Branding for the Not-So-Average Person
Recently a client asked me, “Why do I need a brand? I am just an average person. It’s not like I am an executive, celebrity, or an entrepreneur.” My answer was, “That is exactly why you need to think about your personal brand.” Do you want to be perceived as average? No; you want to be perceived as exceptional at what you do. Everyone is unique. You need a brand strategy. Where do you begin? How does the not-so-average person create a brand strategy to break out from the sea of average persons? Follow these steps to branding success.
What’s Your Brand?
Define your brand. Identify your strengths. What special knowledge or expertise do you possess? Think about your unique capabilities. How would you describe your professional skills and personal qualities? These 
are components of your brand.
Nurture Your Brand through Your Behavior
Nurture your brand through your appearance, actions, and your communication. You can say that you are punctual and always meet deadlines, but if you actions don’t support that promise, it will not be a positive element of your brand. As the saying goes, “Walk the walk.” You can spend a great deal of time on your resume, social media, website, and blog. However, if your actions are out of sync, your brand will be inconsistent and weak. Behave in a way that uplifts your brand.
Write a Resume Aligned with Your Brand
Your resume is an extended brand statement. A resume showcases the unique value that you offer along with your top accomplishments, skills, and education. The more you focus your resume on a target job, the stronger the brand statement will be. If your resume does not reinforce your brand, revise your resume.
Engage Social Media, Websites, and Blogs
If you are like most people, when you hear about a new person, you search for them online. It is reasonable to believe that after someone becomes aware of you, they are searching for you online. Built and protect your social media representations, including Twitter, Facebook, Google+, LinkedIn, and Pinterest. Consciously write your bio and select a photo consistent with your desired brand. A personal website and blog will help to establish yourself as an expert in your particular field. Share interesting, relevant, and professional content that support your brand.
Professional Development
In many fields, there are opportunities to earn professional designations and certifications. These credentials demonstrate to the world that you have a certain level of knowledge and expertise in a given field. Additionally, college coursework and degrees show that you have knowledge in particular subjects that enhance your brand.
The Bottom Line
Whether you know it or not, you have a brand. Your brand is the impression others have of you. Create a brand strategy to foster a brand image that is aligned with the value you offer. Identify those qualities that differentiate you from others. Incorporate items from the above list continuously to develop and fine-tune your brand to shake the image as an “average person” and step up to the brand you deserve, the brand as an exceptional individual!