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By definition, every personal brand is different. There are no two successful professionals who have achieved the same success in the same way, but there are some traits that are common to those who have strong brands. I’m fortunate to have spent the past two decades working with people all over the world who have compelling brands that are worthy of remark. They are respected and acknowledged by their colleagues, have fan clubs of people who want to support them and have built careers that inspire envy among their peers. Although they are in different roles in different industries and at different levels in their organizations, they all have these seven attributes in common: 根据定义，每个人的个人品牌都是不一样的。没有两个成功的专业人士，会以同样的方式取得相同的成功，不过，有一些特征是拥有良好个人品牌者所共有的。很幸运，在过去的二十年时间，我得以与全球各地的人一道合作，他们的个人品牌真的很具有吸引力。他们得到了同事们的尊重和认可，有粉丝俱乐部想支持他们，并建立起能激发同龄人艳羡的职业生涯。尽管，他们在不同行业和不同组织中扮演着不同的角色，不过，却都有以下7个共同的特征： They’re purposeful. 他们有明确的目标。 They know why they do what they do. Most people focus on what they do and how they do it. Strong personal brands have that awareness too, and they connect those actions and that differentiation to the reason behind those actions. British-American author, motivational speaker, and organizational consultant Simon Sinek puts it this way: “Because a true sense of purpose is deeply emotional, it serves as a compass to guide us to act in a way completely consistent with our values and beliefs.” 他们知道为什么要做所做的。绝大多数人，会关注自己做什么及怎么做。拥有强大的个人品牌者也是有这种意识的，但是，他们把行为和差异及这些行为背后的原因联系起来。出生于英国的美国作家、演说家和组织顾问西蒙·斯涅克如此说道：“真正的目标感，是有感染力的，它是引导我们以完全符合自己的价值观和信仰的方式进行行动的指南针。” They’re confident. 他们自信。 Confidence is the most attractive brand attribute. We are inspired by and attracted to those who are comfortable in their own shoes. They exude poise and a strong sense of self. Confidence often comes from living their authentic brand – being willing to be who they are without excuse or apology. When they speak, we are willing to listen and are eager to believe exactly what they say. 自信，是最具有吸引力的品牌特征。我们受到那些对自己的观点感到自在的人的启发和吸引。他们散发出沉着和强烈的自我意识。自信，往往来自于他们真正的品牌-愿意做自己，没有借口或者道歉。他们说话时，我们愿意倾听，并且原意去相信他们所说的。 They don’t wear blinders. 他们并不流露出出色之举。 They think beyond their role. Of course, they commit to mastering the role they have and making a mark on the organization, but they seek to be influential in other domains. This means they have a higher profile in the company they work for, outside their division or department, tapping the power of digital tools to help achieve this. They’re involved in projects in other domains – connecting with people throughout the company. They are also known in their community of colleagues both inside and outside the organization and they’re respected for their expertise and point of view. They’re engaged and involved. 他们超越了自己的角色。当然，他们致力于掌握自己的角色，并在组织中出人头地，不过，他们寻求在其他领域能够具有影响力。这意味着：他们在所工作的公司中有更高的知名度，在所工作的部门或者部门之外，利用数字化工具来帮助实现这一点。他们参与了其他领域的项目-与整个公司的人进行交往。他们在组织内外的同仁界中也很有名，他们因专业知识和观点而得到尊重。他们融入并参与其中。 They’re generous. 他们宽厚仁慈。 Although the term “personal branding” might make you think “me, me, me,” putting yourself at the center of the world, effective personal branding is about being visible, available, and valuable to others. Strong personal brands are generous with praise – acknowledging others regularly for their insights and contributions, online and in person. They are quick to share information, content and advice. They live in a world of abundance and are ready to expend time and energy to support others. 虽然，“个人品牌”一词可能会让你想到“我，我，我”，把自己放在世界的中心，不过，有效的个人品牌是对他人可见、可用及有价值的。伴随着赞扬，强大的个人品牌是宽厚仁慈-经常在网上及当面认可他人的见解和贡献。他们能够快速分享信息、实质性内容及建议。他们生活在富足的世界中，并准备好花费时间和精力去支持其他人。 They’re lifelong learners. 他们是终身学习者。 They know that if they are not learning and growing, they are standing still, they’re actually falling behind. Their sense of curiosity compels them to try new things. They take every opportunity to learn both through day-to-day, on-the-job activities and through more formal talent development programs. 他们知道，如果不学习、不成长，就会停滞不前，而在实际上，就是落后了。好奇心迫使他们去尝试新的事物。他们会抓住每一个机会去学习-通过日常、在职活动和更加正式的人才培养计划来进行。 They’re ambitious. 他们雄心勃勃。 While over delivering on what’s required of them today, they’re focused on the future. They are always aware of or considering what’s next. Personal branding is based in authenticity, but there is an aspirational element to it. You need to be who you are while positioning yourself for the future. Strong personal brands demonstrate that they are not only competent where they are, they’re ready and eager for their next big gig. 当他们过多交付满足今天的需求时，他们其实关注的是未来。他们总会理解或者考虑接下来会发生什么。个人品牌，是以真实性为基础的，不过，也有一个令人渴望成功的元素。你需要做自己，同时为未来做好准备。强大的个人品牌表明，他们不仅胜任本职工作，而且准备好并渴望下一个重要的工作。 They’re curious. 他们有好奇心。 They’re at least as interested as they are interesting. Their curiosity helps them build stronger, more authentic relationships with others, and it helps them stay fresh by always discovering things and learning more about them. One of the reasons I especially enjoy delivering keynotes is that I’m not just teaching; I’m learning from all of the great follow-up questions I receive afterward from my new connections in the audience. Their curiosity inspires new content for future presentations. 至少，他们会对有吸引力的事物感兴趣。好奇心，有助于他们与他人建立更加牢固、更加真实的联系，并通过不断地发现、了解事物来帮助他们保持新鲜感。我特别喜欢发表主题演讲的一个原因是，我不仅仅是在教学；我从所有后来接收到的很不错的后续问题中学习，这些问题来自听众中的新的人脉。好奇心，激发了未来演讲的全新内容。 No two brands are alike, but the most compelling and successful personal brands I have met share these seven core attributes. 虽然，没有两个人的个人品牌是相同的，不过，我见到的最有吸引力、最成功的个人品牌都拥有以上所提及的7大核心特征。 #END# |
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