Personal branding is one of the topics that are becoming increasingly important and interesting in the age of information overload and endless opportunities for self-expression on social networks. This article is about the core of personal branding, the creation of uniqueness

Why one-size-fits-all? Isn’t everyone unique?

During my two management positions at Siemens – a long time ago – I had to read quite a few applications. After the HR department had already sorted out those who didn’t fit the picture at all, the following picture emerged: all applicants had good grades, had completed their studies on the fast track. In addition, they were highly motivated, goal-oriented, team players and, of course, ideally suited for the position. All of them were convinced that they were unique. All of them were convinced that they were clearly different from the masses. The candidates also demonstrated this eloquently in the interviews. And yet, each offered something similar and thus they were all interchangeable.

And that brings us to the topic: how can you escape this interchangeability through personal branding? Through big mouths and great internet presences?

The easiest way with the least effort is to optimize one’s social media accounts and launch a one-pager with meaningful content. Doesn’t hurt and is done with a manageable effort. With this short-term oriented approach, you definitely reach your goal, and may be invited to an interview (customer/employer). At the latest then you have to “let your pants down” and this can – depending on the competence of the partner – go in the pants or also work. Then, however, the probationary period or the first project approaches and, at the latest during this period, the “Moments of Truth” are already on the mat in the morning and accompany the test person throughout the day. Nevertheless – as examples such as Thomas Middelhoff and Billy McFarland show – you can hold your own for quite a long time even as a “Potemkin village”. But at some point, the charade comes to an end. The only thing that remains is long-term orientation.

In the long term, genuine uniqueness based on clearly recognizable results is the more promising strategy.

What can this look like? In the case of a musician, this would be a distinctive musical style; in the case of a professional, the ability to deliver better results in less time; in the case of a manager, a superior leadership style that combines increased efficiency, employee motivation and superior performance. Easy to say, but how do you create such uniqueness? Acquire knowledge, build competencies, acquire/deepen skills and get a grip on your own hubris. Sounds like a lot of work, blood, sweat and tears? Well, that’s the catch.

But now the good news, the journey to your own competitiveness is fun. Each milestone is another step toward true competence and competitive uniqueness. And it’s amazing what you learn about yourself in the process and how you successively become more efficient, better and more focused. As a side effect, so to speak, you achieve your goals much more effortlessly and easily.

What are we waiting for? Let’s pack our bags and get going.

Stop. What are we packing in our suitcases? We’ll talk about that next time. Stay tuned.

More about Personal Branding…

• Personal Branding: Coaching. Part 4
• Personal Branding: Coaching. Part 3
• Personal Branding: Coaching. Part 2
• Personal Branding: Coaching
• Personal branding for the visual arts: the importance of the artistic work.
• Personal Branding for the Visual Arts.
• 4 questions that will make your personal branding project go down the drain.
• Personal Branding, a journey?
• Personal Branding for musicians.
• Personal Branding for Artists – the entire study.