Personal Branding 101: Unlock Your Potential and Get Ahead

Get an understanding of personal branding and how it works for each one of us.

Trends shaping the world of business and society

The impact of technology on business and society is real. Automation is no more a buzzword. According to a study by McKinsey Global Institute, about 60% of jobs globally have at least 30% of automatable activities. Predictable physical activities, collecting and processing data are some aspects of work that can get automated, putting many jobs at risk. However, while automation progresses, three types of work will continue to thrive – those that involve creating, composing and coaching. We already see a surge in such needs. Look around you – you can see creators of unique and specialized products and services to aggregators and personalized coaches for wellness and other themes.

There is a rise in individualism worldwide as we become a ‘me’ society. According to a study, individualism has increased by about 12% since 1960. This is due to global socio-economic changes, work preferences, urbanization, and higher incomes among other factors. It is also heartening to see that individualism has led to more altruism. Independent workers are increasing globally. Based on choice, necessity and relationships with the employer, independent workers have more autonomy, flexibility and are able to control their lives more than ever.

On the organizational front, employers are shifting to on-demand hiring to manage these changes in the talent landscape. Organizations are investing in re-designing themselves for the future, with 96% surveyed in a recent global talent study by Mercer indicating they were streamlining structures to be more agile. The demand for core work skills is evolving – problem solving, social and system skills are the need of the hour. These changes mean that employees have to adapt quickly and reskill themselves to stay relevant. In a PwC study on the future workforce, 74% of those surveyed were ready to learn new skills or completely retrain in order to remain employable in the future.

These demands aren’t matched as much in terms of pace and commitment within organizations. Global talent trends indicate that, while 51% of staff demand flexibility at work, just 15% of C-suite believe that upskilling or retraining will make significant business impact on their organizations. Also, just 3 in 10 are investing in equipping their employees to be ready for the future. Peoples’ trust in government, media and NGOs among other bodies is eroding. People trust their peers – ‘people like us’ as credible spokespersons. There are also reports of governments monitoring trust-breaking behaviors, giving ‘social’ scores to citizens and imposing penalties. The above trends covers the ‘why’ of personal branding and throws light on the challenges individuals face to stay relevant in a constantly changing world.

A good framework can go a long way in charting your personal branding journey. In this video, understand the nuances of personal branding and the techniques you can adopt to bring your best self to the world. The 3C Model consists of Clarity, Commitment and Consistency and blends in aspects of building expertise, adding value and reinventing yourself. All this is underpinned by Communications, the critical component that brings your personal brand to life. Watch this video to know more.

Clarity is the first part of the 3C Model of Personal Branding.

Clarity is the foundation of personal branding. Not having clarity in your life, is like being a leaf in the wind. You will be blown around, trampled by people or picked up as litter.

Why is this important?

Clarity gives you purpose and focus.

We are here to do good – that’s the starting premise. However, to do good, you need to know why you exist, who you are and what you can offer.

There are 3 parts to Clarity: Discover yourself, Determine the landscape and Direct your strategy

To Discover Yourself, you need to Reflect and go within, seek feedback and find your authentic self

Begin by asking these fundamental questions:

· Why am I here?

· Who am I here to help?

· What can I do?

Remember, you won’t get these answers overnight. These need deep reflection, time and effort. Listen to your inner voice. Personal brands need to be built inside out to be authentic.

Unless you love yourself first. If you don’t love your own self, you can’t love others. If you don’t love others, you can’t help others and grow them.

Here are tips you can use:

- Get a notebook and write down what you know about yourself - your journey, your capabilities and what you are passionate about. What key words would you want people to associate you with?

- Enlist your family, friends, colleagues, community members, business partners – anyone who knows you well enough to give you feedback and validate what you have listed down

- Pick 3 areas under which you can contribute your talent, skills, energy and capabilities – it can be anything that you will feel close to your heart.

Let’s take an example – if you have chosen improving the environment, then ask why you are so concerned about it and what makes you unique to take a stand? Is it because of a personal episode or issue that impacted your community or you? Is this what you want to pursue and can make a difference?

Start with yourself

Ask questions about your own life and how you impact the environment. Are there areas which you can improve? Can you enlist your family and communities and friends? Do they see you as passionate about the subject?

Determine the Landscape. It means gaining deeper perspectives of the world around you and the space you choose to be known for

Do you know enough about the challenges? Have you invested enough to understand the subject? Are there others who are doing work in this space? Can you find a mentor? Is there a gap in the current situation which you can fill?

Direct your personal branding strategy

Here are some questions which will you get to your statement

- What do I stand for and value?

- What am I known for?

- What do I want to be known for?

- What makes me unique?

- How much do others know of my unique qualities and strengths?

- How can I add value to others?

- How easily can people find me if they need me to solve their problems?

Once you have written these down, you will be able to spot themes and trends you can go after.

This first step of Clarity is important because you it provides deep appreciation of what you stand for and want to be.

Knowing yourself is half the battle won when it comes to personal branding. Otherwise, you are going through life as a trial and error.

Go ahead, make a positive change to yourself and the world around you. Leave a legacy.