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MPW內(nèi)部網(wǎng)絡(luò)是一個(gè)在線社區(qū),，商界內(nèi)外最具影響力的人士將在此及時(shí)回答關(guān)于職業(yè)與領(lǐng)導(dǎo)力的問題,。今天我們的問題是：“管理個(gè)人品牌的最好方法是什么？”以下是優(yōu)步營(yíng)銷副總裁凱莉恩·史密斯·肯尼的回答,。

如果說(shuō)多年的營(yíng)銷經(jīng)歷教會(huì)了我什么東西的話,，那就是打造或毀掉你職業(yè)生涯的不是你為之工作的那個(gè)品牌，而是你為自己樹立的那個(gè)品牌,。你的個(gè)人品牌可以竭力為你服務(wù),，也可以成為你的累贅。

當(dāng)然,，在這個(gè)流行自拍桿和標(biāo)簽的時(shí)代,，很難打消把個(gè)人品牌作為營(yíng)銷噱頭的念頭。但你的個(gè)人品牌不僅是自我推廣和社交媒體上的“贊”,，它也是你在工作場(chǎng)合的通貨,。

積極的個(gè)人品牌會(huì)帶來(lái)最有意思的任務(wù)，較多的功勞以及和頂尖人才公事的機(jī)會(huì),。消極的個(gè)人品牌則會(huì)讓人定型并錯(cuò)失升遷的機(jī)會(huì),。你的個(gè)人品牌還影響著同事們看待你工作成果的方式，從而對(duì)你的部門或團(tuán)隊(duì)產(chǎn)生影響,。它決定了別人是否愿意跟你合作以及他們?cè)鯓痈惴窒砗徒邮招畔ⅰ?/p>

同時(shí),，就像所有消費(fèi)品牌一樣，如果人們能記住你的三個(gè)基本特征,，你就會(huì)成為幸運(yùn)兒,。在腦海里搜索一位不經(jīng)常跟你打交道的同事。你會(huì)用哪三個(gè)詞來(lái)形容對(duì)方呢,？第三個(gè)詞可能很難確定,，對(duì)吧？如果要把別人對(duì)你的總體印象濃縮成三點(diǎn),，你就應(yīng)該好好想想,，自己希望這三點(diǎn)是什么，而且要專門采取行動(dòng)來(lái)強(qiáng)化它們,。

趕在個(gè)人品牌影響自身形象前對(duì)其進(jìn)行塑造的方法如下：

真實(shí)性

只有真正體現(xiàn)你特質(zhì)的東西才能給別人留下印象,。但我經(jīng)常看到人們犯錯(cuò)的原因是他們想通過一些自己不是特別擅長(zhǎng)的東西來(lái)爭(zhēng)取別人的承認(rèn),。一段時(shí)間以前,，我輔導(dǎo)的一位仁兄覺得自己需要成為金融專家，因?yàn)樗車际沁@樣的人,。但他是一位營(yíng)銷人員,。做了一些輔導(dǎo)后，他意識(shí)到需要足夠金融知識(shí)的想法很危險(xiǎn),，而且他在自己擅長(zhǎng)的領(lǐng)域已經(jīng)是一位專家,，比如深入了解消費(fèi)者和創(chuàng)造性策略。發(fā)揮已有能力并依靠自己的強(qiáng)項(xiàng),，這一點(diǎn)很重要,。

差異化

成為既定企業(yè)文化的一份子后，員工們往往會(huì)有許多令人印象深刻的共性,。在很多公司,，“聰明”并不是異于他人的特質(zhì)，而是別人對(duì)你的期望,。雖然應(yīng)該達(dá)到這些要求,，但不要為了用共性來(lái)凸顯自己而浪費(fèi)時(shí)間。把精力集中在讓你與眾不同的東西上,，比如冷靜的行為方式或者跟多個(gè)團(tuán)隊(duì)協(xié)作進(jìn)而完成工作的訣竅,。

適應(yīng)性

更換了角色、團(tuán)隊(duì)或公司后,，你的個(gè)人品牌也應(yīng)該有變化,。在微軟，我最出名的特點(diǎn)是擅長(zhǎng)零售渠道和了解消費(fèi)技術(shù),，但在Capital One,，這些東西幫不上什么忙，所以我把注意力集中在別的強(qiáng)項(xiàng)上,。在優(yōu)步的新崗位上,，我特意再次調(diào)整了自己的個(gè)人品牌。要注意自己帶給新團(tuán)隊(duì)的東西,，還要做好準(zhǔn)備,，以便在周圍環(huán)境出現(xiàn)變化時(shí)發(fā)揮不同的優(yōu)勢(shì)。

