(by Kelly Duggan, RDH, AICI CIC )
The phrase “personal brand” gets thrown around a lot, but many people don’t understand what it really means and what a coherent, conscious approach to branding can do for your career or practice. Your personal brand is the overall perception others have of you as an individual. It’s based on your experiences, your expertise, your opinions, your choices, your behaviors, your look and style, and your impact within your community. It’s everything that you are and, most important, everything that others think you are.
Developing an Authentic Brand
Defining and consciously working with your personal brand is a process that allows you to present a coherent self to your patients and colleagues. Intentionally and consistently communicating a well-defined personal and professional brand will amplify your credibility and authority. (E.g., She’s reliable and provides excellent care, or he’s a recognized expert in X.)
You already have a personal brand, although you might not be fully conscious of it. The trick is to be aware of what others think that brand is, change anything you don’t like (e.g., constantly late), and be more deliberate about using that brand in your daily professional and personal life.