“Rebranding just means changing how others view you,”
Rebranding yourself isn’t simply about getting a new haircut or changing the way you dress, though both can be important. It’s about bringing your strongest points to the forefront and using everything you have to support them.
- Determine what your strongest attributes
You should consider yourself a package of strengths and skills. Are you technically proficient in your field? Are you a great leader who knows how to make strategic decisions? Or are you an innovator who’s always on the cutting edge of developments? Make a list of your strongest points. - Pinpoint what your unique value proposition is
There are literally millions of other workers out there with great technical skills, awesome leadership abilities, and innovative ideas. So why are you special? Maybe it’s because you possess a unique combination of technical skills that few other people have. Perhaps you’ve proven time and again that you stay cool even under the worst possible pressure. Or maybe your drive to innovate positions you at the absolute frontier of developments in your field. Define why an employer should choose you over all of those other people with similar skillsets. - Represent your brand
From how you dress and compose emails to how your social media accounts and web page look, you should represent your brand. Update all of your social media accounts with recent photos and a current resumé. List any new certifications, degrees, or licenses you’ve earned. Review your professional memberships and join any other associations that add to your credibility. If you can, work with a graphic designer to create new business cards and update your website’s graphics. - Prove your value
You need to prove your worth. On your social media profiles and website, list high-profile projects you’ve worked on, as well as testimonials from supervisors and clients. Note any articles you’ve written for trade publications and any other activities you’ve done, such as speaking at conferences, conducting workshops, etc. - Expand your network to broaden your brand
Sometimes people who have known you for a long time have trouble seeing you in a new way. You were always the finance person, so they can’t see you in non-profit. This is understandable — you are changing, and they are not. Get some new friends! Seriously, you don’t have to drop the old ones, but if you’re serious about re-branding yourself in a specific way, broaden your network to new people who never knew the old you and don’t have to be convinced.
You don’t have just one brand. It evolves over time. It is different day-by-day in the sense that we all have multidimensional lives. Use this to your advantage. Proactively choose what and how to brand. - Define your destination
Rebranding isn’t easy, and if your plan is poorly thought out, you’ll end up confusing yourself and others. Start by determining where you really want to invest your energy. If you’re looking to advance or shift laterally within your company, see if a shadow program or a sabbatical is available—and seek out a mentor who can guide you.
Next, you need to build the skills necessary for your new path. Learning the skills you need will give you the confidence to start publicizing your new identity—and the credibility required to assume it. - Leverage your points of difference
What’s your unique selling proposition? That’s what people will remember, and you can use it to your advantage. - Reintroduce yourself
Once you’ve embraced your rebrand, making new contacts is the easy part—they’ll take the new you at face value. The harder slog is reintroducing yourself to your existing network.
The truth is, the vast majority of people aren’t paying much attention to you. That means their perceptions are probably a few years out of date—and it’s not their fault. With hundreds (or thousands) of Facebook friends and vague social connections, we can’t expect everyone to remember the details of our lives. So we have to strategically reeducate our friends and acquaintances—because they’re going to be our buyers, recommenders, or leads for new jobs. - Prove your worth
Every art student has a portfolio ready to be shown at a moment’s notice. It’s no different in the business world. There’s a wide gulf between my knowing that you’ve launched a new business and trusting that you’ll do a good job for clients. That’s where blogs, podcasts, videocasts, and other forms of social media come in. The first step in securing your own internet domain name and starting to produce unique intellectual property. The second, even more critical, is ensuring that your material offers real value.
10. Change your social presence
Use social media to your advantage to rebrand yourself in your new career area. Follow thought leaders in your target industry and comment on their posts. Connect with relevant industry groups and associations, share relevant and interesting articles within your online network, comment on posts, attend the biggest industry conferences, and develop a network of contacts in the industry. “Technology makes it easier than ever to market yourself in a way that appeals to the audience you choose,”
It’s critical to note that you should be completely authentic in your rebranding. If you create an image of yourself that’s not truthful, then you’ll have a hard time living up to it. Plus, most people instinctively know when someone’s not completely honest. Resist the temptation to embellish the truth and instead, be confident in who you are.
Remember: ” Life is a journey, so if you haven’t yet achieved something, there’s still time to do so.”.
About Rennie Curran
Rennie Curran is a keynote speaker, author, and the CEO of Game Changer Coaching. His mission is to empower individuals, teams, and organizations by delivering powerful presentations, workshops, and private coaching on topics such as leadership, performance, and personal branding. He obtained his Bachelors in Business Management from the University of Georgia and received his coaching certification through the Life Purpose Institute. Visit renniecurran.com for more information.