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.

翻译人员: Yip Yan Yeung 校对人员: Yanyan Hong

无论你有没有发现， 你有属于自己的个人品牌。

If I looked you up on Google

如果我上谷歌查一查你，

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

第一页结果里没有任何关于你的信息，

that's your personal brand.

那就是你的个人品牌。

If I found an out-of-date LinkedIn profile

如果我找到了你许久未更新的领英主页，

or a bunch of random social media posts,

或者一大堆社交媒体上的发帖，

that, too, is your personal brand.

那也是你的个人品牌。

[The Way We Work]

【我们工作的方式】

People tend to think about a personal brand as bragging,

人们总是会认为 个人品牌就是吹牛皮、

self-promotion and all about yourself.

自吹自擂，以你为中心的一切。

But it's actually something much more important.

但它其实重要得多，

It's your reputation.

它是你的名声。

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

换句话说， 是人们看待你的方式——

your friends, colleagues or the general public --

你的朋友、同事、路人——

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

是人们听到你的名字以后 会对你有什么想法，

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

是你不在场时人们会怎么谈论你。

In our connected world,

在这个互联的世界里，

every single one of us has a personal brand,

我们每个人都有个人品牌，

whether we like it or not.

你愿不愿意都一样。

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

这是因为当我们线下、 线上与人交际时——

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

即我们的每一个互动， 发布、上传、评论的每一条，

we're creating a reputational narrative about ourselves.

都在打造我们自己的名声故事。

Your reputation is already out there.

你已经“名声在外”。

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

问题是：你想不想成为 驱动、塑造这个故事的人？

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

还是想随波逐流，或是让算法代劳？

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

我觉得大多数人都承认 他们想掌握主导权。

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

也就是说我们得深思熟虑，

so our brand stays in our hands.

将我们的品牌掌握在自己的手中。

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

我想介绍五个关键的步骤， 让各位以一种令人舒适的方式

in a way that feels good.

打造强大的个人品牌。

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

首先，你得搞明白你的目标是什么。

Let's start by answering a foundational question:

我们先从回答一个基本问题开始：

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

你希望你的个人品牌 帮你实现什么目标？

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

你是想换个工作还是转行，

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

所以你需要你的品牌 展示一些新的技能？

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

也许你想在这家公司晋升，

and you need everyone to know all the amazing things

所以你想让大家都知道

that you've accomplished in your career.

你职业生涯中的丰功伟绩。

Or maybe you're launching a new business

也许你要开一家新公司，

and you want to build your brand

所以你想为你提供的

around the products or services that you're offering.

产品或服务打造品牌。

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

无论你的目标是什么， 请把它写下来，具体地写下来，

so that you're working towards a clear outcome.

这样你就在朝着一个明确的成果努力。

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

然后，你得搞清楚 你想要什么标签。

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

也就是说，你想让人们认为 你是什么方面的专家？

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

可以先回答这个问题： “你是干什么的？”

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

我不是在说你的头衔。

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

你是一位关注社交 和情绪学习的老师吗？

Or maybe you're a project manager

还是一位项目经理，

who is reliable and always gets things done on time.

靠谱、永远按时搞定一切。

Or maybe you're an artist

也许你是一位艺术家，

who makes beautiful ceramic pots from natural materials.

会用天然材料制作漂亮的陶罐。

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

你需要做的是深入了解你工作背后的

how and why behind your work

是什么、怎么做、为什么，

so you can make it concrete and easy to remember.

这样就能落到纸面上， 还容易记得住。

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

在确凿清晰的道路上前进。

For example,

比如，

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

我之前指导过一位女士， 她自称“死亡助产士”，

which no one understood.

没人知道是什么意思。

But when she started introducing herself as a grief counselor

但当她开始自我介绍为 一名“哀伤咨询顾问”，

who works with families during a time of loss,

她的客户是经历丧亲之痛的家庭，

all of a sudden everyone got it.

大家都豁然开朗。

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

如果你被难住了，想一想

你要如何在人才济济的 这一行中脱颖而出。

from the crowd in your industry.

What are the things that make you unique?

你的独特之处是什么？

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

你有没有在工作过程中学到 什么特殊的才能和技能？

What do you know more about than most people?

