It is always thought that being the best wins at anything. That might be true for sports but not for life and our profession. When it comes to sports, there is only one place to be – at the top. And to ace the game, you have to be the best. But when it comes to career progression and self-development, it’s different.
Instead of being the best, you must strive for competency, credibility, differentiation in a unique and specialised niche.
In their book
The Blue Ocean Strategy, authors W. Chan Kim and Renée Mauborgne write that ‘Blue ocean strategy challenges companies to break out of the red ocean of bloody competition by creating uncontested market space that makes the competition irrelevant instead of dividing up existing – and often shrinking – demand and benchmarking competitors. Blue ocean strategy is about growing demand and breaking away from the competition.’
The authors may be talking about businesses, although this thought if applied on a personal level makes one think, ‘But how do I break away from the competition?’ The answer is, Be different. Don’t just ask yourself, ‘What am I better at?’ Ask also, ‘How am I different?’
Anyone who tries can be different in their area of work by developing themselves, not just professionally but by getting better at one or more of the following skills:
- Writing – We’re all writers.
- Public speaking – Getting over the mental block most of us face. It helps you be a better leader.
- Selling – Develop a personal brand. We all have something to sell – our products, services, our ideas or even ourselves. To be able to create the right influence and impact gives an edge. Persuasion and negotiation skills matter.
What is branding? Simply put, your brand is your promise to your customer. It tells him what he can expect from your products and services, and it differentiates your offering from that of your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be. Similarly, personal branding is the practice of marketing people and their careers as brands. It is an on-going process of developing and maintaining a reputation and impression of an individual, group, or organisation. Your personal brand is how you promote yourself. It is the unique combination of skills, experience and personality that you want your followers to see. It is the telling of your story and the impression people gain from your online reputation.
PRINCIPLES FOR PERSONAL BRANDING
1. Credibility: The foundation for building credibility is trust. To boost credibility, you need to be honest. Keeping your communication open and honest not only sets an example for your co-workers but also shows others that they can trust you.
2. Competence: Building and polishing your core competence is imperative to establish yourself.
3. Values: Values help you establish a sense of purpose and direction for your personal brand. They act as guideposts that assist you in evaluating choices in your life. Values change as you change; they reflect what’s important to you at any given moment.
Strategy to build your brand through a five-step process
1. Brand clarity and strategy. To genuinely make a difference by being helpful, useful and relevant at all times with trust.
2. A website that wows. Updated at all times and within the guidelines of what the Institute regulations permit.
3. Authentic social media engagement that attracts, engages and compels people to do business with visibility and trust by sharing insightful views, dishing out wisdom or perspectives to benefit one and all.
4. Captivating and engaging content that converts, a communication plan that is purposeful and creative based on unique strengths. Communicate not to sell but to serve. Communicate not to advertise but to create meaningful conversations that enrich and enlighten.
5. Marketing to serve people with honesty, encouragement, generosity, compassion, kindness and respect, influence with integrity and transparency.
A Chartered Accountant is bound by his Code of Conduct & Ethics and cannot advertise or solicit for work. Hence, personal branding for a CA has to be done within the framework of this Code. Some guidelines prescribed by the Institute:
1. Website
Ensure that the website is on pull mode and not push mode. The details in the website should be so designed that they do not amount to soliciting clients or professional work. Be aware of the information that can be displayed on your website.
2. Publications
It is not permissible for a member to mention in a book or an article published by him, or a presentation made by him, any professional attainment(s) whether of the member or the firm of chartered accountants with which he is associated. However, he may indicate in a book, article or presentation the designation ‘Chartered Accountant’ as well as the name of the firm.
3. Public interviews
While giving interviews or otherwise furnishing details about themselves or their firms in public interviews or to the press or at any forum, the members should ensure that it should not result in publicity. Due care should be taken to ensure that such interviews or details about the members or their firms are not given in a manner highlighting their professional attainments.
4. Issue of greeting cards / invites
Issue of greeting cards or personal invitations by members indicating their professional designation, status and qualifications, etc., is not allowed. However, the designation ‘Chartered Accountant’ as well as the name of the firm may be used in greeting cards, invitations for marriages and religious ceremonies, etc., provided they are sent only to clients, relatives and friends of the members concerned.
5. Educational videos
While videos of an educational nature may be uploaded on the internet by members, no reference should be made to the chartered accountants’ firm wherein the member is a partner / proprietor. Further, it should not contain any contact details or website address.
6. Use of logo / monogram
The use of logo / monogram of any kind / form / style / design / colour, etc., whatsoever by a CA is prohibited. Members may use the common logo created for the CA profession.
