How To Discover, Develop and Promote Your Personal Brand

The right personal brand, promoted properly, is key to professional success.

BY NATASHA KOIFMAN

I own a public relations company, so brands – like Ford Models, Kiehl’s Since 1851, SKYY Vodka and Fiji Water – are my business.

I see the power of good branding every day and I’ve learned how to leverage that power for the benefit of my clients. Along the way, I’ve also learned how to identify and leverage the most important brand I will ever represent: my personal brand.

A personal brand communicates who you are to the world. It’s an important part of the answer to the question, “Why would I want to do business with you?” Corporations hire people like me to help guide them to the branding that’s right for their products or services. However, when it comes to your own personal brand, you’re the true expert.

Here’s how I found my personal brand and how you can find yours:

PLAY “THE FIVE I AMS”

It may seem odd, but the path I took to discover my brand was through a game called “The Five I Ams”.The point of the game is obvious – think of five characteristics that make up you. The results can be life-changing.

Although their subtleties evolve as I do, I remain committed to my core five:

1. I am honest.

2. I dream big.

3. I am in control of my destiny.

4. I believe in everything that I do.

5. I am authentic.

If you need a little help figuring out what your “Five I Ams” are, keep in mind that your five can be aspirational – you don’t have to be there yet, but you do have to be working towards them.

With that in mind, ask yourself some basic questions to get the wheels spinning. Here’s what I asked myself: What has helped me become who I am? Who do I want to be? How can I get to where I want to be? Why would I set any limitations for myself?

CREATE YOUR TAGLINE

Knowing your five is great, but you need to wrap them up in a more practical package. In PR, we call this package a tagline – a phrase that sums up your brand in a memorable way. Here is mine: I am true to myself and everything is possible. Once you have your tagline, you have your brand. Now write down your tagline and post it near your desk. Having a visual reminder of your brand will help you stay focused through the challenges that you’ll face in your professional life.

Once you’ve played “The Five I Ams,” and created (and started to live) your tagline, here’s how you can generate some buzz and get attention for your brand:

NETWORK ONLINE

Use your Twitter, Facebook and Foursquare accounts to promote yourself and stay on people’s radar – but keep it relevant to your personal brand. For example, if you’re on your way to an industry event, let people know: “Going to tradeshow on (whatever is tied to your brand or whatever you are trying to promote) today. Looking forward to it.” I Tweet, Facebook and blog, but I do so selectively.

NETWORK IN REAL LIFE

At a work event or social gathering, make every interaction significant. Ask questions, make eye contact, be interested in others while still giving of yourself. Making genuine connections with people is not only the most enjoyable part of promoting my personal brand, it’s also the most effective.

GET PEOPLE TALKING

You don’t have to be controversial to be remembered, but you do have to be great at what you do. If you deliver what you promise and work hard, people will talk about your brand for all the right reasons. Most of my business comes from referrals, and so should yours.

SURROUND YOURSELF WITH GOOD PEOPLE

A personal brand is meaningless if you hire staff or take on clients who clash with it. Avoid this by surrounding yourself with people you trust and respect – they’ll only make your brand stronger. My staff believes in our clients as strongly as I do and it shows in our work.

DRESS THE PART

It may seem superficial, but your physical appearance is an important part of your brand. I like to combine high-end pieces with affordable looks. A black dress from a store like RW&CO. paired with some Jimmy Choo heels is personal brand-appropriate and has become my signature look.

Shaping your personal brand is the single most significant, authentic step you’re ever likely to take in your professional life. The right brand, promoted the right way, is a key to professional success. It will get you interviews, contacts, maybe even press coverage, and most importantly, it will help keep you focused on your goals while reminding you to stay true to yourself.

Find out what a typical “Day in the Life” is like for Natasha Koifman!

Natasha Koifman is the founder and president of NKPR, a public relations company with offices in Toronto and New York. Follow her on Twitter at @natashankpr.