A column by Yanima Srimungkala

Hi-Light:

• Branding makes you credible. Credibility is a special kind of asset that is always providing you with passive returns. There is an old Thai saying that goes, "It's better to have ten other people saying it, than for us to say it ourselves," because the things other people say about us sound more credible than what we say about ourselves.
• You don't need to look far, the posts we share on social media are a  reflection of ourselves. It's to the extent now that employers are looking at job candidates' social media profile to see what kind of person they are and if it will be possible for the candidates to get along in the corporate culture.
   

Give yourself three seconds to consider your own unique personality ... What comes to mind?

If you start to come up with a book that would go on forever, then you're on the right path.

But if you feel like you have writer's block and do not know how to describe yourself, then do not panic because you are not quite alone with this problem.

Most people who are asked to do this cannot think of what to say because they have never tried to consider themselves in this way. Maybe it is because they always just did what others told them to do, or they don’t have a clear vision for their own lives.

But what if the question is changed to what you think of Nose Udom, Chompoo Araya or Steve Jobs?

Just from watching these famous personalities in the media you can easily describe both their behavior and appearance including their well-known gestures and way of speaking. And the image you have of famous people in your own mind is usually the same as it is in the minds of others. That's because famous people are especially successful at branding themselves.

So, do ordinary office people also need to have "Personal Branding"? If you want to succeed in these times, then branding yourself is a secret weapon that can help.

Personal Branding จะทำให้คุณโดดเด่น (Identity) สปอตไลท์แห่งโอกาสกำลังกวาดแสงเพื่อหาคนที่คู่ควรอยู่เสมอ แต่น่าเสียดายที่เจอแต่ความมืดมนเพราะทุกคนเหมือนกันไปหมด  ดีนะแต่คือดีตามมาตรฐาน แบบนี้ก็เลือกยากไม่รู้จะหยิบยื่นโอกาสให้ใคร  แต่ถ้าคุณเป็นมือวางอันดับหนึ่งในสาขาอาชีพ  สปอตไลท์ทุกดวงจะโฟกัสไปที่คุณทันที โอกาสจะพุ่งหาคุณด้วยความเร็วแสงจนคุณต้องเลือกว่าจะรับงานไหนก่อนดี

Personal Branding will make your "Identity" stand out among others. The spotlight of opportunity continually sweeps the darkness looking for the right person, but if your unique personality is obscured by the masses of others who are equally well qualified, then you will never get spotted. It's difficult to know where an opportunity will come from, but if you stand out as the best in your field then every spotlight will turn towards you. The opportunities will come to you at the speed of light and then you can be the one to decide which is best for you.

If you are still trying to get to that point, don't give up yet. There are many other ways you can make yourself stand out, such as building your image. Look at Khun May in the sales department, for instance, she's a fashionable girl with nice curly hair. She got noticed by management and now she's in the spotlight because she presents herself well and is dedicated to her work in a professionally balanced way. Your good image depends not only on your appearance but also on your attitude and the actions you take in different situations. If you fail to build a good image then your spotlight may start to dim and you could find yourself in a dark place where you become a target of criticism even for small things such as coming to work late.

Branding makes you credible. It's a portfolio to showcase your abilities and you don't need to do much to maintain it. "It's better to have ten other people saying it, than for us to say it ourselves," because the things other people say about us are more credible than the praise we give ourselves. In the age of social review, people have access to Google at their fingertips. If people talk about you in a very good way, then you will have a competitive advantage within your level and will be a top choice for consideration.

Maybe we really do not need to look far. The posts we share on social media are like a reflection of ourselves. If potential employers look at our online profile a bit, then is it still possible to get into their corporate culture?
 

To this extent, some people may feel it is a violation of their privacy. But do not forget that Facebook is a social network open to the public. Every time you hit the post button the whole world sees unless you change your privacy settings. If your timeline is filled with complaints about your bosses and friends then this is a kind of branding too, but of a negative kind that you may not have considered could be harmful. So, if today we are living in both the online and offline worlds, then it is necessary to create two brands that are in parallel.

What this comes down to is the amount of money people will be willing to pay for your time: your paycheck. Of course, employers will pay well for outstanding talent. Value for price is the guiding principle of all business, and there is almost no ceiling for the amount of compensation one can expect for high value work. Nothing is too expensive when there are more customers willing to pay. But when you struggle at the same level as most other people, you have to compete with lower prices. When there are so many others who are capable and equal to you, how can you get ahead? Branding is an investment that adds value to your work and brings you to a higher level.


Are you ready to start counting the benefits of Personal Branding for yourself? If so, try asking these 3 questions:

1. What do you do?
   
2. What is your aptitude or expertise?
   
3. How are you different from others?
   

The first one is not difficult; it's simply the work you do.

If you haven't already started to figure out the second question then do it now! Maybe start with what you like to do and can do for a long time without complaining and that most other people are not able to do.

The third question depends on how similar you are to others. Your special and unique virtues develop slowly and sometimes out of difficulties. If you are a salesman then having knowledge of the product you are selling is vitally important, of course. But don't forget that there are other people selling the similar products, so if you have certain skills that competitors do not have, such as good business etiquette or an endearing personality, then you will have an advantage that helps you access the top customer base and you'll make it to the TOP SALES level.

If you can answer these three questions, then you will start to see more clearly your own Personal Brand, which you can use to help yourself stand out from the competition. You may even start to feel a little hot with the spotlight shining so brightly on you!