extended-恒河猴
Why you should bother to build a personal
brand
如何打造个人品牌
Dear Annie: I read your recent column
on being too shy to speak up at work
with interest, because my situation is
kind of similar. I work for someone who
keeps bringing up my ideas in meetings
with senior management before I get
the
chance to speak; and he talks about these
solutions I've come up with as if
they
were his own, with no mention of me at all.
专家称，
打造个人品牌与自我意识或虚荣心无关，
而
是个人与外部世界建立联系
的有效手段。
打造个人品牌对于职场
人士格外重要，
因为只有这样，
才能让更多
的人了解到你的专长，
才能让需要你帮助的人找到你。
怎样
打造个人品牌？专家
来教你。
Anne
Fisher
为《财富》杂
志《向
Anne
提问》的专栏作者，这个职
场专栏始于
1996
年，帮助读者适应经济的兴衰起落、行
业转换，以及工作中面
临的各种困惑。
亲爱的安妮：
您最近有一篇专栏文章
，
谈到了在工作中因害羞
不敢大声发言的问题。我对这个话题很
感兴趣，因为我的情况与文章有点类似。
在有高层出席的会议上，
我的上司总是抢先提出我的创意，
而我自己根本没有机
会发言
；而且，他在提出这些解决方案的时候，就好像都是他想出来的，对我却
只字不提。
A
friend
who
has
witnessed
this
tells
me
I
need
to
my
personal
brand
in the company and
elsewhere know that I've become
something
of
an
expert
in
my
area,
which
is
streamlining
processes
and
improving operational
efficiency. But it's really hard for me to blow my
own
horn and brag about what I've done.
Isn't there some other, more subtle way
of letting higher-ups know what I've
contributed (without seeming to criticize
my boss for swiping the credit), or
should I just let it go? -- Unsung Hero
一位朋友知道这件事后对我说，
我应该“宣传我的个人品牌”，
这样公司和其他
地方的人才会知道。
我在自己所在的领域，<
/p>
即流程简化和提高运营效率方面，
已
经是
专家。但要让我自吹自擂，宣扬自己曾经做过的事情，有点难度。有没有其
他更巧妙的方
式，
能够让公司高层知道我所做出的贡献呢
（又不会让我看起来
是
在批评上司窃取我的功劳）
，或者我就应该这样顺其自然？—
—无名英雄
Dear
Unsung:
Your
friend
is
giving
you
smart
advice.
But
before
you
can
follow it, you need to
understand exactly what a personal brand is.
Contrary to
a
widespread
misconception,
branding
and
bragging
are
not
at
all
the
same
thing.
亲爱的无名英雄：
你朋友的建议非常
明智。但在听从朋友的建议之前，你应该
了解什么才是个人品牌。
与普遍存在的一种误解不同，
建立品牌与自我吹嘘是完
全不同
的两码事。
they just
cringe, because they think it's about boasting,
and they don't want to
do
that,
observes
Karen
Kang.
creating
a
personal
brand
is
really
a
process
of
education.
It's
about
sharing
information
and
participating
in
discussions
about ideas. The goal
is to
make decision-makers aware of what
skills you have and what value you can
add.
凯伦?康发现：“人们一听到‘自我推销’或‘自我营销’这些词，通常都会退
缩，因为他们认为这就是要自我吹嘘，而他们并不想这么做。实际上，创建个人
品牌是一个教育的过程，
是要分享信息，
参与讨
论。
创建个人品牌的目标是要决
策者意识到你所具备的能力和能
够带来的价值。”
A former partner in
Silicon Valley marketing powerhouse Regis McKenna
(the
branding brains behind Apple
(AAPL) and Intel (INTC), among others) Kang
now
runs
her
own
Palo
Alto-
based
firm,
BrandingPays,
and
has
coached
executives
at
companies
like
AT&T
(T),
HP
(HPQ),
and
NCR
on
how
to
become
known
for
their
expertise.
She
also
wrote
a
book,
Branding
Pays:
A
Five-Step
System to Reinvent Your Personal Brand.
康曾是硅谷营销界泰斗雷吉斯?麦肯纳【苹果（
Apple
）
、英特尔（
Intel
）等公司
品
牌
建
设
背
后
的
智
囊
】
的
合
伙
人
，
目
前
在
帕
洛
阿<
/p>
尔
托
经
营
自
己
的
公
司
BrandingPays
，曾指导美国电话电
报公司（
AT&T
）
、惠普公司（
HP
）和自动柜
员机生产商
NCR
公司的高管如何宣传自己的专长。
她还曾出版过
一本书——
《品
牌化价值：五步重塑个人品牌》
（
Branding
Pays:
A
Five-Step
System
to
Reinvent Your Personal
Brand
）
。
Once
upon
a
time,
in
the
pre-Internet
economy,
polishing
your
very
own
brand
was
not
really
necessary.
After
all,
if
you
were
going
to
spend
your
whole
career climbing the ladder at one company, or two
or three at the most,
everyone
who
mattered
already
knew
firsthand
what
you
were
good
at.
But
now that
job security is a discarded relic, and most people
change companies
(or even careers)
eight or 10 times before hanging up their spurs,
it's a much
different
world.
Each
of
us
is
probably
the
only
one
keeping
track
of
our
achievements along the way.
互联网出现之前，
打造个人品牌并没有实际意义。
毕竟，
你的整个职业生涯都要
在一家公司，
或者最多
两至三家公司里，
一步步往上爬，
你身边的所有人几乎都
知道你擅长什么。而如今，时代不同了，职业安全感早已过时，大多数人要在更
换八到十家公司（甚至更换职业）
，然后才会安定下来。或许只有我们自己才知
道这一路走来自己所取得的成就。
make the effort to brand
themselves. Anyone who's trying to launch a
project,
put a new team together, or
reach any particular goal needs to know who's out
there with the required skills and what
expertise is available.
康说：
“
如今我们每个人都是自由人。
要想成为真正的自由人，
则需要人
们努力
打造自身的品牌。
任何人想要启动一个项目，
组建一支新团队，
或达到某个特定
目标，都需要知
道谁具备必要的技能，可以提供什么样的专业知识。”