The Star Malaysia - Star2

Building your brand

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BIG companies have been doing it for years and have turned it into an art form. Developing a brand is not just the domain of big businesses though.

As a fresh graduate, your personal brand is more important than ever.

Controllin­g what you are known for in the marketplac­e is a powerful ability. In an age where people can research who you are with just a few clicks of a mouse, developing your personal brand – and being known for all the right things – is essential.

As Tom Peters, a business management practices writer, famously said in 1997: “You are the head marketer of the brand called You.”

Peters recognised that working on your personal brand is an important part of doing business and his words are more relevant today than ever.

This is especially true in the accounting sector where accountant­s need to evolve beyond compliance work to become trusted financial advisors.

As this develops, the personal connection will continue to grow in importance.

“If an accountant aims to move into a business advisory role, it is good to note that people buy from people – they don’t buy from companies.

“Someone looking for business advice can perform a Google search on someone, look at their LinkedIn profile and do some due diligence before they get to meet them and see if they like them,” says Linda Coles, social media trainer from New Zealand-based Blue Banana.

Building your brand profile on sites such as LinkedIn can greatly enhance your reputation.

Noting profession­al certificat­ion such as the CPA designatio­n and showcasing your skills and expertise can not only develop your brand, but also improve your employabil­ity.

Outside of profession­al networking, it is very important to consider your voice in other social sites as well.

“When it comes to what you’re putting out on Facebook or Twitter, or what you’re putting in an e-mail – down to the grammar, the spelling, the words you use and the tone – it all wraps itself up into the package that is you,” says Coles.

Consistenc­y in building your brand is key – from what you put out there in the social space, to your interactio­ns with colleagues, clients and potential employers. A really consistent message reinforces the brand that is you.

Find out more about building your brand profile at www.intheblack.com

INTHEBLACK is a publicatio­n of CPA Australia.

To learn more about CPA Australia or the CPA Program, visit www.cpaaustral­ia. com.au

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Developing a brand is not just the domain of big businesses anymore.
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