Know when to hold em, know when to fold them, know when to walk away and know when to run … retire or reinvent. To paraphrase the Kenny Rogers song, The Gambler.
Are you ready for change or do you plan to keep working until you’re 85? That thought is daunting. Yet, Sir Cliff Richards has just announced a tour of Australia at his ripe old age of 85. He’s doing what he loves and seemingly still has the capacity to undertake a major tour. Many entertainers and business founders keep going until they can’t, because they love it, it fuels them and gives them purpose.
For many in the workforce, retirement is forced upon them though redundancy or other factors.
Recently, doing work with an outplacement firm, I coached a number of senior leaders who are evaluating their current circumstances and planning future directions.
When evaluating their needs and areas of focus the majority wanted to understand more about their own personal brand and communication through thought leadership presence. i.e. “I want to be clear about what I am about– this is me and how do I express that moving forward?”
If you want to stand out in your business or in your career through managing your personal brand, my approach is condensed into seven main areas.
1. WHY. Consider your reason for establishing a personal brand. Do you need to reinvent, new job, starting a business or career change – is change being forced upon you? Where do you stand now and where do you want to go? Look at your big picture, future goals and how you can move your current position to go from here to there. Look at any mind blocks you may have and get the appropriate help if needed.
2. YOU. Identify your personality characteristics and your passions. Do an audit to determine your skills and knowledge areas. Delve deeply to uncover your identity and essence.
3. WHAT. Discover what sets you apart – your point of differentiation. What position do you already own with your target market and what do you want to own? Is there a unique concept or idea you can hang your hat on and be the master of? Where’s the creative element? Build your brand by being first with a new idea or by recognising a major trend in your field and moving to the head of it.
4. LOOK. Package you and your product or service to be visually appealing. Get the communication collateral looking good with appropriate colours, fonts, logos and design, plus updated photos and bios. Also develop your own image and unique style suitable to your personality and work. Dress for the role you want, not necessarily the one you have.
5. PROMOTE. To go from where you are now to where you want go, you need to implement a personal branding plan and become known in your niche. Sell yourself through various communication channels. Tactics include: publishing – write articles for magazines and online newsletters; write a book; social media marketing; send out interesting media releases on your topic to journalists to help create word of mouth publicity; speak for clubs and other organisations. Self-marketing will build your brand identity.
6. PARTNERS. Create contacts and build your network. Join networking groups appropriate to you and your personal brand and people you can help and those who can help you. Build a great team and help others become as successful as you. Work with the best whether employees, contractors, consultants or partners. They will help build your brand reputation.
7. ACTION. Make it happen and create your own luck. Develop a personal brand plan for yourself every year and review it often. Include specific goals, strategies, action steps, and a timetable. The key of course is to implement your plan by remaining focussed and committed to your future success.
Read more about personal branding in The Secret to Your Personal Brand Revolution. Get Your Free eBook Now!
Sue Currie is an image entrepreneur who guides and empowers business leaders and entrepreneurs to have “Spotlight Confidence”. She is passionate about helping professionals elevate their personal and professional brand through her speaking, coaching and training programs on Self Brand, Style and Speaking Skills, providing a multi-faceted approach to gain high transformation for her clients.
