Three Ideas for Branding Yourself as a Professional

So, your branding objective is to gain and maintain meaningful access to decision making about the issues you work with. If that is the case, your biggest challenge is this, “How do I get decision makers to have a gut feeling that I am the right person to go to, before they actually need me?” Here are three ideas about how to make that happen.

1. What do you stand for? First decide what tenets constitute your personal brand. In the professions these usually revolve around the ideals of objectivity, impartiality, honesty, etc. and a comprehensive grasp of the technical and human dimensions of the issues you manage. Hans and Annemarie Bleiker from the Institute for Participatory Management and Planning (http://www.ipmp.com/) have spent many years studying effective public-sector managers. Here is how they put this branding concept, “Protect and Enhance your Credibility.” So, get clear on the messages about yourself that you want to deliver through your personal branding.

2. Visibility builds credibility. Branding is about visibility-and visibility enhances credibility. If decision makers see you all over the place, they get the impression that you must be good-i.e., your presence in multiple venues attests to your success. Unfortunately, people can think that if they have not heard of you, you can’t be that good. A person’s reality is the product of their perception. The professional that succeeds in branding focuses on perception as well as true performance and results.

3. Use clear branding strategies. Here are two strategies you can start using today to build your personal brand.

Strategy 1 - Think Narrow. Brands grow from specialization. Specialization means carefully choosing an audience, knowing their needs, and developing your skills (services) to meet these needs.

Strategy 2 - Boost Your Visibility. Here are some ways,

• get published,
• receive and give mentoring,
• head committees,
• lead presentations,
• network,
• gain outside recognition,
• participate in meetings (speak up), and
• perform special projects

But do all of these inside your prior decisions about what you stand for.

Branding is all about attributes-characteristics that are attractive or beneficial to your audience. What attributes do you think qualify you for your next position? Which of these will most compel decision makers to seek you out? Answer these questions and you are off to a good start in branding yourself as the professional who should be sought out.

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About The Cooperation Company: We are natural resource professionals and professional mediators who help clients create cooperation out of conflict.
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© Michael E. Fraidenburg 2010
Permission is granted to reproduce this article in whole or part with the attribution of, “Reprinted with permission from Michael E. Fraidenburg, www.TheCooperationCompany.com.”

by Michael Fraidenburg - July 2010

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