Have you defined your Professional Brand?

In the world of economic and consumer trends, marketing and public relations professionals will tell you the vital role they play in the awareness, visibility, and reputation of a brand. Every move they make determines the positive or negative outlook of the consumer, which ultimately determines the generation of revenue. In English, they are responsible for the spotlight that we shine on leading companies today. It involves a lot of strategy and complexity to get into the heads of their customers and target market and turn them from passive customers to active consumers.

Why am I writing about this with so much technicality? Because branding is all around us. Everywhere we go, we see something that triggers a memory that we associate with a product or service. Nike’s is the tick and the slogan, “Just Do it”; Kentucky Fried Chicken is the red and white “Finger Lickin’ good.” Apple is the bitten apple and the slogan, “Think Different; and the United Airlines slogan is “Fly the friendly skies”, and the list goes on.

While some brands are recognisable by their slogans, and colours, there are also brands that use colours to create a consumer feeling. Brown, Silver, Gold, and Black are usually colours associated with luxury, or high-tech. Primary colours such as Red, Yellow, and Orange are known for their visibility and intensity depending on their blend with other colours.

Just like organisations, we as professionals, are also a brand. We are known for our expertise, professionalism, and even our achievements as an employer, employee, and service provider. In a market where talented professionals are many and opportunities are few, it is essential that we create a credible footprint that will speak for you in rooms where you are not present.

Firstly, understand that you are your brand. 

You are your own PR Manager, Sales Pitcher. Business Development Manager, Communications Specialist, and Brand Ambassador. Everything begins and ends with you. You are and will forever be your biggest cheerleader and No.1 fan. How you see and convey yourself is a reflection of how others will treat you whether it is amongst your peers or in a relationship.

In a relationship it’s a thing of psychology, your self-love is an aura that precedes you; so the level of it is very important. We fondly say, “there is something about him” or “there’s something about her, I just don’t know what it is.” This can be the result of someone’s aura. It oozes and it stems from an individual’s level of self-love. Naturally as humans, we reflect what we give off. So, if you demonstrate traits of low self-esteem, this will come across to anyone you engage with and that will affect you negatively, personally and professionally.

If you only take away one thing from this article, I pray that you take away this affirmation.

“You are relevant, and you have something to offer and it’s your responsibility to let the world see it. Your dreams are valid and so are your aspirations. You do not have to confirm, use your unique talents and attributes to change the world in every capacity that you can.  

On the journey to true emancipation, you will have to unlearn old habits and gain new ones by just listening to no one but myself, because the truth is no book, seminar, podcast and training programme can teach you how to be yourself. You do not get the answers all in one day, but overtime with conscious steps to understanding and re-evaluating your happiness, your rebirth will emerge a new you who is truly happy and content in your own skin.

During your personal transformation project, your career plays a focal point as both your personal and professional space are aligned and as you’re rediscovering yourself, and your direction, you may find that your career aspirations may differ.

Whatever the case may be, you need to lay down the foundation of your success in your desired field and that starts with acknowledging the truth which is that:

You are in charge of creating that demand for you and your expertise in your industry and it’s up to you to leverage on what you are able to deliver with what an organisation wants to achieve.”

I separated you, and your expertise purposely because they are two different things.

Millions of people can achieve the same academic level as you, complete the same professional certifications as you, even work in the same environments with the same level and years of experience. But no one can duplicate your uniqueness, it’s all of your natural attributes that differentiate you as a person. So, the combination of your uniqueness and technical ability automatically sets you apart, and it’s your responsibility to ensure your target market, also known as potential hiring managers, become your consumers; who are also known as your employer.

So, you ask yourself: What am I good at? I mean what do I really excel at? And how can I harness this gift to work in my favour?

It’s imperative that you believe in your own strength and deliverables. If you have uncertainties, how can potential employers, seed capitalists, or even mentors invest in you, emotionally and financially, justifying sacrificing their time for someone who doesn’t believe in their own ability.

The famous Greek philosopher, Socrates, once said: “The way to gain a good reputation is to endeavour to be what you desire to appear.” And it could never be more accurate and relevant, thousands of years later, in a very complex world where we rely on the ethics and values of professional behaviour to speak for the qualities of our deliverables in the workplace.

It is vital that you make that same stance. You will always be remembered for what you have achieved and what you have failed to do. Both have a huge impact on us, personally and professionally.

From a personal perspective, we all have different kinds of relationships, such as friends, family, acquaintances, etc. Regardless of how frequent your interactions with them, the one thing that remains the same is your engagement. How you’ve interacted with them in the past and present leaves a lasting impression where opinions are subconsciously formed based on different life-scenarios that have transpired. Are you known as the reliable one, the one everyone can count on for anything? The one who is always late for events, so they need to give you a separate appointment time to ensure you’re on time? Or the logical thinker, who always shines the light on things and has a methodical approach to life? This is also the case professionally.

As a professional, your reputation will precede you, and 9 out of 10 times you won’t be there to defend an opinion of your professionalism. So nurture your brand to be a true reputation for yourself.