From the leader to the brand: 3 steps to personal branding

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Company Do it all over the world because it pays off: you create brands. They create something unmistakable, a complex mix of messages and values.

Personal Branding01

Here writes for you:


Maike Dietz 97Maike Dietz is a career coach and HR consultant and has been with Daimler for more than 7 years.


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.

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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:

  1. It classically promises a benefit,
  2. a certain quality level and
  3. 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).

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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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  1. Dorette Segschneider

    RT @jobcollege: From manager to brand - 1/3: 3 steps to personal branding: Companies at the g… # B…

  2. Harriet Lemcke

    In sport (especially boxing) personal branding is used as a matter of course. We take "Dr. Eisenfaust ”for boxer Wladimir Klitschkow or earlier“ The Tiger ”for Dariusz Michalczewski. Prominent singers and actors also work hard on their personal brand and get support from PR consultants. No wonder, because this is how they succeed in being unmistakable in the crowd of other athletes, musicians and actors. Personal PR is also becoming more and more popular in the business world (especially in America). Advising and coaching executives in terms of branding and maintenance has been given its own illustrious name: CEO Reputation Management. Formerly implemented quite well at Deutsche Bahn, when Hartmut Mehdorn still had to say that there. A good example that a bad image is better than none at all. In his role as cheeky railway boss, Mr. Mehdorn was present in the media much more often than his successor Grube is today.

    • Simone Janson

      Hello Mrs. Lemcke,
      thank you for your comment. With the bad image understand so many companies and companies so far unfortunately not.

      • Harriet Lemcke

        Hello Mrs. Janson,

        In my opinion, this is because the fear of a bad image is omnipresent. Now it is the case that everyone has an image, because ultimately an image is nothing more than the image in the minds of others. And everyone who appears somehow also has an image - with varying degrees of intensity, of course, because those who tend to be quiet to mute are present in significantly fewer people. Which doesn't change the fact. Ultimately, the opportunity for companies is to consciously control their image instead of leaving it to chance. In my own professional practice I experience time and again that managing directors nod at this point and understand why it makes sense to get experts on board at this point and do something.

        • Simone Janson

          Since you are right, thank you for the useful reference.

  3. Competencepartner

    From manager to brand - 1/3: 3 steps to personal branding: Companies on the g… #profession #education

  4. Competencepartner

    From manager to brand - 1/3: 3 steps to personal branding: Companies on the g… #profession #education

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