In my career as a marketer, I have had the good fortune to advise businesses on developing their brand and go-to-market strategies. I've taught companies how to use storytelling in their marketing and how to develop a message that is unique and sticky. Related: 6 Ways To Show Your Value Without Being A Jerk Over the course of the last few years, I have transitioned these lessons to personal branding. The mistakes and successes are strikingly common.
Everyone wants to tell everyone everything. Businesses want to get into the nuance of the product they've developed. And when we talk personal branding, we, too, want to get into nuance and details. And my message to everyone is the same: You're audience wants to know how you're going to solve their problem. They don't care about whiz-bang features; they care about their problems. In personal branding, your boss or hiring manager doesn't care about the “responsibilities" you have at work. What they do care about is how your awesome skills will solve their work problems. Which is why responsibilities do not matter; accomplishments matter. You should think about your “unique selling points." What are the 5-10 things you've done that are just awesome? Don't think “responsibilities," think “accomplishments." The SVP of Google's hiring team, Laszlo Bock, stated that you should frame your accomplishments as “I accomplished (x) as measured by (y) by doing (z)," which is so brilliant in its simplicity, but, the problem so many of us run into is, "Uh, what did I accomplish?" Or, “I don't have numbers to support my efforts." It is where we always get stuck and stop. We are too busy working to manage our careers in an active way. But it doesn't have to be really daunting. It can be as simple as making a "Top 10" List. Could be "Top 5." Could be "Top 1," depending on how awesome that "1" is. Then, the question becomes “What goes on that list?" Here's my point of view: Look at your career to date and examine four specific things: