Changing Your Personal Brand: Expert Interview with Amanda Hite and Dan Schawbel
A recent survey from Right Management indicated that 84% of employees polled plan to look for new jobs in 2011. This is an astounding number and, even if only a fraction actually materializes, it means lots of turnover for companies.
It also made me wonder if this means the beginning of a free agent nation workforce (remember the Dan Pink book?) Does this signal the end of passive job candidates? Will everyone always be looking for a better opportunity?
If true, this puts a tremendous focus on personal branding and how we are perceived as individuals. So I asked two of the smartest people I know in the personal branding space to share their thoughts.
Amanda Hite is the CEO and founder of Talent Revolution Inc., an organization that helps companies make meaning and money using social media. They do talent 
Dan Schawbel is founder of Millennial Branding LLC, a personal branding company focused on delivering online branding strategies for both 
Dan, can you describe in a few words, the concept of personal branding?
Personal branding is the process by which we unearth what makes us special and unique in the marketplace and then communicate our value to the right audience. While first originating in 1997 on the cover of Fast Company Magazine, personal branding has become part of the career vernacular, due in part by the proliferation of new social technologies, including blogs and social networks. Your brand is an expression of your true authentic self.
Amanda, why is personal branding important?
Two of the most important factors in having control of your own Career security today are the effectiveness of your personal brand and network.
If someone wants to know about their brand, is there a litmus test for individuals to identify their personal brand?
Dan: Everyone already has a personal brand. People are judging you based on first impressions all the time. Your first job is to ask for feedback from your inner network so that you know how you come off, and can thus manage those impressions. To be successful in today’s marketplace, you have to play to your strengths, have a clear mission, and a set of short-term and long-term goals that you’re committed to. Ask yourself what your favorite classes and activities are, and identify what your talents are. It’s a good starting point for pinpointing where you should invest your time going forward.
Amanda: Authenticity and Purpose. Being true and honor yourself above all. Know who you are, your passions, principles. Define your talents and purpose. BE THAT. Everything you do (your actions, words) everything you engage in (be it projects or people), every aspect of your brand should communicate those things.
Can a person change their personal brand? What would be their first step?
Amanda: Yes. But only if they have changed, their purpose or passion has moved in a new direction. Your personal brand must always represent THE AUTHENTIC, UNAPOLOGETIC you. If it doesn’t it will not be effective or at the very least it will not be sustainable.
Dan: You can always change, evolve, or completely reinvent your personal brand. As you grow, mature, and gain new experiences, your interests may change. You should always portray the authentic you at that point in time and promote it to your audience the way you deem appropriate. Your first step is to update your online presence to convey your new message.
I want to thank Amanda and Dan for sharing their expertise. If you want to learn more about personal branding and how it can impact your career, be sure to check out Amanda’s blog and company site as well as Dan’s blog and the revised and updated version of his book Me 2.0.
There’s been a lot of talk about personal branding in recent years, but IMHO the conversation is just starting. People might be conscious that they have a brand and maybe even what that brand is … but as individuals start to look for new and different opportunities, they face the possibility that their brand will need to change. And being able to deal with that change is critical to personal success.
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