Personal Brand and Being Intentional

Enrique Bay -

Personal branding happens whether we like it or not. You may call it reputation, image, or identity. Whether you're a business leader, a manager, or an aspiring professional, being intentional about a personal brand can remove entropy from the equation and generate a crafted idea of what you want others to perceive.

This article will discuss how to be intentional with your mission and give more context regarding the terms frame of reference, points of parity, and points of difference using the information from the Harvard Business Review article "Three Questions You Need to Ask About Your Brand."

1. Establish a Frame of Reference

A frame of reference is the category or segment in which you position yourself, providing context to your audience. Establishing a clear frame of reference is essential, as it allows people to understand who you are, what you do, and what value you bring to the table. This could include your industry, expertise, or leadership style you embody. For instance, a frame of reference for a personal leadership brand might be "innovative leader in the tech industry."

2. Leverage Points of Parity

Points of parity are the aspects of your personal brand that are similar to others in your frame of reference. These attributes help establish your credibility and ensure that you're meeting the baseline expectations in your industry or field. While points of parity may not necessarily differentiate you, they serve as a foundation for your personal brand, reassuring your audience that you possess the essential qualities expected from someone in your position.

For example, suppose you're positioning yourself as a leader in the tech industry. In that case, some points of parity might include technical knowledge, experience in project management, and a track record of successful product launches. Communicating these attributes effectively to your audience to demonstrate your competence is crucial.

3. Emphasize Points of Difference

Points of difference are the unique qualities, skills, or experiences that set you apart from others in your frame of reference. These factors help you stand out and create a lasting impression, making your personal brand memorable and compelling. When crafting your personal leadership brand, identify the aspects that differentiate you from others in your field and highlight them in your messaging.

For example, suppose you're an innovative leader in the tech industry. Your points of difference might include a unique approach to problem-solving, a strong commitment to diversity and inclusion, or a history of disrupting traditional business models. You can position yourself as a forward-thinking and distinctive leader by emphasizing these aspects.

Before concluding, let's examine my personal leadership branding exercise that I conducted ten years ago, in May 2023, as an MBA student.

My Personal Leadership Branding Exercise

Frame of Reference: As a graduate student, I challenged the traditional corporate career path and pursued entrepreneurship.

Points of Difference:

  1. Entrepreneurial and innovative: I wanted to add more societal value by launching and leading businesses with innovative ideas, considered high-risk ventures.
  2. Contributor: I aimed to give back by teaching, coaching, and helping others improve society.

Points of Parity:

  1. Trustworthiness: I leveraged my educational background (e.g., MIT) to build trust over time.
  2. Professionalism: I aimed to maintain professionalism through coherence in my actions.

Actions:

  • Risk-taking: Embracing risk-taking was essential to achieve my desired positioning.

Obstacles:

  1. Short-term rationale: I needed to think long-term, avoiding short-term rationality.
  2. Balance: Balancing entrepreneurship and innovation with being a contributor was considered challenging.

Crafting my personal brand required being intentional with my mission and effectively utilizing the concepts of frame of reference, points of parity, and points of difference. Once you have a first version, continuously refine and adapt your personal brand as your context and industry evolve.