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REPUTATION:
What
Are You Known For?
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"Me,
Inc."
What
do McDonald's, Starbucks, Microsoft, Coca-Cola, Disney
and Levi's all have in common? They are some of the
world's greatest brands. These companies have managed
to extend their influence outside their original market,
have a broad range of consumer types, and have created
solid consumer loyalty.
"Exposure
plus 95 cents might buy you a decent cup of coffee.
The key is to 'position' yourself in your market as
the expert, the resource, the only person your prospect
would ever even THINK of doing business with, or referring
to others." ~ Bob Burg
This
didn't happen overnight, and it didn't happen accidentally.
These companies all made a commitment to be known for
"something." That "something" is
what made these companies a success.
It begins with a vision and a mission. Take Disney for
example. Their mission statement is a simple one-liner:
"To make people happy." As straightforward
as this sounds, it takes a great deal of planning and
forethought to pull this off. One visit to a Disney
property is enough to acknowledge that this mission
statement has been a guiding beacon.
Successful
companies understand that they must also define a set
of values in order to set the performance standards
that directly support making the mission a reality.
These are the building blocks to a successful enterprise.
In Disney's case, their stated values are:
-
No cynicism
-
Nurturing and promulgation of "wholesome American
values"
-
Creativity, dreams and imagination
-
Fanatical attention to consistency and detail
- Preservation
and control of the Disney "magic"
So
what does this have to do with you? After all, you're
not a company and you already operate under your own
set of values. How does "branding" apply to
an individual?
The answer is simple. Whether you are striking out on
your own as an entrepreneur, or whether you are a working
on improving your career opportunities, branding is
all about marketing "you." It's about building
the groundwork for success by placing yourself in a
great bargaining position for future opportunities.
Branding yourself is all about building recognition
and brand loyalty.
Careers haven't been linear since our grandfather's
era. Gone are the days when you can expect to remain
with a company thru to retirement with the expectations
of cyclical raises and promotions up the corporate ladder.
Today, careers are often more akin to a game of Chinese
checkers. You can move forwards and backwards and across
and end up covering a lot of board in the process. Many
middle-agers are finding that they are reinventing themselves
at what, in the past, would have traditionally been
the "comfort era." Today's employees are finding
that there is no "security" and the bottom
can fall out of either your job or your company in a
heartbeat.
Don't let this scare you. It's a challenge — but
one that you can prepare yourself to meet.
"Profit
in business comes from repeat customers, customers
that boast about your project or service, and that
bring friends with them." ~ W. Edwards Deming
The
objective is to make your "product," your "services,"
a high-demand item. Just remember, you're already on your
way. How? Good news, here! You're unique and no one else
can offer the very same product you can provide.
"Nobody
can be exactly like me. Even I have trouble doing it."
~ Tallulah Bankhead
There's lots of good news here: 1) the web makes it easier
than ever to promote your brand, and 2) there's
room for everybody!
If you're still wondering aboubt the reality of personal
branding, just think about email behavior. As our inboxes
become more and more congested with volumes of mail, think
about how you decide which messages to read first, which
to read later, and which to simply delete? The sender's
name begins the process of sorting. As time becomes more
precious for all of us, it's that person's name which
will determine whether you will choose to spend any of
it reading what they have to say, or groaning that their
name has appeared in your inbox. Whether consciously or
subconsciously, we already represent a "brand."
You're convinced and you want to establish your brand.
How do we turn ourselves into "Me, Inc.?"
Again, good news - you're already on your way there …
you've made a decision to move forward with purpose.
"Always
be a first-rate version of yourself, instead of a second-rate
version of somebody else." ~ Judy Garland
Getting
Started
1. Develop a Vision
"Some men
see things as they are and say, 'Why?' I dream things
that never were and say, 'Why not?'" ~ Robert F.
Kennedy
In order to create your future, you need to develop a
vision for that future. What does success look like for
you? What makes you happy? What do you want to accomplish
when all is said and done - is it more money, more power,
fame, artistic satisfaction? What is the future you want
to create?
