Developing & Branding Your Personal Competitive Advantage

Brand statements have been around as long as there have been products and services.  Campaigns have been around telling us about the experience we can expect from a brand almost as long.  Lately, there has been the extension to what has been coined the personal brand phenomenon.  I understand why.  The new economy full of global competition and the explosion of independents.   

The need to stand out and show what you can do is a new core competency even the least sales oriented people are learning.  But personal branding and the associated statements have been around as long as mankind.  Who is the first personal brand you can identify?  I am willing to bet that person had a purpose, a mission and vision you can identify.  They had a personal brand statement.

Personal brand statement has been coined by the classic marketing person turned career or executive coach - great at marketing concepts that work!

The recruiter and brand strategy person in me pays attention to the other definition of "statement".  The wordless expression of idea.  In other words, if your personal brand statement as well as mission and vision statements are just words, then your brand will be exposed as just words.  A tag line.  That first personal brand you can identify comes to mind because of results that stick.   

Before the personal brand phenomenon, I reflect back to my days as an executive recruiter and what stood out to me in my quest to make the best match possible for my client and candidates.  The top producers in any given field where executives whose reputation precedes them.  They pass the screen to meet in person.  The brand in front of me was loud and clear.  With exceptions to the rule:

• Looks and acts like a CEO, CFO, controller, sales, entrepreneur, HR (strategic or administrative)...as they walk down the hall to my office and introduce themselves to me.
• Healthy
• Confident  
• Balanced - many made earlier mistakes, but balanced now in self, family and community and networking. 

The image was there related to the packaging of the brand.  The brand statement and seal of proof was my experience with their passion and the consistency with the reputation of results.  These people were talking with me about a future challenge that would ensure growth laced with mistakes.  Mistakes you feel confident will prove valuable risk was taken.

What statement are you making?