When I was filling
out the Nomination Form for the UPAA Distinguished Alumnus Awards early
this year, I had a chance to reflect on my career. A friend who won the
Lifetime Achievement Award in 2023 said, “You were a trailblazer. Your category
should be for ‘Leadership in It Development.’” That was my brand!
How I
Got My Brand
Without
knowing it, I had developed a personal brand.
After
training with NCR and IBM, I applied with SGV&Co. I became the Marketing
Manager of the Institute of Advanced Computer Technology, its computer training
unit. That made my name synonymous with innovative things as we marketed our brand-new
courses and seminars, introducing the technology to the country.
When the
Development Academy of the Philippines sought a Vice President to introduce
more automation to government agencies, my name came up. The DAP President
invited me to become its VP for IT Applications.
Similarly,
my name reappeared when MegaLink, a consortium of banks, was formed. The Board
invited me to become the General Manager of the pioneering ATM switch.
Then,
Liwayway Vinzons-Chato, the newly appointed BIR Commissioner, asked industry
leaders for someone to help her automate the agency. They gave her my name. She
invited me to become one of her three Deputy Commissioners.
After launching
the country’s revenue system in two years, the SAP Singapore Regional Office asked me to return to the private sector as MD of SAP to introduce the groundbreaking German ERP software in the Philippines.
Two years
later, when six conglomerates formed the consortium BayanTrade to launch a
pioneering e-procurement hub in the country, they persuaded me to leave SAP.
Finally,
when Comelec wanted to move to automated elections, they asked for the
recommendation of the Dean of the UP College of Public Administration. I was then
a Doctorate in Public Administration Program student, and she recommended
me.
Increasingly,
trailblazing became attached to my name. In a competitive landscape, establishing a personal
brand like this is a necessity. Creating a unique and compelling identity
differentiates you from the competition and attracts the right opportunities.
Benefits
of Personal Branding and How to Make One
Here are
some of the benefits of establishing a personal brand:
1. Establish
credibility and authority. Your name is associated with expertise and
trustworthiness.
2. Build
trust and rapport, leading to many connections.
3.
Differentiate yourself, stand out, and showcase your uniqueness.
4. Attract the
best opportunities that align with your skills, goals, and values.
Here are
some steps I took that probably helped me build a strong brand without knowing it:
1. Shared my
expertise through written articles or speaking engagements.
2. Built relationships
with people in the IT industry and attended relevant events. I even led
associations and founded new ones.
3. Told my
story through compelling narratives about my journey, successes, and lessons
learned.
In today’s overloaded
information landscape, however, these additional steps have become crucial:
1. Define
your target audience so you can tailor your brand message.
2. Identify
your unique value proposition or what makes you different.
3. Create a
robust online presence through a professional website, good social media
profiles, and a consistent online persona.
4. Maintain
a consistent image across all platforms.
As I shifted
from a technology executive to a freelance writer, I unconsciously followed
these same steps. I do not randomly post on Facebook or LinkedIn, for example.
I always plan my posts and make sure they are well-constructed, with good
photos to accompany the text (although I need to catch up in using videos).
Doing this takes
patience, persistence, and authenticity, requiring time and effort, but it is
worth it. I successfully switched from an IT executive to a travel
writer.
Best
Books on Personal Branding
To learn
more about personal branding, I asked Gemini, Google’s AI platform, to give me
the five best books. Here is the output, complete with the gist
of each book:
“1.
“Reinventing You: Define Your Brand, Imagine Your Future” by Dorie
Clark
This book
provides a comprehensive guide to building a solid personal brand, covering self-discovery, online presence, networking, storytelling, and
adaptability.
2.
“Start with Why: How Great Leaders Inspire Everyone to Take Action”
by Simon Sinek
It is
focused on leadership but offers valuable insights into personal branding,
especially the importance of understanding your “why” and
communicating it effectively to connect with others.
3.
“Platform: Get Noticed in the Age of Attention Economy” by Mike
Stelzner
This book
helps you understand how to build an online platform and leverage digital
channels to enhance your brand by creating content, engaging with the audience,
and growing your following.
4.
“Personal Branding for Dummies” by Paul Argenti
As the title
suggests, it offers a beginner-friendly introduction to personal branding, covering
essential concepts and providing a step-by-step guide for building a brand.
5. “The
7 Habits of Highly Effective People” by Stephen Covey
I was pleased
to find this fifth book mentioned. It was my Bible when I was working. I read
it several times and presented talks on it when invited. Although not
specifically about personal branding, this classic book offers personal effectiveness, integrity, and relationship principles. When applied to any niche you
choose, a personal brand will emerge.