Brand You Today

I recently reviewed a book for the Australian Marketing Institute on personal branding called Managing Brand You. It reminded me that the concept of personal branding first came about in 1997 through an article written by Tom Peters. In this issue of Communiqué I go back to that article to see how relevant it is for us today.

I’ve also started blogging and have a post about the St Regis brand and the fabulous opening of their newest resort in Bali. Read more in this issue.

Keep shining!

Brand You Today

In 1997 Tom Peters wrote in a Fast Company article, “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.”

Now 2009 and a completely different world in terms of the economy and work prospects. Does this information relate to us today? Take a look at this excerpt and see if you think it is relevant.

Do your best work and chalk up a remarkable track record, Because if you do, you’ll not only reach out toward every opportunity within arm’s (or laptop’s) length, you’ll not only make a noteworthy contribution to your team’s success you’ll also put yourself in a great bargaining position.

Everyone has a chance to learn, improve, and build up their skills. Everyone has a chance to be a brand worthy of remark.

Look at professional services firms for a model of the rules of branding at the company and personal level. They have almost no hard assets but they have lots of soft assets more conventionally known as people, preferably smart, motivated, talented people. And they have huge revenues and astounding profits. (Invest in your people SC)

Start figuring out how to deliver value to the customer.

What makes You different? Ask what is it that my product or service does that makes it different? 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?

What would your colleagues or your customers say is your greatest and clearest strength? Your most noteworthy personal trait?

What is the “feature-benefit model” that the brand called You offers? Do you deliver your work on time, every time? Do you anticipate and solve problems before they become crises? Do you always complete your projects within the allotted budget?

What do I do that adds remarkable, measurable, distinguished, distinctive value? Forget your job description. Ask yourself: What do I do that I am most proud of? What do I want to be famous for?

You still have to market the bejesus out of your brand to customers, colleagues, and your virtual network of associates. So how do you market brand You?

There’s literally no limit to the ways you can go about enhancing your profile. Sign up for an extra project inside your organization, just to introduce yourself to new colleagues and showcase your skills or work on new ones. Take on a freelance project that gets you in touch with a totally novel group of people. If you can get them singing your praises, they’ll help spread the word about what a remarkable contributor you are.

“Word-of-mouth marketing.” Your network of friends, colleagues, clients, and customers is the most important marketing vehicle you’ve got; what they say about you and your contributions is what the market will ultimately gauge as the value of your brand.

When you’re promoting brand You, everything you do and everything you choose not to do communicates the value and character of the brand. Everything from the way you handle phone conversations to the email messages you send to the way you conduct business in a meeting is part of the larger message you’re sending about your brand.

Remember that power is largely a matter of perception. If you want people to see you as a powerful brand, act like a credible leader.

Ask for – insist on – honest, helpful feedback on your performance, your growth, your value. It’s the only way to know what you would be worth on the open market.

As long as you’re learning, growing, building relationships, and delivering great results, it’s good for you and it’s great for the company.

There are four things you’ve got to measure yourself against. First, you’ve got to be a great teammate and a supportive colleague. Second, you’ve got to be an exceptional expert at something that has real value. Third, you’ve got to be a broad-gauged visionary, a leader, a teacher, a farsighted “imagineer.” Fourth, you’ve got to be a businessperson, you’ve got to be obsessed with pragmatic outcomes.

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. Read the original article here.

To read the review of Managing Brand You from US authors Jerry S. Wilson & Ira Blumenthal please visit this link at The Australian Marketing Institute website.

Shine Services

Want to find out more about your personal brand? Learn more about a one-on-one consultation by clicking here or just give me a call on 1300 855 102 or contact me by email for further information.

We also conduct workshops on personal and employee branding for your staff.

Take a look at in-house branding.

Our other seminar topics include:

Brand You– Personal Brand Strategies to Stand Out

Business Shine– Business Etiquette to Boost Your Career

Priming the Press– Are you Getting the Media Coverage you Desire?

Lights, Camera, Action– Facing the Media with Confidence

Speak for Success– How to Present Like a Professional

All programs can be mixed and matched to suit your needs. We can deliver a half-day seminar, full day workshop or keynote speech at your conference.

Contact Shine now to make an inquiry. Please note our number is now 1300 855 102.

Shine Brand Champion

I was lucky enough to be invited along to the opening of the St. Regis fabulous resort and spa overlooking the white sands of Geger Beach Bali. Pictured here with Mary Justice the PR guru of Bali. Read my blog for further information about why I’ve chosen the St Regis as an example of a great brand.

Sue Currie blog

I’ll post regular updates on everything to do with personal and professional public relations, personal branding, image and more. This will include a few more personal stories and insights. If there is anything in particular you want to read about, send an email to sue@shinecomms.com.au or send a post.

Shine News

Take a look at the latest edition of Australian Cosmopolitan (April 2009) featuring a story with a
client and I on a personal branding consultation.