magnt

The concept of corporate branding has transitioned from a buzzword in the nineties to the accepted practice of thinking in business today. For those unfamiliar with the term, a corporate brand is a symbolic embodiment of all the information connected to a company.  So everything from a company’s logo design to the the interaction of it’s sales people with the public, contributes positively or negatively to a brand image.  Certain companies are legendary for building and leveraging strong corporate brands.  Perhaps the most popular in American culture is Nike, with their “swoosh” logo , tagline of “just do it”, and an army of celebrity athletes endorsing their brand promise.  Others that have built iconic brands are companies like Starbucks, Apple, and McDonalds.  

One of the most powerful thoughts in terms of branding is the recognition that the miniscule and intangible things have a dramatic impact on a brand.  Branding takes place all around us — the calmed reaction after a client verbally assaults an employee.  The way team members dress when meeting with others.  The elegant design in the packaging of a company’s products.  And even openly supporting charitable or non-profit causes are all methods great companies use  to strengthen their brand every day.

Snapshot of Personal Branding

In the late nineties Tom Peters began popularizing the idea of personal branding with the catch phrase, Brand You.  His premise was that globalization has turned the world upside down and with it the days of expected lifetime employment at Corporation “X” have vanished.  He writes,

“Start right now: as of this moment you’re going to think of yourself differently! You’re not an “employee” of General Motors, you’re not a “staffer” at General Mills, you’re not a “worker” at General Electric or a “human resource” at General Dynamics (ooops, it’s gone!). Forget the Generals! You don’t “belong to” any company for life, and your chief affiliation isn’t to any particular “function.” You’re not defined by your job title and you’re not confined by your job description.  Starting today you are a brand.”

Like corporate branding, personal branding says “I recognize that everything matters: from the high-profile stuff (cool projects I’ve worked on, the initiatives I’ve started or lead, my ability to relate with others) to the tiny and intangible things (the way I talk on the phone, my outward appearence, the way my business card and personal website are designed) they all matter.  In the same way a company takes a good hard look at every area of it’s operations: overarching mission, leadership, marketing, finances, manufacturing, and people, so you need to take a good hard look at every area of your life and ask “what brand image am I building?”

Getting Started

Start with your mission.  What the heck are you trying to accomplish?  Where do you want to be in five years?  What words would you want said at your funeral?  These are all big picture questions that get you thinking and dreaming about a better future.

Second, take a good hard look at your relationships.  How is your relationship with your spouse?  Your kids?  Do you have best friends or is everyone at an arms length?  Do you have a healthy relationship with your boss?  How about your co-workers and customers?  How can you improve these things?

Third, ask what your passionate about?  Do you love technology?  Leading projects?  Starting companies?  Being an amazing team player?  Seeing people reach their full potential?  Do you have any hobbies you love: reading, scrapbooking, riding bikes, building model airplanes, skydiving, traveling, baking?  Why do you love these things?

Fourth, identify your strengths.  What do you really shine at?  What times in life have people said, “you are really amazing at that.”  Excellence comes when passion and skill join hands.  Where does that happen for you?

Fifth, identify three things you can start tomorrow that will help you begin redefining your brand.  Maybe it’s hiring a freelance designer to redesign your personal business cards, embracing technology by joining Facebook, Twitter, or Flickr, or writing an encouraging email to your inner circle.

Personal branding isn’t rocket science.  Everything you do is either building up or eroding your brand.  So don’t bemoan the fact that life isn’t as easy as growing old at corporation “X”.  Instead embrace the adventure and remember, as Seth Godin says, “Cover bands don’t change the world, you have to find your unique voice.”  I’m looking forward to your song.