公关大师谈建立个人品牌：涉猎广泛不如专精一道

MPW内幕社区是美国的一个在线社区，美国商界内外的一些知名人士会在这里及时回答与职场和领导力有关的问题。今天为大家分享的是罗德公关CEO步春歌在“管理你的个人品牌的最好方法是什么？”这一问题下的答案。

不管你意识到了没有，在职场上，从实习生到CEO在内的每个人都有自己的个人品牌。不光是企业要努力构建和保护他们的品牌，对于我们每个职场人来说，你的个人品牌及其所代表的一系列素质，都是你职业生涯中的重要资产，对你的成功起着极为重要的作用。但我们往往没有把自己当成品牌来打理。你独特的背景、工作（生活）经历、性格和世界观不仅对你本人很重要，同时也决定了你能为工作带来哪些价值。所以你一定要善于运用和保护你的个人品牌。

在当今错综复杂的信息环境中，控制好个人品牌更显得尤为重要。由于网络信息的获取难度极低，因此一个人的网络形象很可能存在一定的误导性或碎片化倾向，有时甚至可能被断章取义。看看各大平台与假新闻进行的斗争就知道了。最近马克·扎克伯格终于承认脸书在阻碍假新闻的传播上做得不够。这样的例子充分向我们所有人说明了控制自身品牌形象的重要性。

讲故事是个人品牌管理的一个关键部分。首先你要明确你希望对方对你产生什么样的感知。个人品牌不仅包含了技能、简历、人际圈子这种东西，还要能更深入、更全面地反映你究竟是一个什么样的人。比如说，你是一个注重过程和分析的人吗？你是一个对各类数据和新技术游刃有余的技术达人吗？最重要的是，你的个人品牌一定要真实地反映你自己，真实反应你的所想、所做，以及你能为工作带来哪些独特的东西。

以下几点将决定你的个人品牌策略能否取得成功：

彰显自身价值

在考虑你的个人品牌应该与哪些内容有关时，首先要做的是明确哪些问题对你最有意义。不要妄图在所有问题上都能给出真知灼见，要把精力放在你真正关心的领域上。比如在谈到你的领导力风格时，不要企图显得自己在组织架构、流程、创造力、辅导或发展等所有方面都是专家。当你发言时，要根据你的切身经验提供建议或见解。这样人们才能真正理解你是一个什么样的人，以及你具备哪些价值。

发挥自身的闪光点

在生活中的很多事上，你总能在一些领域里表现得极为优秀，而在其他领域则并非是最强的。比如有的人擅长搞客户体验，但谈到技术平台的优化和统一，他可能就不是最权威的，反之亦然。所以如果你在某个领域具有独特的优势，就要努力成为这个领域的权威。

展示为什么其他人要依靠你

你的个人品牌既要体现你自己，也要体现别人对你的看法。如果你能说明别人为什么需要你，以及你与其他人存在怎样的互动，你的品牌价值就会得到增强。在公司里，你是什么人取决于你与你的团队是什么样的关系。所以你的品牌应该成为你的关系和圈子的延伸。

不从众，不摇摆

有时模仿一些我们所仰慕的人，对我们的职业生涯也是有一定帮助的。不过你应该意识到，向他们学习借鉴固然不错，但不要企图成为第二个他们。特别是不要模仿团队里其他人的品牌价值，而是彰显自己有别于他人之处。另外坚持也是很重要的，不要盲从于潮流或一时的品味。

如果你遵遁了以上法则，那么你就会被更多人认识和记住。这样一旦有了适合你的机会，别人就会第一时间想起你。在一些你最能贡献价值的问题上，你的话语也会更有份量。那些与你互动的人也会对你产生持久的尊敬与赞赏。而你也能凭借清晰有效的个人品牌脱颖而出。（财富中文网）

作者：Kathy Bloomgarden

译者：朴成奎

The MPW Insiders Network is an online community where the biggest names in business and beyond answer timely career and leadership questions. Today’s answer for, “What’s the best way to manage your personal brand?” is written by Kathy Bloomgarden, CEO of Ruder Finn.

Whether you realize it or not, every individual has a personal brand, from the intern to the C-suite. Just as corporations work to build and protect their brands, your personal brand and the qualities that define it are critical assets in your career and to achieving success. But people don't often think of themselves as brands. Your unique background, work (and life) experience, personality, and world view are not only important to who you are, but to what you can bring to a job. It's how you use your brand—and protect it—that counts.

However, in the cluttered information environment we live in today, controlling one's brand is important. With so much information readily available on the Internet, one's online presence can be misleading, fragmented, and sometimes taken out of context. Just look at the current full-fledged fight against fake news. Mark Zuckerberg finally acknowledged that Facebook (fb) could do more to stop the spread of fake news on its platform. Examples like this illustrate how important it is for each of us to control our own story.

Storytelling is a critical part of managing your personal brand. The first thing to do is to define how you want to be perceived. It's not just about your skills, resume, or network. Your personal brand is a much deeper, broader picture of who you are. Are you a process-oriented, analytical type? Or are you a tech geek connected to the explosion of data and new technologies? The most important thing is to be authentic—a true representation of yourself, how you think and act, and what you can uniquely bring to the table.

There are a couple of strategic points to consider that will influence the success, or lack thereof, of activities surrounding your personal brand:

Make your values count

When considering what content should be linked to your name, the best place to start is identifying the topics and issues that are most meaningful to you. Don't try to be a resource or provide insights on everything. Stick to the areas you truly care about. If you are discussing your leadership style—organizational structures, processes, creativity, mentoring, or development—don't try to be an expert on all aspects. And when you speak up, offer suggestions or provide insights based on your experiences. It will enable an understanding of who you are and your value set.

Shine where you lead

In many spheres of your life, there are areas where you are genuinely the best, and others where you are not the strongest. For example, those who lead in customer experience might not be the most credible in discussing how to unify and optimize technology platforms—and vice versa. Take a leading voice in your unique areas of strength.

Showcase why others count on you

A personal brand is about you, but also about how others see you. Your brand is strengthened when it reflects what people count on you for, and the interactions you have with others. Within your company, who you are stems from how you connect with your teams. Make your brand an extension of your relationships and communities.

Be differentiated and consistent

It is sometimes helpful to emulate those we admire. And while you should recognize that it is good to learn from them, you shouldn't try to be them. Don't mirror what others on your team are known for. Stand out with what is uniquely yours. And stick to it. Don't follow trends or shift with the flavor of the moment.

If you follow a few of these rules, you will be remembered and recognized increasingly for who you are. It will help keep you top of mind for the right opportunities. Your voice will be heard more loudly and clearly on topics and issues where you can best contribute. It will bring lasting respect and admiration to those you interact with. You will stand out with a clear and impactful personal brand.