3 Big Mistake
Not Knowing Your Personal Brand
Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me, Inc. To be in business today, our most important job is to be head marketer for the brand called You.
—Tom Peters
How do personal branding and communication go together? Everything you say—verbally and nonverbally—is your brand. If you don’t think you have a brand, you’re wrong. You do. Others expect you to communicate a certain way based on their past experiences with you. How you send e-mails, when you text, how you deal with problems, how you give compliments, and how you take criticism are just a few examples of how you have already branded yourself.
In the previous chapter, we explored your goal. Branding yourself is 100 percent tied into that goal and is a critical component of being heard. Before we go further, think about the goal you have in mind. Which of your behaviors support that goal? Are you consistent? You build your brand through consistently communicating what people can expect from you. Build and market your brand rather than letting others decide it for you.
We must invest in our brands. Everything from how we look, what we learn, how we grow, and our personal and professional development are components of our investment. These are all areas for you to invest in, to protect your brand.
Go into the lobby of any hotel or place of business and observe the surroundings. You can immediately describe that entity’s brand. Your dress is your brand’s decor. People notice you and can describe you, yet you haven’t said a word.
Because we work in a very image-driven business world, we notice how much attention successful individuals apply to their brand. It’s attention to detail and consistency, and it requires forethought and taking that extra step to make sure that all of our communications send the same message.
Changing a negative opinion of you can be very difficult. Once you have made a negative impression, you have to make one positive impression after another, which can be difficult if you do not have the chance to do that. In fact, a 2009 study by the Department of Psychology at Harvard University was published in an article in Nature Neuroscience that stated it will take eight subsequent positive encounters to change a person’s negative impression of you if their initial impression of you was negative. The following ideas might help avoid the negative first impression.
Your brand has to be adaptable to your environment and situation but authentic to yourself. Take into account personalities, culture, and your surroundings, and adapt to them without losing yourself.
Opt for quality rather than quantity with wardrobe selection. A book is judged by the cover before the words are read. Take the time to make sure that you are representing how you want people to see you.
Live your brand every day; it makes a difference. This is the same for your attire, demeanor, and behavior. Consistency builds your brand.
Don’t forget that even details like e-mails support or detract from your brand, so reread everything you write. This is a permanent record of how you are seen.
Select words that build your brand and stay away from slang. Avoid words like “huh,” “gonna,” “yup,” and “yea.”
Stay away from negative chitchat; you can destroy your brand through negative talk and gossip. The minute your name gets attached to something that was said about someone else, you have the chance of being branded as the “office gossip.” This can ruin a reputation that is difficult to build back. It also jeopardizes relationships and burns bridges that can never be rebuilt.
Put your best foot forward. Each day is a new day. Make it strong by thinking about your goals and planning ahead.
A systematic approach to building a positive brand is important to drive your future success. Let’s take a look at a cost-benefit analysis of a strong brand versus an inconsistent brand.
Cost of negative brand |
Benefit of positive brand |
• Inability to be promoted. • Unfavorable impression leading to loss of business. • Lack of respect. • People do not listen to your ideas. • Attitude of indifference toward you. • Inability to get referred for a new job. • Inability to lead a team effectively. • Lack of trust and confidence in your abilities. |
• Promotability. • Positive impressions leading to growth of business, trust, and stronger relationships. • Respect from colleagues. • Being heard when sharing ideas and thoughts. • Being referred internally and externally for projects/jobs. • Having more influence with others and over situations. |
What habit or behavior do you want to change to improve your brand? Is the cost worth it to you to change your behavior? Do you feel that staying with what you currently do will help you grow, improve, and succeed?
Take an element of your brand, a specific behavior, and weigh the cost-benefit for that behavior and how it is helping or hurting your career.
Best Practices
Your behavior needs to be consistent at least 90 percent of the time. People will give you a break once in a while (about 10 percent of the time) if you have built a positive brand.
Think about people who are professional 50 to 60 percent of the time. What happens to the other 40 to 50 percent of that time? Not being consistent leads to an ambiguous brand, which translates into a lack of trust.
A negative brand takes consistent behavior over time to adjust others’ thoughts.
Ask Yourself These Crucial Questions
Do all of my communications support my personal brand? Am I living my brand every day through every interaction?
Do I have a mentor or someone I respect in business? What is their brand? How is their communication consistent?
How can I tie in my daily interactions and tasks with my personal brand initiative?