勇敢

有一些負(fù)面特征怎么也洗不白,。如果有不誠(chéng)實(shí)或者搶功勞的名聲,，那就應(yīng)該首先解決這些問題,。我的建議是跟那些最堅(jiān)信這一點(diǎn)的人談一談。（要勇敢?。?。承認(rèn)自己以往的過錯(cuò)，并請(qǐng)他們監(jiān)督你進(jìn)步,。人們會(huì)關(guān)心你的弱點(diǎn),，而且愿意為你的轉(zhuǎn)變做點(diǎn)兒事。

你不可能在一夜之間改變個(gè)人品牌,，但跟別人的每一次接觸都是你樹立（或毀掉）聲譽(yù)的機(jī)會(huì),。因此要抓住每時(shí)每刻。在我這個(gè)行當(dāng),，我知道管理一個(gè)成功品牌需要付出多少努力,。相信我。你的耐心和堅(jiān)持終將得到回報(bào),。（財(cái)富中文網(wǎng)）

譯者：Charlie

審校：詹妮

The MPW Insiders Network is an online community where the biggest names in business and beyond answer timely career and leadership questions. Today’s answer for, “What’s the best way to manage your personal brand?” is written by Kellyn Smith Kenny, VP of marketing at Uber.

If my years of marketing experience have taught me anything, it’s this: The brand that will make or break your career isn’t the one you work for—it’s the one you build for yourself. Your personal brand can work hard for you or it can weigh you down.

Of course, in an age of selfie sticks and hashtags, it’s tempting to dismiss the idea of personal brand as a marketing gimmick. But your personal brand is about more than self-promotion and “l(fā)ikes” on social media: It’s your currency in the workplace.

People with positive personal brands get the most interesting assignments, more credit, and the opportunity to work with top talent. People with negative personal brands get typecast and passed over for promotion. Your personal brand also influences the way your colleagues perceive the work you do—and reflects on your department or team. It determines whether people want to work with you and how they share and receive information with you.

And as with any consumer brand, you’re lucky if people remember three defining characteristics about you. Think of a colleague you interact with on a semi-regular basis. What three words would you use to describe them? You’re probably stretching for the third, right? If the sum total of what you’re known for gets boiled down to three attributes, you owe it yourself to think hard about what you want them to be and take deliberate action to reinforce them.

Here’s how you can start defining your personal brand before it defines you:

Authenticity

You can only be known for something if it’s actually true to who you are. Yet I often see people get tripped up because they want to be recognized for something they’re not particularly adept at. A while back, I mentored someone who thought he needed to be an expert on financials because he was surrounded by folks who were. But he was a marketer. After some coaching, he realized he needed to have enough knowledge in financials to be dangerous, but an expert in the areas he was already good at, like customer insights and creative strategy. It’s important to work with what you’ve got and lean into your strengths.

Differentiation

When you’re part of an established corporate culture, it’s common for employees to share a number of impressive attributes. At many companies, being “smart” isn’t a differentiator—it’s the expectation. While you should live up to those standards, don’t waste time trying to distinguish yourself on qualities that everybody has. Focus on what sets you apart, whether it’s your calm demeanor or a knack for working across teams to get things done.

Adaptability

Your personal brand should evolve whenever you change roles, teams or companies. The qualities I was most known for at Microsoft , like retail channel expertise and consumer tech knowledge, weren’t going to help me much at Capital One , so I focused on different strengths. And in my new role at Uber, I’m intentionally shifting my personal brand once again. Be self-aware about what you bring to a new team, and be prepared to exercise different strengths when circumstances around you change.

Bravery

There are some negative traits that no amount of polish can overcome. If you have a reputation for dishonesty or stealing credit, you should work on those issues first. I recommend a direct conversation with the people who hold this belief most strongly (be brave!). Acknowledge your wrongdoing in the past and ask them to help track your progress. People respect vulnerability and will want to be part of your transformation.

There’s no way to change your brand overnight, but every interaction you have is an opportunity to polish (or tarnish) your reputation. So seize the day. In my line of work, I know how much effort it takes to manage a successful brand. Believe me. Your patience and persistence will pay off in the end