Marketing Profs

Every company has one. Every not-for-profit. Every professional organization. Every celebrity. Every city. And as a career-minded marketer, you should too.

Your personal communications plan.

You are probably very familiar with the concept of communications planning. Perhaps you manage the communications for your company. Now you need to take that same communications expertise and apply it to yourself.

To build your personal brand, reach your goals, and increase your success and fulfillment, you'll need to increase your visibility and get your message out. But before you start spreadin' the news (in the words of Frank Sinatra), there are two important questions you must answer:

1. What am I going to say?

Article continues below

---

2. To whom am I going to say it?

What to Say

You must develop a message that clearly describes your unique promise of value. There's no sense spouting off about the health benefits of ginger if your goal is to become the managing director of a branding company. Your target audience needs to know what you stand for—what you have built your reputation on.

And just as with corporate brands, strong personal brands are known for something—not 10 things; so you must do some soul-searching and determine your area of thought-leadership. What makes you successful and differentiated from all those marketers out there who share your job title?

Your message must be...

• Authentic. It needs to come from the heart and be core to who you are and what you believe. You need to be able to demonstrate what you talk about, otherwise it is just hot air!
  
  
• Differentiated. It must stand out from what your colleagues and competitors are communicating. You won't get very far if you are sending a "me-too" message.
  
  
• Consistent. It needs to be the same all the time. Strong brands don't change. Be consistent and stay the course.
  
  
• Compelling. It must be something your target audience wants to hear. Don't sell ice to Eskimos. Think about what you can authentically express that will get the attention of your audience.
  
  
• Aspirational. Although based in authenticity, your message needs to be connected to the future, to where you want to take your marketing career. Remember, you are communicating so you can reach your goals. Keep them top of mind when you're expressing your message.