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Brain Circuits
Why your personal brand matters
How people engage with you is shaped by your brand. If you are known to be reasonable, pragmatic, and strategic, they will want to work with or for you. But if you have a reputation for being argumentative, judgmental, overly critical, and micromanaging, they may avoid collaborating with you and advise others to follow suit – and even encourage clients to take their business elsewhere.
Brand management: the ‘what’ and the ‘how’
When thinking about your brand, it is just as important to think about ‘the how’ as ‘the what’. Some people overly focus on skills and being known as a subject matter expert. They value their expertise and want to be leveraged for it (this is the ‘what’). But the ‘how’ one interacts with others is also key – being able to communicate clearly, listen with intent, and collaborate with others will have an exponential effect on your impact.
How to build your brand
- Find out what your brand is today. Try this simple exercise: ask 20 people to describe you in three words. Look for repeat patterns or trends – how do they make you feel?
- Now consider what you want your brand to be going forward. Think about people you admire, what your long-term goals are, and how your brand aligns with your personal and professional purpose. (Nick Craig’s book Leading from Purpose: Clarity and the Confidence to Act When It Matters Most is a useful guide to getting started.)
- Narrow your brand statement down to one to two short sentences. Leverage ChatGPT or another AI tool to help you here. A useful tip is to finish the following sentences:
- I want to be known for…
- Others experience me as…
- When I leave the room, I want people to say…
- Reflect daily or weekly on how well you represented the sentences above. What are you most proud of? What could you have done better or differently?
- Share what you are working on with others and ask for feedback: building in accountability will increase the adoption and sustainability of your new brand.
Key learning
Your brand has a significant impact on trust. When others have trust in you, they will be more willing to innovate, take risks, share mistakes, and join your vision.
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