Virtual Entrepreneur

The New York Times:
Looking to stand out – or at least stay employed – in the current deteriorating economy? Judith Sills, a psychologist, suggests becoming your own brand.

‘If your reputation is what people say about you, especially behind your back, and your résumé is what you say about yourself, especially on paper, your brand is all that – plus,’ she writes in Psychology Today. ‘It is the professional identity that you create in the minds of others.’

Your brand should be distinctive, valued and stand for something. It could mean becoming the acknowledged expert in a particular area, or it might be associated with particular characteristics. For example, the author said that if she were trying to brand herself, she would ’strive to make Judith Sills Inc. known for ‘timely creativity.’

While there is no definitive template to follow, she says, at least 3 approaches will probably work well if you want to become a brand.

You will want to participate in events that provide visibility, Ms. Sills writes. ‘Speaking engagements at professional conferences or in-house presentations establish your expertise.’ Working with groups other than your own will help spread the word about you.

Second, do not just show up at meetings. ‘Make your presence known,’ she says. ‘Show what you know.’

Finally, be consistent. ‘At heart, branding means, ‘I know I can rely on you for certain things, whether great graphics or ingenious spin.’ Understand what you deliver and make sure you deliver again and again.’

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