Your personal brand is the best tool you have for your upcoming interview. You are likely in panic mode though. You feel like you are forgetting the basic details. Such as your name. Ultimately, this is one of those things that might not be in your favor. If you are not in panic mode, then I extend my congrats to you because you are one step closer to a good interview, but if you want a great interview, I have a personal tip for you that has helped me and many others make that leap. It is not really a big secret, especially over here at Brand-Yourself. Your personal brand — this is what you need to take to your interview. Just like you have a heard a million times before, selling your personal brand, but what does this truly mean? That is what I intend to clear up for you.

We have all been in this situation before: we were all set for the interview, but now that we are there we are sweating bullets the size of cannon balls. “Is my iron off? My apartment could be burning to the ground right now. Crap! I’m probably being robbed right now. My stuff is gone. What job am I applying for again?” Do not worry. Your iron is off. You still have an apartment, complete with all of your unstolen stuff. In fact, you have the most important tool you need for this interview, your brand! Who knows you better than you? Well, a stalker maybe, but that is a police issue that we are unfortunately unequipped to handle. Now bring your brand forward.

Take what you have prepared and put your spin on it. Make it sound like you were built for this job. We all love talking about ourselves, do not deny it. This is your opportunity to do it and to do it with style. The company wants to get a feel for your personality and what you bring to the table, they most likely do not want a pre-programmed robot that acts on command and if they are do you really want to be there?

Using Your Personal Brand in 3 easy steps:

1. Practice/break down the question.

2. Answer the question with a little “you” attached.

3. Repeat as needed.

Practice/Break Down the Question

Practice the questions beforehand that the interviewer might ask so that you are better prepared. Breaking down a question on the spot and giving back an intelligent answer on the spot is a very hard skill to master. By doing this you will not stumble all over the answer. Do not worry though. You are allowed a little stumbling. This process will just help you out a lot in the end and put a minimum on the mistakes.

Answer Question with a Little “You” Attached

Here is where you take those broken down parts and make them your own. We will take the two parts from the question above. You can start by stating what you know about how they do it. Show that you know their business. Then, when answering the part about your knowledge, you will not simply wish to say that you know it and that you can do more than just the bare minimum. You want to state approaches you have previously used to accomplish what they already do but with your own version of it and explain what it has done and why it has worked for you. I will use Twitter as an example as it is one of the fastest growing social marketing tools around, you could state something like, “I have noticed that your marketing has drawn in X amount of new business via Twitter but also I have noticed that your not retweeted as much as you could be. Have you considered shortening your tweets to around 120 characters so that others have the ability to retweet with minimal editing to allow it to fit? I feel this could bring in further word-of-mouth business.” Instead of regular run-of-the-mill answer, you have successfully just stated your knowledge of the matter while simultaneously showing your ability to innovate. You have attached a little of “you” into this answer.

Repeat

Do just that, repeat the process on the next question.

I speak all of this from personal experience and realize that interviews are extremely nerve-wracking. Just remain calm. Remember, you are who you are and your potential employer knows this — this is exactly why they called you. They want to know more about your personal branding. Thankfully, you have been perfecting this brand for years. You may not have even realized it and now you have an amazing opportunity at getting this job that you have always wanted.

For more posts about your personal brand and other interview tips check out these blog posts:

1. Using Social media to develop your personal brand
2. How to Write a Short, Professional Bio On Yourself (Learn from a master)
3. Branding Interview with Ola Rynge
4. How to Answer Interview Questions

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Jeffrey is a graduate of Michigan State University. Known in various lairs of the Interweb as makeyourownfun. A writer, an innovator and a true idea man. He loves pretty much everything to do with the arts. Whether it be designing new graphics or writing random thoughts in his journal, if he’s not creating, he’s probably sleeping; even then its a crazy world. He pushes everyone to be at their best and encourages creativity on all levels in order to inspire innovation.

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Guest post by Jennifer Kushell who is Co-Founder & president of YSN.com – Your Success Network, and the author of “Secrets of the Young & Successful,” a New York Times Bestseller. Called the “Career Doctor” by Cosmopolitan and a “guru” of her generation by US News & World Report, Jennifer has dedicated her life to helping young professionals and entrepreneurs in over 190 countries find success through powerful tools like the YSN Career Planner.

