January Jump 11 Brand Blast: Personal Summary

Brand Blast: Personal Summary

THE JANUARY JUMP: TASK 11

Today is one of my favourite tasks.

Let’s help you to  work out your personal brand – i.e. what makes you “YOU”!

*Haven’t joined yet? Sign up now to receive the January Jump emails in your inbox*

Today’s Task

Brand Blast: Personal Summary

Whatever your career goals, it is important that you understand your “personal brand”.

What is a Personal Brand and why is it so important?

Your personal brand is, in essence, what makes you “you”.  It also identifies what makes you different from everyone else.

Just as Coca-Cola’s brand is made up of various components – the swirly lettering, the red and white combination, the tag line, the images of fun and good times – so too your brand is made up of various elements that work together to give an overall view of who you are.

For Coca-Cola, having such a strong Global brand means that people trust its products to be the same quality wherever they are on Earth.  The brand is instantly recognisable and its products are not confused with those of its competitors.  The Coca-Cola brand imagery also suggests how good we might feel when we’re consuming their products.  And millions of people buy into this message, even if many of us are more likely to drink Coke in a somewhat less “fun in the sun” frantic day of work meetings.

When it comes to your career, having a clearly defined brand is equally powerful.  It can give people who don’t know you some insights as to what it might be like to meet you or to work with you.  It also gives them clues as to whether you might fit into their organisation, team or project.

At the end of the day, people recruit people.  How you progress in your career is decided by people.  So, if you are able to show who you are as a person – on your CV, on your LinkedIn profile, in your covering letter, at interviews, in meetings, etc – you are more likely to be discovered by people who will truly value you.

 

How to Find Your Personal Brand

Discovering someone’s personal brand can be a complex and in-depth process.  We will not have time to do anything quite so complex in your 30 minute task today.

The good news is that we can take a shortcut.  Our mini Brand Blast Exercise will take just ten minutes and will get you a step further ahead in understanding your personal brand.

 

Mini Brand Blast Exercise

Today, to get a quick view of your personal brand, answer this series of simple questions, with only one or several ‘one word’ answers:

– What am I known for?
– How do other people describe me?
– What are my strengths?
– How do I like to work?
– How do I work differently to other people?

 

It can be very hard to think about yourself in isolation.  That’s why I ask my clients to think about what other people say about them.  You can use the same technique.  Think back through your performance appraisals, or to when someone last thanked you for a task well done.  What did they highlight or mention about how you approached your work?

 

Your Brand in Just Three Words

After you have answered these questions, select the three words that best describe you.

Why only three words?

The temptation is to include too many terms when describing yourself.  But this ends up being confusing for the reader and, at best, will dilute the impact of each term.

Maybe you are a strategic/big picture thinker, a detail-oriented planner, and you are creative and innovative.  And maybe you also take a hands off coaching/mentoring approach with your team whilst also being ‘hands on’ as a leader.

It is, however, highly unlikely that you do all of these things equally well or that you are equally well known for all of them.

Even if you are so versatile,  the person who reads your LinkedIn/CV/covering letter/etc is unlikely to fully believe it and, consciously or subconsciously, they may reassess everything else you have said.  They will probably also find it hard to distill a picture of  “you” from such a varied list.  Who is this person really?  What do they focus on in their job? How do they prefer to work?

So, if you contain yourself to just three words, you will give someone a fighting chance of understanding how you work and what you personally can bring to their role or organisation.

Words to Avoid

Avoid overused terms such as passionate, focused, motivated, enthusiastic, and dedicated.   These are positive terms but they are too vague.  They don’t tell the reader anything specific or concrete about you.  They are wasted words and in today’s world of two-page CVs and brief emails and letters, you are essentially wasting precious words.  Instead substitute terms that are more specific and informative.

Words to Include

When you have your three words, it’s time to get out the thesaurus!  Look up each of your three words and see what other words the thesaurus suggests.  Be careful to select only business-appropriate terms and sense-check them with a friend to ensure they give the right message.   So, for example, “analytical” and “structured” might be fine, but the thesaurus suggested “painstaking” and “meticulous” which clearly are not.

