The term personal branding has become a hot topic in the last decade, but what does it actually mean and how does it relate to personal assistants? Do you sometimes feel other people seem to get all the best opportunities? You work hard, try your best but you always have the feeling you are not getting what you deserve? Why does it seem easier for others? Is it because they were born that way and have the charisma? These are some of the thoughts that can go through our heads when we see others ‘get lucky’.
However, the more you understand who you are, the more you can get exactly what you want, and this is all about recognising your personal brand. Your brand is the image you give to the world and it needs to be authentic and true to you. It is made up of your mission statement, your purpose and your values. The more you know who you are, what you stand for and what you want, the more your personal brand will radiate and attract others to you.
Personal branding has arisen out of the concept of corporate branding. Some of the most successful corporate brands are clear in their identity and the values they portray, which in turn creates brand success. We only have to look at leading brands such as Apple, John Lewis, Coca-Cola, Virgin and Nike, to name but a few; these all promote an image of trust, reliability, integrity and fun.
Have you ever thought about what image your personal brand is portraying to others? The more you work on your own vision, values and branding the more you will discover aspects of yourself. The result will be increased confidence in yourself and your abilities and this will shine through in your personality, enabling you to become a magnet for others. Personal assistants can be great brand ambassadors for themselves, their boss and their organisation. The rise of networking for PAs is a wonderful opportunity to develop your personal brand, practise your charisma on others and leave them spellbound by your magnetism.
You can also enhance the brand reputation of your boss through developing your own personal brand. With increased awareness of your strengths and abilities, the better you will be placed to play the part of the ‘charming foil’ for a demanding boss, while at the same time giving the impression that your boss is the best in the world. PAs have the ability to undertake the role of ‘chameleons’ with absolute professionalism.
Once you have worked out your mission statement for what you would like to achieve both personally and professionally, investigate your values and you will discover what is important to you and why. Think about the first impression you make when you meet people and ask for feedback from close friends or family. You only have 30 seconds to make that first impression, so you need to make sure it counts.
If your wardrobe needs a clearout, do it. Remove any clothes you have not worn in the past two or three years. If you have been thinking about changing your hairstyle and make-up, now is the time to make that step. It’s amazing how small changes can make all the difference and change people’s perception of you. The result will be an enhanced personal brand that is authentic from the inside, as well as the outside. When they are both in alignment, no-one will be able to resist you and good things will come your way.
Rosemary Parr is the founder of the Global PA Network and an international trainer, coach and Associate Lecturer at Birkbeck, University of London. For further information see the website, globalpanetwork.com
