The unmet need of Solidaridad that we have been tasked to solve is the implementation of a solid personal branding strategy, to be used on the organization’s intranet, that will result in maximally efficient knowledge exchange between individuals working in the organization.
I explained in my first post that personal branding is, in a nutshell, marketing persons and their careers as brands. The clear implication herewith is that good personal branding is, in essence, good marketing. The bases of a personal branding strategy that will help Solidaidad are the impartment of marketing prowess on its workers, and a good system - intranet, in particular - that will facilitate the effective use of personal brands in service of exchanging knowledge and aiding cooperation between workers.
Any intranet that incorporates the sort of personalization seen in popular social networks, such as Facebook, into a work environment, is likely to suffice in bringing personal branding into the center of the workspace. I believe that the bulk of the task lies in making sure your employees know how to market themselves.
There are many facets to a good brand, personal or not, but transparency and authenticity are at its heart. Personal branding does not stop at showcasing the individual’s credentials and function within the company, or even at finding a professional niche. The underlying passions, visions, and goals of the individual are what sets apart a truly attractive brand. I believe that some of the best insight into marketing oneself succesfully and earnestly comes from Simon Sinek. In his TED Talks speech titled “How Great Leaders Inspire Action,” he explains that the most inspiring marketing has the “why” at its core, or, as he puts it, “People don’t buy what you do - they buy why you do it.” What he says is extremely relevant to successful personal branding, but it must be noted that he stresses the point that most marketing is not of this “why-centric” nature - that it to say, it does not appeal to passions and beliefs shared with the audience, but, rather, merely informs the audience of the features of the marketed product and the credentials of its producer. This is where teaching employees to market themselves comes in. The bottom line is that having employees who know how to market themselves is a prerequisite for using personal branding to its fullest, and successful marketing does not come easy.