如何打造個人品牌

1、-. z.親愛的安妮：您最近有一篇專欄文章，談到了在工作中因害羞不敢大聲發(fā)言的問題。我對這個話題很感興趣，因?yàn)槲业那闆r與文章有點(diǎn)類似。在有高層出席的會議上，我的上司總是搶先提出我的創(chuàng)意，而我自己根本沒有時機(jī)發(fā)言；而且，他在提出這些解決方案的時候，就好似都是他想出來的，對我卻只字不提。 一位朋友知道這件事后對我說，我應(yīng)該宣傳我的個人品牌，這樣公司和其他地方的人才會知道。我在自己所在的領(lǐng)域，即流程簡化和提高運(yùn)營效率方面，已經(jīng)是專家。但要讓我自吹自擂，宣揚(yáng)自己曾經(jīng)做過的事情，有點(diǎn)難度。有沒有其他更巧妙的方式，能夠讓公司高層知道我所做出的奉獻(xiàn)呢又不會讓我看起來是在批評上司竊取我的功績，或者我就應(yīng)該這樣

2、順其自然？無名英雄 親愛的無名英雄：你朋友的建議非常明智。但在聽從朋友的建議之前，你應(yīng)該了解什么才是個人品牌。與普遍存在的一種誤解不同，建立品牌與自我吹噓是完全不同的兩碼事。 凱倫康發(fā)現(xiàn)：人們一聽到自我推銷或自我營銷這些詞，通常都會退縮，因?yàn)樗麄冋J(rèn)為這就是要自我吹噓，而他們并不想這么做。實(shí)際上，創(chuàng)立個人品牌是一個教育的過程，是要分享信息，參與討論。創(chuàng)立個人品牌的目標(biāo)是要決策者意識到你所具備的能力和能夠帶來的價(jià)值。 康曾是硅谷營銷界泰斗雷吉斯麥肯納【蘋果Apple、英特爾Intel等公司品牌建立背后的智囊】的合伙人，目前在帕洛阿爾托經(jīng)營自己的公司BrandingPays，曾指導(dǎo)美國電報(bào)公司AT&

3、T、惠普公司HP和自動柜員機(jī)生產(chǎn)商N(yùn)CR公司的高管如何宣傳自己的專長。她還曾出版過一本書品牌化價(jià)值：五步重塑個人品牌Branding Pays: A Five-Step System to Reinvent Your Personal Brand。 互聯(lián)網(wǎng)出現(xiàn)之前，打造個人品牌并沒有實(shí)際意義。畢竟，你的整個職業(yè)生涯都要在一家公司，或者最多兩至三家公司里，一步步往上爬，你身邊的所有人幾乎都知道你擅長什么。而如今，時代不同了，職業(yè)平安感早已過時，大多數(shù)人要在更換八到十家公司甚至更換職業(yè)，然后才會安定下來?；蛟S只有我們自己才知道這一路走來自己所取得的成就。 康說：如今我們每個人都是自由人。要想成為真

4、正的自由人，則需要人們努力打造自身的品牌。任何人想要啟動一個工程，組建一支新團(tuán)隊(duì)，或到達(dá)*個特定目標(biāo)，都需要知道誰具備必要的技能，可以提供什么樣的專業(yè)知識。Dear Annie: I read your recent column on being too shy to speak up at work with interest, because my situation is kind of similar. I work for someone who keeps bringing up my ideas in meetings with senior management before

5、 I get the chance to speak; and he talks about these solutions Ive e up with as if they were his own, with no mention of me at all. A friend who has witnessed this tells me I need to promote my personal brand so that people in the pany and elsewhere know that Ive bee something of an e*pert in my are

6、a, which is streamlining processes and improving operational efficiency. But its really hard for me to blow my own horn and brag about what Ive done. Isnt there some other, more subtle way of letting higher-ups know what Ive contributed (without seeming to criticize my boss for swiping the credit),

7、or should I just let it go - Unsung HeroDear Unsung: Your friend is giving you smart advice. But before you can follow it, you need to understand e*actly what a personal brand is. Contrary to a widespread misconception, branding and bragging are not at all the same thing. Often, people hear words li

8、ke self-promotion and marketing yourself, and they just cringe, because they think its about boasting, and they dont want to do that, observes Karen Kang. But creating a personal brand is really a process of education. Its about sharing information and participating in discussions about ideas. The g

9、oal is to make decision-makers aware of what skills you have and what value you can add. A former partner in Silicon Valley marketing powerhouse Regis McKenna (the branding brains behind Apple (AAPL) and Intel (INTC), among others) Kang now runs her own Palo Alto-based firm, BrandingPays, and has co

10、ached e*ecutives at panies like AT&T (T), HP (HPQ),and NCR on how to bee known for their e*pertise. She also wrote a book, Branding Pays: A Five-Step System to Reinvent Your Personal Brand. Once upon a time, in the pre-Internet economy, polishing your very own brand was not really necessary. After a