Remember the last time you cringed when you heard the way someone described who you are or what you do? Maybe you’ve found yourself sweating over how to describe yourself or your latest project. How about those business cards of yours, that bio, your website or that promotional reel you created? Those giving you any stress? All of these instances and elements are part of your professional branding.  How effectively you brand yourself has a lot more to do with your success than you might think.

Companies focus on branding when marketing new products or businesses to consumers because they know that public perception can make or break their success.  In your career, it’s helpful to consider yourself as a product that you have to sell or promote to clients, employers, admissions boards and colleagues. Try describing your brand out loud. How does it sound? Are you impressed or bored? What do you want other people to think of when you pop into their minds?

How you are perceived by others should of course be proportional to your success. But in reality, it often isn’t.  Far too often we see people who are painfully unknown or struggle to get the word out, even though they’re highly accomplished.  Even worse, is when some build strong compelling brands and convince others that they’re top notch, when they’re really just a bunch of smoke and mirrors.  I always like to think that integrity, honesty, substance and providing true value are the foundation of any great brand.

Here are a few tips for developing a solid brand of your own:

1. Think about the things you want to promote about yourself and start to build a list of things you need to communicate or bring to life for others to recognize why you’re worth paying attention to.
2. Start to gather a wide range of assets you have that illustrate your history, experience and success to date.
3. Create a branding statement: Include the answers to the following questions: Who am I? What am I proud of? What am I good at? How am I unique or different?
4. Gather endorsements and quotes from notable people, admirers, fans or ideally happy clients.
5. Forget your resume and build your bio, on a single sheet of paper in paragraph form, that tells your story in a compelling way.
6. Build a professional online profile (YSN.com is great for young professionals and entrepreneurs!), your own blog, or web site so you can leverage all of these great assets, elements and descriptive info, not to mention be easily found online.
7. Make sure that you have an impressive presence on the top social networking and other sites prominent in your industry.
8. Keep well designed business cards with you everywhere you go.
9. Make an effort to leave a lasting impression on most everyone you come in contact with – even the ones you don’t meet in person. Pay attention to your grammar and tone in e-mails and phone calls. (One of my favorite tips for very important calls or phone interviews: Look in a mirror when you are speaking and smile. Your smile can translate into a positive impression to the person on the other end!)
10. In person, make sure to smile often, look other people in the eye, and offer a confident handshake. Pay attention to the way you dress.  Speak loudly, confidently and with certainty. Carry yourself with your head up, shoulders back and with quiet confidence.

And lastly, be someone that you and everyone you know can be proud of.  Be the kind of person others are eager to spend time with and introduce to their friends and biggest contacts.  Keep getting the word out and building your platform too.  Follow these steps and I guarantee you and your brand will really start to shine!

For more posts related to your personal brand check out these posts:

1. The Key to Staying Competitive – Continuous Learning by YSN
   
2. 7 Tips to Get Your Personal Brand Found Online
3. How to Brand Yourself

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In an article from Web Worker daily, business writer Pamela Poole emphasizes that, in the business world, “personal branding is important, like it or not.”

“Image,” she continues, “is unavoidable.”

Remember: if you don’t brand yourself first, someone else will.  Think back to summer camp in third grade when you forever became known as the kid who still wet the bed.  Now multiply that feeling by one hundred.

You don’t want to be branded by someone else as the proverbial corporate bed-wetter, so it is up to you to create your own identity.  However, don’t get carried away; your image should be real.  It should not be a false depiction or seem too contrived.

Your Personal Brand

Essentially, your personal brand consists of three main qualities: competencies (in other words, your skills); personality, which includes your goals, values, and identity; and the unique value or benefit you are able to provide (i.e. what do you have to offer that sets you apart form the rest?).

As you begin to solidify your personal brand identity, keep these three points in mind:

• INDIVIDUALITY

What makes you different and valuable?  Although job titles are important on your résumé, don’t focus too much on them when creating your personal brand.  There are thousands of other people who have been general managers and research assistants, and you need to stand out from the rest of the crowd.