 

Now Put Your Brand Into Action

Hopefully you now have your original three brand words, and 2-5 synonyms (words that mean the same thing).   Your job is to use these words in all your messaging and documents, so that they paint a picture of you as a clearly consistent “these three words” type of person.  Consistency is key!

Rewrite Your Personal Summary

I want you to use your remaining minutes for today’s task to write (or update) your Personal Summary.

A Personal Summary is the short paragraph or two that sits at the top of your CV and LinkedIn profile.  It provides a snapshot of who you are and what you are all about.

Most people waste this space by presenting a summary of their career to date.  Instead I want you to focus on using this paragraph to introduce yourself to someone who hasn’t met you.

Expert Tips:

  1. It can be useful to record yourself as you dictate the draft of your Personal Summary.  Most mobile and computers have in-built voice recorders these days so it’s quick and easy to do.  If you listen to yourself, you will soon hear which bits sound stilted or make you cringe.  Keep editing until it feels like you and sounds like a real person has written it (not a robot!).
  2. Write your Personal Summary in the ‘first person‘ for LinkedIn.  This means that you use pronouns like “I” and “my”.  Write your Personal Summary for your CV with no pronouns ideally, or using ‘third person’ (“she”, “he”) pronouns if you must.
  3. Do not put a heading on your Personal Summary in your CV.  We know what it is because of where it is on your CV.  It doesn’t need a heading or any other explanation.
  4. Remember to use the “three word brand” approach for covering letters and interviews as well as on your CV and LinkedIn.

Find out more about the January Jump, and see previous tasks, on the January Jump homepage.

Join in the January Jump Conversation

Ask a question or let us know how you are getting on with your January Jump.

Website comments icon January Jump

Comment
Scroll down to ‘Leave a Reply’SaveSave

Twitter icon January Jump

Twitter
Tweet us using #januaryjump

Instagram icon

Instagram
Tag us @runnethlondon

Facebook icon January Jump

Facebook
Post on Runneth London

If you would rather ask your question or comment privately, email us on jump@runnethlondon.com with the word “private” in your email title.  We aim to answer all questions publicly (because someone else will probably be wondering the same thing) but we can do so without using your name.

Sorry we cannot provide legal advice or bespoke career advice as part of the Jump.
Please contact us separately if you would like to enquire about these services.

Cushman & Wakefield Returnship Programme
Cushman & Wakefield is offering a two month London-based placement for people returning to work after a career break of 18 months or more. Cushman & Wakefield is a leading global real estate…
Executive Director Job at Focus
FOCUS, a not-for-profit organisation that supports international employees who are in London on assignment, is seeking an Executive Director. Leading FOCUS The role is described by FOCUS as follows: "FOCUS has provided…
LendLease Returnship Programme
LendLease is offering a 6 month London-based placement for people returning to work after a career break of two years or more. Lendlease is a leading international property and infrastructure group with…
How to Show A Career Break on Your CV

If you have taken a career break for any reason, it can be difficult to know how to show it on your CV.  In this article Career Expert, Kath Sloggett, will explain…

CV Workshop in London by Runneth
25 Sept: CV Essentials Workshop
Formats and content have both changed in recent years, leaving many people with an out-of-date CV.  So updating a CV is no longer just a matter of adding your most recent professional…
Part time private equity job in London - COO CFO - Level 20
Level 20 – COO / CFO role in London
Level 20 is an organisation that was set up to encourage more women to join and to succeed in the private equity industry. The organisation now seeks a part time COO, with a…
Payroll Assistant London at Wellcome Trust
Wellcome Trust – Payroll Assistant role in London
The Wellcome Trust, one of the UK's most respected charitable organisations, is seeking an experienced Payroll Assistant to support a new HR system implementation. * Applications close on 16th May 2019 so please…
EU Nationals and expat event on Brexit
28 Mar: Brexit For EU Nationals

