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Every company has one. Every not-for-profit. Every professional organization. Every celebrity. Every city. And as a career-minded marketer, you should too.

Your personal communications plan.

You are probably very familiar with the concept of communications planning. Perhaps you manage the communications for your company. Now you need to take that same communications expertise and apply it to yourself.

To build your personal brand, reach your goals, and increase your success and fulfillment, you'll need to increase your visibility and get your message out. But before you start spreadin' the news (in the words of Frank Sinatra), there are two important questions you must answer:

1. What am I going to say?

2. To whom am I going to say it?

What to Say

You must develop a message that clearly describes your unique promise of value. There's no sense spouting off about the health benefits of ginger if your goal is to become the managing director of a branding company. Your target audience needs to know what you stand for—what you have built your reputation on.

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image of William Arruda

William Arruda is a personal branding pioneer, the founder and CEO of Reach Personal Branding, and the author of Ditch. Dare. Do! 3D Personal Branding for Executives.

Twitter: @williamarruda

LinkedIn: William Arruda