Last year I introduced a functional model for personal branding with three elements: skill set, aura, and identity. It is meant to capture a holistic picture of you. I want to provide you with solutions for each of these elements.
As you work on your skill set, I suggest using the Skills-Based Approach methodology. It is a complete package. There are strategies and tools for career planning and development, constant learning, and gaining credibility – all based on the premise of developing a skill set throughout your lifetime.
With an aura, the idea is to flesh out perceptions (especially on an emotional level) about you. The best way to learn what people think about you is through a focus group or interview and what I call a branding club. Ideally a focus group or interview is conducted face-to-face, but you can also setup an online video conference with Skype or a Google+ private chat. Some other suggestions to get a perspective of your ‘aura’ (all happen to be free):
- Create a SurveyMonkey survey, then send it to a target audience.
- Create a private LinkedIn group and start discussions where members talk about personal brands.
What I like about a branding club is personalization. It combines a professional networking meeting (like BNI), with a social gathering (like a book club). If you are uncomfortable about asking others to respond to a series of questions about you, with a branding club, you commit to return the favor on another night. I suggest doing it within your community if you can; though logistically speaking, it can be coordinated online.
The identity element is about establishing and owning an identity, then controlling how you are represented across networks. Some actions you should take to master your identity.
- Get your own domain name. Your domain name becomes another personal characteristic of yours, like a phone number, address, etc. The longer you have a domain name, the better it appears in search engines. It is possible to use subdomains to link to various web services.
- Build a personal website. This is the cornerstone of your personal brand. You want for it to appear first in a Google search. You own all the content. You control the style, aesthetics, and layout. There are no ads or distractions (unless you choose to have them). It is all about you, everything down to the pixel.
- Take an inventory of assets (IP). In the Information Age most students and professionals create and accumulate content, including papers, graphics, video, presentations, etc. This content is produced from education, employment, or other experiences. You should identify content that is IP, then separate what content you have control over. Figure out its value, then answer these questions: Do you want to relinquish royalty and/or copyright privileges? Should it be used on a personal website to validate skill competencies? Can it generate some income?
- Understand how you are represented on networks. Each of the social media platforms has an analytics platform to understand your presence on their network. (I use Twitter Analytics to see who is reading my Tweets, what hashtags are effective, etc.) There are also social media analytic platforms like HooteSuite, Sprout, etc., which are effective if you are super engaged in social media. BrandYourself is a free service you can use to monitor how you are represented on a Google search engine results page (“SERP”) and provides tools to improve the results.
- Establish a mobile presence. Make sure you subscribe to popular mobile apps, some are only accessible via the app itself. For example, you can only create an account for the popular app Instagram from an IOS or Andriod device. (Instagram has 300 million active users!) Mobile usage is surpassing desktop usage and it only becomes more lopsided in the future.
Of course there are many other tools applicable to the Online Personal Brand model. Please share tools you find to be effective and what element it targets (skill set, aura, or identity).