later when the hotel manager was promoted the owner used that meeting as an example of his passion and dedication to the firm. 

There is no substitute for an in-person meeting to give the other party a sense of your personal brand.  Consider this carefully as you look to climb the corporate ladder.

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You goal in personal branding is to get your target market to see you as the preferred choice. You can do this by telling the world what you do differently from everyone else and why that difference is better.  Sounds simple, right?  You tell everyone why you are different and then you get them to see that difference as being better than what your competition has to offer.  Making the promise –articulating the difference – is only half of the bargain.  You must deliver on that promise – each and every time.  Don’t write checks you can’t cash. 

There are five things to remember as you begin the process of developing your personal brand.  They are:

1. You are what you are.  Popeye would be proud.  Any time you represent yourself to be something that you are not; you run the risk of losing a customer forever.  I can guarantee that you have some great qualities that can position you as different and valuable. You must be honest with your customers – and with yourself.

2. Consistency is critical.  People must be able to count on you.  This is true no matter what your business or your relationship with other people in life. If you want to impress your boss don’t complete an assignment early one time. Complete your assignments early every time.  The boss will know that you are the person to go to if she must have the critical project completed on time.

3. There are no “do-overs”.  First impressions are critical.  You can’t take back something you said to a customer.  Everything is on the record.  You should be yourself, but always remember that your reputation takes a lifetime to build and just a few minutes to destroy.  Follow the golden rule in every interaction; “Do unto others as you would have them do unto you”.  No one every truly wins an argument with a customer.

4. Clarity is a gift. Too many people use complex language to appear intelligent.  This just ends up confusing people.  Often it can make the speaker seem pompous and condescending.  Keep every interaction and every point of contact clear and simple. Be transparent.  Communicate simply and directly.

5. Show don’t Tell.  If you explain something to a person, they may get it intellectually.  If you tell them a story, show a picture or do a demonstration, they will make an emotional connection to the event, to the experience and ultimately to you.  The more senses (see, hear, smell, taste and touch) you can involve, the stronger your impression will be.

All components of your personal brand strategy should comply with these five rules.  This will help you stay on track as you develop a powerful personal brand.

For more on this topic click on the links below:

Perception is Critical

Managing Your Personal Brand

Your Personal Branding Challenge

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It may be that projecting a personal brand comes naturally to you. If you are an enthusiastic and expressive person, your clients, colleagues, and friends probably know very well just what you’re about. If, however, you are not as vocal about yourself, you might need to spend a little time identifying who you are and how you wish to be perceived. These questions will help you determine that:

1. What are my most important values?
2. What are my greatest strengths?
3. How do I want to be perceived?
4. What am I known for?
5. What about myself do I want people to see that they do not?
6. What sort of feedback about myself and my work am I happiest to get?
7. How do my coworkers and supervisors view me?
8. What makes me unique?
9. What do I have to offer?
10. What kind of person do I want to be?

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You don’t need a team of marketing experts to establish a great personal brand. All you have to do is be who you are, stick to your values, and project those values out into the world.

How do you want to be perceived? If you want to be the one others can always depend on, be dependable. If you never let your customers or co-workers down, they know they can count on you and they will trust you.

Your personal brand is your reputation and your presentation of yourself. Who are you, how do you want to be perceived, and how will you showcase your strengths? What do you offer, and how it is different and better than what others offer? Pinpoint your unique talents and spread the good word about you.

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As you develop your personal brand your challenge is to make sure you are at the top of the list in the mind of your customers. In this context, when we refer to customers, we are talking about anyone who has a choice for a product or service that you provide. This could be money or friendship. It could be a day’s work or it could be a warm meal. If they have a choice, and there is mutual benefit in the relationship, let’s consider them a customer.

Branding is about your customers and not about you. The experience they have when they interact with you forms an impression in their mind. You want that interaction to be a positive one. It should lead to future interactions and referrals. Your customers have an expectation of you from the minute they begin to interact with you. This is true whether the interaction is via e-mail, the telephone or in person.

As you take the time to devise a specific strategy toward creating a personal brand what outcomes should you expect? You can expect to:

The personal branding process will not be about:

Establishing a personal brand strategy keeps the needs and the desires of your customers in the forefront of your mind. It helps you remain focused on the things that are important to a group of people who can have a huge impact on your future – your customers.

Our next post on this topic will look at the five important things to remember as you develop your personal brand strategy.

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A brand is the perception of a product or service in the mind of the consumer. Believe it or not, we all have our own personal brands. Each of our “target audiences” has a perception of us. Sometimes this perception is exactly what we want it to be and sometimes, it is dramatically different.

Companies take great care, and spend millions upon millions of dollars, to influence the perception of their target audience. They conduct sophisticated research studies and test and retest all forms of marketing communications. They craft exactly the right message and precisely select the correct medium to reach a specific audience in the appropriate way.

Does all of this care and dedication make a difference? Absolutely.

We often subscribe to the point of view the marketing professionals want us to believe. In many cases we have no choice. We are bombarded by all types of marketing communications about a product or service. Television commercials, billboards, direct mail brochures, radio ads, magazine and newspaper ads, product placement, celebrity endorsements and sports sponsorships assault us almost every moment of every day. Aggressive public relations professionals are pitching stories right now that will shape tomorrows news. Buzz marketing companies are working over your friends and relatives to get them to recommend their products and service to you. It is no wonder that most kids can name 20 different types of candy but they can’t name five Presidents of the United States. The candy gets better press.

So what does all of this have to do with you and your mission to develop a career of continuous improvement? Well, it has everything to do with it. You need to start managing yourself and your career as a brand. You need to begin to take into consideration the perception of your target audience. You need to make certain that your target audience sees you exactly the way you want them to.

When you look in the mirror you need to like who you are. Most other people are not fortunate enough to benefit from your “inner beauty and greatness”. They make decisions based upon what they see, hear and feel when they interact with you. You deserve to be positioned in the best light.

Mastering how to do this is the difficult part.

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The opinion of your customers, coworkers and your boss is reality in their eyes. The impression you make is important. The small things can affect the overall impression people have of you. Let me give you a business example:

You are taking a trip and you are going to fly on an airplane. You board the plane and as you are taking your seat you notice a coffee stain on the seat next to you. You immediately wonder about the care of the aircraft. You think to yourself “if they can’t take the time to clean up a small coffee stain, are they taking the time to check on the safety of the aircraft”.

People make these kinds of judgments about others every day. If your hair is a mess or if you dress inappropriately, there is a chance you will make a poor impression on our customers when you meet with them.

Impressions count. Do not take a chance. Always keep the perception of the other side in mind.

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