5 Steps to Building a Personal Brand You Feel Good About | The Way We Work, a TED series

Whether you realize it or not, you have a personal brand.

Translator: Ilkhomiddin Nabijonov Reviewer: Nazarbek Nazarov

Sezsangiz yoki sezmasangiz ham, sizda shaxsiy brend bor.

If I looked you up on Google

Agar sizni Googledan qidirsam

and didn't find anything about you on the first page of results,

va birinchi sahifada hech narsa topolmasam

that's your personal brand.

bu sizning shaxsiy brendingiz.

If I found an out-of-date LinkedIn profile

Eski LinkedIn profilini, yoki bir nechta

or a bunch of random social media posts,

ijtimoiy tarmoqdagi postlarini topsam

that, too, is your personal brand.

bu ham sizning shaxsiy brendingiz.

[The Way We Work]

[Ishlashimiz uslubi]

People tend to think about a personal brand as bragging,

Ko’pchilik shaxsiy brendni maqtanish,

self-promotion and all about yourself.

shaxsiy reklama yoki faqat shaxs haqida deyishadi.

But it's actually something much more important.

Lekin bu undan ancha muhimroq.

It's your reputation.

Bu sizning obro’ingiz.

In other words, it’s how people perceive you --

Yoki, bu siz haqingizda qanday fikrlashlari

your friends, colleagues or the general public --

-- do’stlar, hamkasblaringiz yoki oddiy xalq --

and it's what people think about you when they hear your name

ismingizni eshitganda ular siz haqingizda shunday o’ylashadi

as well as what people say about you when you're not in the room.

va yo’qligizda ular siz haqingizda nima deyishi

In our connected world,

Bu bog’liq dunyoyimizda,

every single one of us has a personal brand,

har birimizning shaxsiy brendimiz bor,

whether we like it or not.

hattoki xohlamasek ham.

This is because whenever we engage with people both in person and online --

bilan shaxsan yoki onlayn aloqaga chiqsak

that’s every interaction or everything we post, upload or comment on --

- har bir aloqa, post, yoki izohimiz -

we're creating a reputational narrative about ourselves.

biz obro’imizni o’zimiz yaratmoqdamiz.

Your reputation is already out there.

Sizning obro’ing allaqachon u yerda.

The question is: Do you want to be the one who’s driving and shaping this story?

Savol: bu hikoyani siz yaratmoqchimisz?

Or do you want chance or algorithms to be doing it for you?

Yoki buni algoritmlar qilishini yoki tavakkal qilishni xohlaysizmi?

I think most people would agree that they want to take control.

O’ylaymanki, ko’pchilik buni o’zi qo’liga olishni hohlaydi.

And what this means is we need to make some very intentional decisions

Buning uchun biz maqsadli qarorlar qabul qilishimiz kerak.

so our brand stays in our hands.

va shu orqali bizning brendimiz o’z qo’limizda bo’ladi.

Let me walk you through five key steps to building a strong personal brand

Kuchli shaxsiy brend yaratishni 5 ta muhim qadamlarini aytib o’tsam

in a way that feels good.

va bu yo’l yaxshi tuyiladi.

First, you need to figure out what your goal is.

Dastlab, siz maqsadingizni aniqlab olishingiz zarur.

Let's start by answering a foundational question:

Keling, asosiy savol berishdan boshlaymiz.

What do you want your personal brand to help you accomplish?

Shaxsiy brendingiz sizni nimaga erishtirishini xohlaysiz?

Are you looking to change jobs or transition into a new industry,

Kasbingizni o’zgartirmoqchimisz yoki yangi sanoatga o’tyapszmi,

and you need your brand to reflect a new skill set?

va uni yangi mahoratingizni ko’rsatishini xohlaysizmi?

Maybe you're looking to get a promotion at your current organization

Balkim, martabangiz oshishini xohlayotgandirsiz

and you need everyone to know all the amazing things

va kasbingizda erishgan hamma hayratlanarli yutuqlaringizni

that you've accomplished in your career.

hamma bilishini xohlarsiz.

Or maybe you're launching a new business

Balkim, yangi biznes boshlamoqchidirsiz

and you want to build your brand

va taqdim etayotgan mahsulotlar

around the products or services that you're offering.

yoki xizmatlaringiz atrofida brend qurmoqchidirsiz.

Whatever your goal is, write it down and make it specific

Maqsadingiz nima bo’lsa ham, to’g’ri harakat qilish uchun

so that you're working towards a clear outcome.

maqsadingizni yozib, aniq qiling.

Next, you'll want to get clear on what you want to be known for.

Keyin, nima bilan tanilishingizni aniq qilib oling.

In other words, how do you want people to describe you as a professional?

Ya’ni, insonlarni sizni professional sifatida qanday tasvirlashini xohlaysiz?

