Brand Audits Update x Christine Moody*
You personal brand is about creating an authentic brand that aligns with, and represents, your professional goals. Your personal brand includes your qualifications, your work experience, and your career success but also includes the visual aspects of your brand—your personal brand identity. This includes the way you dress and your behaviour and also the ‘touch points’ of your brand identity—eg, the layout and quality of your business card and resume. No detail is too small to consider—eg, the style and quality of your photograph on your LinkedIn account. Your personal brand encompasses everything you do and say.
Why is having a differentiated personal brand important?
Apple is an example of a great brand. Apple—the corporate brand—encompasses every detail or ‘touch point’ that comes in contact with the customer eg, Apple has beautifully designed, customer-centric products presented in purpose-designed packaging and contained in an innovative carry bag. The Apple website is easy to navigate and both the layout and the language align with the Apple ethos of simplicity and creativity.
So, taking the Apple example, we can apply this to understanding the power of great personal brands. When thinking of great personal brands we think of Barack Obama and his ‘presence’ at G20 Brisbane recently—particularly his speech at The University of Queensland—and his brand style eg, the way he walks confidently down the red carpet at events. We can think of Australia’s Gail Kelly (formerly CEO, Westpac Group) and how she presents at corporate events including the tone of her voice, her corporate wardrobe and the quality of her presentations. The personal brands of these high-profile leaders are deliberately and purposefully designed to create a brand that is unique, authentic and also in line with the organisations they represent. Every single detail is considered and aligned with their desired personal brand.
Personal branding has become even more important with the explosion of social media.
Personal branding has become even more important with the explosion of social media. Social media is personal by the very nature of the medium—LinkedIn, Facebook (personal and professional) et al. So these days, everyone has a personal brand and everyone needs to be in control of the management of their brand. It is important to ensure your personal brand message is consistent across each and every ‘touch point’. Key to creating a differentiated and consistent personal brand is about delivering the entire brand package so you can carve out a niche and stand out from the crowd in an ever-increasing and competitive professional arena.
Developing your personal brand is about making YOU visible—to your peers, your boss, and your future boss!
*Christine Moody is one of Australia’s leading brand strategists and the founder brand management consultancy, Brand Audits. With more than 30 years’ professional experience, Christine has helped a diverse client base of local and international brands, including Gold Coast City Council, Hilton Hotels, and Wrigleys USA, to develop, protect and achieve brand differentiation.