This is the first post in a 10 part summer series entitled, “The Total Package – Differentiators You Won’t Find on a Resume.”

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“Branding adds spirit and a soul to what would otherwise be a robotic, automated, generic price-value proposition. If branding is ultimately about the creation of human meaning, it follows logically that it is the humans who must ultimately provide it.” -David Aaker

What is your brand as a person? Have you even thought about yourself as a brand?

Come close and allow me to let you in on a secret. Closer now…

Regardless of your college GPA, regardless of how prestigious your alma mater, regardless of how darn good you look in a suit and regardless of how much revenue you bring in for the company…your brand will make or break you.

“Your brand is a gateway to your true work. You know you are here to do something – to create something or help others in some way. The question is, how can you set up your life and work so that you can do it? The answer lies in your brand. When you create a compelling brand you attract people who want the promise of your brand – which you deliver.” – Dave Buck

So how do you develop, build and maintain something so fragile and abstract?

Personal Branding 101:

1. Define Your Overall Aspirations – Be specific and clearly define your goals and objectives. Is it to become known as the best project manager in a certain industry? Obtain the job of Creative Director at a large advertising agency? Become VP of Marketing?

2. Determine Your Brand Attributes – What do you want your personal brand to convey? What adjectives do you want people to associate with you (as the product) and why? In what niche of the market do you want to become known

3. Assess Your Current State – How do people currently perceive you? How large is the gap between the current you and the person you want others to perceive you to be? What needs to change and why?

4. Create Your Game Plan – Your game plan should include more than just branding yourself in social media – it needs to include all aspects of you, as a product. Defining your plan needs to include the tangible and intangible characteristics of personal branding including attire, hair, makeup, behavior, verbal and non-verbal communication.

5. Manage Your Brand – Proactively manage all aspects of your brand, ensuring these aspects are in sync and that they continue to reinforce your brand attributes and market niche.

Marble Slab Strawberry Basil Ice Cream

Ingredients:

1 cup strawberries

1 tablespoon chopped basil

1 cup vanilla ice cream (I used Breyers Natural Vanilla)

Directions:

1. Pulse strawberries and basil in a food processor 3-4 seconds.

2. Add ice cream and combined strawberries/basil on chilled marble slab (I got mine from Crate & Barrel).

3. Using two spoons, combine. Enjoy immediately!

“Flowers don’t worry about how they’re going to bloom. They just open up and turn toward the light and that makes them beautiful.”

-Jim Carrey

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The author of Buoy has 5 years experience in a Fortune 100 company within the Aerospace and Defense Industry where she is a graduate of their HR Leadership Development Program. She has practice in Diversity, Inclusion & Equal Opportunity Programs, Talent Management, Executive Compensation, Learning and Development and Talent Acquisition. She holds a B.S. in Labor Studies and Employment Relations and an M.S. in Human Resources and Employment Relations from The Pennsylvania State University,  and a Professional in HR (PHR) certification.