Start by answering the question, "So what do you do?"

“Xo’sh, nima qilasiz” degan savoldan boshlang.

And I'm not just talking about your job title.

Va shunchaki lavozimingiz haqida gapirmayapman.

Are you a teacher who focuses on social and emotional learning?

Hissiy o’rganishga e’tibor beruvchi o’qituvchimisiz?

Or maybe you're a project manager

Yoki loyiha boshqaruchisidirsiz

who is reliable and always gets things done on time.

ishonchli va ishlarni doim vaqtida qiladigan.

Or maybe you're an artist

Balki, siz san’atkardirsiz

who makes beautiful ceramic pots from natural materials.

tabiiy materiallardan chiroyli keramik idishlar yasaydigan.

What you want to do is dig deeper into the what,

Ishingiz ortidagi nima, qanday va nimaga

how and why behind your work

savollariga chuqurroq kirishingiz kerak

so you can make it concrete and easy to remember.

uni aniq va eslashga oson qilish uchun.

Just make sure to lead with something that doesn't cause confusion.

Tushunmovchilikka sabab bo’lmaydigan narsa bilan boshlang, shunchaki.

For example,

Misol uchun,

I once coached someone who called herself a "death midwife,"

O’zini “O’lim doya”si deb atovchi odamga yordam berganman,

which no one understood.

buni hech kim tushunmagan.

But when she started introducing herself as a grief counselor

Ammo, o’zini qayg’u maslahatchisi deb tanishtirishni boshlaganda

who works with families during a time of loss,

a’zosini yo’qotgan oilalar bilan ishlovchi

all of a sudden everyone got it.

birdaniga hamma tushungan.

If you're stumped, think about how you can stand out

O’ylanib qolsangiz, sanoatingizdagi insonlardan

from the crowd in your industry.

qanday qilib farqli ekanizni o’ylang.

What are the things that make you unique?

Nimalar sizni ajratib turadi?

Are there specific talents and expertise that you've acquired in your career?

Kasbingizda erishgan malum qobilyatingiz yoki bilimingiz bormi?

What do you know more about than most people?

Boshqalardan nimani ko’proq bilasiz?

Sit down and make a list

O’tirib, ro’yxat tuzing va

and you might start to surprise yourself about all the things you know.

biladigan narsalaringiz bilan o’zingizni hayratga solishni boshlaysiz.

Now let's think about the audience

Endi, siz brendizni ulashmoqchi

you want to share your personal brand with.

bo’lgan tomoshabin haqida gaplashamiz.

The reality is, your personal brand is not about you.

Haqiqat shundaki, brendingiz siz haqingizda emas.

It's about the people you want to educate with the skills,

Bu siz mahorat, bilim va qadriyat ulashmochi bo’lgan

knowledge and value you can provide.

insonlar haqida.

Who you decide to focus on should be based on two things:

Kimga e’tibor bermoqchilingiz ikkita narsaga bog’liq bo’lishi lozim:

the goal of your personal brand

brendingizni maqsadi hamda

and the people who can best benefit from your unique talents and skills.

talant va mahoratlaringizdan maksimal foyda oluvchi insonlar.

So spend some time thinking about these two questions:

Shuning uchun, shu ikkita savolga vaqt ajrating:

Who can most gain from what you have to share,

Ulashmoqchi bo’lgan narsangizdan kim eng ko’p foyda oladi?

and how exactly can you see yourself helping them?

va aynan qanday qilib ularga yordam bermoqchisiz?

Here's where it all starts to come together.

Shundan so’ng bular ma’no anglatishni boshlaydi.

Let's pull all your answers into a single mission statement

Qani hamma javoblarni kimligiz, nima qilishiz, kim uchun

that describes who you are, what you do,

qilishiz va insonlar hayotida o’zgarishni

who you do it for

ko’rsatuvchi yagona missiya

and the transformation you can create in people's lives.

bayonotiga joylaymiz.

Let's take the example of the teacher.

Keling, ustoz misolida ko’rib chiqamiz.

“My name is Alma, and I’m a third-grade teacher

“Ismim Alma, va jamiyat va hissiy o’rganishga

who specializes in social and emotional learning.

ixtisoslashgan 3-sinf o’qituvchisiman.

I work with students to teach them the skills

Studentlarga hamdardlik, va g’amxo’rlik

for fostering empathy and compassion

bo’lishni o’rgataman

so they can thrive and contribute to a more caring world."

bu orqali ular rivojlanadi va yanada g’amxo’r dunyoga hissa qo’shishadi.

Let's take the project manager.

Loyiha menejerini misol qilaylik.

“My name is Jennifer,

Mening ismim Jenifer,

and I'm a project manager for a sustainable fashion company.

va men barqaror dizayn kompaniyasiga loyiha menejeriman.

