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What Is Personal Branding and Why Is It Important for Your Career?

What Is Personal Branding and Why Is It Important for Your Career?
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The idea of creating a personal brand can be a little intimidating and confusing. Are you feeling left behind in the world of personal branding? In this article, you will learn why personal branding is important, regardless of whether you are an entrepreneur or a corporate employee, and how to take simple steps to start, build, and enhance your personal brand.

The Rise of Personal Branding

Personal branding is much more than just a logo, color scheme, or personal image.

The rise and domination of social media platforms has created entirely new categories of people that we now call “influencers” who seem to come out of nowhere and suddenly achieve celebrity status.

Musicians, actors, and other creatives have exploded their presence around the world by using personal branding. Small, start-up businesses have expanded into marketing powerhouses with global audiences and customer bases simply by building personal brands.

Personal branding is now an entire industry in itself with branding coaches and consultants that specialize specifically in helping you build your personal brand. There are books, online courses, videos, and entire companies that are dedicated to helping you build your personal brand. But where do you start?

What Is Personal Branding and Why Should You Care?

The term “branding” was once associated primarily with big businesses…you know, those nameless, faceless mega-companies delivering everything from toothpaste to breakfast cereals to automobiles. However, the social landscape has changed.

Personal branding has become a vital part of success in any business, especially when you are the “face of the brand.” Whether you’re an entrepreneur, or you work for a small business or large corporation, how you portray yourself, both in-person and in the “web-o-sphere,” can make a big difference in both your short- and long-term success strategy.

When you consider some of the largest companies (“brands”) in the world, don’t you also associate the personal brand of the owner with that corporate brand? For example, when you think of Amazon, doesn’t Jeff Bezos also pop into your mind? What about Virgin Group and it’s over 200 companies—Richard Branson, right? And who can separate Apple from the late, great Steve Jobs? The same goes for Oprah Winfrey and her various brands, Elon Musk with Tesla and now SpaceX, and the list goes on.

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Why Is Personal Branding Important to Your Career?

Personal branding empowers you to stand out in your chosen field. Whether you are an employee looking to rise up and climb the corporate ladder or a CEO building your own entrepreneurial venture, personal branding brings you credibility and attention. Building your personal brand adds a key element to your company’s marketing strategy and builds stronger internal communication with your team.

Personal branding even affects you if you are in the job market seeking employment. Research has found that an astounding 70% of employers use social networking sites like Facebook and Instagram to research prospective employees before hiring them. Nearly half (48%) check up on their current employees using social media, and over a third (34%) have either reprimanded or fired and employees based on social media posts and other content found online.[1]

Why is personal branding important? Because the world is watching! How you present yourself online does make a difference, even if you think no one cares.

How Social Media Affects Your Personal Brand

In our fast-paced, modern technological age, social media seems to have virtually taken over our lives. Most of us are on multiple social media platforms like Facebook, Instagram, YouTube, Twitter, and LinkedIn. It is now commonplace to see people glued to their phones, scrolling through social media platforms and engaging in other online activities.

When it comes to your personal branding, you can be assured that your audience is on social media, too. How you present yourself on your chosen platforms will determine their level of engagement.

Researchers have pointed to a phenomenon called “participation inequality” to explain the importance of online engagement. For every person actively engaging with your content (i.e., liking, commenting, reposting), there are likely to be 9 others who are engaging intermittently and 90 more who are just lurking. Yes, the world is watching indeed.[2]

Personal Branding: Not Just for Influencers Anymore

You can benefit greatly from personal branding, regardless of whether your intended outcome is becoming an “influencer” in today’s social media space.

Rory Vaden, the co-founder of Brand Builders Group, pointed out the importance of personal branding for everyone when he stated:

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“People don’t do business with companies. They do business with people they like. We have relationships based on trust and mutual connections. There’s just something about a connection with a human being that creates a level of endearment and customer loyalty beyond any relationship a company could ever reach. The strong bonds people have with one another can’t be overestimated.”[3]

An Important Element of Your Personal Brand

Virtually every authority on personal branding suggests that you start by answering questions surrounding your core values. This is the foundation of your personal brand.

Here are a few questions to get you started:

  • What is important to you?
  • What do you value?
  • What do you cherish?
  • Who do you want to impact the most?

The answers to these questions will help you to create the connection you need with your audience and build your personal brand.

