How to create your personal brand vision
As the Creative Director of your personal brand, be the visionary of its future.
As Simon Sinek reminded us, Martin Luther King didn’t famously say “I have a plan”. He said, “I have a dream”. Every good leader knows the business and their team’s vision. It’s no different for your personal brand. Having a clearly defined vision allows you to begin with the end in mind. Which can then be reverse-engineered to form your mission. Allowing your personal brand to grow daily in a meaningful way.
Whether you’re a household name or not, you have extraordinary with you.
My late grandma had dementia. I watched the strongest person I knew start to show signs of her mortality.
My mum was always a full-time working woman. But, eventually took up what would become one of her most important roles - my grandma’s carer. Or, her BFF (best friend forever), as she called her. And she did so with a sense of duty, love and privilege.
A few short years later, my grandma passed peacefully. She took her last breaths with my mum by her side.
While we all spent endless hours in the hospital, my mum rarely left.
The day my grandma departed this world, devastated but beholden, Mum said, “At least I kept my promise - to always be there right until the very end.”
This is purpose. It’s knowing your vision. Making it your mission. And keeping your promise to your people daily.
Do you know your personal brand vision, mission and promise?
Tip #1: Create your personal brand vision
Apple founder, Steve Jobs, is one of the greatest visionaries of our time. In one lifetime, he changed the way we live.
Jobs narrated Apple’s standout ‘Think Different’ campaign with these powerful words. A homage to the “crazy ones”. The rule-breakers who set out to change the world - and did.
“Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes… the ones who see things differently — they’re not fond of rules…
You can quote them, disagree with them, glorify or vilify them, but the only thing you can’t do is ignore them because they change things… they push the human race forward, and while some may see them as the crazy ones, we see genius, because the ones who are crazy enough to think that they can change the world, are the ones who do.”
Jobs famously said he wanted to ‘put a ding in the universe’. His creative leadership obliterated the conventional thinking of what was thought possible.
He created a vision for the future.
Jobs also knew how to motivate others toward his vision. In recruiting former Apple CEO, John Sculley, he said, “do you want to spend the rest of your life selling sugared water or do you want a chance to change the world?”
When it comes to your personal brand, perhaps you know you’d prefer the latter. But, the comfort zone of sugary water, or whatever your equivalent, stays oh so sweet.
Yet, history is full of those who made an impact in their lifetime.
Like in business, create a compelling vision statement for your own personal brand. Personal branding is simply choosing to be intentional about what you want to be remembered for.
Your personal brand vision statement should include:
Your desired future state
Why it's important
Who you want it for
Only once you know where you’re going, will you better understand your mission.
Tip #2: Define your personal brand mission
Elon Musk once said:
“Don’t ever attach yourself to a person, a place or a company. Attach yourself to a mission, a calling and a purpose only. That’s how you keep your power and your peace.”
Your vision statement creates a compelling future state. But, your mission is your desired present state. It’s how you get to your vision.
Tesla itself provides a good distinction between the two:
Its vision is “To create the most compelling car company of the 21st century by driving the world's transition to electric vehicles.”
Tesla’s mission is “to accelerate the advent of sustainable transport by bringing compelling mass-market electric cars to market as soon as possible.”
There are two elements to a personal brand mission statement:
Who you are
Why you exist
Imagine you’re a talented academic in your field of expertise. Your vision may involve being a world-renowned thought leader in your niche. Your mission, however, may be to be an educator in the classroom. Empowering one learner at a time with your message.
A big vision is important to have. But, what matters most is the person you become along the way. It’s how you live up to the promises you make to yourself and your people.
Tip #3: Your brand promise
When Queen Elizabeth II was 21 years old, she famously said, “I declare before you all, that my whole life, whether it be long or short, shall be devoted to your service.”
75 years later, in 2022, the words spoken at her funeral said, “rarely has a promise been so well kept.”
Your brand promise is:
Your value proposition
What experience you want others to have with your brand
It’s what your people can expect from you with every interaction.
Your vision creates your mission. And your success is defined by everyday moments. Keeping your promises daily to the people your vision serves.
So, today are you working towards a greater vision for your personal brand?