Jon Michail is Founder & Group CEO of  Image Group International  & best-selling author of Life Branding. Follow him on LinkedIn & Twitter.

Personal Brand Concept Wood Block

We are living in some unprecedented times. Many of us are facing a crisis that we have never experienced before. It is not a surprise that many businesses are having to make tough decisions and have furloughed their staff or, even worse, have had to lay off their staff. Millions of jobs have been lost. So if you have lost your job or are in a precarious position, what can you do?

Fortunately, there is plenty that you can do. In a situation like today and in a crowded job market, why not think about creating a job rather than losing your brain cells over finding one that countless others are competing for?

And when I say "create a job," I mean both ideas for becoming an entrepreneur or intrapreneur and also making yourself stand out for a job where you can truly differentiate yourself from the crowd and "create a job" within a job that is being advertised. Both of these ideas have authentic personal branding as the critical element that will help you become successful.

This is a time full of entrepreneurial opportunities . A crisis brings the best opportunities; you only need to look into the examples of Airbnb’s and Uber’s success after the financial crisis of 2008.

The best way for you to move forward is to identify what you are passionate about, but be flexible about your ideas. Analyze if your entrepreneurial idea is something that identifies a gap in the market, improves an existing product or simply gives customers more options on an existing product or service. This will help you come up with an entrepreneurial idea that will make a positive difference both for your potential customers and for you.

However, how do you get yourself to stand out as an entrepreneur and gain the trust of your potential customers or even your boss? This is where many people don’t understand the power of an authentic personal brand and the importance of utilizing a personal branding system. Customers don’t just invest in your product or service; they invest in you .

Your authentic personal brand is what enables customers to trust you and be confident enough in you to invest in your business. Your authentic personal brand allows you to build authority and makes you and your business stand out as the one customers target as their go-to, be it in a crisis or otherwise. Building an authentic personal brand is what will help you to create your own job in this ultra-competitive world and ultimately become a successful entrepreneur (or intrapreneur, if it’s not your business).

No personal branding system is an ad-hoc approach.

A personal branding system is a proven strategic success.

As I have said before, creating a job doesn’t just stop at coming up with entrepreneurial ideas. Not everyone can be or wants to be an entrepreneur, but nothing stops you from being an intrapreneur. There are things you can do to create a job within a job advertisement that has been posted.

This is the time to become more innovative. Think of a job you are interviewing for not just by looking at the job description, but by analyzing it in your own unique way. Think about what you bring to the table that really separates you from the rest and how you can add your authentic personal brand to a particular job that not only fulfills what the job description expects to achieve, but goes way beyond that. This is how an intrapreneur can create a job.

When you are applying for a job, especially in today’s crisis, you are one of countless people who are going after the same job. So how can you create a new job within this job that will truly make you stand out?

The answer again is a powerful and authentic personal branding system that will package, position and profit your personal brand. Beyond having more technical skills than others when applying for a job, what really makes a massive difference is your personal brand perception. You might have similar technical skills to others who are competing for the same jobs, but you will never find someone with the exact same personal brand. An authentic personal brand is what separates you from the rest and makes you stand out in this cutthroat world.

Copability may be more important than capability during these tense times. Your authentic personal brand gives you the edge over others and allows your potential employers to see how you can add much more to a new job than others competing for the same role. This is how you create a job within an existing job and make it your own. Rather than competing with others, your authentic personal brand allows you to be the only contender for a job! If you want to know more about personal branding, this is the perfect time for you to educate yourself more about what a personal brand does or is doing to your career prospects and overall life in general.

I get it; times are tough. But don’t forget that like everything else, this shall pass, too. Life is beautiful; there are countless opportunities for you, even in a crisis. It’s you who is in control of your own destiny.

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