To get started creating or growing your personal branding strategy, you can consult this comprehensive infographic, which will help you stay on track with your personal branding strategy.

7 Ways You Can Start Developing Your Personal Brand Today

1. Start With the End in Mind

What is your intention behind personal branding? To start defining, developing, or building your personal brand, first decide what you want to accomplish with your branding strategy. For example, is your intention simply to present yourself better or more clearly in the world? Or do you have a specific business strategy in mind for building your personal brand?

When working with my own coaching and consulting clients, I have developed a simple strategy that I call “The 3 Core Questions” to consider before you take any step that involves connecting with your audience.

That means that before you create a video, before you write a blog article, before you write an email, before you put out any message in any format or platform, answer “The 3 Core Questions” as clearly and in as much detail as you can. Adding this single strategy to your messaging will push more power into your personal brand.

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The 3 Core Questions:
  • Who are you? (your message, your story, your professional core values)
  • Who are you talking to? (your audience, their interests, their desired outcomes)
  • What do you want them to do next and why? (your calls to action and irresistible offers)

2. Be Authentic

Be yourself, but know your stuff! Your goal in personal branding is to build your tribe. And your tribe is likely to be people who have similar interests, desires, and goals as you. Share from the heart. Tell your story.

Don’t fall prey to the idea that you can “fake it ’til you make it.” While that may work for a while, it isn’t going to fool most people for very long.

Remember that part of personal branding is about creating authority and respect among your tribe. You can do that by staying a step ahead, anticipating their needs, and responding to their desired outcomes. There is magic in the combination of being yourself and still giving your tribe what they want.

3. Be Clear in Your Focus

People’s attention span is short these days. In most cases, you will run into challenges if you try to be everything to everyone. Determine who your audience is based on your own core value system and then clearly craft your messaging toward them.

You’ll want to grab your audience’s attention quickly with each piece of content you create while staying true to your brand throughout.

4. Choose Quality Over Quantity

It’s far better to have 1,000 loyal followers than to have 100,000 people who aren’t 100% clear about who you are. This is especially true if your ultimate goal is to monetize your tribe. There is a saying in marketing that “a buyer is a buyer is a buyer.” What that means is that if your followers buy one thing from you, they are far more likely to take you up on your future offers, too.

Even if monetizing your audience is not your intention, you will achieve much better engagement and interaction among people who align with your core values.

5. Be Consistent

Because your personal brand is built around your core values, it is essential to be consistent about how and when you show up. That means consistency in your messaging, your overall branding (like logos, color schemes, etc.) and even when you are posting your content.

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For example, if your YouTube audience and followers expect you to post a video on Friday mornings, then stay consistent with that schedule, even if you don’t make specific announcements about when your content will appear.

6. Speak to Your Tribe as Individuals, Not in GroupSpeak

People in general love to be included as part of the group, but they actually respond more enthusiastically when being addressed as individuals. Have you ever been watching a YouTube video and heard the person refer to the audience as “you guys” or “my tribe” or even worse, “my followers”? It tends to sound impersonal, not to mention the implied ego trip that creeps in with references like that.

Let’s face it, each of us is our own favorite subject, and even though we love being part of a tribe, we also love to be respected as individuals. One of the best ways to make a deeper connection with someone is to use their name.

In a social media post or when addressing your tribe as a whole, even though are you speaking to a group, set yourself up for success by using “you” instead of “you guys.” [Hint: read back over this article and you’ll see how I have been doing that with you all along.]

7. Own Your Brand

I mean this both figuratively and literally.

Figuratively speaking, walk your talk both online and offline. Authentically own your brand by living the lifestyle projected in your personal brand.

If you are building a company structure around your brand, then literally owning the social media handles and extensions, domains, trademarks, and any other intellectual property is an important part of owning your brand.

Final Thoughts

Even if you started out with some confusion about personal branding, as you can see, the process can be simple, but it does require some thought and a little effort. This article has laid out the basics of personal branding and a few key strategies that you can use to build or enhance your personal brand.

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Stretch yourself, reach a little higher, get clear on your personal brand, and you will see both short-term and long-term results in your business or career.

Featured photo credit: Austin Distel via unsplash.com

Reference

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Jeffrey Howard

Jeffrey Howard is a Serial Entrepreneur, Peak Performance Coach and Consultant, Bio/NeuroHacker, Speaker, Author, Trainer, Musician and Producer

How to Find the Right Career When You’re Undecided What Is Personal Branding and Why Is It Important for Your Career?

