I ask two opening questions in my self-branding workshop is, "Who are you and what do you do?"
I'm frequently astounded by the number of people who launch into lengthy descriptions of what they DID in their lifetime. There is no mention of what they are doing currently and what they expect to do over the next few years.
If we don't have a personal goal and mission statement for LIFE, then what kind of message can we present to the public. What I do NOW should be taking me forward - to where I am going. If it is not, or if I'm bogged down in the past, I am not going to be able to communicate my current needs or plant seeds for my future.
Everything we say--our entire persona--should be directed forward, not backward. Just as we dress for the job we WANT, not the one we are currently in, we should be projecting the image of who we plan to become. This goes for job-seekers, aspiring entrepreneurs, or people in the workplace who want to get ahead.
Another mistake some people make when describing who they are and what they do, is to get bogged down in cliched adjectives. I advise them to get as specific as possible (in a concise fashion) and to use words that scream "action!" when describing themselves. "A creative powerhouse" says a lot more than "original thinker." Certain images are like magnets. When you use them, people are attracted to you. Choose your keywords and use them--over and over--to brand yourself. In advertising, it is known that a message has to be broadcast at least three times before it is absorbed into the collective psyche. If you are broadcasting a concise, powerful and consistent message again and and again, you will stand out from the crowd, online and off.
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