Branded
- Apr 7
- 4 min read
By Nicole Fronek
Performing an online search, I found that advice on personal branding is highly ranked when exploring the topic of professional advancement.
Branding, routinely part of the conversation within my network, warranted a dedicated chapter in my publication, Corporate Coach Approach: A Systematic Guide to Career Development. Chapter One details not only what personal branding is, but the importance of creating your brand on your terms. If the question is how to stand out amongst peers, the answer I share is to find a balance between assertion and tact when promoting your unique skill set and style - the combination serving as the foundation for your brand.
Reputation, developed from opinions, has a similar undertone to branding, but is distinctly different as personal branding is intentional. Further simplified, reputations form by the perceptions of others, whereas brands are designed to guide how an individual prefers to be regarded. From this stance, the benefit of guiding the narrative of the value and attributes uniquely yours can give you a leg up in distinguishing yourself from peers. Deprioritizing branding is a disservice in career development; moreover, disregarding the importance thereof can inadvertently become part of a brand. In my experiences with executive coaching, when clients feel stifled by brand limitations, I compliment them on their level of self-awareness and encourage continued reflection.
Recognizing that action to promote themselves in an appropriate manner, through a reframed branding campaign, demonstrates maturity as well as humility. In my publication, Corporate Coach Approach, I state that “When actions do not match with expectations, credibility is lost”. Meaning, delivering results, and responding in line with expectations, shifts the focus from unfamiliarity towards collaboration. Building credibility can open doors as expectations are understood and can be evaluated. Conversely, deviation from established norms works to erode merit previously obtained. Personal Branding is critical, but mustn’t be thought of as difficult - it should become part of your daily approach.
It is simply what you decide to message and how you respond to form the basis of what you want to be known for. For example, I am recognized for being organized and efficient, few questions are asked of clients and managers, and assignments are completed on schedule and within budget; showcasing an ability to work independently while conveying confidence. The combination is a brand that can be trusted for quality results across a range of situations. This ‘trademark’ of structured reliability did not happen from one experience, but formed from repetition, demonstrated in each call, presentation, and assignment. Grace under pressure, and an ability to step up when called upon shaping my brand and maintained from one role to the next.
Improvement doesn’t have an end date. This in conjunction with the reality that there is not a single path or formula, can prove daunting making it hard to determine how to begin. If you feel you lack a clear brand, or have a brand that no longer suits your advancement path, a plan to either define or alter can be a positive next step in career enhancement. After deciding what specific areas a brand should consist of, prioritize and start with items that are within your immediate control while working towards elements that will have a longer duration to achieve. Then begin to introduce the updated brand to an expanded network.
Offer your expertise on a special assignment, job shadow where you can learn something new thereby increasing your worth within the organization. Volunteering to conduct research, participating in a survey, or providing feedback to a presentation pitch are not new ideas, but approaching from the angle of integrating elements of a new or modified personal brand may be. The art of crafting a brand is a continuous process and ease of integration should increase over time until it becomes part of your daily routine - in the background, but present.
You are already building a brand, you may just not be guiding the narrative of what you are saying with your actions, or in some cases, lack thereof. Personal branding is not a luxury, it is a necessity. Effort will either be spent focused on brand creation and development or responding to a brand set in motion from external factors. A proactive approach is a better use of energy and allows a measure of control. Make the time, knowing the investment will be well worth it in the long run.
Nicole Fronek, “The Coach” and CEO of Two Horse Productions, consults for Fortune 100 firms inclusive of CBRE, Chevron, HP, Citigroup, and Marriott International. With two decades of experience in project management and client services, she has built her career on a foundation of helping others achieve their goals.
Nicole is based in The Black Hills of South Dakota and holds a BA in Communications from California State University, Fullerton, as well as an MSc in Project Management from The University of Liverpool. Publications include Corporate Coach Approach – A Systematic Guide to Career Development.
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