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Published on July 27, 2021

15 Smart Video Conferencing Etiquette Tips to Follow

15 Smart Video Conferencing Etiquette Tips to Follow
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During the pandemic, video conferencing replaced in-person meetings and has now become the standard option for business meetings. Over the past 17 months, most workers have gotten past the video conferencing learning curve with Zoom or Microsoft Teams (or their platform of choice).

But just as with in-person meetings, attention can wax and wane. Some say we’re just not used to staring at ourselves so much on the screen. Instead of fixating on that, try employing smart video conferencing etiquette, or you may risk indiscretions that will flag you as a slacker.

Put the Pro in Professional

After more than a year of fine-tuning, here are the new rules of video conferencing etiquette.

1. Mute Your Mobile and Other Devices

The first video conference etiquette you need to know is muting your other devices. Just as in the pre-COVID days, someone’s obnoxious ring tone blaring Taylor Swift’s newest single in the middle of a meeting is also an annoyance if it happens during a Zoom meeting and so is the inevitable fumbling to turn off the sound. Even the apologies to the group get tiresome.

Also, when notifications are activated on the computer that you’re using for the meeting, the incoming message takes over the audio and you’ll miss out on snippets of the conversation. Be sure to eliminate this possible faux pas.

2. Dress the Part

While working from home, you may have fallen into the habit of slipping on your comfiest T-shirt each day. Hey, no judgments! But before you log on to your video conference, try to make an effort with your appearance.

Depending on your company culture and the importance of your meeting, consider dressing the part of the professional whom you wish to project. It will help you feel more self-assured, and others will likely take you more seriously.

For women, wear light make-up, put on earrings, and make sure your blouse is crisply pressed. For men, show up freshly shaved. Wearing a crisp collared shirt in a solid color will usually suffice.

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Pro Tip: Stay away from wearing white or black, unless those colors look great on you. Consider wearing light blue or brown instead.

3. Stage Your Workspace

Have you noticed the backdrops of experts interviewed on news shows? Bookshelves and photographs are carefully curated, and no busy-patterned furniture or artwork is in sight.

Take note of what appears behind you when you choose the location of your video conferences. Piles of junk mail on the table or stacks of folded laundry on the couch will convey more about your personal life than you care to share. Make sure you remove clutter from the camera’s eye, and present a tidy, orderly workspace to your colleagues, coworkers, and bosses.

4. Put Some Thought Into Lighting and Perspective

Be aware that in a video conference, your computer camera can actually make you look up to ten pounds heavier depending on where you sit. But you can easily drop those added pounds by moving back from the screen to diminish the wide-angle distortion.

Frame your head on the screen by tilting the screen up or down. Also, it’s best to not place yourself in front of a window or bright light, which makes you appear in shadow. Instead, face the light source, moving it (or yourself) until you have a flattering amount of illumination. You can also purchase some small spotlights that allow you to add light as needed.

Pro Tip: If your lights add too much redness to your skin, consider counter-balancing with a green filter.

Remember That Half of Life Is Showing Up

5. Arrive on Time

In the old days of in-person meetings, it was nearly impossible to slip in late into a meeting unnoticed. In today’s video conferences, logging in late still shows poor form. Instead, strive to arrive five minutes early and get yourself settled.

Once the meeting is underway, the host may be less attentive about late arrivals waiting to be let in. Diverting the host’s attention away from the meeting with a tardy entry request is the ultimate giveaway that you didn’t honor the schedule. If you don’t want a black mark against you, log in on time.

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6. Turn on Your Video

Few people like to see their face on the screen, but buck up and turn on your camera in video conferences. In most cases, it’s better to be a face on a screen than a name in a blank square. Your statements will be more memorable when other meeting attendees can see you.

If you need to turn off the video, either because of a poor connection, some commotion in the room, or a need for a quick break, give a short explanation via the chat feature. Then, go back on video as soon as you’re able.

Pro Tip: Keep your explanation for your departure pithy. “Sorry! Doorbell rang. Back in five” says it all. Be sure to honor what you say in chat and really do return in five minutes.

