| what's your brand? |
| by Julie Kang |
| Thursday, May 28, 2009 10:20 PM |
|
When Ed asked me this question I immediately thought of shoe brands. I love Kate Spade heels – just one of the many that bankrupts me at times. But this is not what Ed was asking; he was referring to ME! Who am I as a brand?
Ed is a brilliant marketer. At my last company, when anyone had a question related to branding and marketing, Ed was the go-to guy. And just as every product is branded, every person is branded. Let me repeat this so that you thoroughly understand that YOU ARE A BRAND.
Think of your resume as the wrapping around YOU. Interested shoppers (potential recruiters) are looking for a pair of shoes (potential employees) to see if there is a good fit. Shoppers try on several pairs of shoes (interviews) hoping to find a pair to purchase (hire). Just as the wrapping around a product entices the shopper to look closer, your resume serves as a vehicle to a potential interview.
Pretend that you are hired (or don’t pretend if you’re currently employed). Your resume looked great and you passed several rounds of interviews with flying colors. An offer was made and you are now on board. Should you stop “branding” yourself because you have been purchased? NO! It is just the beginning. Being “bought” does not mean that you are indispensable... From the very first day until your last, you are constantly being judged by your “buyer” (employer) to see if you will, in fact, be kept. Every conversation, every action, every decision, and every presentation, etc., shape others’ perceptions of you – essentially your branding. Think of it this way. Every time a customer walks into a Starbucks and interacts with a barista, his or her engagement level of the Starbucks’ brand increases or decreases – depending on how good or bad the service is. Every time you interact with a colleague, boss, and/or subordinate, his or her perception of you improves or worsens – depending on how well you present yourself.
My friend Nusara is a perfect example of a strong brand gone wrong. Nusara was (and is), hands down, the best salesperson I’ve ever worked with. She could convince people to buy just about anything. Her brand should have screamed “the best salesperson”; instead, it shouted “never on time.” Instead of being recognized for her outstanding salesmanship, she was known for her consistent tardiness.
What is your brand? Are you known for being trustworthy or for being the gossip girl? If you’re a manager, are you identified as a strong leader, or as a bitch who is constantly bossing people around just to remind others you are in charge? Are you known for your tenacity or for constantly needing direction? These are some of the things that every employee – no matter what level – should consider and strategically craft.
Companies spend millions of dollars to create a certain image/perception of their brands so that the consumers buy their products/services. You don’t need to spend millions of dollars (you can if you have it) to create your brand. You do, however, need to decide what your brand is, and work towards branding yourself every day. If I ask a colleague of yours to tell me an adjective that best describes you, and that word aligns with your brand, you are doing well. Your brand should be unmistakably YOU.
This is a very important topic that is not discussed enough. I have a lot more to share so the next blog will be part 2 of “what’s your brand?” I’m also going to discuss how social networking websites such as Facebook contribute to your branding strategies (or lack of), and what you should consider before posting a picture of yourself drunk at a bar, or sharing that you’re bored at work. Does it matter? It’s for you to decide. But I will certainly share my opinion in the next blog.
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Comments (5)
  written by birkenstock, June 13, 2010
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 written by vibram fivefingers, July 21, 2010
I am very interested in your article!
 written by coach handbags, August 06, 2010
I ask a colleague of yours to tell me an adjective that best describes you, and that word aligns with your brand, you are doing well. Your brand should be unmistakably YOU.
 written by Jordan Shoes, August 10, 2010
Thank you for sharing, you're right, you're just for me is very useful. I really like your post.
 written by Rosetta Stone, August 26, 2010
The brand is different, have their own characteristics, have their own quality standards
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