To get ahead of your career, you need more than just paper qualifications and experience. You may be an excellent student or you might have accumulated a wealth of work experience, but are you positioning yourself correctly at the work place? Are you branding yourself effectively to ensure career success?

What is personal branding?

Branding is a term borrowed from marketing. Just as you would position a particular product or service to your target market, you should also position yourself as a performer and a reliable professional at the workplace.

Personal branding is more than just how you look on the outside. It encompasses your work ethics and day-to-day behavior. It is the generally accepted perception that those around you have of you. When they think of you as a co-worker, a subordinate, or a boss, what is the impression that first comes to their minds?

There are two kinds of branding: tangible and intangible. Tangible branding typically refers to the specific benefit that people will derive from working with you, while intangible branding refers to the positive feeling that people get when they are around you. Have you ever come across colleagues whom radiate instant likeability and respect? On the other hand, you may have come across those whom you feel uncomfortable with because of their insincerity, arrogance or nonchalance.

What does personal branding do for you?

Personal branding can improve your career success in many ways. Firstly, when you position yourself as a knowledgeable co-worker and an expert in your field, you become someone who is highly regarded as a reliable advisor. Being very good at what you do is a powerful tool. You should take it a step further by branding yourself as just that: someone whom others go to for expert advice.
Personal branding can put you in the radar for a promotion. When you know your work inside-out, perform very well, and have the reputation as someone respected and approachable, you are positioning yourself as a likely candidate to be promoted. How you brand yourself is an indication of your true work. It further enhances your work capabilities and your perceived value as an employee.

Developing your personal branding and making it work for you

To develop your personal branding, you must first clarify and communicate your career objectives. Where do you see yourself in this organisation in 5 years' time? What do you hope to achieve and learn in this organisation?

Next, identify your strengths and weaknesses. What is unique about you? What is it that you do extremely well in? Play up your strengths and translate them into benefits to the organisation. Be aware of your weaknesses and work on improving them and turn them into strengths.

Personal branding is about creating visibility for yourself, the work that you do, and your achievements. It is not about bragging, being arrogant or putting others down so that you can look good. Personal branding is about being genuine and being someone who you really are. It is about projecting the authentic 'you' in the most positive and professional light.

Work towards it

Ask yourself: "What would you like to be branded as and who is your target market?" For example, you may like to be viewed as a strong leader and a task-oriented person in the office. Work towards achieving these objectives by taking up courses or working with a mentor on effective leadership and project management. Self-awareness and accepting feedback are also important in personal branding.

Be consistent

Consistency is important to ensure credibility. If you come across as an over-bearing and bossy superior, and turn into a meek person when in front of your own boss, it will make you look insincere and hypocritical.

Network at work

Networking will help you raise your visibility even further. Take the opportunity to know the people whom you work with and colleagues in other departments. Be friendly and get involved in activities organized at the workplace, be they a corporate or social event. Be earnest and genuine in seeking out connections. People can see through your insincerity if you network only with the top bosses.

In conclusion

Personal branding is an important part of your overall career strategy. Strive to first be very good at what you do and determine the 'brand personality' that you would like to carve for yourself at the workplace. Build a positive image that will raise your visibility as a professional, highly capable and valuable candidate for the next promotion.