Personal Branding is important, yet it never seems urgent. Dr. Andrea Wojnicki shares 3 specific reasons why we should all take the time and effort to develop our personal brand, plus she shares a variety of resources to help you develop your personal brand: a new online course, podcast episodes, newsletter blogs, and more.

 

PRINTABLE SHOWNOTES

SUBSCRIBE TO THE PODCAST

 

CONTENTS

  • Summary
  • Resources
  • Transcript

 


SUMMARY

The Power of Personal Branding

 

Two Reasons Why People Don’t Develop Their Personal Brand

  1. Personal Branding is important, but it’s never urgent. 
  2. People aren’t certain of the benefits of Personal Branding. 

Episode #98 The Power of PERSONAL BRANDING - Quote from Natasa

THE BENEFITS: 3 Reasons to Develop Your Personal Brand

 

  • Personal Branding provides you with the opportunity to CREATE YOUR OWN NARRATIVE
    • If you don’t create your own personal brand, someone else might do so for you.  Just ask Hillary Clinton.
    • Managing your Personal Brand is kind of like managing your credit rating. 
    • There are many people who ignore their credit rating, but that doesn’t mean they don’t have one. Ditto your Personal Brand. 
    • Your credit rating affects you in terms of opportunities and limitations, just like your Personal Brand affects you. 
    • There are things that you can do to improve your credit rating (like getting a credit card and paying it off on time), just like there are things you can do to improve your Personal Brand.
    • Of course your Personal Brand needs to be authentic and true to you. But if you’re strategically managing it, then you’re prioritizing the themes and choosing the words. You’re introducing yourself explicitly and implicitly every day, with the words, the ideas, the themes that work for you.

Episode #98 The Power of PERSONAL BRANDING - Quote from Andrea

 

  • Your Personal Brand provides you with CONFIDENCE
    • Whenever you’re experiencing imposter syndrome or feeling like you’re in over your head, remind yourself of your Personal Brand, and particularly your superpower.  Suddenly your confidence is elevated.
    • When your personal brand is top of mind, you can introduce yourself with confidence.
    • The process itself of cultivating your Personal Brand is satisfying!

Episode #98 The Power of PERSONAL BRANDING - Quote from Andrea

 

  • Articulating your Personal Brand optimizes your DECISION MAKING AND FUTURE OPPORTUNITIES
    • Decisions such as what career path to pursue or what job to accept are much easier if you’ve developed your Personal Brand.
    • Establishing a focused personal brand will also help bring relevant and exciting opportunities your way, since your identity is firmly established in the minds of key stakeholders who are looking for folks with specific expertise.
    • What future opportunities excite you? For what do you want to be the “go-to”? Establishing that as part of your personal brand will help make it happen.

Five TalkAboutTalk Personal Branding Resources

 

1️⃣  PODCAST EPISODES

  • Great for auditory learners
  • Free!
  • See links in next section – “Resources”

 2️⃣ BLOG NEWSLETTERS

  • Great for those who prefer to read
  • Free!
  • See links in next section – “Resources”

3️⃣  ONLINE COURSE – “5 Steps to Nail Your Personal Brand

  • Step-by-step at your own pace with Dr Andrea Wojnicki. Great for those who also want printable resources and a workbook.
  • 30% discount code: “TALK30”
  • Talkabouttalk.com/personalbrand

4️⃣  CORPORATE WORKSHOPS

  • Great for those who prefer to learn in a group setting
  • Ask your employer to cover the cost for a group of folks at your firm

5️⃣  1-ON-1 COACHING

  • Most customized and intensive learning, also most expensive.
  • Your employer may cover the cost of coaching

 

RESOURCES

LEARN: Online Course

  • 5 Steps to Nail Your Personal Brand – reveal your superpowers, articulate your strengths, and introduce yourself with confidence!
  • Learn at your own pace and get 30% off with the code TALK30

 

