I'm not talking about your business here, I'm talking about YOU. There's new thinking out there. You are a brand, you are "for sale," you have to deliver an authentic experience and you have a promise of value ...... don't you?

In these days of growing redundancies, diminishing employment opportunities, credit squeezes and all around economic misery, you need to get ahead of the opposition and stand out for all the right reasons. Don't be caught like a rabbit in the headlights. There is something you can do, and it's really easy. Differentiate yourself from those around you who do what you do, and stand out from the also-rans by doing it better and building your personal brand.

Whether you like it or not, you have a brand—we all do. We broadcast our brand through our appearance, our voice and body language, and through our behaviors—whether we are consistent, appropriate and professional, or erratic, unreliable and unconcerned. And people "buy" our brand in just the same way they'd buy a can of beans or a bar of soap, their holiday home or a visit to a favorite restaurant. They know it's reliable, always turns out the same and doesn't give them a rash! We buy emotionally, so you want people to be sure of the promise of value you offer and the benefits they will get from buying into you.

This is the thinking that will make you stand out from the crowd in the new year. Work on a strategic, but at all times authentic personal brand that honestly and clearly states what you are about and what you can achieve for others.

Start By Defining Yourself.

Look inside yourself and decide what you stand for. Write down those words that really describe your attributes—e.g., charitable, kind, supportive, go-getter, cares for the environment. Clearly define those words in your own mind.

Do a SWOT analysis on yourself—Strengths, Weaknesses, Opportunities and Threats. See what may be getting in your way. Ask trusted friends and relatives who know you well to add to that analysis and to look at your own descriptive words to see if they would change them or add more. You will start to see a big picture emerging of YOU, what you can offer and how to define that offering within your own particular sphere.

Develop this self-awareness and brand by continuously demonstrating through your positive and authentic actions that you are a consistent individual with HUGE potential.

Next, Look at Your Packaging.

Yes, we're all products, and like it or not we are all "for sale." People are making emotional decisions to choose us (or not).

I want you for one moment to suspend your disbelief and imagine that you are sitting on a shelf in a shop, surrounded by your most successful competitors—and you're all for sale. Imagine that your competitors all have the same experience and can offer the same service as you do. Ask yourself, what makes you stand out from them all. When the buyer is strolling up and down in front of that shelf, what is your differentiator? Is the first impression you give so welcoming that the buyer turns to you? What gives you an advantage over your competitors?

As women we have an advantage over our male colleagues by being able to wear a far larger range of suitable office and business wear. If you're not normally in a suit, or work in a very smart environment, then you have even more smart-casual and elegant wardrobe choices.

I suggest that you take the time to invest in a consultation with an image consultant who understands business. Have a color analysis done to see what color palette you should be wearing (this really makes a huge difference in how you look). Get some advice about your particular style personality. Are you classic, contemporary or trendy? Keep your look simple, don't clutter yourself with too many accessories and too much make-up, and maintain a defined look that is consistent, authentic and really states what you're about.

Don't Neglect the Extras.

Further define yourself with quality extras—a beautiful fountain pen, (for signing those important contracts!), high quality leather folders and well designed and presented business cards, with a studio photograph. Make sure that all of your collateral materials—online and offline—present a consistent, quality image.

A great personal brand can be the making of you, as more and more people are drawn to your brand like moths to a flame. Soon, you will become the leader of your own tribe of followers. It's a great feeling!

About the Author

Tessa Hood is an international motivational speaker and expert on reputation management and personal branding. With over 35 years of media experience, she heads up Changing Gear Limited, which provides workshops, seminars, conference presentations and one-to-one coaching designed to optimize company and individual branding. Email Tessa at This e-mail address is being protected from spambots. You need JavaScript enabled to view it