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MPW內部網絡是一個在線社區，最有思想、最具影響力的商界人士將在此回答關于職業與領導力的問題。今天的問題是，“何為管理個人品牌的最佳方式？”回答者是Hill Holliday公司溝通副總裁特雷西?布雷迪。

我認為個人品牌和消費品牌一樣，也需要三樣東西：清晰、個性和一致性。

一個品牌要想被人知道、受人愛戴，首先必須要清晰地代表某種價值——比如一種無與倫比的顧客體驗（四季酒店），對一項事業的熱情奉獻（美國紅十字會），或是隨著時間的推移而日漸深厚的一種情感維系（對我來說就是佳潔士牙膏了）。

個人品牌也是如此。你要清楚自己代表了什么，你有什么可以提供給別人的。你和別人相比有什么不同之處？有什么值得關注的地方？你是否非常擅長一些值得別人學習的東西？你是否有某些事情做得幾乎比公司的任何人都好？如果有的話，請把它寫下來，用精煉地語言概括它，并且記熟。這樣的話，萬一哪天你在電梯里遇見了大領導，說不定你的機會就來了。如果你要推銷自己，那么你的賣點在哪里呢？記住，機會總是青睞有準備的人。

當年我推銷我的第一部小說時，出版方要求我配一段簡短的“自傳”，以提高面試效率。我精心準備了一段光鮮的簡歷，好讓我看起來比真實的自己更成功，更聰明。但后來我發現，人們真正感興趣的是我與一些社會名流合作的經歷。所以我在這部分玩了一把幽默，它也就成了我的賣點：“特雷西?麥卡德爾在娛樂業擁有十年以上的工作經驗，他曾經給薩爾瑪?海耶克摘過芒果，給麥當娜遞過香檳，被嘻哈樂隊武當派弄得熱淚盈眶?！?

雖然這些內容對于一份簡歷來說必未非常合適，但它還是讓編輯對我的書產生了興趣，因此也就達到了我的目標。

與此同時，你需要表現得盡量有人情味，與對方建立一種人際連接，這樣你的品牌才會令人難忘。這就是個性的重要之處。你必須要有獨特的個性和特質，即便是一些無傷大雅的性格缺陷也不應該被扼殺。因為人們只會記住與眾不同和意想不到的東西，尤其是如果這些東西都是真實的，因為它會令人們會心一笑或感同身受。所以你要相信自己的能力，勇敢亮出你的個性。人際聯系對于任何品牌的成功都很重要，信心也是如此。

最后，保持一致也是非常關鍵的。你要在各個平臺上，抓住每個機會，維護你的品牌賣點，不管是演講、署名文章、發博客還是在面試中。你越是在不同的舞臺上大聲推銷自己，你就會越發輕松自如。 （財富中文網）

譯者：樸成奎

審校：任文科

本文作者Brady并非本文提到的任何一家公司的投資人。

The MPW Insiders Network is an online community where the biggest names in business and beyond answer timely career and leadership questions. Today’s answer for, “What’s the best way to manage your personal brand?” is written by Tracy Brady, VP of agency communications at Hill Holliday.

I believe that personal brands, like consumer brands, require three things: clarity, character, and consistency.

For a brand to become known and loved, it has to clearly stand for something—an unsurpassed customer experience, like the Four Seasons Hotels, a passionate commitment to a cause, like American Red Cross, or a deep emotional connection cemented over time (for me, Crest toothpaste).

It’s the same with people. Be clear about what you stand for, and what you have to offer. What makes you different and worth paying attention to? What are you clearly really good at that others could learn from? What can you do better than almost anyone at your company? Write it down. Distill it. Memorize it. Finally, memorialize it in an elevator pitch. What are your talking points to promote yourself? Remember, opportunity favors the prepared.

When I was promoting my first novel and people would ask for a short “bio” to accompany interviews, I would painstakingly craft something I thought made me look more accomplished and smarter than I actually was. But later on, I realized that what people really found interesting was my previous career experience working with celebrities. So that became part of my humor—and my selling point: “Tracy McArdle has over a decade of experience in the entertainment business, and has fetched mangoes for Salma Hayek, delivered champagne to Madonna, and been brought to tears by the Wu Tang Clan.”

While not exactly great for a resume, it got editors interested in my book, which was the goal.

At the same time, you need to be human and forge a connection so that your brand is memorable. That’s where character comes in. You have unique personality traits, idiosyncrasies, and even character flaws that should be embraced, not stifled. People remember the unusual and the unexpected, especially when it’s authentic because it makes them laugh or feel good. Believe in your abilities and be bold about it. Connection is key to any brand’s success, and so is confidence.

Finally, consistency is key. Maintain your brand’s selling points across every platform and opportunity you have, whether a presentation, byline, blog post, or job interview. The more you sell yourself out loud across a variety of stages, the more comfortable you will be doing it and the more natural it will become.

Brady is not an investor of the companies mentioned in this article.