Runneth has come together with several trusted partners to present this very special Brexit talk.   Join us for an informative 2-hour talk in London, where Immigration Law Expert and Partner at Spencer…

Returning to Work after a career break
19 Mar: How to Return to Work
Are you hoping to return to work after maternity leave or a longer career break? Considering a career change but not sure what you want to do? Hoping to find a family-friendly…
Creative Equals Return to Work Training Programme 2019
Creative Equals ‘Come Back’ Returners Programme
Creative Equals is offering an 8-day training programme for women in London or Manchester, to help women return to the creative industries after a career break of 15 months or more. Have…
London returnship programme Accenture 2019
Accenture Break|Through Returners Programme London
Accenture Break|Through is a London-based, 10-week paid internship programme for returning managers starting in mid-January 2019. It’s specifically designed to provide a platform for experienced technology professionals to return to the workplace…
LinkedIn Workshop for all levels in London
29 Jan: LinkedIn Essentials Workshop

Whether you are working, currently job searching or on a career break, having an effective LinkedIn profile is essential. Join Career Coach, Kath Sloggett, for an interactive workshop to learn how to…

Working mother and daughter in London
15 Nov: The Parent Trap Event

Runneth founder and CEO, Kath Sloggett, is featuring on the expert panel of this exciting event, ‘The Parent Trap’.   “Join us and our panel of experts as they break down the financial commitments and…

LinkedIn Essentials Workshop by Runneth in London
8 Nov: LinkedIn For Professionals Workshop

We are delighted to be running this LinkedIn For Professionals Workshop for our partner, Focus, an award-winning organisation supporting expats across the UK. “In this LinkedIn workshop Kath Sloggett, founder and CEO of Runneth…

Aviva investors Return to Work Programme for financial services professionals
Aviva Investors Return to Work Programme

The Aviva Investors Return to Work programme is a tailored six month initiative for finance professionals returning to work after an extended career break of two years or more. Unlike many returnship…

Woman on returnship programme in London
Santander 2019 Returnship Programme

Applications are now open for the Santander returnship programme.  Based in London or Milton Keynes, the programme is open to experienced professionals wishing to return to work after a career break of…

Join the January Jump

Rest assured, we will never share your details with anyone else, and you can unsubscribe at any time if you wish.

Already joined the Jump?  We’re delighted to have you on board.  Please ensure you have confirmed your email address (you should have received an email from us, which you need to click).

How about inviting some friends to join you?  Research shows that people who talk about their goals are much more likely to achieve them.  Signing up for the Jump is a fantastic first step.  But what about inviting a friend or two to join you – to nudge you along and help celebrate at the end?  ☕️🌟🍰

Want to share the Jump with your workplace or network? Great! Please get in touch and we’ll help you to spread the word.

SaveSave

SaveSave

SaveSave

SaveSave

2 Comments
  1. I’m wondering how I would know how others would describe me, I haven’t worked in 4-5 years so I’m not in contact regularly with previous colleagues and employees to ask.
    I guess these people could be friends and family, but won’t they just be nice to me and maybe not honest enough?

    1. Hi Sarah, that’s a great question! If you can’t think back to when you were working and what people might have said about you, you could instead think about how you like to approach things differently to people around you now. Most people take a somewhat similar approach to things at work or in their personal life so this might give you some clues. Do you like to plan your days and weeks ahead of time, or are you more “last-minute” and impulsive? Are you someone who thinks about the big picture, or someone who is happiest working with lots of detail? Do you prefer to work on your own or in a team? Are you a person who loves to start things – who brings energy at the beginning of projects – or a person who loves to see things right through to the end? There are lots of other aspects you could consider so these are just a few to get you started. And don’t write off family and friends either. These people love you and they may tiptoe around anything that they see as a negative. But if you ask them to focus solely on your strengths they may well be quite forthcoming. Good luck!

Leave a Reply

Your email address will not be published.