When it comes to your personal brand, your value is harder to measure and is far more subjective. Your job is to help others see the value that you bring by having a realistic sense of what it is based on objective input, context, demand and remuneration. Here’s what I mean:

• Context – You need to learn the condition under which your attributes are best deployed. I don’t know about you, but I’ve worked in places where the organization and I ceased to be compatible. My skills were not completely valued. In one case it was company culture; I knew I would not move up to the level I wanted. In another it was the company strategy that I no longer agreed with. When things become discordant and you are no longer seen or valued, re-pot yourself in another group or another company.

• Demand and remuneration – are they related? It’s great to be wanted and it’s important to know your worth. The reality is that in most organizations until you reach the loftiest heights, you are bound by compensation bands regardless of how wonderful you are. Pay your dues and keep performing; you are investing in yourself. In the meantime, do learn how to secure non-financial remuneration for a job well done. This can take the form of a promotion, title upgrade (not always a promotion), access to educational opportunities, increased responsibilities, etc.

• Value Proposition – Tell, don’t ask. Only you know what you are willing and capable of adding to the party. Be prepared to tell people what that is – without apologies. This isn’t about being boastful or arrogant, but it is about standing up for yourself and making sure you are being appreciated for your contributions. You can’t assume that everyone sees your value, at least not as you do. State your worth; sometimes if you won’t, no one else will.

• Appearance – Impressions are formed in seconds, not minutes. Your clothing, hair and grooming tell someone much about how you see yourself. Understand the environment you are operating in and stay within the boundaries of appropriateness. Know what “business casual” means in Des Moines versus Florida or at a software firm versus an investment bank, as examples. It doesn’t take a lot of money to present yourself professionally. Clothing and shoes must fit and should be in good repair; shoes must be clean and shined. Hair must be clean and styled; nails trimmed and clean, you have got to shower or bathe and use deodorant – really.

• Speech – Whether in casual conversation or making a presentation, the way you speak can determine the level of attention you can command. You must be articulate, passionate and confident. You don’t have to be loud to be compelling, but you do have to have excellent grammar, straightforward vocabulary and speak clearly, succinctly and deliberately. Leave out the extraneous (non)words such as “um, like, sort of, you know, etc.”

• Behavior –Think about people you are attracted to in large settings. What is it that draws you to them? Usually it is eye contact, a smile, their positive energy that makes them approachable. Wallflowers convey shyness and a lack of confidence. Bulldozers are boorish, pushy and sometimes mask a lack of confidence.

• Authenticity – You can’t be who you aren’t. It’s about being comfortable in your own skin. As Jay-Z says, “Do you already.” Nothing turns me off more than seeing someone who is disingenuous, insincere or just plain phony.

• Messaging – Words are powerful, having said that, actions can speak louder than words. Make sure you are conveying the right messages about the 3-C’s – credibility, capability and commitment. Prepare your personal branding statement, your elevator pitch – whatever you want to call it – and be consistent with everyone you meet. Walk the talk and demonstrate – consistently that you are who you say you are. No hyperbole, no false modesty.

• Thought Leadership – Capturing your ideas in a paper, article or presentation can go a long way to establish or re-establish your reputation. Make sure the ideas are your ideas or at least attribute them properly. You don’t want a reputation of being a poacher or worst yet, plagiarizer.

• Humility – Some people have developed a reputation for being arrogant, users, steamrollers, generally difficult to work with or being just plain mean. Even those people can find religion and change their ways. Make amends with people and ask for forgiveness. Learn the power of establishing personal connections; offer to assist, show your vulnerability and compassion before you need to ask for help.

• Credibility – People need to know you are trustworthy, have good judgment and are responsible. It can be the little things like not being punctual or not responding to voicemails or e-mails in a timely fashion that can undermine your credibility by suggesting you don’t manage time well, are disorganized or are dismissive. My old firm had an unwritten rule that you always get back to a fellow colleague within 24 hours if at all possible. It really often is honoring spoken and unspoken rules.

• Capability – This is the horsepower to get the job done; it’s “what’s between your ears”! Subject matter expertise is always valued, but so is problem solving. It is not necessarily what you have already demonstrated or experienced, but it is how you figure it out how to win the day.

• Commitment – Having the first 2 attributes without your heart and head in the game won’t cut it. This can take the form of work ethic, passion or plain tenacity. Commitment can be demonstrated in many ways, but is almost always perceptible to all.

I don’t necessarily agree with everything in the description for personal branding stated above, but it is the irrefutable truth is that having a “brand” in the business world is critical whether you want to call it a brand or not. I take issue with the notion that it is all about packaging. I’d like to think that business professionals won’t be duped by empty suits, smoke-and-mirrors, smooth talk, etc. (Then again you could argue that some of the parties that got our country into this latest financial crisis had branded themselves as experts – sorry, I digress.) I think of personal branding as having four components

• Your Reality/Competencies
• Reputation/Perception
• Image
• Value

Over the next week or so, we will explore the elements of your personal brand. As always, I welcome your insights and feedback.

I worked with a local Digital Ad Agency to create my social media optimization plan (Media-Fuse.com) and I’m glad I did!!