Write down your vision as clearly and succinctly as possible.
Remember, your vision is the guiding light.
2. Differentiation: What makes you special?
"Shun no
toil to make yourself remarkable by some talent or other;
yet do not devote yourself to one branch exclusively.
Strive to get clear notions about all. Give up no science
entirely; for science is but one." ~ Seneca (3
B.C. - 65 A.D.)
Ask yourself what makes you different or how will you
go about making yourself different in the future. What
have you done lately which perhaps makes you stand out?
What are your strengths and weaknesses? What is the single
trait that makes you remarkable? Do you have expert knowledge
in something? Does this knowledge have real value, or
could it be leveraged to create value?
Beginning tomorrow, what is your plan to enhance your
knowledgebase? What new skills will you learn in the coming
year? What do you want to be known for come next year?
3. Working in Community
No man is an Island,
entire of itself; every man is a piece of the Continent,
a part of the main. ~ John Donne - Meditation XVII
We hear it often — "He's a great teamplayer!"
— but we often don't stop to think what being a great
teamplayer means or why it is important. Working on large-scale
efforts always require cross-functional teams. A high
performance team is one where the team members themselves
have made a commitment to listen, understand, respect
each person's contribution and assistance is freely offered
and taken from one another.
Working in community means that team members strive for
mutual success. Your ability to work successfully within
the team community will make you a sought after team member
or project lead on future efforts. The point here is that
others will use their influence to acquire your skills
for a given project if you are perceived as someone that
can work well with others and thereby yield success.
4. Be results-oriented; have a practical outcome in mind.
"When I'm
working on a problem, I never think about beauty. I
think only how to solve the problem. But when I have
finished, if the solution is not beautiful, I know it
is wrong." ~ Richard Buckminster Fuller
"Me, Inc." is a serious business and
you are in charge. Remember that and plan for solid, practical
outcomes. You are a businessperson. Create a five year
business plan for yourself. Where do you want to be in
5 year's time? Where are you today? What do you have to
accomplish in the coming year in order to drive towards
your five year schedule?
Perhaps the goal is to open up your own bed and breakfast.
Branding is an integral part of any entrepreneur's life.
You are your business. Again, what are you known for?
Do you inspire trust and confidence? Are you known as
giving honest value? How will venture capitalists evaluating
you "see" you. Do you inspire confidence and
trust based upon your reputation in the community? Are
you known for making things a success no matter what the
obstacles? Are you known for integrity?
Word of mouth is one of the most powerful marketing tools.
Always be cognizant of what the word of mouth regarding
you will be.
These are all factors to consider, but remember, in order
to establish yourself as a brand, you need to plan and
to treat yourself as a true business undertaking.
The bottom line is that there are multiple approaches
and paths to success. At the end of the day, it is how
happy you are with the brand called "You" that
will determine how satisfied you feel.
Tips — Getting Brand-Name Recognition:
- Volunteer
to assist diversity groups, professional organizations
or on extra projects within your organization. This
allows you to meet new people and showcase your talents.
- Request
participation on a new project team and be the best
team member you can be. If others are impressed with
your efforts, they will take the opportunity to spread
the word on your contributions.
- Teach
a class at a local adult education program, community
college, or in your own company. You will get credit
for being an "expert," increase your professional
standing, and provide you with marketing exposure
for your skills.
- Offer
to do a presentation for a community group or office
event. This will provide you with visibility and also
enhance your professional standing.
- Write
a newsletter or contribute a column to a local publication.
- Launch
a website. Websites provide a huge opportunity for
self marketing and the audience base is extensive.
- Volunteer
to facilitate meetings or conference calls. Make sure
you handle the facilitation with grace and polish.
Remember that what you say, and how you say it, demonstrates
your abilities.
- Join
the chamber of commerce and other professional and
community organizations. Attend events.
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