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MPW內(nèi)部網(wǎng)絡(luò)是一個(gè)在線社區(qū)，最有思想,、最具影響力的商界人士將在此回答關(guān)于職業(yè)與領(lǐng)導(dǎo)力的問(wèn)題,。今天的問(wèn)題是，“何為管理個(gè)人品牌的最佳方式,？”回答者是Hill Holliday公司溝通副總裁特雷西?布雷迪,。

我認(rèn)為個(gè)人品牌和消費(fèi)品牌一樣，也需要三樣?xùn)|西：清晰,、個(gè)性和一致性,。

一個(gè)品牌要想被人知道、受人愛(ài)戴,，首先必須要清晰地代表某種價(jià)值——比如一種無(wú)與倫比的顧客體驗(yàn)（四季酒店）,，對(duì)一項(xiàng)事業(yè)的熱情奉獻(xiàn)（美國(guó)紅十字會(huì)），或是隨著時(shí)間的推移而日漸深厚的一種情感維系（對(duì)我來(lái)說(shuō)就是佳潔士牙膏了）,。

個(gè)人品牌也是如此,。你要清楚自己代表了什么，你有什么可以提供給別人的,。你和別人相比有什么不同之處,？有什么值得關(guān)注的地方？你是否非常擅長(zhǎng)一些值得別人學(xué)習(xí)的東西,？你是否有某些事情做得幾乎比公司的任何人都好,？如果有的話，請(qǐng)把它寫(xiě)下來(lái),，用精煉地語(yǔ)言概括它,，并且記熟。這樣的話,，萬(wàn)一哪天你在電梯里遇見(jiàn)了大領(lǐng)導(dǎo),，說(shuō)不定你的機(jī)會(huì)就來(lái)了,。如果你要推銷(xiāo)自己，那么你的賣(mài)點(diǎn)在哪里呢,？記住,，機(jī)會(huì)總是青睞有準(zhǔn)備的人。

當(dāng)年我推銷(xiāo)我的第一部小說(shuō)時(shí),，出版方要求我配一段簡(jiǎn)短的“自傳”,，以提高面試效率,。我精心準(zhǔn)備了一段光鮮的簡(jiǎn)歷,，好讓我看起來(lái)比真實(shí)的自己更成功，更聰明,。但后來(lái)我發(fā)現(xiàn),，人們真正感興趣的是我與一些社會(huì)名流合作的經(jīng)歷。所以我在這部分玩了一把幽默,，它也就成了我的賣(mài)點(diǎn)：“特雷西?麥卡德?tīng)栐趭蕵?lè)業(yè)擁有十年以上的工作經(jīng)驗(yàn),，他曾經(jīng)給薩爾瑪?海耶克摘過(guò)芒果，給麥當(dāng)娜遞過(guò)香檳,，被嘻哈樂(lè)隊(duì)武當(dāng)派弄得熱淚盈眶,。”

雖然這些內(nèi)容對(duì)于一份簡(jiǎn)歷來(lái)說(shuō)必未非常合適,，但它還是讓編輯對(duì)我的書(shū)產(chǎn)生了興趣,，因此也就達(dá)到了我的目標(biāo)。

與此同時(shí),，你需要表現(xiàn)得盡量有人情味,，與對(duì)方建立一種人際連接，這樣你的品牌才會(huì)令人難忘,。這就是個(gè)性的重要之處,。你必須要有獨(dú)特的個(gè)性和特質(zhì)，即便是一些無(wú)傷大雅的性格缺陷也不應(yīng)該被扼殺,。因?yàn)槿藗冎粫?huì)記住與眾不同和意想不到的東西,，尤其是如果這些東西都是真實(shí)的，因?yàn)樗鼤?huì)令人們會(huì)心一笑或感同身受,。所以你要相信自己的能力,，勇敢亮出你的個(gè)性。人際聯(lián)系對(duì)于任何品牌的成功都很重要,，信心也是如此,。

最后，保持一致也是非常關(guān)鍵的,。你要在各個(gè)平臺(tái)上,，抓住每個(gè)機(jī)會(huì),，維護(hù)你的品牌賣(mài)點(diǎn)，不管是演講,、署名文章,、發(fā)博客還是在面試中。你越是在不同的舞臺(tái)上大聲推銷(xiāo)自己,，你就會(huì)越發(fā)輕松自如,。 （財(cái)富中文網(wǎng)）

譯者：樸成奎

審校：任文科

本文作者Brady并非本文提到的任何一家公司的投資人。

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 Tracy Brady, VP of agency communications at Hill Holliday.

I believe that personal brands, like consumer brands, require three things: clarity, character, and consistency.

For a brand to become known and loved, it has to clearly stand for something—an unsurpassed customer experience, like the Four Seasons Hotels, a passionate commitment to a cause, like American Red Cross, or a deep emotional connection cemented over time (for me, Crest toothpaste).

It’s the same with people. Be clear about what you stand for, and what you have to offer. What makes you different and worth paying attention to? What are you clearly really good at that others could learn from? What can you do better than almost anyone at your company? Write it down. Distill it. Memorize it. Finally, memorialize it in an elevator pitch. What are your talking points to promote yourself? Remember, opportunity favors the prepared.

When I was promoting my first novel and people would ask for a short “bio” to accompany interviews, I would painstakingly craft something I thought made me look more accomplished and smarter than I actually was. But later on, I realized that what people really found interesting was my previous career experience working with celebrities. So that became part of my humor—and my selling point: “Tracy McArdle has over a decade of experience in the entertainment business, and has fetched mangoes for Salma Hayek, delivered champagne to Madonna, and been brought to tears by the Wu Tang Clan.”

While not exactly great for a resume, it got editors interested in my book, which was the goal.

At the same time, you need to be human and forge a connection so that your brand is memorable. That’s where character comes in. You have unique personality traits, idiosyncrasies, and even character flaws that should be embraced, not stifled. People remember the unusual and the unexpected, especially when it’s authentic because it makes them laugh or feel good. Believe in your abilities and be bold about it. Connection is key to any brand’s success, and so is confidence.

Finally, consistency is key. Maintain your brand’s selling points across every platform and opportunity you have, whether a presentation, byline, blog post, or job interview. The more you sell yourself out loud across a variety of stages, the more comfortable you will be doing it and the more natural it will become.

Brady is not an investor of the companies mentioned in this article.