A Brand Called You?
As many of you will know, Tom Peters coined the terms personal branding and “Brand You” in 1997 and, according to Execunet, it is now the number one career management tool used by executives worldwide. How and why did this happen – and what does it mean to you as an expat overseas?
As the nature work force has changed through globalization and the IT revolution, there is no longer a job-for-life, and competition is fierce and internationally pervasive. In China, for example, localization is rife: you are only as good as your last project or position. It’s not just who you know that counts, but who knows you and what unique value you are perceived to have that your client or employer feels they must have.
What is Personal Branding?
Just like branded goods, people have brand attributes. A personal brand is simply your unique promise of value, that which distinguishes you from competitors. Personal branding refers to the process by which this value proposition is communicated to your selected target audience (your “brand community”), using various on-brand platforms, clearly, consistently and constantly (3 Cs of branding) to achieve specific goals. We all (probably) think the same things when we think of Subway (eat fresh) and Disney (happy) and even Oprah and Madonna. Martha Stewart has widely acknowledged for many years that she is a brand. What do people think of when they think of you? To be successful, your brand has to be authentic; a personal brand is never created, rather it is unearthed, polished and put in the right setting, rather like a rough diamond.
Why do we need it?
Does this sound egotistical and vain? Consider, then that:
Strong Brands:
– Are more valuable assets and can thrive in recessions and downturns, potentially protecting you against localization and redundancy
– Make you more visible – to hiring managers and recruiters
– Can extend their product lines (think Starbucks, MacDonald’s)
– Set you apart – differentiate yourself from other vying for the same positions and opportunities – and more clearly communicate the unique value you can deliver
– Help you win opportunities you may not be the most obvious applicant for
– Can command a higher salaries or fees – people expect to pay more for premium brands – not commodities
– Increase their market valuation (90% of the top soft drink manufacturer’s market value is reported to be its brand)
– Ensure people will trust you more and judge you less harshly if you make a mistake (Oprah?)
– Can attract and also retain quality staff and partners
– DRIVE SALES AND PROMOTE NOT JUST A WANT, BUT A NEED TO BUY