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MPW內部網絡是一個在線社區(qū)，商界內外最具影響力的人士將在此及時回答關于職業(yè)與領導力的問題。今天我們的問題是：“管理個人品牌的最好方法是什么？”以下是優(yōu)步營銷副總裁凱莉恩·史密斯·肯尼的回答。

如果說多年的營銷經歷教會了我什么東西的話，那就是打造或毀掉你職業(yè)生涯的不是你為之工作的那個品牌，而是你為自己樹立的那個品牌。你的個人品牌可以竭力為你服務，也可以成為你的累贅。

當然，在這個流行自拍桿和標簽的時代，很難打消把個人品牌作為營銷噱頭的念頭。但你的個人品牌不僅是自我推廣和社交媒體上的“贊”，它也是你在工作場合的通貨。

積極的個人品牌會帶來最有意思的任務，較多的功勞以及和頂尖人才公事的機會。消極的個人品牌則會讓人定型并錯失升遷的機會。你的個人品牌還影響著同事們看待你工作成果的方式，從而對你的部門或團隊產生影響。它決定了別人是否愿意跟你合作以及他們怎樣跟你分享和接收信息。

同時，就像所有消費品牌一樣，如果人們能記住你的三個基本特征，你就會成為幸運兒。在腦海里搜索一位不經常跟你打交道的同事。你會用哪三個詞來形容對方呢？第三個詞可能很難確定，對吧？如果要把別人對你的總體印象濃縮成三點，你就應該好好想想，自己希望這三點是什么，而且要專門采取行動來強化它們。

趕在個人品牌影響自身形象前對其進行塑造的方法如下：

真實性

只有真正體現你特質的東西才能給別人留下印象。但我經?？吹饺藗兎稿e的原因是他們想通過一些自己不是特別擅長的東西來爭取別人的承認。一段時間以前，我輔導的一位仁兄覺得自己需要成為金融專家，因為他周圍都是這樣的人。但他是一位營銷人員。做了一些輔導后，他意識到需要足夠金融知識的想法很危險，而且他在自己擅長的領域已經是一位專家，比如深入了解消費者和創(chuàng)造性策略。發(fā)揮已有能力并依靠自己的強項，這一點很重要。

差異化

成為既定企業(yè)文化的一份子后，員工們往往會有許多令人印象深刻的共性。在很多公司，“聰明”并不是異于他人的特質，而是別人對你的期望。雖然應該達到這些要求，但不要為了用共性來凸顯自己而浪費時間。把精力集中在讓你與眾不同的東西上，比如冷靜的行為方式或者跟多個團隊協(xié)作進而完成工作的訣竅。

適應性

更換了角色、團隊或公司后，你的個人品牌也應該有變化。在微軟，我最出名的特點是擅長零售渠道和了解消費技術，但在Capital One，這些東西幫不上什么忙，所以我把注意力集中在別的強項上。在優(yōu)步的新崗位上，我特意再次調整了自己的個人品牌。要注意自己帶給新團隊的東西，還要做好準備，以便在周圍環(huán)境出現變化時發(fā)揮不同的優(yōu)勢。

勇敢

有一些負面特征怎么也洗不白。如果有不誠實或者搶功勞的名聲，那就應該首先解決這些問題。我的建議是跟那些最堅信這一點的人談一談。（要勇敢?。?。承認自己以往的過錯，并請他們監(jiān)督你進步。人們會關心你的弱點，而且愿意為你的轉變做點兒事。

你不可能在一夜之間改變個人品牌，但跟別人的每一次接觸都是你樹立（或毀掉）聲譽的機會。因此要抓住每時每刻。在我這個行當，我知道管理一個成功品牌需要付出多少努力。相信我。你的耐心和堅持終將得到回報。（財富中文網）

譯者：Charlie

審校：詹妮

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 Kellyn Smith Kenny, VP of marketing at Uber.

If my years of marketing experience have taught me anything, it’s this: The brand that will make or break your career isn’t the one you work for—it’s the one you build for yourself. Your personal brand can work hard for you or it can weigh you down.

Of course, in an age of selfie sticks and hashtags, it’s tempting to dismiss the idea of personal brand as a marketing gimmick. But your personal brand is about more than self-promotion and “l(fā)ikes” on social media: It’s your currency in the workplace.

People with positive personal brands get the most interesting assignments, more credit, and the opportunity to work with top talent. People with negative personal brands get typecast and passed over for promotion. Your personal brand also influences the way your colleagues perceive the work you do—and reflects on your department or team. It determines whether people want to work with you and how they share and receive information with you.

And as with any consumer brand, you’re lucky if people remember three defining characteristics about you. Think of a colleague you interact with on a semi-regular basis. What three words would you use to describe them? You’re probably stretching for the third, right? If the sum total of what you’re known for gets boiled down to three attributes, you owe it yourself to think hard about what you want them to be and take deliberate action to reinforce them.

Here’s how you can start defining your personal brand before it defines you:

Authenticity

You can only be known for something if it’s actually true to who you are. Yet I often see people get tripped up because they want to be recognized for something they’re not particularly adept at. A while back, I mentored someone who thought he needed to be an expert on financials because he was surrounded by folks who were. But he was a marketer. After some coaching, he realized he needed to have enough knowledge in financials to be dangerous, but an expert in the areas he was already good at, like customer insights and creative strategy. It’s important to work with what you’ve got and lean into your strengths.

Differentiation

When you’re part of an established corporate culture, it’s common for employees to share a number of impressive attributes. At many companies, being “smart” isn’t a differentiator—it’s the expectation. While you should live up to those standards, don’t waste time trying to distinguish yourself on qualities that everybody has. Focus on what sets you apart, whether it’s your calm demeanor or a knack for working across teams to get things done.

Adaptability

Your personal brand should evolve whenever you change roles, teams or companies. The qualities I was most known for at Microsoft , like retail channel expertise and consumer tech knowledge, weren’t going to help me much at Capital One , so I focused on different strengths. And in my new role at Uber, I’m intentionally shifting my personal brand once again. Be self-aware about what you bring to a new team, and be prepared to exercise different strengths when circumstances around you change.

Bravery

There are some negative traits that no amount of polish can overcome. If you have a reputation for dishonesty or stealing credit, you should work on those issues first. I recommend a direct conversation with the people who hold this belief most strongly (be brave!). Acknowledge your wrongdoing in the past and ask them to help track your progress. People respect vulnerability and will want to be part of your transformation.

There’s no way to change your brand overnight, but every interaction you have is an opportunity to polish (or tarnish) your reputation. So seize the day. In my line of work, I know how much effort it takes to manage a successful brand. Believe me. Your patience and persistence will pay off in the end