By Susan Hodgkinson
Jul. 23, 2009
When it comes to building a breakthrough personal brand as a person of color, trust is the name of the game, and although it may sound straightforward, creating a brand centered around trust requires being proactive and having extra attention and consistent focus.
Most companies already have a reputation—a personal brand—and they must control it. That brand is a key to recruiting, and the reputation built by that brand goes a long way in attracting quality candidates.
When managing a brand holistically, remember the five P’s of leadership branding:
Persona: The emotional connection and reaction in others as a result of a person’s personal attitude, energy, vision, values, worldview and behavioral style.
Product: Skills and intellect and how the two are brought forward to make a leadership impact in your organization.
Packaging: Wrapping your product (yourself and your ideas).
Promotion: Creating your strategic market position by determining who needs to know about you and what it is you choose for them to know.
Permission: Your own sense of self-legitimacy and self-confidence.
Among the most important things to build brand and establish job security is generating and sustaining trust. This idea has a number of important dimensions and is particularly challenging for people of color, who often already face the challenge of “distance due to difference” from traditional core power structures in organizations.
That trust is made up of four critical components:
Today’s work environment is fraught with peril and challenges, but creating and sustaining a brand of trust is a crucial, controllable commitment.
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