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.

譯者: Jamie Wang 審譯者: C Leung

不曉得你知不知道， 你就是自己的個人品牌

If I looked you up on Google

如果我在Google搜尋你的名字

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

結果無法在搜尋首頁看到你的資料

that's your personal brand.

那就代表你的個人品牌

If I found an out-of-date LinkedIn profile

如果找到的是久未更新的領英個人簡介

or a bunch of random social media posts,

或是一些社群媒體上的貼文

that, too, is your personal brand.

那些也代表你的個人品牌

[The Way We Work]

[The Way We Work]

People tend to think about a personal brand as bragging,

人們傾向認為個人品牌就是自我吹噓

self-promotion and all about yourself.

宣傳一切有關自己的事

But it's actually something much more important.

不過其實它有更重要的意義

It's your reputation.

它代表你的名聲

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

換句話說，是人們如何看待你

your friends, colleagues or the general public --

你的朋友、同事，或者大眾

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

聽到你的名字，大家對你抱那些想法

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

還有當你不在時，其他人怎麼談論你

In our connected world,

我們在這個互相連接的世界

every single one of us has a personal brand,

每一個人都有個人品牌

whether we like it or not.

無論我們喜歡與否

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

不管是面對面或透過網路與他人接觸

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

我們所有的互動 或是我們的貼文、上傳或留言

we're creating a reputational narrative about ourselves.

都是在為自己塑造一個形象

Your reputation is already out there.

你已經在建立自己的名聲

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

那麼問題來了： 你想成為塑造這一切的那個人嗎？

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

還是讓機運或演算法幫你做這件事？

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

我相信大部分的人希望握有主權

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

所以我們必須有目的地做決定

so our brand stays in our hands.

才能掌控自己的個人品牌

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

我將介紹建立優質個人品牌的五大步驟

in a way that feels good.

讓你更加亮眼

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

首先你要確定目標

Let's start by answering a foundational question:

先問自己一個最基本的問題

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

你希望個人品牌幫你達成什麼目的？

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

你想換工作，或者轉換新跑道

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

所以需要展現新技能？

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

或是希望在目前的公司爭取升遷

and you need everyone to know all the amazing things

所以想讓大家知道精彩的資歷

that you've accomplished in your career.

展現你職業生涯上的成就

Or maybe you're launching a new business

也許你準備開創新事業

and you want to build your brand

想要建立自己的品牌

around the products or services that you're offering.

推廣你的商品或服務

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

不管目標是什麼，明確地寫下來

so that you're working towards a clear outcome.

你才能清楚朝著目標邁進

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

第二，想清楚你希望以什麼出名？

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

換句話說 你希望別人形容你擅長做什麼？

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

試著回答這個問題 「你從事什麼工作？」

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

我指的不是單純說一個職稱

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

你是位注重於社交情緒學習的老師？

Or maybe you're a project manager

或者是一名專案經理

who is reliable and always gets things done on time.

你非常可靠，總是在期限內完成工作

Or maybe you're an artist

或者是藝術家

who makes beautiful ceramic pots from natural materials.

會使用天然的原料做成美麗陶器

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

你必須深入地思考

how and why behind your work

你的工作內容，方式以及目的

so you can make it concrete and easy to remember.

這樣才能清楚且方便去記憶

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

記得不要造成理解上的困擾

For example,

舉例來說

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

我曾訓練一個稱自己為 「死亡助產士」的女士

which no one understood.

沒有人明白那是什麼意思

But when she started introducing herself as a grief counselor

但等她開始介紹自己是悲傷輔導員

who works with families during a time of loss,

會陪伴失去親友的家庭度過傷痛

all of a sudden everyone got it.

大家才明白她的意思

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

如果你被困住了， 想想自己有什麼特點

from the crowd in your industry.

讓你能在同業中脫穎而出

What are the things that make you unique?

你與別不同的地方在哪？

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

在職涯發展中 你具備什麼技能或專長？

What do you know more about than most people?

有什麼是你比別人更瞭解的事？

Sit down and make a list

坐下來，列個清單

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

然後你或開始會被自己 所瞭解的事嚇一跳

Now let's think about the audience

接著要想想那些

you want to share your personal brand with.

