Articol de: Elena Badea - Marketing Strategy Consultant
Why is it good for you to build your personal brand? Because it is your right to define you as an individual. Where cultural models favours the individual and then the community, the personal brand derives from the right of expression. When you have the freedom to express who you are and what’s important to you, in fact, you tell the entire world what are your values.
Personal brand in the VUCA world
VUCA is the name given after 2008 to the business environment which became volatile, marked by uncertainty, complex and ambiguous. In this world value works as an anchor, and the systematic and relevant delivery of value to each customer segment makes you to be favoured in their options. In other words, whether you are an entrepreneur, employee or freelancer, your personal brand, in addition to solid skills, competencies and the qualities that make you unique, gives you a positive differentiation and credibility.
Personal brand and personal values
The personal brand is a promise of value. It is your individual brand values that differentiate you. If your ID defines your identity from an administrative point of view, your personal brand attests the identity created by the expression of your values in the public space.
Your personal values reflect our perpetual aspirations and needs and allow you to focus your actions towards the fulfilment thereof. Each value is rationalized as a set of beliefs which justify it. Altogether, they form your system of values and beliefs. When you build your personal brand starting from you key personal values, authenticity is a natural and normal result and the differentiation effect is immediate.
Expressing personal values comes with a great responsibility. It’s good to be accountable to what values you promote around so as to build a better world. Your personal brand is anchored in personal values, but has a different means of expression depending on the personal or professional goals that you have.
A young man who wants to become an entrepreneur will choose other channels of personal brand-building than a colleague who wants to become a famous lawyer. Career goals will make the strategies and methods chosen to build the personal brand to be very different in the two cases given as examples.
To build your personal brand is good to have a goal and to structure all activities so that you can achieve it. So, your personal brand contains the right to express your individuality, responsibility and targets.