LISTEN: Podcast Episodes

  • #84 Strategic Principles of Personal BrandING  Before you start promoting your Personal Brand, you need to articulate what it is! Learn the 3 strategic principles of Personal Branding, plus the most common mistake that people make when crafting their Personal Brand.
  • #71 Personal BrandING, AUTHENTICITY & TMI  How can we be authentic without sharing TMI? How can we be transparent, without appearing unprofessional? Copywriter and messaging strategist Tom Megginson encourages us to be authentic and focus on our audience. Code-switching and filtering are 2 ways to maintain authenticity without compromising professionalism.
  • #77 Personal BrandING: Reinforcing your Personal Brand with Implicit Communication Personal branding is more than just the words we say about ourselves. Learn to reinforce your personal brand through consistent implicit communication, ranging from your personal style, possessions, affiliations, how you show up for meetings, and more.  
  • #68 Communicating Your Personal Brand ONLINE  Actionable advice on how to communicate your personal brand online, including 3 KEY PRINCIPLES of personal branding, plus instructions for how to UPDATE, PARTICIPATE and MONITOR your personal brand online.
  • #90 DEMONSTRATING LEADERSHIP: Leadership & Your Personal Brand Have you been told it’s time to start “demonstrating leadership”? Learn 5 ways to communicate your leadership potential and make leadership an integral part of your personal brand. You can create thought leadership, demonstrate people leadership, you can talk leadership, and more.  

 

READ: Newsletters

 

Dr. Andrea Wojnicki & Talk About Talk 

 

 


 

TRANSCRIPT

A couple of months ago I received a calendar invitation for an online meeting with a woman in Europe who’s been listening to my podcast, and who decided she needs my help with her communication skills. 

 

Little did I know that this interaction was going to lead to one of the most satisfying coaching experiences of my career.

 

Please understand, I’m not in the habit of ranking and rating my clients! Not at all.  But I think you’ll agree that this woman, Nataša Obermajer is truly exceptional. She’s an oncology researcher in Belgium. Yes, she’s dedicated her career to developing cancer drugs and treatments that will save lives.

 

Fast forward to last week, when Nataša and I were in a 1-on-1 coaching session. Nataša started talking about how she’s realized that focusing on improving her communication skills, and particularly focusing on her personal brand, is even more critical to her career than she originally thought. And that by focusing on her personal brand, she’s able to amplify the impact of her work.

 

I asked Nataša if she would mind sharing her thoughts with Talk About Talk listeners.  Here’s Nataša:

 

My name is Nataša Obermajer and I’m an associate director at a leading pharma company developing novel therapies for cancer patients. If there is one single message, I could not emphasize enough, it is that it really doesn’t matter how brilliant an idea might be, even if it is about a novel treatment strategy that will save millions of lives, if one cannot convince others that it’s worthy to pursue and invest. 

I have witnessed so often cases where very interesting project would get sidetracked and discussions derailed because of lack of clarity and relevance or simply inability to establish one’s credibility. It didn’t take me long after I transitioned from academia to industry to realise how my communication skills, including personal branding were limiting not only my potential but more importantly impacted decisions and the program I was running. 

So I decided for myself, back then, to work on my communication skills and really be more strategic about personal branding, if I want to influence the development of therapies that will treat patients and save lives. The impact of effective communication, including personal branding, is much under estimated, in my opinion, and it’s time that people who are working in such critical and influential fields such as healthcare realize it. 

It is really worthwhile building one’s personal brand. You know, it’s not the loudest person in the room who has the voice, but the one with the most credibility. 

 

Wow. I cannot think of a more compelling testimonial for why we should all take the time and effort to focus on managing our personal brand. Can you?

 

Nataša, I am truly honoured to coach you and help you amplify the impact of your important work.

 

Greetings and welcome to talk about talk episode number 98, focused on the power of Personal Branding. 

 

In case we haven’t met, Hi! My name is Dr. Andrea Wojnicki (call me Andrea) – and I’m your communication coach and the founder of Talk About Talk. At Talk About Talk, we’re relentlessly focused on improving our communication skills. Specifically, my goal is to accelerate the career advancement of ambitious executives by elevating their communication effectiveness. At TAT, we talk about communication skills topics like networking, overcoming imposter syndrome, and yes, personal branding. You can access Talk About Talk across a variety of media or resources, all from the talkabouttalk.com website. There’s the archive of this bi-weekly podcast, there’s the free weekly communication skills coaching newsletter, there’s 1-on-1 coaching with me, AND, you’ll find access to great online courses. Including a new course on Personal Branding! But you can choose whatever works for you! And you can find it all on the website.

 

OK – Welcome to Talk About Talk episode number 98 focused on the Power of Personal Branding. After listening to this episode, you’ll not only feel inspired, you’ll also know exactly why you should on your Personal Brand – the benefit or payback you get for that effort. 

 

Here’s how this episode’s gonna go. It’s a short one, but it’s a doozy. I’m going to share with you 3. SPECIFIC benefits or reasons why you should focus on your personal brand. For those of you who know me, you know I’m a fan of 3’s.  So of course there are 3 main reasons. 

