The art of the personal brand

It’s the time of year when resolutions are usually made, where we take the time to think about our strengths and weaknesses, and the lessons of the year past. In essence, it’s a very strong equivalent to a brand analysis. This may seem a little belittling to some people, because a brand represents a product or a business, and an individual is considerably more complex, but our personal brand is communicated every moment of our lives. It shows itself in the way we interact with one another, how we approach the world, the jobs we take, and how we choose to entertain ourselves.
Much as any corporation, there are certain basics which are key in determining your brand. I, for instance, am an optimist. I see reality, but I cast it in the most positive light. I am an introspective over-thinker with a large drive to care and protect the people I surround myself. My truest product is what I write. These basic facts play into the essence of who I am, or my brand essence, and whatever I choose to do or how I present myself, these things are going to have to be part of it. For me to try and forward another image, such as to show myself as a shallow braggart or try and look too “emo” and depressed stands in contradiction to my essence, and will create not only a conflict in how I am perceived by others, but in turn how I am treated, creating a sort of rift and difficulty in myself.
Now, there are elements, say, if I have a beard or not, or whether I post a blog this week are smaller issues. They can be adjusted and tuned to my current goals and interactions. The clothes I might wear can change dramatically whether I’m going to a coffee shop, a bar, or a job interview. These are simple executions of my personal brand, and they become more pliable depending on my goals at the time.
I think as one contemplates their New Years resolution, it’s important to go through a mental checklist. I’ve compiled some of the self-branding questions I like to ask myself. If you decided to follow suit, remember a few key points. First, be honest; and while it helps to be optimistic, be careful not to cross the line to delusional. Second, try and be brief in answering. If something is taking paragraphs, it’s not going to be easy enough to remember and apply in real life. Aim for a sentence in part 1, and only stretch it as needed further on. Third, remember it’s more important to know what you want than to list what you should want. As they say, the road to hell is paved with the best of intentions. The most important thing to remember is the order of things. There are three sections. Once Part 1 is answered, everything in Part 2 should be able to stand being filtered through it. Everything in Part 3 should make sense when filtered through both Part 2 and Part 1. Remember, few things can be more damaging to your personal brand that a personal paradox.

Jason McCormick’s Personal Brand Questionnaire:
Part 1:
Who am I? (Keep it brief)
What does my background say about me?
What does my current environment say about me?
What do I really enjoy about being me?
If I were to sum all of that up in one sentence, I would say that “I am…”

Now you’ve got a sense of your essence.

Part 2:
What do I want to achieve?
What resources do I have available to me?
What am I lacking?

That’s going to help zero you in on where you’re looking for your path to lead you. Many resolutions are born out of this second set. But then you have to put them into action…

Part 3:
To achieve the above goals, I must present myself as:
My best method of communication is:
I must learn to:
I must eliminate:
What can I positively associate myself with:
What should I stop associating with:

This section is more about the direct application, sort of a game plan to achieve goals.

I hope this sheds some light in how I believe a personal brand can start to be built, or at least help focus some of those New Year’s resolutions. I’ve always believed that understand the want to do something is more important than the act itself. It’s not so much about wanting to lose weight or quit smoking, but why you want to lose weight or quit smoking. It’s in understanding that “why” that you can find the true motivation to make it happen.

I wish everyone a very happy 2009.