APRIL 8, 2004
Branding
happens! Take control of your brand by developing your
own brand strategy.
Coca
Cola, Harley Davidson, Oprah, and …YOU- which
of these things is not like the others?
Believe
it or not, each of these entities has at least one thing
in common – and that is branding, one of the hottest
buzzwords in the business world today. Take a look around.
Corporate branding is everywhere these days. Companies
of all sizes are constantly searching for the best way
to express what they are all about. That is, working
to develop a brand identity that separates them from
their competition. With the right brand, companies hope
to uniquely position themselves in their customers’
minds.
How
do you fit in this picture? Just as companies are thinking
about their corporate brands, more and more individuals
are beginning to think about their personal brands.
Personal branding is based on the assumption that, like
companies, individuals can also have their own unique
brand. A personal brand is just that feeling that you
have about someone.
Let’s
start with the big names. When I say Donald Trump what
are you thinking? Oh. Yes, that hair has got to go,
but aside from the comb-over, what words come to mind?
Successful? Ruthless? Screwed? Hardworking? Extravagant?
Fun? What feelings follow? I would love to work with
him and be one of the next apprentices! How about Martha
Stewart? Did your feelings change about her since the
trial? Her name evokes strong feelings. Poor Martha,
Greedy Martha, Hmmm. How about Condoleezza Rice? Intelligence?
Determination? Compassion?
Now
think about what words and feeling come about when you
think about people closer to home – your supervisor
or your assistant? How about you?
Personal
branding can be thought of as the place that you occupy
in your decision maker’s mind. That decision maker
can be your supervisor, the CEO of your place of business,
your wife/husband, your customers, or anyone who influences
your success and happiness.
We
are living in a complex, change-driven time. Life keeps
throwing us opportunities that force us out of our comfort
zones. Many of us have to unlearn the concepts and business
strategies that got us here. Gone are the days where
your value as an employee or a vendor is based solely
on seniority or loyalty.
Today
you are responsible for your future. You are the CEO
of your life so to speak. With that in mind, you have
to begin to differentiate yourself and create demand
for your talents – just like marketed product
or corporation. Baby, you need a brand.
Here
are some things to think about while creating your brand
1.
Branding is a technique for success that doesn't involve
fire and a branding iron. You won’t have to
break a board, or walk on hot coals to get a brand.
2.
The information age has made readily available millions
of options, facts, and statistics. “I can’t
believe how stupid I was two weeks ago”…is
a phrase that many of us feel on a regular basis.
With so much information out there, though, people
still rely on their feelings in their product choice
and in their people choice. The way people feel about
you determines your brand. Do people like you? Do
you act in an inclusive supportive manner or do you
always have to be right?
3.
Actions tell it all. Live your values and use your
talents to express your style and you will be brand
congruent. Perception is reality.
4.
Great brands stand out from the masses. Differentiation
is what makes you unique. This is the heart of the
brand. What is Oprah’s differentiation? What
makes her different from the other talk shows hosts
and magazines publishers out there? Not only do you
need a point of difference, but you also need to maintain
differentiation over time.
5.
Relevance will give you staying power and keep you
cool no mater what your age. What about you is meaningful
to your decision maker?
6.
Do people get you? Does your audience understand intuitively
what you stand for? Do you effectively promote and
communicate your efforts?
Branding is more than a buzzword - it is a business
reality. Understanding these concepts is the first step
toward creating and managing a successful personal brand.
If you really want some insight into your current personal
brand, ask 10 acquaintances how they would describe
you to someone who has never met you. Be prepared -
the responses might surprise you!
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