 

Then I’m going to list for you several strategies you can explore to help you personally leverage the power of personal branding. I’ve compiled a list of resources, some of which will appeal to you more than others, depending on whether you prefer learning as an individual, or learning in a group setting, and whether you prefer listening, reading, or taking a course, or whatever. 

 

As always, you can find the shownotes for this episode on the talkabouttalk.com website.  You’ll find links to all the personal branding resources I mention there, plus a summary of the key learnings and the transcript.

 

OK – let me start by referencing Nataša, the cancer researcher who you just heard. Remember she said QUOTE: 

 

The impact of effective communication, including personal branding, is much underestimated, in my opinion. It is really worthwhile building one’s personal brand. You know, it’s not the loudest person in the room who has the voice, but the one with the most credibility.

 

There are very few people out there that would disagree with Natasha, that personal branding is important. Yet many of us never seem to get around to it, probably for 2 main reasons.

 

First of all, and I find myself saying this all the time – Personal Brand is important, but it’s never urgent. You could say that for other communication skills too – beyond personal branding – like confidence, listening skills, storytelling and more.  They’re all important things to focus on, but not urgent. So setting time aside to focus on improving these communication skills always seems to be pushed down on our TO DO list.

 

The second reason why many people don’t get around to focusing on their Personal Brand is that they aren’t quite sure what the benefits are of personal branding. Again, most people agree in general that Personal Branding is a good thing that might help them, but HOW, exactly?

 

That’s exactly what I’m going to share with you now.  Based on my personal experience in developing MY OWN personal brand, and after working with clients in workshops and in coaching sessions with people like Nataša, I can say there are several REAL benefits of doing so.  

 

Here’s my answer to the Q “Why should I devote time and energy to developing my Personal Brand?” The 3 MAIN reasons are:

  • Personal Branding provides you with the opportunity to CREATE YOUR OWN NARRATIVE
  • Your Personal Brand provides you with CONFIDENCE
  • Articulating your Personal Brand optimizes your FUTURE decision making and future opportunities

 

Let me elaborate briefly on each of these.

 

1. First, Personal Branding provides you with the opportunity to strategically manage your own narrative

 

What if you don’t control your own narrative? Well, you’ll miss out on some opportunities. Or worse – others will write your narrative for you. Just ask Hillary Clinton. Some if you may have heard my theory about Hillary Clinton. I believe that she may have lost the election because she and her team failed to manage her personal brand.  Hillary’s always been an advocate for the underprivileged.  She could’ve owned the HERO archetype.  She could have communicated her Personal Brand as a hero. But she failed to do so, and her opponents painted her instead as the relentless ruler archetype.

 

We aren’t all politicians though. It’s not like we all have formal opponents who are trying to make us look bad.

 

But I’ll tell you what we do all have.  We all have a Personal Brand – whether we choose to strategically manage it or not. Think about everyone you know – and even people you don’t know – you have a narrative for everyone.  So why wouldn’t we strategically manage our own narrative?

 

Here’s the analogy. Managing your Personal Brand is kind of like managing your credit rating. 

  • There are many people who ignore their credit rating.  But that doesn’t mean they don’t have one. Ditto your Personal Brand. 
  • And your credit rating affects you, it affects you in terms of opportunities and limitations. Just like your Personal Brand affects you. 
  • AND –there are things that you can do to improve your credit rating… Like getting a credit card & paying it off on time. Just like there are things you can do to improve your Personal Brand.

 

So again, there’s only upside to strategically managing your Personal Brand. We’re not talking about manipulating people into thinking things that aren’t true. Of course your Personal Brand needs to be authentic and true to you.  But if you’re strategically managing it, then you’re prioritizing the themes and choosing the words. You’re introducing yourself explicitly and implicitly every day, with the words, the ideas, the themes that work for you.  You’re controlling your own narrative.  And that can only be a good thing, for ALL of us, even if we’re not running in an election to be President.

 

2. Personal Branding provides you with CONFIDENCE IN THE MOMENT

 

This comes up a lot in personal branding sessions. If you have a fully articulated Personal Brand, then on those occasions when you’re in over your head, you’re experiencing imposter syndrome, you just remind yourself of your Personal Brand, and particularly your superpower, and you focus on that.

