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Thinking Like a Brand
April 1st, 2011
Posted by Dave Boizelle
Thinking like a brand.
Thinking like a brand is gaining momentum as more people are looking for work and reevaluating their careers. Tom Peters introduced this idea in the late 70's and it has never been more relevant than today. Tom gave us this insight, "Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called you." —Tom Peters in Fast Company, 1997
Consider the wisdom from a leader, at one of our client organizations, on the importance of a trustworthy personal brand. "Your personal brand is created by you, but is held in the minds of others. It is how people feel about what you do, why you do it, who you do it for, and why you’re different. A strong personal brand makes people go out of their way to work with you and refer you to their colleagues, managers, and clients. It establishes you as the “go to person” in your field. It communicates a clear, consistent, and compelling message that attracts people and opportunities to you."
So what is a personal brand?
Your personal brand is the sum total of your reputation, capabilities and the value you offer the market place. Many use this concept as a way to manage their image online but it is much more than that. Consider this thought from author and coach, Dave Buck, "Your brand is a gateway to your true work. You know you are here to do something—to create something or help others in some way. The question is, how can you set up your life and work so that you can do it? The answer lies in your brand. When you create a compelling brand you attract people who want the promise of your brand—which you deliver." —Dave Buck, CEO of CoachVilleSo how do you develop your personal brand?
Dan Schawbel, author of Me 2.0, sums it up this way. "It is how we market ourselves to other people." Therefore, personal branding is a process for:- Differentiating your talents, skills, and experiences from others.
- Articulating an authentic, unique value proposition.
- Enhancing your reputation, trustworthiness, and credibility.
- Gaining visibility within your spheres of influence.
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