7. Plan Ahead Before Sharing Your Screen

Don’t be one of those people who makes everyone else wait as you click through folders in search of a document. That’s just poor video conferencing etiquette. If you know you’ll need to share a document or video on your screen, prepare by pulling it out of its folder and onto your desktop. Also, clean up the files and folders on your desktop to reduce clutter and facilitate easy access. Close other programs like chat, calendar notifications, and email. Disable pop-up notifications to ensure there’ll be no unforeseen distractions.

Be sure to remind the host before the meeting that you’ll need them to activate the screen-sharing function. Show courtesy once you’re finished by hitting “stop share” to return to the screen with participants.

Attend to the Pesky Details

8. Make Sure That Meetings Remain Right-Sized

With the easy accessibility of video conferencing, it can be tempting to extend the meeting invitation beyond the core group and include everyone peripherally involved in a project. But just as with in-person meetings, the more people involved, the more unwieldy the meeting becomes.

Use good judgment when asking others to sit through a video conference so that you don’t needlessly take up others’ time and so that participants can be fully engaged.

9. Remember to “Unmute” Before You Speak

Most of us are likely able to count on one hand the number of video conferences when someone didn’t have to be reminded, “You’re on mute!” Forgetting to unmute before speaking has become one of the most common missteps in video conferencing.[1]

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Show everyone your impeccable video-conferencing poise by managing your mute feature with flawless control.

10. Stay on Point to Keep the Meeting Length in Check

As with in-person meetings, an agenda with assigned time limits for discussions remains necessary to keep a meeting focused. Data shows, however, that video conferencing can actually reduce meeting time.[2] Reasons include the elimination of commuting time and the ability to screen share and annotate to keep everyone on task.

Additionally, side conversations are virtually impossible with video conferencing now that you can no longer have back-and-forth exchanges with the person beside you.

Pro Tip: If you’re running the meeting, let attendees know in advance the protocol for the chat feature. Is it okay for them to “chat among themselves” or not? (See point 11, as well.)

Talking Has a Time and a Place

11. Chat Appropriately

Just like side conversations or texting in an in-person meeting, the use of the chat feature during a video conference can be disrespectful unless it’s directed to all participants. Hence, it’s good video conferencing etiquette to mind your use of the chat.

At the start of the meeting, you may want to ask the host if it’s alright for participants to use the chat feature. This allows them to disable it if they choose. Used appropriately, it can be a helpful tool to clarify or amplify an earlier point once the conversation has moved on or to let the group know that you need to sign off early (and why).

12. Use the “Raise Hand” Feature to Avoid Interruptions

The slight lag in many video conferences can result in speaking over another person if you attempt to jump into a conversation. To avoid this awkward interruption, indicate when you have something to add to the discussion with the raise-your-hand feature that signals the host you would like to speak. This effective meeting management device makes video conferencing run more smoothly, especially with a large group, but it must be activated and monitored by the host.

Pro Tip: For meetings of six to ten people, sometimes the old-fashioned raising of your physical hand may be the best option. But it’s up to the meeting host. Ask them what they would prefer, and follow that.

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13. Don’t Record the Session or Take Photos Without Prior Permission

In this case, not sharing is caring. The “sharing culture” made popular through social media has little place in video conferencing. Before recording a meeting or capturing a screenshot of the participants, always ask for consent in advance from the full roster of attendees. Knowing that a video conference will be photographed or recorded could have a bearing on what others are willing to discuss.

Manage Yourself

14. Minimize Distractions

While de-activating audio and video features can keep distractions from affecting the other participants, you will need to manage noise and disruptions on your end to give your full attention to the meeting.

Move out of high-traffic zones in your home, keep your door closed, and ask family members to be considerate.

15. Save Snacking for Later

Save snacking for later—or earlier. Eating while on video conference is a no-no. Munching in front of the group while close to the camera—as you are when video conferencing—subjects the participants to an up-close and (too) personal view of your food consumption process.

However, it’s perfectly fine to sip quietly from a glass of water or cup of coffee or tea. If the meeting threatens to last for more than two hours, you may want to ask the host in advance to schedule a five-minute break at the halfway point.

Final Thoughts

Even though bosses are now beginning to ask workers to spend some of their workdays on-site, up to 80 percent will permit employees to work remotely at least part of the time, which means more video conferencing in your future.[3] Mastering these video conferencing etiquette tips will help you dial in—as well as dial back—your participation and demonstrate your unwavering level of engagement to the team.

Featured photo credit: Chris Montgomery via unsplash.com

Reference

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