What is a brand? The dictionary says – a recognisable name given to a product or service. My definition would be more marketing-orientated – something along the lines of “the ability to promise and consistently deliver a unique and superior product and experience in the minds of the consumer”. YOU are a brand!

Companies around the world spend huge amounts on building and developing their brands. A good brand commands loyalty, adds value and drives market share and profits. So there is no reason you can’t adopt the principles of branding and apply them to yourself. Brands are not just about big companies. For example, people like Nelson Mandela, Bill Gates and Richard Branson are brands. When you think of these brilliant people, you form a clear and definite picture of the brand personalities that they have developed.

Developing yourself as a brand will help you become better known within your company or industry. You will earn more income. You will attract more attention, respect and clients.

I believe that the individual has to develop their own brand. Here are tips on how to become the CEO of the BRAND YOU.

Develop the mindset of a marketer.
Some people’s job descriptions revolve around marketing, sales and promotions, but in actual fact, everyone is (or should be) marketing, promoting and selling themselves on a permanent basis. I believe that most people instinctively know how to market themselves, but you might find it interesting to read and learn about marketing theory and skills and apply them to yourself. Remember that you are your own Director of Marketing (your mom’s praise and recommendations can only take you so far!).

What do you offer the market? What is your brand proposition and promise?
All good brands are based on a solid product with benefits that buyers value and appreciate. A bad product that has been promoted as a super-brand might get a few people to try it out, but there won’t be any repeat purchases. Make sure that you build your personal brand on real “product benefits”, whatever they may be – your people skills, your technical ability, your organisational skills, your flexibility.

Describe your brand personality. What makes you different?
List how you are unique. What are your values, qualities and attributes? Are they desired by the market? What is special about the package called “you”? Be aware of what makes you distinctive from your competitors or your colleagues. Write down what makes you remarkable. Promote yourself on this basis.

Develop an action plan to promote your brand
Create plans that make you stand out. Volunteer for projects, put up your hand to do that presentation and look for every opportunity to build your profile and enhance your skills. Since I was a junior rep, my career success has been built on doing every single presentation I could, as effectively as possible. This made me stand out from the crowd. Don’t be shy to take the credit for a job well done. Don’t go out and hire a billboard, but make notes of how you have contributed to or even driven a successful project at work – these notes will stand you in good stead when it comes to negotiating a promotion or increase, or even a new job (see last week’s column for more on getting what you deserve at work).

Create an image of excellence
Do everything as well as you can. Even the little things. Don’t just wait for the big opportunity. The one time you answer the phone with a growl might be the only time the boss ever phones you! That person you make a cup of tea for when the receptionist is away from her desk might be the visiting Chairman. But don’t strive for excellence just because someone might be watching. Pursue excellence for excellence’s sake and the rewards just in terms of personal satisfaction will be worth it.

Make doing business with you an interesting and rewarding experience
Think of yourself as a service company with a single employee. Make sure that you deliver on every promise that you make.

Be a team player
When I say you must stand out and develop your image, I don’t mean that this must ever be done at the expense of others.

You are a brand. You are in charge of your brand. So take charge from today and go do something remarkable. Be distinct - not extinct!

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