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What Is Your Personal Brand in This New Normal?

by | May 19, 2020 | Career Success Blog

Your Personal Brand in your workplace describes perceptions of who you are, what you do, and how you add value to your company as a professional. Every employee at every level has a brand of some sort that reflects their reputation and how they are viewed and valued by colleagues in their environment. Yet, despite the absolute criticality of having a strong, positive Personal Brand, I have found most people fail to create and manage their Personal Brand as part of their complete professional package. If this is the case for you, I urge you to immediately begin taking control of your Personal Brand so it reflects the reputation required for the career success you desire.

The coronavirus pandemic has ushered in a “new normal” in terms of the way we operate and interact on a day-to-day basis, and thus what are considered successful behaviors and outcomes.  For example, much of your current Personal Brand was likely developed as a result of regular face-to-face interactions you had with your boss, peers, direct reports, and others in the past. Those face-to-face interactions provided your colleagues with a wealth of verbal and non-verbal cues and information. Most importantly, those interactions also gave your colleagues a sense of who you are, what’s important to you, what you contribute to the organization, your critical relationships—and, therefore, your value and power.


The coronavirus pandemic has upended how we work and, most particularly, our ability to have face-to-face interactions that provide a wealth of critical cues. Without all the normal cues available, are you still making the same positive impressions you always have?  Do your colleagues continue to appreciate who you are and the value you add to your company or organization?  Is your strong, positive reputation intact or does it need a reboot?


As this pandemic continues to unfold and upend our previous assumptions and ways of behaving and working, it is critical you begin or continue to manage your professional Personal Brand. Your brand at work directly impacts how you are perceived, sells you as a “product,” and makes you attractive to “customers” (i.e., potential mentors, sponsors, and future bosses.)


This is the time to step up and make contributions beyond what is required for your job. Differentiate yourself from your peers and colleagues such that you are considered one of the best. Find areas in your company where there is an opportunity to generate positive outcomes during this time of crisis, as well as sharpening your skill set and adding to your toolbox in ways which make you increasing relevant and critical as a resource.


Finally, if you haven’t done so already, take the time to create a compelling, concise, memorable one-sentence Personal Brand Statement which describes who you are, what you do, and how you add value to your organization. Then, constantly use your statement to give people a snapshot of who you are, what you do, and how you add value in this new-normal world in which we now live.  For help with creating your Personal Brand Statement, use this link https://www.amazon.com/dp/B07XNDDHWL to access my book which provides detailed instructions for creating your Personal Brand Statement.

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