Last week, I continued my discussion on the four parts of the Triangle of Success by discussing the importance of brand building as part two of this triangle. Click here if you are interested in reading part I - The Foundation of Education. In this week's edition, I will continue the discussion on brand building by outlining how to identify and build your brand for ultimate long term success.
As mentioned last week, in today's time of increased competition for promotions, or just jobs in general, building a powerful personal brand will give you a leg up on those individuals who desire for life to just "happen." Building a brand will give you clarity and focus for your career, as well as allow you to consistently build something that will exponentially increase in value over time. So, how do you do it? There are several steps that ,when followed, will make the process as easy as pie.
CHOOSE YOUR BRAND
While this may seem like a very simple step, it is the one that most people NEVER do. Most people never take the time to actually DECIDE what their brand is. Instead, they think it will create itself, if they even think about it at all. This is wrong. You have to be strategic in your thoughts of where you want to be 5/10/20 years from now. Individuals often laugh at politicians because they are always "scheming" for their next move in office. The truth is that the good ones are probably planning their next 3-4 next moves in office, all the way to the Presidency, if possible. Bill Clinton probably knew he wanted to be President when he graduated from Yale with his law degree and worked hard to build a brand that was consistent with that image. When choosing a brand, you have to look at two important things: 1. What are you passionate about and 2. What are you already very good at. The passion part is the most important. If you are good at something but have no passion for it, this will eventually show and your brand will not be able to reach the heights of something for which you have passion. However, if you are naturally good at certain things, it could be a sign that this could also be your passion, but you haven't given it enough focus and energy to allow that passion to grow. Explore the answers to these two questions in detail to decide on what brand to create.
WORK ON BUILDING YOUR BRAND
To build your brand, you have to put in some work to make it practical and effective. If you decide that your passion is being a mentor and coach to your peers at the office, then you must work everyday to improve your ability to do this. When you find something that you are good at and have a passion for, that isn't enough. To truly have a brand that you desire to be synonymous with your name, you must work to hone your skills in that area, so others will indeed think of you as the expert. If you love getting into the nitty gritty detail of the technical aspects of your job and other always come to you to discuss things they don't understand, don't just allow this to continue to happen naturally but take control of it by doing things to proliferate this brand. You should build a consistent study plan to increase your knowledge in all technical areas that are important to your job. You could also begin to create documents that will make things more understandable to others within your profession and proactively send these out to your peers for help. You could even look to submit articles to various technical periodicals or speak at conferences in your industry to continue to strengthen your notoriety as the "technical guy." Make a concerted effort to be the very best at your brand by reading, learning, and strengthening you overall aptitude and ability in relation to it everyday.
ADD THINGS THAT HELP / ELIMINATE THAT WHICH HURTS
One of the most difficult parts of managing a brand is understanding that to truly have an effective brand, you have to look for anything that is detracting from it and eliminate it, while at the same time picking up new habits/projects/contacts that add to it. For example, if you desire to be known as the consummate professional who has a promising career with your work ethic and overall ability to do and/or say the right things when the moment calls for it, it would hurt your brand to also be associated with the group of workforce derelicts who often gossip and complain about everything that happens in the office. I'm not saying that you can't still be in contact with these people, but association leads to assimilation and the company that gets the most of your time will influence most of your life. On the other side, just as the "technical guy" could look for associations/groups/periodicals that will allow him to add to his overall brand with his co-workers and industry peers, you should also look for various groups/organizations/magazines that will allow you to increase your knowledge and exposure to things associated with your brand. For example, if you desire to build a brand based on the healthcare field and being one of the most knowledgeable nurses out there, you should be involved in every health/nurse organization that is plausible, as well as reading every article on ways to give better medical care and improve your craft. Do that which others won't and you will get what others don't.
Brand building. It sounds like something that a marketing firm should be concerned with for their client, not individuals working a 9-5 job. This is what about 80% of the working world thinks, and, if you share this thought, you are doomed to a life of mediocrity and low/no achievement. To take your career, and life, to another level, however, begin of thinking of yourself as your own marketing agent and your persona as your brand that you have to create and proliferate throughout the world if you truly desire to be the master of your fate. Your brand is who you are; what makes you special; why you are important. If you don't create one for yourself, others will create one for you. This is unacceptable. You have to create your brand and be on purpose with it every single day. You just don't just get good over time. You MAKE yourself good with work, dedication and focus. Be in control.
Ken Middleton is an Account Executive at TEKsystems that specializes in IT staffing and services. He is a graduate of UNC-Pembroke and current MBA student at Scheller College of Business at Georgia Tech.
Great Post ! I agree that Brand building is any activity which influences the customer of your product in a positive manner. . For more information about brand building and marketing services.
ReplyDeleteThanks, Harsh. It is something we have to consistently be aware and manage. As I always say, "If you're not managing your brand, who is?" Thanks for sharing your additional information as well.
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