25/10/2012

By Alexia Leachman, Founder of www.headtrash.co.uk


Now that personal branding, personal impact and presence, reputation and personal marketing have all been unpicked, I’m sure we can all agree that they are indeed all different facets of the same piece; they are all to do with how we think of ourselves and how we choose to present and sell ourselves. But also, it’s pretty obvious that they are all very closely linked and interrelate in such a way that to work on either one of them in isolation would be very difficult.

To be effective at getting other people to buy or hire you requires you to be able to articulate what it is about you that make you worth hiring. To do this successfully, you need to know be clear in your own mind what makes you worth hiring or buying, but more importantly, you need to have an inkling as to who might be interested in hiring or buying people like you. Different customers [people] will have different needs and requirements, and with such an array of personal skills and experiences to talk about, deciding which ones to mention will be made so much easier if you know WHO you’re talking to and WHAT they’re looking for.

Now, the first point here — what makes you worth hiring — is part of who you are, your sense of self - and as such it’s something that would be uncovered as part of figuring out your personal brand. The second bit, is good old marketing; understanding who your target audience/market is.

Let’s say you wanted to hire a stylist to help you to improve your personal presence and impact. The first thing your stylist will ask you is who you are what you want to express through the way that you look. Oh, look, we’re back at the personal brand bit! Same will be said of a photographer you might hire to take some new professional pictures of yourself. The photographer will do a much better job for you if you are able to articulate clearly the key messages you want to communicate about yourself. The last thing you will want is a picture that resembles the one you had taken in high school that does give anything away as to WHO you are.

Now what about reputations? Well, the only reputation you need to really worry about is the one that affects how your target market perceives you so understanding WHO this lot are is key. It’s also important to know who this group is if you find out that your reputation needs a bit of help. By this I mean that you need to build a reputation, or that you need to rectify incorrect assertions. But remember, the core of your reputation is inspired by your behaviour, and how we behave is intrinsically linked to our sense of self, i.e. our personal brand. Who we think we are and how we choose to express who we are, determines what we do and what we say. So ultimately, our reputation is an external validation of who we are. It’s us reflected back at us, but building and managing it is part marketing.

I don’t mean to confuse the hell out of you with all this, but I at least hope to demonstrate how important it is to be clear of the distinctions of all these activities as well as how they interrelate. To finish off, I’d like to leave with you with a top line overview of how best to tackle all this.

Start with your personal brand, which might involve finding out what your current reputation is. Then move onto personal marketing. This will be largely tactical and will probably include your personal presence/personal impact, your digital presence and identifying your desired reputation. Closing the reputational gap will involve personal PR activities and closing the digital presence gap will probably include social media.

I hope that helps!


Alexia Leachman is a Mojo-hunter and helps business leadersto find their mojo by helping them to clear their head trash, tell their story, raise their profile, build their digital presence and manage their reputation. Alexia is also the founder of www.headtrash.co.uk, the home of the most powerful head trash clearance technique in the world. She regularly speaks and writes, and recently authored a chapter on Online Reputation for a book on Internet Marketing due out in November 2012. You can follow her on Twitter at @AlexiaL.

Alexia is speaking at our forthcoming Internet Marketing event @ Google Campus.

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