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A technician with a black turtleneck, blue jeans and round glasses - a few keywords are enough and everyone knows who is meant: Steve Jobs.

A fashion designer with a long, white ponytail.

Here, too, it is clear: it can only be Karl Lagerfeld.

Both entrepreneurs not only created innovative products during their lifetime, but also something else: their personal brand.

Put simply, it is what others say about you when you are not in the room.

Maintaining your own brand can be crucial for advancement in the job.

It gives working people visibility internally and externally: This can help with networking, promotion, a job change or a jump into self-employment - especially in times of crisis.

Thanks to social media, it has become a lot easier to build your own brand.

But how do you do that?

Two experts give tips.

1. Set goals

“The most important thing is to define your goals and the target group,” says Marina Zayats.

The former communications manager and author advises her clients on how to manage their external appearance in a targeted manner.

In your opinion, working people should first ask themselves: Is it about advancement in the company, do I want to start my own business or do I want to win new customers?

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The goal then also determines the target group.

So: should colleagues and superiors, customers, investors or journalists be addressed?

Only those who have defined these points for themselves can start building the brand.

2. Find your own “superpowers”

How do you want to be perceived?

Which strengths and topics should other people associate with yourself?

These should be the next questions, advises brand expert Zaynats.

"This includes interests and knowledge that generate added value for others."

To name one's own “superpowers” ​​- for example creativity or openness - is difficult for many, observes Zaynats again and again.

That is why she recommends asking people from your own network openly which topics and strengths they associate with you.

Everything for a professional restart

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Christina Richter has been working in corporate communications for 15 years and has been helping her clients to develop their own brand for five years.

In order to find your own strengths, the communications consultant has a simple but effective tip: "You should think about which topic you would lecture on at a conference."

3. Less is more

It is also advisable to focus: two to three core topics are sufficient.

Otherwise you run the risk of not being perceived as an expert in the respective area.

Zaynats gives an example: Anyone who deals with digitization in their job, for example, can make digitization in schools or artificial intelligence their topic.

It can also be useful to link your subject areas with unusual aspects.

For example, anyone who has extensive knowledge of Japan in addition to their expertise in digitization can combine these aspects.

This creates a special feature and added value, explains Zayats.

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Alternatively, professionals can also develop subtopics that include new areas, advises Richter.

For example, in the course of digitization, one could also talk about women in the IT industry.

However, you should follow the 80/20 rule: 80 percent of the statements should address the core topics, 20 percent should include other topics.

So you are well positioned.

4. Show online presence

To build brands, professionals should share their expertise and experiences - both online and offline.

“These should always contain their own perspective or an addition to the topic,” says Richter.

She advises you to take an active part in discussions on social networks.

"You gradually leave more and more footprints by commenting on posts by other people who deal with similar topics."

The platform on which working people should focus depends on the respective goals and target group.

In Richter's opinion, Twitter, LinkedIn and Xing are best suited for personal branding.

Of course, you don't build a personal brand overnight: Personal branding requires a certain amount of discipline and continuity.

"Not in terms of a strict schedule," says expert Zaynats.

But you should definitely consider which topics you want to share and how often, she advises.

5. Don't forget to network

Your own brand can also be strengthened in discussions.

It starts with the right greeting and introduction.

"Every entrepreneur and self-employed person should be able to introduce themselves and their business in the form of a short pitch," recommends communications expert Richter.

Even if it has become increasingly difficult in the pandemic and many industry events only take place digitally: Events that consist of a mixture of lectures and time for networking are ideal for building your own brand.

At smaller events it is also possible to offer yourself as a speaker with a specific topic, says Zaynats.

“Many people shy away from doing this because they think you have to wait to be asked.

But the reality is mostly different. "

6. Set visual accents

As banal as it sounds: the look is also an essential factor when it comes to developing your own brand.

Simple means are often enough to create recognition value.

"For example, I wore an orange blazer at every conference," says Richter.

It is not always necessary to attract attention at all costs.

But there is one thing that superiors, customers or business partners should: associate one face with you.

This also applies to communication in social networks.

"Images are important to identify with other people," says Zayats.

A sympathetic smile - even in a somewhat more private context - can help convey authenticity.

7. Be authentic

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On the other hand, Zayats advises against posed portraits in unnatural poses, such as those showing you talking on the phone or giving presentations.

Nothing hurts your personal brand more than not being authentic.

Stiff texts in social networks that read like press releases are also the wrong means.

Here she gives a simple rule: The tone you would use to speak to people at a business event is the right one.

"People should notice that a real person is behind the profile," says Zayats.

Everything about lateral entry

A big mistake when talking to colleagues, superiors, business partners or customers is to concentrate only on yourself.

"If you want attention, you should also be interested in other people and listen to them," says Zayats.

This is the only way to build a sustainable network.

8. Separate private and professional matters

The boundary between private and professional content should be observed.

To identify this limit, Zayats recommends imagining that you are attending a company party.

What information would you reveal there?

It is not completely taboo to share private content in conversations or social networks.

“We are people who are interested in the experiences of others,” says Richter.

But you should always make sure that these are also professionally relevant.

9. Beware of self-expression

In the end, personal branding is just one communication tool among many.

Working people should take this into account, says communications consultant Richter.

She warns: "Personal branding is not just about self-portrayal." It is primarily about presenting oneself through one's expertise on a topic and being visible.

She recommends observing the 80/20 rule and expressing yourself 80 percent of the content on your topics and 20 percent about yourself. “You have to be careful not to put your personal brand too much in the foreground, but rather shares his substantive work, ”she says.

"Otherwise it can quickly lead to people knowing you, but not knowing what you stand for."

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Activate external content

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This allows personal data to be transmitted to third party providers.

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