A brand is a simple but complex perception in the minds of the beholder. Brands are built not by accident but by design. A great positioning statement is an opener for any conversation about your business. Know who you are, what you do, what is different about what you do and for whom you do it and how you are a good fit. It is not the client’s job to remember you. It is your job that they do not forget you. You have many options but select the one that works best for you. This is similar to a client having many options but he selects you.
* Don’t create a design without strategy – Strategise
* Don’t try to do everything on your own – Outsource
* Don’t wait for the perfect moment – Speed and agility matters with flexibility.
Have a tagline or a brand manifesto formula in three words you want to be spoken for you
* What action are you doing? Verb
* Which audience are you serving? Noun
* What are you bringing to the table, uniquely, differentiated, unlike anybody else? Noun – Verb (competition has failed to address).
Some questions you should introspect before you start building your brand
* The key messaging, positioning, unique promise or value offered by my competition;
* The gaps seen or the category that can be created or value added that is unique;
* Carving a niche, building, strengthening and dominating it to be out of bounds of competition;
* Top three mistakes / weaknesses of competition that can be leveraged to create exceptional value to be at a different level;
* Perspectives offered that are unique and radically distinct from other industry leaders;
* Key distinguishing factors in personal brand management at a global level.
Social media as a medium for personal branding
Amidst the global lockdowns as a result of the pandemic, we have found a lot more time on our hands. Many of us have actively started building an online presence. It may be the best time to do it – while the global economy is taking a massive hit which will have long-reaching implications, digital platforms are seeing higher engagement rates than ever, with more and more people looking for information and entertainment online and focusing their attention on social platforms and other apps. This could provide an opportunity to get your thoughts out there and to build your profile with a captive audience.
Using LinkedIn effectively
LinkedIn is the older, more responsible sibling of Facebook. The benefits of LinkedIn are endless. With a few clicks, you can find your dream job or your dream client. LinkedIn not only makes it easier for you to find people but also for others to discover you.
A few tips to get you started
- Be active on social media.
- Tap into your network. Networking is the key.
- Write a simple but engaging LinkedIn summary or headline – the short, one-line description which readers will first see along with your name.
- Keep your profile updated with skillsets possessed, experience, recommendations, etc.
- Network not to sell and market blatantly but develop connects for creating mutual win-wins and helping each other grow and develop as better human beings. The business conducted as a result of the trust and the bonding developed is purely incidental.
A BLUEPRINT TO BUILD A PERSONAL BRAND
1. Serious soul-searching, introspection and brainstorming to find purpose, vision, to get clarity on What am I doing, why am I doing it and for whom?
2. Understanding the competitive landscape to grab opportunities in the external eco-system at play.
3. Thinking like a thought leader to focus outside in, to enrich and add value with personal mastery which no one else is doing.
4. Create your Brand Universe (Strategy) – Thought Leadership Capital – Repurposing and targeting your message to your audience. The new way of thinking is to claim and dominate your niche. Personify your topic so that no one dares to try it.
5. Define and own your Brand Intellectual Property as there is no dearth of copycats or thieves. Ring-fence and protect your idea by all means. You are the brand ambassador of your IP.
6. Define your target audience and what value you give them.
7. Building your network blueprint around those to whom you can add value. It doesn’t matter whom you know but what matters is who knows you and your personal brand. Expand your visibility across three degrees of network.
8. Design a content strategy. Your brand is as good as your content. Context is relevant for your content; know where your audience stays or is visible; have a signature style of expression.
9. Launch your brand – strategise the timing of making your completed profile public and then creating a complimentary engagement strategy to keep the brand vibrant and relevant.
10. Build your speaker brand. Craft a ‘rockstar’ speech with signature topics. Position and craft stellar speeches by presenting them brilliantly. Be awesome, full of energy and enthusiasm, don’t be boring.
11. Build your author brand. Write a book on your niche that showcases your knowledge and is useful to your target audience and helps effectively in solving their pain-points. Don’t just be visible but also relevant.
12. Build a tribe of like-minded professionals who can give quality feedback to fast-track your speed and development whilst earning their trust and love.
Branding takes time. Start now. Massive learnings happen on the way. Integrity, Transparency, Authenticity, Originality, Competency and Credibility matter. Be consistent to leave a legacy that far outlives your physical life. Stay Branded – Stay Blessed – and Serve the World.
Credit share: My Branding Guru – Tanvi Bhatt / My CA colleague – Cynora Lemos.