 

I remember being in board meetings when they started talking technicalities and I found myself feeling like an imposter.  Maybe I don’t belong here. Is someone going to call me on this?  But then I remind myself of my personal brand, including my expertise in marketing and strategy, and my confidence is elevated.  I could raise my hand and say, “from a strategic perspective, we should also consider – whatever.” Now I’m truly adding value, I’m reinforcing my personal brand, and I’m feeling confident. I’m being perceived as confident too!

 

Last year I interviewed my friend Jill Nykoliation for a TalkAboutTalk episode on Communication Skills for Leaders.  Jill’s the award-winning CEO of an advertising agency called Juniper Park TBWA. You’d never guessed it if you ever met Jill, but she also has experienced impostor syndrome at various points in her career. One thing that helps her boost her confidence? Reminding herself of her superpower.  Jill’s superpower, perhaps a main theme of her personal brand, is her exceptional ability to identify meaningful consumer insights.  Whenever she feels that shot of adrenaline, she strikes a power pose and reminds herself of her superpower. Bam.  Confidence boosted.

 

Identifying your own personal superpower is a key part of developing your personal brand. Once you’ve articulated that superpower, you can lean into it and you can also remind yourself of it anytime you feel like an impostor. Anytime you feel that adrenaline rush and you need a confidence boost.

 

Many people have admitted to me that they feel nervous sometimes when they are asked to introduce themselves. Here again is a great example of when your personal brand can boost your confidence. When your personal brand is top of mind, you can introduce yourself with confidence.

 

One last thing in terms of confidence. Generally speaking, I’ve heard again and again that focusing on your personal brand is one of the most satisfying things you can do for yourself. The process itself of cultivating your Personal Brand is satisfying. I hear this all the time. People say things like “Wow – this is so intense and so enjoyable.  I realized I’ve never sat down and considered my personal identity, my personal brand.  And certainly I’ve never done this is a structured, disciplined way. “ It’s like they can feel their confidence building as they are developing their personal brand.

 

So that’s the second reason why we should devote our time and energy to developing our personal brand. Simply put, developing your Personal Brand builds your confidence.

 

The third reason why we should devote our time and energy to developing our personal brand is a little bit less obvious. But I’m convinced it’s at least as valid. Focusing on our personal brand helps us with decision making and future opportunities.

 

3. Personal Branding helps you with DECISION MAKING AND FUTURE OPPORTUNITIES

 

About a year ago, I was attending a Harvard Business School online conference for leaders. One of the keynote speeches was delivered by an impressive managing director of one of the big investment banks. She told us the story of her realization, her epiphany, that her happy place is s is building relationships with clients. She never used the word personal brand, but she realized that building relationships was her superpower. Her career was going very well, and she was offered a promotion to be the chief of staff for the CEO. She surprised a lot of people when she turned down the promotion, but she explained that she knew her superpower was building relationships with clients, and if she took this job, she wouldn’t be able to leverage her strength and her passion.  Years later, as one of the top executives in the firm, she shares her story and encourages everyone to make career decisions based on their superpowers.

 

This is a fantastic example of how articulating your personal brand can help you with decision making.

 

In terms of future opportunities? Establishing a focused personal brand will also help bring relevant and exciting opportunities your way. Imagine your identity, your reputation, is firmly established in the minds of key stakeholders. When an opportunity comes along, that is. Somehow relevant or associated with that superpower, you’ll be top of mind. For example, if your firm is looking for an expert for someone to give. A speech on a specific topic or to lead a task force. You’ll be the one they call on. Or if there is a job opening, whether it’s at your current firm or another firm, If you’ve established your personal brand. And it’s aligned with what people are looking for. You’ll always be the first person they turn to.

 

Over the years, my personal brand. Has evolved, as it should, In terms of my roles as. A brand manager as. A doctoral student, as a business school faculty member, as a consultant and as a coach. At this point in my career, I’m laser-focused on leveraging all this experience in my role as a communication coach for ambitious executives. My goal is to be the go-to communication coach for individuals and organisations who need communication skills training.

 

So here’s the question for you. What future opportunities really excite you? My goal is to be the go-to communication coach. For what do you want to be the go-to? Establishing that as part of your personal brand will help you make that happen.

 

So that’s it. The 3 main reasons why we should all focus on developing our Personal Brand:

  1. Personal Branding provides you with the opportunity to CREATE YOUR OWN NARRATIVE
  2. Your Personal Brand provides you with CONFIDENCE
  3. Articulating your Personal Brand optimizes your FUTURE decision making and your future opportunities

 

If you weren’t already convinced that developing your personal brand is a worthwhile exercise, I still imagine these three reasons are pretty darn compelling!

