Dan Schawbel is an accomplished marketing professional and a leading personal branding expert. In his new book, Me 2.0: Build a Powerful Brand to Achieve Career Success, he defines your Personal Brand as your total perceived value, relative to competitors, as viewed by your audience. The elements of your personal brand include:
- Personal Appearance - Including clothing, hygiene and attractiveness.
- Personality - Your values, goals, identity and behavior.
- Competencies - cognitive, business, communication and technical skills that enable you to perform your job responsibilities.
- The Differentiator - Offering a unique value proposition or benefit to your target audience.
After developing a personal brand that contains these elements, you must construct a message that will resonate with your audience. Personal branding must be a continuous effort. As your experience, competencies, physical and emotional attributes grow, your brand will enhance, much like in a product lifecycle. Creating, maintaining and evolving your brand will help you command your prospective audience and positively communicate your perceived and unique message. The bottom line is to treat yourself as the product and sell it!
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