"A professional is a person who can do his best at a time when he doesn't particularly feel like it." - Alistair Cooke, American journalist and commentator

To understand easily the concept of a personal brand, let's first look at a brand, in general. The Wikipedia definition of a brand states that "it is a collection of symbols, experiences and associations connected with a product, a service, a person or any other artefact or entity". It extends the definition further... "brands have become increasingly important components of culture and the economy, now being described as "cultural accessories and personal philosophies".

Think about your personal philosophies. To be successful you have to know yourself, what you want to achieve and how you plan to get there. Part of that plan should be your professionalism. For some people it encompasses punctuality, dress and reputation. For me personally, it all hinges on your brand promise.

Every brand has a brand promise, a statement that represents a guarantee. What is yours? It should be a message that offers and guarantees value. It can be short, denoting action and benefits reflected with your unique style. Most importantly, it needs to be consistent. Always deliver on your brand promise. It will be tested.

Let's now take you one step further in the process of branding "you". Instead of thinking of yourself as an individual, let us rather think of you as a commercial product or company. Think of yourself as this product or company poised to go places, one that has great potential, potential that lies mainly in the value of the people (you and your suppliers, peers, customers, staff or partners).

An essential foundation for being able to launch your personal brand will be to believe in it. It is critical that you build a convincing brand and communicate it effectively. Self-belief is hard work, so work hard at believing in yourself; positive thoughts lead to positive action and behaviour.

When you feel good about yourself you perform better. Professionals are paid performers, so if you perform better you will ultimately be better paid.

Jenny Handley is a brand strategist, speaker and author. For details of her books and courses visit www.jennyhandleypromotions.co.za or email info@jhpr.co.za