One question project: Olena Zhytnyk
What would be your advice for someone who is just starting with their personal branding journey, what steps would they need to take?
It would be fair to say that any journey is always linked to a destination. When you start your personal branding journey it is a good idea to think about your potential destination or your ultimate goal. Where am I aiming? Who do I want to become? How do I want to be perceived? These questions create a framework that helps you better notice what is more relevant to your journey and be aware of what may be less important. Having said that I would add that flexibility shall not be denied. As human beings, we may have our goals changed - re-thought or fine-tuned. But starting with a goal helps make your journey more straightforward.
In business practice we usually start the branding process with an in-depth analysis of the environment and predispositions, first external and then internal. Makes sense for business routine but for personal branding, I would say starting from your own internal analysis is crucial. What are my strengths and weaknesses? What can I do the best? Which skills do I possess now? What shall I develop or enhance to move forward to my ‘destination’? This is a so-called ‘competency-based approach. Again, such a review of your own potential may bring some insights and also correct your initial goal and it may take a few iterations before you are ready to start.
The most exciting step - which is also the last one in planning - is actually creating your own branding. This will include defining your unique selling proposition core and understanding the channels and messages you will be delivering about yourself to your target groups. This is exactly the time to think about your brand consistency - how the messages and deeds you deliver across different groups - friends, colleagues, members of your sports club or neighbours will allow them to see ‘true You’ and how it all corresponds to your goals you set up at the beginning of your journey. In the long run it will definitely be the best and the easiest way if your brand would rely not only on your skills and competencies but on a deeper level, your values, as a key success factor for being truly consistent.
The feedback that you will be receiving from your environment, and openness to suggestions you may get will help you further develop the competencies you have and enhance the way you communicate and deliver your own brand.
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About Olena:
I am psychologist by education I work in marketing and business development for the last 20 years. I enjoy challenges, new opportunities, networking and exploring different cultures. I run a MarTech company Digitum that operates in digital marketing, helping our clients adjust to new digitalization trends and create measurable results in the digital world: with digital acquisition, customer base engagement and gamification tools.
Originally from Ukraine, for the last few years I live in the Netherlands, having enjoyed several years in Kazakhstan before this. Happily married and have 3 amazing kids and the most adorable cat.