11、ll, if you were going to spend your whole career climbing the ladder at one pany, or two or three at the most, everyone who mattered already knew firsthand what you were good at. But now that job security is a discarded relic, and most people change panies (or even careers) eight or 10 times before

12、hanging up their spurs, its a much different world. Each of us is probably the only one keeping track of our achievements along the way.Were all free agents now, says Kang. And that doesnt work unless people make the effort to brand themselves. Anyone whos trying to launch a project, put a new team

13、together, or reach any particular goal needs to know whos out there with the required skills and what e*pertise is available.則，這對于你目前的狀況意味著什么呢？康認(rèn)為，你不必費(fèi)力讓現(xiàn)在公司的高層知道，原先的*些創(chuàng)意都來源于你，而是應(yīng)該從更宏大、更長遠(yuǎn)的角度思考問題。一個很好的起點(diǎn)是在商務(wù)社交LinkedIn中的個人資料。她建議：保證及時更新自己的資料，其中應(yīng)該包括人們可能會搜索的關(guān)鍵詞。把你的專業(yè)技能放到大標(biāo)題中，而不要把它放到頁面的最下面。用戰(zhàn)略術(shù)語如簡化流程，不要用

14、戰(zhàn)術(shù)術(shù)語如削減本錢。 康補(bǔ)充說：公司不管從外部還是部尋找新人才時，通常都會去LinkedIn，所以你需要在個人資料中明確說明自己能做出哪些奉獻(xiàn)。她還建議主動申請參加跨部門工程，這樣你才能向你所在部門之外的人展示自己的能力，也可以在沒有上司出席的會議上發(fā)言。 除了LinkedIn，互聯(lián)網(wǎng)還提供了其他各種方式，可以讓你所在的公司與行業(yè)的許多人了解你的個人品牌。例如，康建議：向行業(yè)與出版物投稿，或者關(guān)注你所在領(lǐng)域有一定影響力的博客，同時發(fā)表經(jīng)過深思熟慮、有建立性的評論，來展示自己的能力。然后你可以把這些網(wǎng)址到你的Facebook主頁或公司部網(wǎng)，或者把告訴Twitter上的粉絲不要說：看看我這篇文章，

15、很精彩！而應(yīng)該這么說：這里有一些有關(guān)*YZ的觀點(diǎn)，大家可能會感興趣。 另外一種數(shù)字品牌推廣方式：可以考慮建一個自己的，就以自己的名字作為網(wǎng)址，你可以在上面發(fā)表自己的工作成果，或者分享你對于所在領(lǐng)域各個方面的想法與分析，康建議。你可以在LinkedIn的個人資料中添加的，這樣一來，人們便能更詳細(xì)地了解你和你的工作。 一旦開場建立一份可以廣泛傳播的信譽(yù)，你很有可能會發(fā)現(xiàn)更多新的時機(jī)接踵而來。而此時，你那位總愛竊取他人成果的上司也只有干瞪眼的份兒?？嫡f：分享你的知識，這是你自己的義務(wù)。只有這樣，有需要的人才能找到你。我的許多客戶最初都認(rèn)為，品牌建立其實(shí)就是自我吹噓。然而，當(dāng)他們發(fā)現(xiàn)，個人品牌建立實(shí)際

16、上是與整個世界建立聯(lián)系時，他們才恍然大悟。反應(yīng)：如果你曾經(jīng)打造過自己的個人品牌，而且推動了自己的職業(yè)開展，其中對你幫助最大的是什么因素？歡送留言評論。財(cái)富中文網(wǎng) 譯者：進(jìn)龍/汪浩 So what does that imply for your current situation Instead of trying to let senior managers at your current pany know that certain specific ideas were really yours, think bigger and longer-term, Kang says. A go

17、od place to start is with your LinkedIn profile. Make sure its up to date, and contains key words that people might look for, she advises. Mention your e*pertise in the headline, instead of burying it farther down on the page. Use strategic terms (for e*ample, streamlining processes) rather than tac

18、tical ones (e.g., cost-cutting). Kang adds, People often go to LinkedIn when theyre looking for fresh talent, either e*ternal or internal, so you want your profile to clearly state what you have to offer. She also remends volunteering for cross-functional projects, so you can demonstrate your knowle

19、dge to people outside your own department, and speak up in meetings where your boss isnt. The Internet provides a slew of ways besides LinkedIn to get your brand across to vast numbers of people in your pany and industry. For instance, contribute articles to industry websites and publications, or fo

20、llow the influential blogs in your field and make thoughtful, informative ments that showcase what you know, Kang suggests. Then you can link to these on Facebook or your pany intranet, and tweet the link to your followers - not to say, Look at this cool thing I wrote! but rather, Here are some insights about *YZ that might interest you. Another digital brand booster: Consider having your own website, called simply Yourname., where you can put up work product or share your thoughts and analyses of different aspects of your field, K