Evaluating Your Personal Brand Annual Performance

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Evaluating your annual personal career brand performance is essential. If you want to realize positive change in your personal and professional lives, you must take a hard look at how you’ve performed this year. Here are 5 things that you should use to evaluate your annual personal brand performance. They are: stickiness, retention, responsiveness to change, tactical planning and strategic planning.

Stickiness

Stickiness is how well people remember you. Let’s ask a question: do people remember you for something? It can interpersonal skills, programming, project management, HR or marketing? Is there a trait that whenever someone mentions your name, that person immediately says ‘blank’? If so, then you’ve achieved stickiness.

Now let me ask a deeper question: have you attained subject matter expert status in your discipline? www.ISixSIgma.com defines subject matter expert as ‘individual who exhibits the highest level of expertise in performing a specialized job, task, or skill within the organization.’ Becoming a subject matter expert is the highest level of stickiness. When you’re at this level, whenever someone asks for an expert, they think of you. You are exploiting your core competency when you are a subject matter expert. If you have achieved this status, document the process then list the 3-5 steps towards maintaining your subject matter expert for next year. It is one thing to get there. It is another thing to maintain your status. You want to increase your stickiness in the New Year.

Retention

Retention is indispensable towards leveraging your personal career brand. You retain people based on  delivering high quality work. Ask yourself this question: have people continually returned to you for a particular thing? Retention is the next step after stickiness. Once you’ve reeled them in, do they stay? Evaluate if you are retaining your clientele. If there are less people coming to you to solve their problems, then you should reexamine your personal career brand. Furthermore, if you are retaining more people then take these lessons learned and use them as inputs for next year’s plan.

Responsiveness to change

Change is inevitable. It is the only constant; and, your personal brand must be responsiveness towards it. Ask yourself how flexible are you? Rigidity hurts your career brand. Don’t fear changing your plan because you are not the same person on January 1st as you will be on December 31st. Your personal career brand must incorporate the latest industry changes in order to stay relevant next year.

Tactical planning

Tactical planning is short-term planning that supports strategic (long-term) planning. It’s used for non-annual planning (quarterly, monthly, weekly and daily). With tactical planning, you have to evaluate how your personal brand has performed this year. Has everything you planned for resulted in above-average performance? Has your brand gained more momentum with each successive quarter? Which things have worked for you? Conversely, which things haven’t gone accordingly to plan? When you dissect underperformance, has these things been corrected during the next quarter? If you cannot improve, then drop it this year. Answering all of these questions are crucial towards measuring the effectiveness of your tactical planning. If your tactical planning has exceeded your expectations, then document 3-5 steps per your time metric (quarter, month, week, day) to improve your personal career brand for next year. These steps will be the inputs for your strategic planning.

Strategic planning

Strategic planning is long-term. It is the high-level planning that you do when you start the year. The first objectives that you’ve drafted serve as a guide throughout the year. The tactical planning objectives support the strategic planning ones. The question you should ask yourself is has this year’s strategic planning positioned you towards a better New Year? If it hasn’t then what steps are you taking towards guaranteeing that you’ll sidestep the pitfalls? If it has, then document 3-5 steps per your time metric (quarter, month, week, day) to strategically improve your personal career brand for next year?

You will use these variables to examine the effectiveness. If you are underperforming or ineffective in any of these places, then you can correct these problems now instead of letting them follow you into the New Year.

 

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