你比大多数人都知道得多的是什么？

Sit down and make a list

坐下来列一列，

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

你可能会惊奇 自己竟然知道这么多东西。

Now let's think about the audience

那我们来想一想

you want to share your personal brand with.

你想把你的个人品牌秀给谁看。

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

现实情况是，你的个人品牌 不仅仅只与你自己相关。

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

它还与那些接受你能提供的技能、

knowledge and value you can provide.

知识和价值的人有关。

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

决定你要关注什么人 理应基于这两点：

the goal of your personal brand

你个人品牌的目标

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

和能够从你独特的才能和技能中 受益最深的人。

So spend some time thinking about these two questions:

花点时间考虑这两个问题：

Who can most gain from what you have to share,

谁会从你要分享的知识中受益最多？

and how exactly can you see yourself helping them?

你会怎样帮到他们？

Here's where it all starts to come together.

千言万语汇集到了一处。

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

把你所有的答案 放进一条使命宣言中，

that describes who you are, what you do,

说明你是谁、你是干什么的、

who you do it for

你在为谁付出

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

和你能为他人的生活带来的改变。

Let's take the example of the teacher.

我们来举一个教师的例子。

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

“我叫阿尔玛， 是一名三年级老师，

who specializes in social and emotional learning.

专攻社交和情绪学习。

I work with students to teach them the skills

我和学生在一起，教授他们

for fostering empathy and compassion

培养同理心和同情心的技能，

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

让他们茁壮成长， 为一个更友爱的世界做出贡献。”

Let's take the project manager.

我们来举一个项目经理的例子。

“My name is Jennifer,

“我叫詹妮弗，

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

是一家可持续时尚品牌的项目经理。

I work with teams across different departments

我与不同部门的团队合作，

to plan, organize and direct innovative marketing campaigns

计划、组织、安排创意营销活动，

that engage customers while also increasing brand loyalty."

吸引客户，同时提高品牌忠诚度。”

Mission statements are going to look wildly different

使命宣言会因为你在 职业生涯中的各种角色截然不同。

depending on who you are in your career.

But whatever your mission statement is,

但无论你的使命宣言是什么，

write it down and put it somewhere prominent.

请把它写下来， 放在一个显眼的地方。

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

你可以用它来决定 第一次遇到别人时

when you first meet someone,

应该如何描述自己，

to the communities you want to share it with.

如何向将要从你这里 受益的集体描述自己。

Let's start building your personal brand online.

我们可以从打造线上个人品牌开始。

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

你可以考虑创建 这两个重要的个人品牌资产：

a personal website and social media.

个人网站和社交媒体。

What's so important about a personal website

个人网站之所以如此重要

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

是因为它能让你 完全掌控你的线上名声。

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

它为你向他人宣传品牌和价值 提供了最高的灵活度，

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

比简历或领英主页要深刻得多。

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

人们想和他们喜欢、 认识、信任的人合作，

and your personal website provides you an opportunity

而你的个人网站为你提供了一个机会，

to share more about your personality through photos

通过照片更多地分享你的性格、

as well as more about your career and life story.

职业生涯和人生故事。

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

这也会反过来 让你从同行中脱颖而出。

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

社交媒体也是一个

向你想结交的观众 宣传个人品牌的好方法。

with the audience you're looking to connect with.

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

但我建议，不要无处不在。

Pick one that aligns with your goals

选一个符合你目标的、

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

你的目标受众刷得最久的平台。

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

如果你是个艺术家或者创意工作者， Instagram 就是个不错的选择。

If you work in a more corporate environment,

如果你在企业工作，

LinkedIn is the place you want to be.

你就可以去领英。

When posting, focus on being helpful to others.

发帖时，记住要为他人提供帮助。

Share interesting articles relevant to your industry,

分享与你的行业有关的有趣文章，

post ideas or opinions that can benefit colleagues,

发布对同事有帮助的想法或观点，

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

为关注的人发的帖子点赞或留言。

The key is to always engage in a way

关键就在于采取一种

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

巩固个人品牌， 同时为他人带来价值的方式。

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

我知道我说的这些 可能有点吓人，

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

但你可以把这个建立品牌的过程 当作个人成长的机会。

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

你有机会深度剖析真正的自己

and who you want to become.

和你想成为的人。

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

这也会反过来为你指明

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

你该如何在这个世界上 发挥出最大的作用。