Everything is a Brand, Including You

After hearing William Arruda speak at Microsoft on personal branding, I also picked up and read his new book, Career Distinction. His basic premise is that everywhere you look, you find a brand - and that includes all of us. No one is exempt from brand definition and categorization.

One way or another, and whether we manage it or not, each of us exude some special and specific promise of value. This communication, and external recognition of our value, equates to each person's particular personal brand. It's time to grab hold of these attributes that so powerfully define us, and help shape what people, companies, and customers think about us.

The process starts with knowing who you are (or want to be), and why you're doing what you do (or want to do). So start by answering some core questions, and understand how you want others to see and experience you, from both a rational and emotional perspective.

*What's your vision - Where do you want to go? What do you want to impact, change, or improve?
*What's your purpose - What's the fundamental reason you're motivated to act? What is your core driver?
*What are your values - What operating principles guide how you act and behave?
*What's your passion - What drives you, fulfills you, and makes you excited?

By giving voice to these questions, you develop information about your personal/professional goals - and not those goals/commitments you craft for your company. It's vital to know where you are headed, and remind yourself of this destination almost every day, because it helps your brain to be on the look-out for opportunities that will appear in front of you. Think of it as brain exercise, the kind that triggers your reticular activating system which decides what goes into your conscious mind, and stays there.

Then look at how you are different, and give voice to what makes you extraordinary. Think about your strengths, because they're the most powerful attributes you can shape and reform. All up, what could these strengths stand for and how could they help you stand out? This is the essence of your brand value.

The process for getting a brand to stick starts with who needs to know about you and building visibility and credibility with these audiences. So, get the message out. Build and execute on your own media plan. Reap the rewards of creating an authentic and resonate brand. And live the life you shape for yourself.