The 3 Cs of building a credible personal brand
Monday, February 9, 2015
By Betsy Hosick
When discussing emerging leaders and their potential,
we often talk about the importance of establishing a personal brand. But rarely
do we openly discuss an important component of any personal brand: Credibility.
Credibility is the foundation any brand, whether a product
brand, a company brand or your own personal brand. The value of your brand is based
on the credibility you have built and it can grow or diminish based on how
others perceive your credibility.
Credibility is about how we earn the trust of others. It
marks the legacy that we leave behind at any leadership level.
"5 easy steps to build your personal brand"
So how do you build credibility and maintain it over time?
It may seem daunting, but in reality, it is all about truth. In one of my
favorite books by James Kouzes and Barry Posner, aptly titled Credibility, the authors write "To be a
credible leader, you must have character, whose essential ingredients are
credo, competence and confidence. :
Here's what each of those mean to me:
Credo is all
about your values, understanding what they are and living by them. This is the
heart of credibility, knowing what is important to you and being able to stand
by those values. Credo is really the guiding principle you will go by even in
the face of adversity. This is really the heart of "walking the talk,” doing
what you say you will do and owning up to your own shortcomings. Leaders don’t
have to be perfect, but they do have to be honest.
about doing your homework so that you are prepared and know the subject matter
you are charged with safeguarding. It takes work to build your competence, but
it is an important ingredient in building your brand. You must have the
training, knowledge and understanding of the task at hand.
Confidence is knowing
you can deliver the results and that you have the will and the drive to do it.
I sometimes give myself pep talks to instill confidence in myself so that I
truly believe I will deliver the results.
None of these things come easy and they all have a price,
but without them credibility and trust in your brand are lost.
Betsy Hosick is Board chair of the Network of Executive Women and general manager, procurement-downstream, midstream and services for Chevron Corporation. Her 30-plus-year
career in the convenience and petroleum industry has human resources, field
operations, marketing, merchandising, distribution and procurement and supply
chain management. She has received numerous awards, including Chevron’s coveted
Chairman’s Award recognizing her as "Better than the Best.”
Views expressed in blogs, posts and user
comments are those of the authors and do not necessarily reflect the opinions
of the Network of Executive Women or its Officers, Board members and corporate
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