Many a successful business is built around a single person who is either its owner or founder. This person endows his personality to the business thereafter he, his personality and the business are identified together. As time goes on his personality transforms as the brand for his business. When this happens we have an identity known as personal branding. For the success of a small business as well as larger ones personal branding is a definite must. Let me un-wrap a personal branding package for you:
Personal Branding Explained: The concept of personal branding was originally introduced in 1937 by Napoleon Hill in his book “Think and Grow Rich”. Later Tom Peters developed the concept as part of corporate culture in his book “In Search of Excellence”. Today personal branding as a distinct identity is popularised by many personal branding gurus, chief amongst them is Dan Schawbel, whose writings have been quoted extensively in business literature.
Personal branding is basically packaging your unique personal features into a consolidated brand. This branding then turns out to be a valuable asset in your repertoire. At the zenith, your business and your personal branding are as inseparable as Siamese twin. There is a risk of your indispensability though. Once you have retired from the business the personal branding you have developed could boomerang on your business, unless your successors too could be cultured in similar manner. Here is your personal branding package:
1. Shaping your Body: You can be tall, of medium height or short person. Whatever your height is you should keep your body in good shape to garner instant attention. You are aware most people get impressions on the first sight which is difficult to erase later on. Therefore, you have to morph your body to make you a smart and pleasing person. A big tummy has two negatives: it can cause health issues and it can kill your business chances too
2. Distinct Clothes: I am not suggesting that you should have Armani collections and Versace accessories in your wardrobe. But whatever you wear it must fit your personality and you must stick to that. You must do what we call as power dressing. It can be simple or fastidious; but keep it in your mind that you are half and the better half is not your wife but your dress
3. Shining Face: You know face is the part of human body that is watched more than any others. An adage goes thus: face in the index of mind. Of course there are different face structures; round, oblong, thin and plumb and so on. What matters is not the shape of the face but how it brightens you up. You would have seen men and women whose faces made remarkable impressions in your mind. It was a pleasure to look at them and you still remember how those faces were shining and how you were galvanized by that pleasant smile
4. Winning Attitude: When you speak or move, it is the attitude that comes out. Your uniqueness in terms of body, clothes and face convey in a single word about you and your attitude. Without a winning attitude none of the above can deliver the goods. Attitude is always based on the belief system you have about you, your business and the person with whom you inter-act. Great men are always born with winning attitude; successful men develop it. Therefore model yourself with those who have succeeded in business with positive attitude. Steve Job is an excellent example
5. Broad Knowledge: There is no requirements as such that you should get “A” grades in your subjects while in college; but gaining broad knowledge is indeed is compulsory. When you speak you must flaunt that knowledge not to impress others but to bring them onto your side; make them see your point of view; get them to think like how you think; that is personal branding in a nutshell
6. Fitting Conduct: All the above ingredients can be thrown over-board if you are lacking in appropriate conduct. You have got to play by the ear; rise to the occasion; conduct yourself in exemplary manner. You can be harsh sometimes but well meaning; you have to be guided by ethics and logic while inter-acting with staff and customers. Never allow your emotions to take charge and fly into rage. Even if that happens you must have the courage to say sorry and make up quickly. You must show dignity and decorum befitting every situation you are in, in a manner that makes you a loved person more than a feared one
7. Leveraging Cosmics: You have hidden resources which we call cosmics; aspects that are residing within you shaping and influencing your business throughout; you must understand your cosmics and leverage it in your business life. A good example is the charming smile that you have accompanied with the soothing manner in which you speak to people. You can leverage this cosmics in negotiating and closing business deals at ease
Once you have these seven aspects you are well in the way to have your own personal branding.
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