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Personal Brand Growth

Rodgers Townsend's 6th Annual Fall Forum is quickly approaching. For anyone not familiar with the event, the agency invites students and recent graduates to tour the agency, listen to a few presentations from agency executives, receive resume and portfolio feedback and get an inside view of what it is like to work in the agency environment.

During previous events, I've been a part of the resume review team and every year a question always arises in one form or another:  How do I get from here to there? That question always propels my mind through the typical personal inventory of various roles and the skills acquired in each role, but what I find most interesting is how that question is an integral part of our agency's daily routine, especially within the analytics' and insight group.

Personal brands can follow the same process we utilize on a daily basis:

First, note all of the hurdles between you and your objective and the realities of clearing those hurdles. If possible, utilize outside resources and contacts for feedback. This will help you plan your path and forecast your benchmarks. In our work, we utilize research and data analysis to determine the best positioning for a brand based on market research and the feedback of current and prospective customers. In the absence of formal data, today's social environment provides a strong alternative for a personal brand.

Second, list your strategies and tactics for clearing those hurdles. The traditional path is usually crowded, expected and less than memorable. Create a list of various alternative paths and then rank your ideas for implementation. Score each idea via how it enhances or detracts from your ideal brand image.

Third, per another post on this blog, stop talking and do something. Begin testing the strategies and tactics. Request and note response and feedback and adjust your strategies and tactics accordingly. Any feedback can be utilized to strengthen your campaign. And then, as a colleague likes to say, "Rinse and repeat."

Brands are brands, whether personal or professional. And the strategies and tactics that create the world's best brands can be applied to yours.