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A NEW YOU - how can you rebrand yourself?

See also what’s your brand, and can you improve it?

You’ve decided that you deserve some rebranding--a new you. How do you go about doing that? It is not as easy as the makeover given to products and companies by specialist design studios.

Take it step-by-step.

Step 1

Only attempt to rebrand yourself after deciding what you want to achieve. Research your field of work to clarify how you might alter how people perceive you. For example, consider offering thoughtful views in relevant publications and social media. Or speak up at meetings with new ideas, suggest ways to improve how the team or organisation functions, or offer solutions to long-standing problems.

Once you know what your rebrand is meant to achieve, if necessary, start acquiring the skills to enable this to occur. For example, you might offer yourself as a speaker to relevant conferences, as an interviewee for podcasts, or attend as an active participant in project groups.

Step 2

Determine your unique selling point. When you know what you're trying to achieve and the skills you need, analyse yourself, your competition, and your audience. Identify unique aspects of yourself you might offer.

For example, find something that appeals to a large proportion of your target audience, helping convince them to work with you. Alternatively, you may have a unique physical or character trait that can make you more liable and memorable. For example, you enjoy public speaking or representing your organisation elsewhere.

Step 3

Create a coherent story about your transformation. This avoids your attempts to rebrand being seen as a sign of personal or professional failure or lacking real expertise in an important area of activity.

Creating a straightforward narrative makes the reasons for rebranding more explicit. It's essential to avoid creating a story from your perspective. Instead, make one that emphasises what others can gain from your fresh approach.

You also have to make sure your narrative is consistent with your previous brand to avoid being branded as someone who is abandoning their origins or trying to hide something from their past. Your journey needs to showcase how you are working on becoming a better person and professional.

Step 4

Introduce your new brand to your existing network. After creating your unique brand and the narrative that explains your reasons for doing it, help your current professional network members get used to your new persona.

For example, ensure that all your online profiles, like your website and social media profiles, reflect your new brand and credentials.

List the most important people in your network, such as clients and colleagues, and contact them individually to inform them about your new approach. You can also use the opportunity to ask them for advice, help or business.

Step 5

Showcase your accomplishments. Once you've changed and promoted your rebranding, you must constantly reinforce it by communicating your new credentials and achievements.

Potential clients, investors and employers must be aware of your new brand. This usually requires evidence that you possess unique skills and different approaches.

One of the best ways to do this is by constantly posting content regarding your accomplishments on your website and any social media profiles. This way, people interested in interacting with you can assess your skills before contacting you.

Another way to show your accomplishments and solidify your brand is by associating yourself with respectable organisations in your industry. The exact ways you can do that usually depend on your work field. Some common ways to reinforce your new brand include writing in respected publications, being a speaker at industry conferences and being a member of industry-specific associations.


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