We all have a personal brand. Some people just manage theirs better than others.
Your brand is simply a set of expectations that come to mind when people think of you. And, it is powerful. It is what makes you unique. When we think of famous people, something unique about them jumps into our minds. The same is true about you.
When your name is mentioned, something specific comes to people's mind. We create our brands by the attitude and behaviors we display. As Tom Peters says, "To survive corporate layoffs you need to become a distinctive brand. Think of yourself as Jane Doe, Inc." To do so, will require some important inside-out work.
Be sure that what people say about you when you are not in the room, is what you want them to be saying. Closing the gap between how you want to be perceived and how others actually perceive you is an important step in managing your brand. Like it or not, you need to be continuously promoting yourself. Not necessarily overtly but definitely subtlety.
Learn to really listen. Discreetly gather information from friends, family and colleagues to determine what qualities and positive emotions that they associate with you.
Improve, improve, improve. Identify and work to improve any weak characteristics that stir up negative emotions. Look for feedback, take subtle comments seriously and learn to read between the lines. If in doubt, ask for more clarity, with queries like, "Tell me more about that."
Work on your Personal Brand. Personal public relations demand that we become crystal clear on our core identity since you will want people to be able to associate you with something specific.
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