“It’s this simple: You are a brand. You are in charge of your brand. There is no single path to success. And there is no one right way to create the brand called You. Except this: Start today. Or else.”
This is the final paragraph from “The Brand Called You,” an article written in 1997 by Tom Peters in Fast Company magazine. It had a huge impact on me at the time – I still have my original copy on my bookshelf. As I read it again recently (you can read it at https://www.fastcompany.com/28905/brand-called-you), the content is still as pertinent as it was 25 years ago, and I now realize how much it has guided my career.
As an employee at a company, it’s easy to believe that you are a small cog in a big machine – that you can have very little influence in the market. Reality is the complete opposite…you, as an individual, can have more impact than your employer – with a strong Brand.
Having been in management roles for about 20 years, I’ve realized that my ability to recruit and retain teams was largely based upon my personal Brand. When someone accepts a new position, the perception of the hiring manager is just as important as the company for which they work. Knowing this, I worked hard to build a Brand in the market that would attract the top talent. The investment I’ve made in my personal Brand has allowed me to build some wonderful teams, creating a great return for my company and myself.
Brand is important not only for managers, but for individual contributors as well. Here are some questions to consider as you assess your current situation:
- What is your Brand? How are you perceived by fellow employees? Your company’s leadership? Your customers? Your competitors? Ideally your Brand is consistent amongst each of these groups, but that may not be the case.
- What makes your Brand different? Do you have a unique value proposition? Can others clearly see what you stand for? Have you created your own niche in your market?
- Is your Brand “powerful”? Tom Peters reminds us that power is not a dirty word – it allows us to influence others in a positive way. Use your Brand for good.
- How do you need to tweak your Brand for greater impact? Both companies and individuals can go through Brand refreshes. It takes some time and and planning on how you want to shift the perception of your Brand, but it can be done.
Finally, Tom Peters suggests surrounding yourself with your own “users group” – different people in different roles that can provide honest feedback about your Brand and how it is perceived. I love this idea – it could help drive personal and professional growth.
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