 

I’ve had the honour at this point of coaching hundreds of executives now, I’ve lost count, it might be over a thousand, but I’ve helped these executives to develop their Personal Brands and I’ve witnessed them experiencing these 3 benefits. To say it is a privilege and it’s satisfying is an understatement. Personal Branding is a profoundly impactful and worthwhile pursuit. 

 

I agree with Nataša, the oncology researcher who you heard at the beginning of this episode- 100%.  Personal Brand is under-rated.  

 

When Nataša shared her thoughts with me, I decided I needed to create this episode to explicitly highlight the benefits of Personal Branding, AND to share the variety of Talk About Talk resources that you can choose from to help you develop your own Personal Brand.  

 

So I’m going to share this list of Personal Branding resources fortyou right now. But before I do so,  I have an exciting announcement. A new way that you might decide works best for your learning style and preferences. I’ve created a Personal Branding online course that I’m really really proud of. And it JUST launched. This is the first time I’ve talked about it on the podcast. And I have a discount code for you – you can get 30% off if you use the code TALK30.

 

More on that in a minute.

 

I’ve created a list of the various 5 suggestions or resources that you can choose to help you develop your own Personal Brand, depending on your media preferences, your learning style, and your budget. 

 

Given that this is a podcast you’re listening to, I’m willing to bet that. You’re an auditory learner, at least to some extent. I have a list of over 5 different TAT podcasts focused on Personal branding that I recommend for you. There’s everything from understanding the strategic principles of personal branding, to communicating your Personal Brand online, and everything in between.

 

If you go to the shownotes for this episode on the TAT website, you’ll see the podcast listed there, roughly in the chronological order that I recommend.  And they’re free!

 

The blogs, the email newsletters that I wrote are also free.  So if you prefer to read, you can quickly learn some key strategies for how to develop your Personal Brand based on blogs I’ve written.  They are also listed in the shownotes in roughly chronological order.

 

If you’re ready to tackle your Personal Brand and you’re looking for more structured guidance, I have 3 suggestions:

  • Online course 
  • 1-on-1 coaching
  • Corporate workshops

 

If you want to check out there it at talkabouttalk.com/personal brand – all one word. So it’s talkabouttalk.com/personal brand. You’ll find all the information there about the online course. It’s called five steps to nail your personal brand. There are a couple of advantages of doing this as an online course. You can do it at your own pace, and it’s less expensive than one on one coaching or workshops. And. As I said, I have a discount code just for you. Talk about talk listeners. You’ll get 30% off if you use the code talk 30. Again, all of this information is on the talk about talk com website if you just. Check out the show notes. Next paragraph.

 

If you prefer to work directly with me, then 1-on-1 coaching is the way to go. This is what I’m doing with Nataša.  We can set up online meetings and I will guide you through the customized process, step-by-step.

 

And last – corporate workshops. If you work at an organization where there’s more than a few people who might be interested in developing their personal brand, this can be a great way to go. In fact, you can even learn from other people in an interactive or personal branding workshop.

 

There you go! Those are the five ways that you can choose from to develop your personal brand. specific podcast episodes focused specifically on personal branding, you can read. My blogs or newsletters. That are focused on coaching, personal branding, you can sign up for the online course and do it at your own pace, or you can go for one on one coaching or corporate workshops. 

 

As I said. All of these options are listed. Clearly and succinctly, with links with helpful links. In the show notes, if you go to the talk about talk.com. You’ll find them right there.

 

I want to close by saying one last thing. If I can play a small role in helping people like you amplify your message and your work, and people like Nataša amplify her message and her work in curing cancer, then I am truly honoured.  And I promise you that you will experience incredible benefits from focusing on your personal brand. 

 

Personal Branding provides you with the opportunity to CREATE YOUR OWN NARRATIVE. It provides you with CONFIDENCE. And articulating your Personal Brand optimizes your FUTURE decision making and your future opportunities.

 

It’s not urgent, but it’s incredibly important.  

 

I can’t wait to hear how it goes! Please email me anytime at [email protected] and let me know.  If you have questions or a story to share about your personal brand, I’d love to hear about it.

 

That’s it.

 

THANKS for LISTENING.  Talk soon!

 

***When referencing resources and products, TalkAboutTalk sometimes uses affiliate links. These links don’t impose any extra cost on you, and they help support the free content provided by Talk About Talk.