Brand Management: Go Social or Go Home

 

We are the brands our companies keep - or something to that effect. 

 

The lines are blurred so much that it's not a matter of living to work or working to live, but work being life and life being work; the trick is to integrate these two parts seamlessly and draw enjoyment from both.

How Do You Merge Your 9-to-5 Brand with Your Personal Brand?

March 23, 2013 by Debbie Laskey 7 Comments

When we go to work each day, we don certain attire to achieve a certain look as we become representatives of our company. Some companies have actual uniforms: McDonald’s, service departments within car dealerships, the US Post Office, and many, many more. Professional service firms, such as, accounting firms, law firms, and banks, have an unwritten uniform that features a suit and tie for men and dresses or suits for women. However, do we represent our employer or our own unique brand?

Consider Zappos and the culture that Tony Hsieh has created: all employees strive to create an exceptional experience for customers. Zappos employees will even go above and beyond for potential customers even if the company doesn’t sell a desired product. Consider Southwest Airlines: while it is known as a low cost, no frills airline, the company’s employees understand that they are in “the customer service business and just happen to provide airline transportation.”

 

It’s clear that employees of Southwest and Zappos represent their brands while on the clock, and it’s easy to see why. But while many of us are representations of our companies and extensions of our brands during business hours, what happens at the close of business? At that point, you represent yourself: your unique strengths, expertise, education, and experience. Your unique brand must be maintained so that you can give 110% each and every day. And remember, it’s due to your unique brand that you were hired in the first place.

 

In the words of Tom Peters, “Big companies understand the importance of brands. Today, in the Age of the Individual, you have to be your own brand. [You have] to be the CEO of Me Inc. You’re every bit as much a brand as Nike, Coke, Pepsi, or the Body Shop. To start thinking like your own favorite brand manager, ask yourself the same question the brand managers at Nike, Coke, Pepsi, or the Body Shop ask themselves: What is it that my product or service does that makes it different? Give yourself the traditional 15-words-or-less contest challenge. Take the time to write down your answer. And then take the time to read it. Start by identifying the qualities or characteristics that make you distinctive from your competitors – or your colleagues. What have you done lately – this week – to make yourself stand out?”

 

Here are five tips to nurture your individual brand:

 

[1] Write a mission statement (or brand promise) with an action plan to clarify your professional goals and list your key strengths.

 

[2] Keep your digital footprint current – create a detailed profile on LinkedIn and update it regularly with project highlights, create a blog, participate in conversations on Twitter, Facebook, and Google Plus.

 

[3] Attend continuing education courses in your specialty area, either from experts within your business or elsewhere.

 

[4] Request to participate in cross-departmental meetings at your business in order to gain a more comprehensive understanding of how all departments work together – and as a result, volunteer for new projects outside of your comfort zone.

 

[5] Share your expertise with others by speaking to chambers of commerce, panel discussions, local businesses, friends’ companies, etc. – and also join professional organizations.

 

As David McNally and Karl D. Speak write in their book, Be Your Own Brand – Achieve More of What You Want by Being More of Who You Are, “Everyone has a brand, and anyone can be a strong brand. It doesn’t involve changing your personality – you can be an introvert or extrovert. And it’s definitely not about trying to be something you’re not. The difference between one personal brand and another is that the person with a strong brand utilizes his or her special qualities to make a difference in the lives of others.”

 

So, does your personal brand accurately reflect what you want it to? You need brand dimensions (the combination of standards and style that defines the unique attributes of your brand) and a personal brand promise (a concise, meaningful, and inspiring statement that sums up the relationship you have with someone else). Then, your personal brand has great potential. But you’re not done yet.

 

You must think like a brand manager, and the brand is YOU. McNally and Speak offer 11 tips:

[1] Develop and refine your personal brand platform.
[2] Be brand proud.
[3] Audit your brand promise.
[4] Be authentic.
[5] Make sure the signals you send convey relevance to others.
[6] Be consistent.
[7] Make sure your package reflects your contents.
[8] Brands are known by the company they keep.
[9] Find alignment between your personal brand and your employer’s brand – if possible.
[10] Start counting relationships as part of your asset base.
[11] Go social or go home.

 

So remember, while you represent your company during business hours, you ALWAYS represent your individual brand!

photo credit: magnifynet