你希望想分享個人品牌的受眾

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

其實，個人品牌重點不在你

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

而是你想將技能、知識與價值

knowledge and value you can provide.

傳達給的那些人

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

可以用兩個方式來確認你的受眾：

the goal of your personal brand

個人品牌的目標

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

以及能從你獨特專長與技能中受惠的人

So spend some time thinking about these two questions:

花一點時間思考這兩個問題：

Who can most gain from what you have to share,

你分享的事情對哪些人有幫助

and how exactly can you see yourself helping them?

還有你能如何去幫助這些人？

Here's where it all starts to come together.

接著就把所有的事情拼湊起來

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

把你的答案總結成一個職責聲明

that describes who you are, what you do,

說明你是誰，從事什麼工作

who you do it for

你可以幫助哪些人

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

你能為人們的生活帶來哪些改變

Let's take the example of the teacher.

我們以老師作為例子

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

我是艾爾瑪，是一名三年級老師

who specializes in social and emotional learning.

主要從事社會情緒學習

I work with students to teach them the skills

我協助學生以教導他們培養同理心

for fostering empathy and compassion

及學會包容他人

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

讓他們茁壯成長，透過關愛回饋世界

Let's take the project manager.

接著來看專案經理人

“My name is Jennifer,

我是珍妮佛

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

在一家永續時尚公司擔任專案經理人

I work with teams across different departments

我與各個不同單位的團隊合作

to plan, organize and direct innovative marketing campaigns

規劃、統籌並推出創新的行銷活動

that engage customers while also increasing brand loyalty."

除了吸引消費者，也能提升品牌忠誠度

Mission statements are going to look wildly different

每個人的職責聲明都不同

depending on who you are in your career.

因為大家的工作內容都不一樣

But whatever your mission statement is,

不管你的職責聲明是什麼

write it down and put it somewhere prominent.

把它寫下來，放在顯眼處

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

與別人初次見面，自我介紹時

when you first meet someone,

它可幫助你思考如何介紹自己

to the communities you want to share it with.

或是如何向特定團體做分享

Let's start building your personal brand online.

接著是在線上建立個人品牌

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

有兩個關鍵個人品牌工具你應考慮經營：

a personal website and social media.

個人網站與社群媒體

What's so important about a personal website

個人網站很重要的原因

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

在於你能完全掌控自己在網路上的名聲

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

能最自由去跟他人分享你的品牌與價值

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

比履歷或領英的簡介深入得多

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

人們希望跟他們喜歡 認識以及相信的人共事

and your personal website provides you an opportunity

個人網站便提供一個機會

to share more about your personality through photos

可以透過照片展現你的個性

as well as more about your career and life story.

以及分享你的工作與生活趣事

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

你就能在同業中脫穎而出

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

社群媒體也是很好的幫手 去分享你的個人品牌

with the audience you're looking to connect with.

接觸你的目標受眾群

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

不過我建議不要每個平台都使用

Pick one that aligns with your goals

選一個比較貼合你目標的

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

同時也是你的受眾最常使用的

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

如果是藝術工作者或創作人 Instagram 就很適合

If you work in a more corporate environment,

如果你是在企業體系工作

LinkedIn is the place you want to be.

那麼你可以經營領英

When posting, focus on being helpful to others.

發佈的貼文時 專注於對他人有幫助的內容

Share interesting articles relevant to your industry,

分享跟你產業相關的有趣文章

post ideas or opinions that can benefit colleagues,

發佈對同事有幫助的想法或意見

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

並在你關注的人發佈了貼文時按讚或留言

The key is to always engage in a way

重點在於建立互動

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

一方面可以強化個人品牌 也能為他人提供幫助

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

我明白這些聽起來或有點嚇人

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

但不妨把建立品牌的過程 當作一次個人成長的機會

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

藉此機會深入認識自己

and who you want to become.

了解自己希望變成什麼樣的人

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

這麼做能讓你清楚了解

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

自己如何在世界上發揮最大的影響力