• VISIBILITY

Enhance your profile by getting your name out there.  Start a blog, take on side projects, teach a class, speak at workshops, get on panel discussions at conferences – the important thing is to get yourself known by people outside your place of employment so that you have a larger, more diverse network of people who can serve as references and possible job opportunities.  Chances are, if a possible employer has heard of you (in a good way) before you even apply for a job, you are automatically more desirable.

• CONSISTENCY

Maintaining your personal brand is ongoing and will continue throughout your entire life cycle.  It is important not only that your personal brand identity reflects you truthfully as a person, but also that your identity doesn’t develop multiple personalities over the course of your life that may confuse or alienate interested parties.

You alone are in charge of and responsible for your personal brand identity.  Approach it as you would a real-life brand, and work hard to maintain and protect that brand.  You will be acting as the CEO, project manager, and administrative assistant of the most important company in the world: yourself.

Gabrielle is a recent graduate from Syracuse University, where she studied fashion design and fashion communications.  She is in the process of building a small fashion business over the internet and  plans to return to Syracuse in 2010 to pursue her Master’s Degree in art journalism.

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“A qualified employee must be organized, possess skills in word processing, and be a team player.” Sound familiar? These are some of the basic qualifications many employers look for in an employee, and unless you’re planning on joining the circus, you don’t exactly need to know how to juggle fire to be considered “qualified.” However, these qualifications won’t cut it if you want your personal brand to be outstanding.

Think of it this way: A hirable actor can memorize all his lines before the show. A hirable actor takes direction. A desirable actor is a triple threat, a jack of all trades, and a sought-after performer– that automatically increases his hirability. So, how can you develop more than just the basic skills you need to do a job so that your personal brand gets you a great reference, a possible promotion and will make you sought-after by employers?

Keep your attitude positive as often as you can. This point reminds me of my favorite hot-dog stand worker. Every day the man who runs the hot-dog stand down to road from my house seems like the happiest guy around. Even in the pouring rain he never forgets to ask, “So, how is your day going? Got anything fun planned?”  I’ve bought  hot-dogs from him a few times just to be around his optimism. His positive attitude has helped him do business. And, with a positive attitude you’ll simply look more confident  — and when it comes to personal branding, looks matter!

Get inspired. John Mayer once said that the movie “Back to the Future” was his inspiration to learn to play guitar. In fact, most successes stem from inspirations. Not many people were born exemplifying the behaviors that take them to the top. Learn from someone else and follow their lead.  The actions and behaviors of others can help shape your character that will make you stand out in the work world. Everyone needs inspiration before they excel, and the right inspiration that fits your goal sets will help you as you develop your personal brand.

Familiarize yourself with the latest in technology. In a digital, fast-paced world it’s important you stay on top of the latest in high-tech stuff. Even if the job you’re after only requires knowledge in Microsoft Word or Excel, learning how to use other programs such as editing software  (Final Cut Pro, Avid Express) or digital design programs (Adobe InDesign, Photoshop, After Effects) will give you a leg up when you want to prove you’re technically well-rounded. Plus, you never know when your boss is looking for someone to put together a funny video to show at the company picnic. Guess who’s getting a “tech savvy” reputation?

Keep your intent in check. You know what you want your brand to convey, but does everyone? Find a test audience such as family members and close friends (people who aren’t in charge of determining your employability) and make sure you have developed a persona that comes across the way you intend it to.

Maintain your neutrality. I was given a pay increase at a previous job I held because I was “the only employee who never seemed to gossip about other employees,” according to my boss. Keep a neutral perspective on situations at work and do not gossip about your co-workers. You’ll appear much more trustworthy and dependable, both components of a strong personal brand.

Standing out from co-workers or other job candidates is crucial if you hope to move up in the ranks, especially in a competitive job market. Not only should you develop a reputation that will pave the way to success, but take note of what brands haven’t worked for you or others so you know what to avoid in the future.

If you enjoyed this post please also check our others posts on how to develop your personal brand:

1. Using Social media to develop your personal brand
2. 7 Tips to Get Your Personal Brand Found Online
3. My personal brand
4. Personal Branding Worksheet

Adrienne is a Syracuse University student from Danbury, CT majoring in Writing and Rhetoric with a Leadership Communication minor. She is a big fan of impressionist art, ocean views and classic rock. She hopes to one day have her name in the credits of a hit film whether behind the scenes or in front of the camera.

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