Develop a reputation for exceptional execution and outstanding customer service on the projects you touch.
Confused about where to start when it comes to personal branding? Let’s go to the source, “The Brand Called You,” Tom Peters’ classic Fast Company article?
In 1997, Peters accurately predicted how the nature of work would change and the importance of personal branding as a differentiator in the “new economy.”
Entering Career 3.0
I refer to our current era as “Career 3.0.” If Career 1.0 meant lifetime employment at one company and Career 2.0 was about changing jobs in order to climb the ladder, Career 3.0 is a time of rapidly changing assignments, temp and consulting work and multiple part-time roles. Each individual acts as “CEO of Me, Inc” responsible for his or her own PR, marketing and talent development to ensure employability and maximize market value.
Each individual acts as ‘CEO of Me, Inc.’ responsible for his or her own PR, marketing and talent development to ensure employability and maximize market value.
My HR Avant-Garde colleague Vincent Suppa calls participants in the new economy “Generation Flux,” popularizing the title of a 2012 Fast Company article among business leaders in his speeches and webinars.
Nancy Collamer at Forbes classifies Generation Flux as a psychographic, not demographic group, defined by a “mind-set that embraces instability, that tolerates — and even enjoys — recalibrating careers, business models and assumptions” rather than by age range.
Most workers won’t be immune to the realities of Career 3.0 . To thrive, we must become skilled in personal branding.
Become Your Brand Manager
If you approach your personal brand with the mindset of a Brand Manager at Apple or Google, you increase your ability to compete in Career 3.0. Keeping your head down and doing a good job isn’t enough anymore.
If you approach your personal brand with the mindset of a Brand Manager at Apple or Google, you increase your ability to compete in Career 3.0.
In “The Brand Called You,” Peters talks of building your brand and portfolio through project work, finding your niche and gaining experience and expertise that distinguishes you from the pack. Develop a reputation for exceptional execution and outstanding customer service on the projects you touch.
Don’t Keep It to Yourself
The other part of building a personal brand is finding vehicles to let people know about your strengths, increasing demand for your services. Obtaining visibility is easier than in 1997, with social media platforms enabling everyone to function as their own media company.
Personal branding will continue to grow in importance as Peters’ predictions become reality for an even larger percentage of the population.
Read it all. Read it again. Bookmark it. Print it out and take it with you. It’s that good.
Agree or disagree, I’d love to hear from you. What role has your personal brand played in obtaining or missing out on opportunities?