BESUPER
UNLEASH THE POWER OF YOUR PERSONAL BRAND
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f Toyota was the only automobile manufacturer and McDonald’s was the only fast-food restaurant, there would be little reason for either of them to take the time and spend the money to establish themselves as a brand. Likewise, if you were the only accounting graduate, marketing manager, or investment broker in your state, your city, or even on your block, you might not see a reason to do any self-promotion. If there’s no competition, there’s no real incentive to differentiate yourself. “In any situation where there’s a monopoly, there’s less of a focus on branding,” says Tiffany White, associate professor of business administration and Bruce and Anne Strohm faculty fellow. “However, when there is competition, you have to give people a reason to choose you. That’s true whether you’re talking about building a corporate brand and selling a product to a consumer or building a personal brand and selling yourself to an employer.” Competition, it seems, is the mother of invention or, at least, of reinvention. FLEX YOUR PROFESSIONAL MUSCLE Just what is a personal brand and how do you go about establishing it? “It’s a set of skills and characteristics that distinguishes you,” says White. “It’s what’s true about you or what people believe to be
true about you, because perceptions are reality to stakeholders such as clients, recruiters, and employers.” She suggests that you carefully consider these questions as you establish your brand image: (1) What is unique about me and the skills that I bring? (2) Are these attributes meaningful and valuable to employers? (3) How can I communicate their value to others? “These questions give you a reason to think strategically about what you have to offer, at what price, and through what promotional means,” says White. “There’s an experience of being you that you must be able to communicate to others. You have to unpack the benefit for employers and educate them about how what you bring to the table will add value to their organization.”
White explains that the process is different depending on where you are in your work life cycle. Young professionals, for instance, are establishing their brand with the choices they make inside and outside the workplace. They need to determine what they are going to stand for and how to tell that story to others. Those in mid-career have already made those decisions but might not have actively managed their brand or found a way to tell their story in a way that distinguishes them. “Just like consumer brands are always examining their position, and repositioning when necessary, you need to be constantly evaluating, enhancing, and investing in your own brand. Sometimes, seasoned professionals can get comfortable in their wheelhouse, which can land them in a place
“There’s an experience of being you that you must be able to communicate to others.” Tiffany White
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where the world has changed and they haven’t. And at the same time, there are competitors, new groups of employees, that can do the job more efficiently, effectively, and maybe creatively.” White uses the example of Blockbuster, which found its niche and did little to enhance it. Along came Netflix, with home delivery, and Redbox, with 24/7 rental and return, and out went Blockbuster. “You have to actively manage your brand to see what the competition is bringing to the party,” explains White. “It’s not just promotion. There’s a very introspective component to it as well. You have to assess what’s happening in your career space, what you can offer, what you’re going to emphasize, and even what new industry or skill you are willing to take on.” And even if you haven’t deliberately built a brand, you have one, says White. So it’s better if you decide to take the responsibility for managing it; otherwise, it might get managed for you. “For mid-career professionals, especially, branding is an important thought experiment that allows you to be strategic in your professional objectives, to consider where you want to go and how you want to get there. And in the event that you are already there, it allows you the chance to consider how you can maintain the position you have and enhance the brand image that got you there.”
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Cathy Lockman
Perspectives SUMMER 2013
[ MARKETING MATTERS ]
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