Brand new Brand YOU
"Personal branding reflected in the zeitgeist. Watching the pros in entertainment, politics, business. And now you. What makes YOU different?"

Let’s talk shop . When a coroporate entity creates a brand they use a standard called the “feature-benefit” model. This means for every feature they offer in their product or service, it yields an indentifiable and distinguishable benefit for their customer or client.

So what is the “feature-benefit model” that the brand called You offers? Do you deliver your work on time, every time? Do you anticipate and solve problems before they become crises? Your client saves money and headaches just by having you on the team. Do you always complete your projects within the allotted budget? I can’t name a single client of a professional services firm who doesn’t go ballistic at cost overruns.

Your next step is to cast aside all the usual descriptors that employees and workers depend on to locate themselves in the company structure. Forget your job title. Ask yourself: What do I do that adds remarkable, measurable, distinguished, distinctive value? Forget your job description. Ask yourself: What do I do that I am most proud of? Most of all, forget about the standard rungs of progression you’ve climbed in your career up to now. Burn the corporate “ladder” and ask yourself: What have I accomplished that I can unabashedly brag about? If you’re going to be a brand, you’ve got to become relentlessly focused on what you do that adds value, that you’re proud of, and most important, that you can shamelessly take credit for.

When you’ve done that, sit down and ask yourself one more question to define your brand: What do I want to be famous for? That’s right — famous for! A personal brand doesnt work without recognition. Fame and reconition almost always go hand in hand.