Finding the “Je Ne Sais Quoi” that Makes your Experience and Expertise Invaluable to your Target Audience

You already have a personal brand even if you do not realize it. The moment your name first appeared in cyberspace, you left your mark on the timeline of cyber history. Does your current image reflect who and what you represent? As more professionals seek to control their online images, they simultaneously seek to establish their personal brand. The benefits of personal branding, when done well, are numerous.

Whether you desire to brand yourself as a powerful executive, as an expert in your field, or as the product everyone needs to have, successful personal branding requires more than purchasing a www.janedoe.com domain name. Being an expert in your field does not mean that you are an expert in personal branding. Thankfully, many experts have offered their guidance to get you started.

Find Yourself
Who are you and what do you stand for? What makes you tick? Three experts with slightly different approaches weighed in on how to find the brand within you.

Jen Dalton, CEO and founder of BrandMirror, says, “Own your Awesomeness.” She explains, “Be clear about your value and state it, provide it with evidence. This is not about bragging, this is about confidently, and with clarity, owning what you are better at than anyone else. As an entrepreneur – you have to be able to answer this question, and do so withevidence.” Dalton adds that in her experience as a REACH Certified Personal Brand Strategist she finds that women tend to be their “own worst enemy when it comes to telling compelling stories about ourselves and building our own brand.”

Julie Rustad, of Julie Originals, asks her clients a few questions to begin to assist them in pinpointing their brand.  What three words do you want people to think of you?

What three words don’t you want people to think of?
Who’s your primary audience?
Who’s your competition and what differentiates you from them?

 Deborah Brosseau, 25-year marketing veteran from Spinner PR, advises women to study the branding of similar products, services and personalities to learn the language they use, then, determine the language that will make their message unique. “It’s finding that sweet spot between relatable words and ideas, and infusing them with your own authenticity and passion,” Brosseau said.

 Your personal brand needs that je ne sais quoi that turns heads.

“When I first lived in Paris and every time I have visited since, I noticedhow the French women know how to make themselves look unique,” said Mark Stevens, CEO of MSCO, “There they go in camou pants, a white T-shirt, a kid’s orange scarf and men’s black vintage combat boots. Officially, nothing goes together. In reality, it all rocks.”

“Why?” Stevens asked, “Because she makes a personal statement. She has a brand. She knows who she is. She takes risks. She doesn’t give a damn.”

Stevens quickly sums up one of the biggest challenges women face when trying to personally brand them: they do not have a brand. A personal brand is a personal statement that shouts to the world in less than 60 seconds, “This is who I am. This is what I do. This is my value to you.” After creating your brand, you will want to shed some light on it.

Find the Spotlight
Personal branding expert, Stéphanie Hétu says, “Next, you need to accept the fact that you need to put yourself in the spotlight to build your authority. A brand cannot be only about things that you say about yourself. It also needs to incorporate what others are saying about you, which will happen when you build your authority online and offline. I often see women struggling with this: they are afraid to put themselves in the spotlight, as if they don’t deserve it. It sometime needs a bit of work on the mindset to get women to really shine in their personal brand!”

Find Your Why
Why should you establish a personal brand? Remember, if you don’t establish and manage your personal brand, your image will sail through cyberspace, a ship without a rudder. In addition to control over how the public views you and your expertise, a personal brand gives you leverage for greater recognition and greater financial success.

Sometimes it becomes necessary to transition from a corporate brand or product association to a personal brand, as April Boyd-Noronha, MBA /Author of www.singleparentliving.net has recently. She expects, she said, “to better leverage my personal skills/expertise and the continued awareness of SPL.net.” Boyd-Noronha says of the change, “I AM April Boyd-Noronha, whose life revolves around successful single parenting. It is who I am; so closely intermingled with what I do – the passion and purpose in and of itself is training, empowering, and inspiring the role of single parenthood, while I preach it. I live it. It is what I do/who I am.” Personal branding strengthens her audiences’ connection with her, adding to her credibility.

Find the Right Approach
Jamie King, founder and CEO of SweatGuru and FitApproach has turned her personal brand of fitness knowledge into two successful businesses. She offers some cautionary advice to women about promoting their brand without annoying the audience. King says, Don’t Spam your audience. “Don’t continuously push your agenda. Make sure you are offering solid information but also being human about it (this applies to all mediums – blog, Twitter, website, Facebook, emails. etc). It’s important to also serve as a resource and participate in conversations happening around you. Don’t be self-serving!

Don’t Be Someone You’re Not. “When you are trying too hard to be someone else, people will see right through you. Stick to what you truly know and who you truly are.”

Managing your Image
Even if you are qualified to manage your online presence yourself, it might be smarter to hire a professional to do it for you. As your brand grows, your capacity to track adequately your online image will diminish. Of course, you should oversee and be aware of the content posted to your Twitter feed, Facebook page, and Instagram account, however, hiring a marketing professional for image management or a seasoned ghostwriter for written content will insure you always put your best foot forward. Dalton says, “Managing your online presence can take from 5-10 hours a week, so be mindful of what gets you the most bang for your buck and be where your customers are.”

Put your Best Face Forward
Your audience wants to relate to you. Do not forget the value of a great headshot to help the audience connect you and your brand. If the last headshot you liked—and are still using—is from 10 years ago, it is time to revise both. Professional headshots that you love will make you more willing to put yourself in the spotlight. Take a new headshot at least every 3-4 years.

Separate Personal and Professional
When you are invested time and money into building an image, you do not want anything to sully that image. “Keep Personal and Professional Social Networks Separate, says Andria Younger of Cre8iv Branding. “You need to protect your personal brand just like your protect your money. In the court of social you media, you can be instantly tried and convicted with one tweet or post.” Even if you are not selling your personal brand as a product, every time you seek a new job, your brand comes under scrutiny. “Be aware,” Younger said, “employers now look for new ways to gather intelligence to verify what you are telling them is the truth.” Don’t let one Google search destroy your reputation.

Protect Your Privacy
Separating your professional and personal lives becomes trickier when you become a personal brand. Protecting your privacy can become more difficult as well. If a woman reveals too much personal information, her audience might persecute her, not praise her. Active dating becomes “loose” behavior. Missing a soccer game for a board meeting equates with being a “bad mother” to some. The more popular your brand, the more you should safeguard your privacy and that of your family.

Once you establish your brand, keep it authentic.  Thea Wood, a professional image consultant, speaker and freelancer from Austin, Texas recommends women create “an accurate and intentional signature style” to promote consistency and trust. “If you’re representing a brand of organic beauty products and walk into a meeting with chemically treated hair, heavy makeup or obvious cosmetic procedures, will your audience buy into your belief in your products?”