We judge ourselves by what we feel capable of doing, while others judge us by what we have already done. Longfellow

1. Define Your Destination

Developing a plan which communicates your direction is crucial not only for your audience but for yourself. If you are not clear on your own goals and destination how can you expect others to “get” what it is you do.

2. Leverage Your Points of Difference

Showcase what makes you stand out from your competition. Once you have defined your destination you should now have a solid idea on who your market is and you want to target.

Ask yourself “what’s your unique selling proposition is and use distinguishing characteristics to your advantage.”

3. Develop a Narrative

Make sure your transition and past experiences all connect as one story.

Treat your messaging as an interview. How will you stand out and be remembered? Again this all falls back onto what your value proposition is.

Focus on the value your prior experiences bring opposed to personal reasons for rebranding. It may not read well by highlighting you left your burger flipping job because you were board. Instead highlight what skills you will be bring across.

Successful rebranding doesn’t involve inventing a new persona —it’s a shift in emphasis that should prompt others to say, “I can see you doing that.”

4. Re-introduce Yourself

Start sending your network the right message of your new brand.

Think about initiatives you can align with, which can leverage your new brand and help solidify your authenticity for your new voice.

5. Prove Your Worth

Showcase your online presence either with a portfolio or referrals. Blogging is a really good way educate your network as are podcasts and video content.

The next stage may be getting published in respected journals and meeting with people face to face or calling directly is always a good idea.

Consider all of this “search engine optimization” for your life: The more connections you make, and the more value and content you regularly add to the stream, the more likely it is that your new brand will be known, recognized, and sought out.

Here at Turning Point Partners our approach is focused on supporting our clients competitive advantage. Our TurningPoint Methodology is defined by three key capabilities:

  1. Client Partnership Driven At Every Turningpoint
  2. Teach Our Clients: knowledge transfer
  3. As A Trusted Advisor: we will tell you what we can do and where we can add value


Source: Reinventing Your Personal Brand March 2011 issue of Harvard Business Review.