I work with teams across different departments

Mijozlar bilan ishlovchi innovatsion

to plan, organize and direct innovative marketing campaigns

kompaniyalarni rejalashtirish, tashkil- lashtirish, yo’naltirish va shu qatorda

that engage customers while also increasing brand loyalty."

brend sodiqlikni oshirish uchun turli bo’limlar bilan ishlayman.

Mission statements are going to look wildly different

Missiya bayonotlari kasbingizda kim bo’lib

depending on who you are in your career.

ishlashingizga qarab katta farq qiladi.

But whatever your mission statement is,

Missiya bayonotingiz nima bo’lsa ham,

write it down and put it somewhere prominent.

yozib, ko’rinadigan joyga qo’ying.

You can use it to make decisions about how you speak about yourself

Kim bilandir ko’rishgangiz, uni o’zingiz haqingizda gapirish uchun

when you first meet someone,

qaror qilishga ishlata olasiz,

to the communities you want to share it with.

siz ulashmoqchi bo’lgan jamiyatlar bilan.

Let's start building your personal brand online.

Keling onlayn brendingizni qurishdan boshlaymiz.

There are two key personal branding assets you should think about developing:

Rivojlantirishingiz kerak bo’lgan 2 ta asosiy aktivlar bor:

a personal website and social media.

shaxsiy veb-sayt va ijtimoiy tarmoqlar.

What's so important about a personal website

Shaxsiy veb-saytning eng kerakli tarafi

is that it allows you to take full control over your online reputation.

shundaki, onlayn obro’ingizni to’liq boshqarishingizga yordam beradi.

It offers the most flexibility in sharing your brand and value to others

U shaxsiy brendingizni va qadriyatingizni LinkedIn va rezyumedan ko’ra chuqurroq

in a much deeper way than a resume or a LinkedIn profile.

ulashishda yengillik yaratadi. Insonlar o’zlari yoqtirgan, bilgan

People want to work with others they like, know and trust,

ishonganlar bilan ishlashni xohlaydi, va sizning shaxsiy veb-

and your personal website provides you an opportunity

saytingiz, shaxiyat, karyera, va

to share more about your personality through photos

hayot hikoyangizni rasmlar

as well as more about your career and life story.

orqali ulashishingizga imkoniyat yaratadi.

This, in turn will differentiate you from others in your industry.

Va bu sizni boshqalardan ajralib turishingizga yordam beradi.

Social media is also a great way to share your personal brand

Siz bog’lanmoqchi bo’lgan insonlar bilan bog’lanishni eng yaxshi

with the audience you're looking to connect with.

yo’llaridan biri bu ijtimoiy tarmoqlar.

However, I suggest trying not to be on every platform.

Lekin, hamma tarmoqlarda bo’lishni maslahar bermagan bo’lardim.

Pick one that aligns with your goals

Maqsadlaringizga mos keladigan va

as well as where your audience spends most of its time.

auditoryangiz ko’p vaqt sarflaydiganini tanlang.

If you're an artist or a creative, Instagram is a great fit.

Agar san’atkor yoki ijodkor bo’lsangiz, Instagram maqul bo’ladi.

If you work in a more corporate environment,

Agar korporativroq muhitda ishlasangiz,

LinkedIn is the place you want to be.

LinkedIn aynan siz uchun.

When posting, focus on being helpful to others.

Post qilayotganda, insonlarga kerakliligini o’ylang.

Share interesting articles relevant to your industry,

Sohangizga mos qiziqarli maqolalar ulashing,

post ideas or opinions that can benefit colleagues,

hamkasblaringizga foydali g’oyalar yoki fikrlar joylang,

and like or comment on posts shared by the people you follow.

va siz obuna bo’lgan insonlar postini yoqtirib yoki unga izoh bildiring.

The key is to always engage in a way

Doim shaxsiy brendizni kuchaytiradigan

that both reinforces your personal brand while also bringing value to others.

va boshqalarga qadr qimmat olib keladigan yo’lda munosabat qiling.

Look, I know this may all sound a bit intimidating,

Bularni hammasi biroz xijolatli tuyulishi mumkin,

but try to think of this branding process as an opportunity for personal growth.

ammo bu brending jarayonini shaxsiy o’sish imkoniyati deb ko’rsangiz bo’ladi.

It's your chance to dig deeper into who you truly are

Bu sizning aslida kimligingiz va kim bo’lmoqchiligingizni chuqurroq

and who you want to become.

o’ylab ko’rishingiz imkoniyati.

This, in turn, will provide you the clarity you need

Natijada, bu dunyoga qanday ta’sir qilishingiz

on how you can make your greatest impact in the world.

mumkinligiga aniqlik kiritadi.