MPW内部网络是一个在线社区，最有思想、最具影响力的商界人士将在此回答关于职业与领导力的问题。今天的问题是，“何为管理个人品牌的最佳方式？”回答者是Hill Holliday公司沟通副总裁特雷西•布雷迪。

我认为个人品牌和消费品牌一样，也需要三样东西：清晰、个性和一致性。

一个品牌要想被人知道、受人爱戴，首先必须要清晰地代表某种价值——比如一种无与伦比的顾客体验（四季酒店），对一项事业的热情奉献（美国红十字会），或是随着时间的推移而日渐深厚的一种情感维系（对我来说就是佳洁士牙膏了）。

个人品牌也是如此。你要清楚自己代表了什么，你有什么可以提供给别人的。你和别人相比有什么不同之处？有什么值得关注的地方？你是否非常擅长一些值得别人学习的东西？你是否有某些事情做得几乎比公司的任何人都好？如果有的话，请把它写下来，用精炼地语言概括它，并且记熟。这样的话，万一哪天你在电梯里遇见了大领导，说不定你的机会就来了。如果你要推销自己，那么你的卖点在哪里呢？记住，机会总是青睐有准备的人。

当年我推销我的第一部小说时，出版方要求我配一段简短的“自传”，以提高面试效率。我精心准备了一段光鲜的简历，好让我看起来比真实的自己更成功，更聪明。但后来我发现，人们真正感兴趣的是我与一些社会名流合作的经历。所以我在这部分玩了一把幽默，它也就成了我的卖点：“特雷西•麦卡德尔在娱乐业拥有十年以上的工作经验，他曾经给萨尔玛•海耶克摘过芒果，给麦当娜递过香槟，被嘻哈乐队武当派弄得热泪盈眶。”

虽然这些内容对于一份简历来说必未非常合适，但它还是让编辑对我的书产生了兴趣，因此也就达到了我的目标。

与此同时，你需要表现得尽量有人情味，与对方建立一种人际连接，这样你的品牌才会令人难忘。这就是个性的重要之处。你必须要有独特的个性和特质，即便是一些无伤大雅的性格缺陷也不应该被扼杀。因为人们只会记住与众不同和意想不到的东西，尤其是如果这些东西都是真实的，因为它会令人们会心一笑或感同身受。所以你要相信自己的能力，勇敢亮出你的个性。人际联系对于任何品牌的成功都很重要，信心也是如此。

最后，保持一致也是非常关键的。你要在各个平台上，抓住每个机会，维护你的品牌卖点，不管是演讲、署名文章、发博客还是在面试中。你越是在不同的舞台上大声推销自己，你就会越发轻松自如。 （财富中文网）

译者：朴成奎

审校：任文科

本文作者Brady并非本文提到的任何一家公司的投资人。

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.