Not only what are your Personal Brand Descriptors but do they drive you day to day?
When I ask people what their Personal Brand descriptors are I always, always, always get someone who says “Professional” or “Team Player” or “Multi Tasker”. Now clearly these attributes are incredibly important in a work environment but seriously, do you wake up and leap out of bed at 6am shouting “Yeay! I’m Professional”?
Really, does that drive you to challenge your self? To strive to be better? To stretch yourself? Are you proud when you meet someone new through business and the one take away they have from you is that you are “Professional”? Really?
Personal Brand Descriptors take a bit of effort. They must be authentic to you. They must be active, not passive. They should stretch you a bit. They need to be positive. Ideally they should be Emotional rather then Functional. They should be really obvious to people who meet you. They should come across at every touch point with your audiences; spoken, written, social media, video…
They are clear drivers for you every day. That’s why it’s so worth while taking the time to really work on them. Ask people who know you what words they would use to describe you. What elements of “You” do they value and why. What elements do they know are in there somewhere but they can see you keep under wraps.
Think about going to a Networking Event (Oh the Horrors!). I’m naturally quite a shy person so I abhor these events. So, without my Personal Brand Descriptors I go in to a conference and at the Networking break I’d firstly head straight to the loo for 5 minutes, then to the tea station, oh and then the iPhone calls – I look busy, unapproachable and in demand; but wont have to talk to anyone – then I head off wondering why I put myself through this because it was all a bit rubbish and I didn’t make any valuable contacts.
Now, consider I attend the “Horrors” of a networking evening armed with my own Personal Brand Descriptors; Curious, Engaging, Brave. I will go out of my way to embody these words because I know my brand and I know these are an integral part of this brand. It is not me actively going up to a stranger and asking “What encouraged you to attend tonight” it’s my brand (which I’m really proud of) because I’m being “Curious”, even if, initially, I need to force myself to do it. Then I find myself introducing someone I have just met at the tea station to someone I know through a sports club – because I am “Engaging” and I’m doing it all because despite myself I am “BRAVE”.
Don’t forget you tailor these Personal Brand Descriptors to your own authentic self so if you’re very quite and internal choose words that are authentically you but that stretch you a bit. “Listener”, “Interested” “Brave” (for a bit of Scary Spice!).
Know your story, know who you are, know your audience. Be passionate about it and let your descriptors drive you.