Use the image in the head
Each of us has certain images in his mind when he thinks of his colleagues and superiors - and vice versa we call such pictures. Only we care too much about the question of what others think about us.
We are used to presenting ourselves in certain situations, such as in an interview. At the same time, our image is constantly being re-formed in the minds of others. Every encounter, every success and every conversation flows into it. We should use that.
From man to brand?
The three ingredients of a brand are: utility, quality and image. The idea of bringing man and the brand into context, many of them still need to get used to.
This is not about self-promotion, which promises more than it can hold. Rather, it is important to find out which personality traits can be combined into a message, which then also reminds others and creates trust.
3 Steps to Personal Branding
A brand consists of three characteristics:
- It classically promises a benefit,
- a certain quality level and
- also transports an image.
A Coca-Cola quenches the thirst, tastes the same all over the world and fresh looks somehow casual.
Competence, know-how and personal strengths
Transferred to the professional world, the professional and personal competencies of a person correspond to the benefits of their brand - depending on the position in different weighting. The specific knowledge, the experience and the ability to use both appropriately in every situation define the personal level of quality.
For the image it is necessary that the environment firmly combines the benefit and the quality with the personality. Depending on the background, the image can be highly technical (e.g. the expert for the branch xy or for transfer prices ...), focus more on personal skills (e.g. the diplomat) or both in combination (e.g. the top salesperson).
Ultimately, all of these factors merge into a personality brand. But how do you find out what makes you special and sets you apart from others?
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German edition: ISBN 9783965963320
English version: ISBN 9783965963337 (Translation notice)
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