Are You Building Your Executive Brand?
Personal branding isn’t a new
concept. It was Tom Peters article (http://bit.ly/Yvl8)
that first put it on the map. Since then, business leaders are starting to
understand that….
Brand. Is. King.
Executive Branding is similar
to personal branding, but specific to those in the corporate sector. It's a process of examining your communications habits, core values and skill capacities to determine your unique value proposition to your department, company or industry.
Not unlike big brands, the
competitive market for big talent is a hot topic. Boomers are retiring;
international companies are stacked with multi-generations all with different
communications needs and values and that top talent are all positioning
themselves for only a few top spots.
With that said, there are
FIVE KEY STRATEGIES you can use to
build your Executive Brand through your
communications.
#1 Define your Executive Brand – 93% of communications is non-verbal.
That means only 7% of your brand is communicated through what you say. List
words that describe how you want others to perceive you. Get a coach, record
yourself, do whatever you need to do to understand how people see you.
It’s not the advantage these
days it’s a must!
#2 Be clear in your messages – 7% isn’t much, but if you are droning
on, that valuable 93% is lost. Find clarity in your message, choose your words
properly and speak with intention and meaning.
#3 Understand how your values play a part – In a recent Harvard
Business Review article (http://bit.ly/Lb80VI) stating hard stats on what
customers want from their brands, one of the key findings is shared values. Now, this article is
specific to packaged goods, but I use many of the same elements of traditional
branding in my Executive Branding process with my clients. “A shared value is a belief that both the brand and
consumer have about a brand’s higher purpose or broad philosophy.” Freeman,
Spenner & Bird
#4 Build your stories – The art and science of storytelling is the
best way to communicate the values of your brand. Regardless of where you are
in your career, build your stories around moments of success, disappointment,
courage, perseverance etc.
We all struggle now and
again; show a little authenticity and humility with a good ol’ heart-wrenching
story!
#5 Manage your Executive Brand across all touch points – You can’t
fight it; you either jump on the social media train or you are not on the
radar. Be sure the perception of your brand, the clarity in your messages and
your values translate across all touch points.
If you like what you read,
feel free to pass it along.
Best,
Shoana Prasad
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