This Week: Developing oneself as a brand

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By Kelvin Esiasa

Personal branding is the practice of people marketing themselves and their careers as brands. It is the process of developing a “mark” that is created around personal name or career. It is the process of creating a recognizable professional name and reputation for oneself. Personal Branding is about identifying and then communicating what makes you unique and relevant and differentiated for your target audience, so that you can reach your career.

According to Tom Peters we are all brands. In his  article  entitled “The Brand Called You” Peter talks about how everyone is a brand and has a chance to stand out, not just the large consumer products companies with massive marketing budgets.

Tom Peters explains that regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. He also states that we are all CEOs of our own companies.

William Arruda, Founder, Reach Branding Club states that personal branding is a revolution in the way we manage our careers or businesses. It means identifying and communicating what makes you unique, relevant, and compelling so that you can reach your goals. Personal branding means using who you are to get what you want from life.

The big question that everyone ask is how do I make my brand. Firstly, a person should stand out. Your brand is your reputation. It’s your calling card. Your brand is your reputation. Delivering your brand clearly and consistently will create a memorable experience in the minds of those you interact with and can open doors to new opportunities.

Secondly, strengthen your strengths and values.  People with strong brands are clear about who they are. They know and maximize their strengths. This means that you need to tap into your values. A good way to figure out what makes you tick is to look at your values. Think of them as your personal compass.

Lastly, define who you. Define your purpose. And cherish your passion. Your passions fuel your actions. When you integrate your passions into what you do, you’re more engaged and can create a powerhouse of enthusiasm, engagement and inspiration for those around you.

There are several benefits that eminent from personal branding. Firstly, when you go through the personal branding process, you develop incredible self-understanding about what makes you unique, valuable, and powerful. It helps optimize and flaunt your strengths.

Secondly, Personal branding requires you to be crystal clear on what you want to achieve and helps you set goals to get there. Once you know what is unique and compelling about you, you can use that information to create visibility. It helps to differentiate yourself from everyone else who has your job title or who says they are in the same.

Thirdly, Personal Branding puts you in control of your business, the clients you have, the projects you work on, and how you want to deliver services. It creates wealth. Strong brands charge a premium for their products and services, and differentiated job seekers who know their value can command higher salaries.

Lastly, your personal brand should represent the value you are able to consistently deliver to those whom you are serving.  This doesn’t mean self-promotion but you should be creating awareness for your brand by showcasing your achievements and success stories.

Managing your personal brand requires you to be a great role model, mentor, and a voice that others can depend upon. View your personal brand as a trademark; an asset that you must protect while continuously molding and shaping it.  Your personal brand is an asset that must be managed with the intention of helping others benefit from having a relationship with you.


Kelvin Esiasa – President – Zambian Society for Public Administration and Society for Family Business.


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Start: 2019-07-01 End: 2019-07-31