How to refresh your personal brand in 2012 – 4 easy steps

If you want to make the year ahead a GREAT YEAR for your career and growth, then read this post. You’ll learn in two minutes the four key steps needed to sharpen your personal brand at work. Do this, and 2012 will see your career thrive.

To maintain great personal brands with colleagues, we need to work constantly on these four vital ingredients to personal branding success.

Hugo Boss, Emirates, Audi, Moët et Chandon, Apple. When we hear these words, we immediately get a feeling about the product: a perception, made up by many considerations. That’s branding.

We’re all ‘brands’, whether we like it or not. When your name is mentioned in business, those there get that instant feeling about you- their perception of you as a professional brand. Personal brands are not stagnant- when you start a new role or get promoted, you have to start again with your brand- and build it afresh.

How To Build Your Personal Brand- Four Steps

Here’s a powerful, practical model for assessing, nurturing and building personal brands at work, developed by Tom Peters. I loved it when I first read it six years ago. I love it even more today. It’s practical, and it works.

As you read each of the four pillars, give yourself a score out of 10… 10/10 being “I am perceived by my colleagues as BRILLIANT at this” and 1/10 being “I am perceived by my colleagues as being absolutely HOPELESS at this.” Remember- try to put yourself into the shoes of your colleagues. What do they think of you and this part of your brand? Then develop a 100 Day Action Plan to improve your scores in each pillar, and make a diary note to reassess how you’re tracking every three months. And get input- ask your colleagues, ask you boss, to score you.

1. Outcomes Powerhouse: I am known as someone who delivers outcomes, who gets things done, who is highly productive on the right things, who delivers what they say they will do. (How do your colleagues perceive you on this? Give yourself a score out of 10… etc)

2. Expert at Something: I am known for being particularly good at something. While a strong all-rounder, my colleagues perceive me as being an expert in (something) and often seek my counsel in this one area of expertise.

3. Point of View about the Future: I am not stuck in the detail of delivering today. I also have a view on the future (on how to deliver excellence a year away on a client account, on an area of our business that is evolving, on a trend that could impact our business, on a new product offering, etc) – about what’s next…what’s coming around the corner. I am thinking ahead and keeping all alert as to what the future might hold and what we need to do about it.

4. Supportive and Trustworthy Colleague: I am known by my colleagues to be trustworthy and supportive. I do not engage in politics, undermine others, gossip or rumour-monger. I don’t tell lies or claim credit for the work of others. I speak my mind- but am transparent and consistent. You know where you stand with me.

Those are the four pillars to great personal brands. Be sure to score yourself based on how you think OTHERS perceive you, not how you perceive yourself. Getting input from colleagues can be helpful, though confronting. Give it a go. Score yourself. Develop a 100 day ‘brand improvement’ plan. Get it done. Reassess in three months. Treat yourself as a project! And have an outstanding year of growth in 2012.

, , , , ,

6 Responses to How to refresh your personal brand in 2012 – 4 easy steps

  1. Carl Sherriff January 11, 2012 at 12:00 pm #

    Chris, thanks for hitting my refresh button. Those simple 4 steps are so, so important, if your personal brand is also your freelance business! Cheers, Carl.

  2. Bec Kempster January 11, 2012 at 1:54 pm #

    This is a great set of pillars to work towards… thanks Chris!

    • Chris Savage January 11, 2012 at 3:40 pm #


  3. Adrianne Nixon January 11, 2012 at 2:57 pm #

    Thanks for this Chris. Have taken on your suggestion, scored myself, asked my colleagues for a score and am on my way to preparing a plan. Great way to harness the energy and anticipation for the year ahead.

    • Chris Savage January 11, 2012 at 3:40 pm #

      Good to hear Adrianne. Well done!

  4. Anne Miles January 17, 2012 at 4:41 pm #

    I have a passion for figuring out what makes a great leader. It’s lovely to see the traits of integrity really matter and pay off.

Leave a Reply