Many of us have a love-hate relationship with instructions. Sometimes, we follow instructions for a while but stray from them when they become too complicated or vague. Other times, we forgo instructions altogether under the belief that we can “figure it out.” And, we may be able to figure it out with some success. Ultimately, the choice not to follow instructions can leave us with a less than ideal outcome, like assembling a piece of furniture with a couple of screws left over. We do not know what to do with the screws because we did not follow instructions and hope that the unused screws do not come back to haunt us later.
Your own brand is too valuable to be left to chance or following only those instructions that you find easy or comfortable. Instructions can answer questions you do not even know you have. You may want to transform your personal brand. Or, you may come reluctantly to personal branding because someone has made it a requirement- a teacher or boss has given you an assignment to complete.
Regardless of where you are coming from, reflect on three important questions that inspired Colby Jubenville and me to share our instruction set for personal branding in Me: How to Sell Who You Are, What You Do, & Why You Matter to the World: 1) Why me? 2) Why not me? 3) If not me, then who?
It is possible you are taken aback by our book’s title: Me. If you are a millennial (often defined as persons born between 1981 and 2000), you are tired of labels associated with your generational group of “self-centered” and “self-absorbed.” A book about “me” seems to play to those labels. Contrary to that notion, a decision to proactively market yourself has positive connotations. First, no one else in this world has the incentive or urgency to manage your brand that you have- not parents, spouse, friends, or boss- only you. These important people in your life can support you as you build and maintain your brand, but they cannot do it for you as well as you can do it for yourself.
Second, managing your personal brand creates value for the people with whom you interact or serve. The personal benefit to you in terms of professional growth, income, and satisfaction are by-products of the value you add in others’ lives. So, far from being a venture in self-indulgence, personal branding is an ongoing process of creating benefit for the world around you.
Why Not Me?
Personal branding is an ongoing concern just as brand management is an ongoing concern for companies and products. However, do not look at managing your brand as a burden to bear or price to pay. Rather, you will enjoy the fruits of proactively managing your professional and personal identity. You should not be excluded from the potential growth that managing your personal brand offers. As you observe others who have “made it,” consider that they most likely earned whatever success or status they have attained- it was not handed to them. Similarly, you can be that person other people notice moving up and ahead because of your commitment to nurture your brand. Give yourself permission to grow through building a distinctive personal brand.
If Not Me, Then Who?
It is not surprising that many people hold themselves back through fear of failure. They cannot fathom what will happen to them or what others will think of them if they do not land their dream job, do not get the promotion, fail at a major project, or lose their job. Some level of fear is natural and can even be motivational, driving you to overcome limiting fears to achieve goals. But, another fear that may be more surprising is fear of success. “How will my relationships change if I am promoted?” or “What will my new goals be if I reach my current ones?” Yes, we can be afraid of what we will encounter if we actually get what we want.
The combination of fear of failure and fear of success can serve to sabotage our growth plans, ensuring we do not get hurt… except that is exactly what happens when we limit our own growth. Could someone else step up? Yes, but do not shortchange yourself. Do not defer to others at the expense of your own growth and advancement. A clearly defined personal brand will give you confidence and direction to deal with and overcome the dual threat of fear of failure and fear of success.
The Only Dumb Questions…
You have heard the expression that the only dumb questions are the ones never asked. This timeless saying applies to personal branding, too. You should be asking “why me,” “why not me,” and “if not me then who” daily. These questions keep us oriented as to why our brand matters and how proactively managing it can create value for others.