Are You A Brand?
When we hear the word brand, we immediately think of the products we love and the services we value. Because they have anchored a reputation that speaks to us personally either through trust, loyalty, emotional connection, or some differentiator that made a lasting impression. But if I had to ask you what you think your brand is, what comes to mind? Not brand, naturally, you are likely to replace the word brand with value, or personality. Yet they do make up a part of what makes a brand, a brand. We grow up learning and absorbing different things that work for us in our environment, the things we do and say to achieve what we seek. As time goes on, we further develop skills to achieve more (or maintain the status quo). Whether this is in a business setting or our personal lives, we become known for that thing that differentiates us. It is our brand.
Amid today’s climate of popular terms like quiet quitting, resenteeism, and quiet firing, I want to introduce one about branding. Portable branding. It’s not a new concept but a perspective that we sometimes do not consider, especially when we become dissatisfied or complacent with our day-to-day, that 9-5 hustle that most time we begin with such enthusiasm, but as time goes on some things change.
I’ve enlisted my friend’s help to first talk about what and how important (portable) branding is, then I continue to discuss how to develop it briefly.
Special thanks to Vanin for adding her years of experience, accomplishment, and accolades because of her brand at her job, and in the years I have known her as one of my cherished friends.
What Is Portable Branding?
What is something that is priceless and travels with you professionally and personally? Your brand. Not the job or company you keep, as those can change. Your brand is indelibly you, unique and strong. It can take a lifetime to build, and when it’s done well, can open countless doors.
When I first began my career in corporate America 25+ years ago, I attended a seminar about the power of brands/branding. I learned that when a brand is so strong, other similar products will still be recognized by that brand, i.e., Coke (for any soda), and Kleenex (tissues). I found the examples interesting in theory but didn’t put much thought into it as a newbie. As the years went by and I cultivated a reputation based on my work style, I realized that my brand is indeed a key differentiator. I’m known to be friendly and proactive, a relationship savant, if you will by improving difficult partnerships through my persistence. These traits serve me well in both aspects of my life. I don’t give up during adversity and am a strong advocate for my clients both internally and externally. I find a way to resolve impossible conflicts that will satisfy my client and stay in compliance with my employer, with a smile. The same goes for my personal life, I must find a way to resolve financial, scheduling, or family issues that will serve all parties favorably.
My brand is strong enough to withstand the occasional snafu because I’ve built up enough goodwill with my network that they believe me when I sincerely apologize for any errors. This is a direct result of a strong work ethic and a history of follow-through. I’ve actually had some partnerships strengthened from a past mistake because I worked twice as hard to ensure it would not be repeated.
For many of us, our work life will bleed into our personal and vice versa. I’ve benefitted from my brand personally as a colleague may pass my name along to recommend me for special services for my child such as references.
In today’s business environment where the newer workforce isn’t looking to stay long with one particular company until retirement, your brand will travel with you from job to job and through various chapters in your life. It’s a good idea to build up the brand that trademarks your unique qualities so that it precedes you.
Developing/Defining Your Brand
How do you build it? Or refine it? A brand makes up what you are known for or what defines you. So, a question to start with is, what do you want to be known for? What do you want other people to think or even feel when they hear or see your name?
This requires some dedication toward planning what exactly it is you want to evoke in others. Focusing on what you would like to be known for and how you would like to be referred to can and will go a long way in shaping what your ideal personal brand can be. Focus is key. But focusing on a clear destination is paramount.
Granted, it is possible to build a brand without putting direct emphasis on what that brand can be. But even with saying that it still requires you to have an idea of what level of service you are willing to supply; even in difficult situations. But perhaps brand is still a concept you may not be grasping. An example would be that you want to be a great project manager, that’s a goal, that while doesn’t specify a unique brand, the word great is, in fact, part of what you want to be identified as. Great. Don’t we all want to be? In striving to be this great project manager, we take on key traits to perform as such. And as you take on the different demands of the job, you eventually (and later) effortlessly deliver on your project’s deliverables; you develop traits that support your brand for greatness.
The opposite can be true when not focusing on what your brand can be. Too many times have I seen people struggle with this concept of performing while sacrificing their standards (i.e., another concept of a brand). For example, when they are trying to be known as the smartest person in the room. There’s nothing wrong with that, right? But when they strive to be the smartest person in the room and always be right, it delves into a personality trait some people will identify as difficult to work with or too demanding. It sometimes can go even deeper and create toxic work environments. In those scenarios, their focus is only on themselves.
Like any other thing in this universe, it takes time to grow into a new brand or fine-tune the brand you already have. But first identifying what it is you want is crucial.
“I want to be the smartest person” versus “I want to be a great project manager”, both can lead to the development of negative traits/values! The difference is in where the focus lies on who we eventually want to be that for. By fine-tuning, the focus on delivering quality work for the group versus the single person, the peak to your potential, will elevate your vision, elevate your team, elevate your company, and elevate your life!
Conclusion
In summary, your brand is what makes you uniquely you in the eyes of your clients, customers, family, and friends. And as a part of you, it travels with you. They may not all know or appreciate you equally for the same values or personality traits that make up your brand, but they are your foundation for your environment(s). To develop and grow those values means you have to know what it is you want to achieve. You can start with the words you want to be identified with or even a personal mission statement that comprises your goals. Once you have a start to align your actions with those values or missions, every time, it will take conscious effort until it becomes unconscious, thereby becoming effortless. From then on, even if you are making the hard decision to leave a company or move into a different career, the one thing that does not change is your brand. It is portable, as it goes and comes with you, and should you want that raving recommendation, you better have a good brand!
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