There are two sides to every coin and two halves to every whole. Yin needs yang as black needs white and light needs the darkness. We are a universe of perceived dualities. Personal branding also depends on the relationship of two parts.
What are the two parts of personal branding?
- Your unique promise of value coupled with the attributes, passions, and skills that you bring to the table. So why can't your personal brand stand alone? What else does it need?
- The pain or challenge of an organization that you uniquely solve. Your personal brand depends on / requires / is shaped by THE NEED IN THE MARKETPLACE. For instance, what is it that you do particularly well or in a way that's particularly helpful in enabling an organization meet its strategic goals?
The answer to that question may become clearer if you assess your impact on: growing revenues / profit / profit share, cutting costs, streamlining processes, producing efficiencies, increasing teamwork, inspiring peak performance, enabling high growth etc. These are among the common strategic goals of an organization. Select one or more that is enhanced by your contributions and what gifts you have that make that possible.
When you figure out what your unique "ying" is in relation to a particular "yang," you will have a powerful message to communicate in your executive resume, personal branding, cover letters, LinkedIn profiles, other web profiles, and interviewing.
