"Tell me about yourself."

The answer to "Tell me about yourself" is delivered in a verbal introduction or elevator speech. It is found on your website or LinkedIn page, in your marketing materials or in hearing you speak at an event. It's demonstrated through your involvement in professional organizations and activities.

Your answer is really an opportunity for you to distinguish yourself from everyone else who does what you do. And, in today's competitive marketplace, it is critical that you communicate your personal brand and your brand value "what makes you different from others like you" consistently. The answer to "Tell me about yourself" is not your job title or role in an organization. Quite simply, it is what happens because of you.

What is the outcome or result of working with you and knowing you? How does what you do impact and improve your clients' standing in business and life?

What is a personal brand?
A personal brand is, simply, what you are known for. Your brand has a voice whether you choose to manage it or not. The minute you walk into a room, people will make a judgment about what you are based on what you are wearing, whether or not you smile, and how you introduce yourself. If what they see is consistent with what they hear, and the experience reinforces it, then you are "on brand," and managing it well.

Brand image + brand voice + brand promise = personal brand
Your brand is reflected in three ways:

Brand image: Your brand image engages the senses and, in essence, is what people see. Some people think of a personal brand image as your style. Some words to describe a brand image include professional, conservative and approachable.

Brand voice: Your brand voice is what and how you communicate, verbally and non-verbally. It is the tone and delivery of your dialogue. It's your body language, the way to sign your correspondence and the content of that communication. It is the brand message you choose in answering "Tell me about yourself." Some words that describe a brand voice include knowledgeable, thoughtful, intelligent and analytical.

Brand promise: A well-managed personal brand is one that is reflected consistently across image, voice and promise. If the experience of working with you is buttoned-up, professional and timely, and yet your brand voice communicates that you are careless with the written word or you are late in delivering an important document, then your brand is inconsistent and you are sending the wrong message.

Assess your strengths and your challenges in all three areas by asking yourself, what am I known for as it relates to skills and personality traits and how is that reflected in my image, my voice and my brand promise? Get feedback from people whose opinions matter. Ask them what they believe you are known for.

The impact of your brand message
Like most professional services, accounting business is often built on referral. The question is, what are your clients saying about you in recommendations and when they give you a referral? Are you making it easy for them to tell others about you? Do you have a message that is easy to remember and easy to deliver, not just for you, but for anyone else who wants to give you a referral?

An effective brand message is one that communicates what happens because of you and what you are known for.

An effective brand message might sound like this: "I help clients take care of their money. In my role as a certified public accountant, I am known as a trusted business advisor and tax strategist who helps small businesses manage their finances through tracking and reporting best practices and make the most of their money through effective tax strategies." This message translates to a tagline such as, "Helping clients take care of their money."

Once you have a brand message that reflects what happens because of you and what you are known for, you must share that message consistently in every way you can market yourself. Conduct an audit of all of your communications to ensure this brand is consistent. If not, it might be time for a brand message update.

Share your message consistently through your:

• Business card
• Marketing materials (brochure, postcards, etc.)
• LinkedIn profile "“ both your profile and your company profile
• Website
• 20-second introduction
• Elevator speech
• Dialogue
• The experience of working with you

The process of communicating who you are, what you do and, most importantly, what differentiates you from other CPAs - what happens because of you "” is critical in business development today. Accounting is complicated enough, especially for your clients who trust you to do this work. Make it easy for clients and prospects to understand the value of your brand "” bring it to life at every touch point.

Kathleen Crandall is a personal brand strategist with Meaningful Connections who helps clients understand the power of their personal brand in business development. You can contact Kathleen at Kathleen@MeaningfulConnections.net.