Branding: It’s Not What You Think, It’s What Others Think!
When most people hear the word “brand” their brain shifts to big corporation identities and marketing campaigns, like Nike’s famous swoosh and “Just Do It” tagline or Coca-Cola’s “It’s the Real Thing” ads. But branding isn’t just about advertising, and it isn’t just for Fortune 500 companies. We all have a personal brand!
What’s a brand, you ask? Amazon’s Jeff Bezos put it well when he said, “Your brand is what people say about you when you’re not in the room.” Our brands reflect how we look, how we act and how we speak. But branding is also in the eye of the beholder or, more simply, what other people see in us.
If you haven’t thought about your personal brand it’s time to, in the words of Nike, “Just Do It.” Grab a pen and paper (or your electronic notetaking device) and take a few quick notes of what you hope people are saying about you and whether you’re actually radiating that vibe in your day-to-day activities and/or online presence. If they don’t jive, then it’s time to realign your brand! Consider these examples:
The personal stylist who shows up dressed for anything but success. Sweats and t-shirts work for a personal trainer, but not someone selling higher-end fashion. What would a customer say when you left the room? Are they going to say you’re stylish?
The communicator who doesn’t answer the phone or respond to messages in a timely manner. Do others believe you’ll carry messages effectively if you aren’t a good sender and receiver?
It sounds logical, and it’s pretty easy when we think of professional archetypes. But how about when we look at ourselves and our imperfections? How do you begin?
Start by identifying some adjectives that you believe identify you (in this case, we’ll use “kind”). Then ask yourself:
How do I demonstrate kindness in my daily life?
Am I kind to others as well as myself?
Have there been occasions where I was not kind? How did I manage the situation?
If your answers are disappointing, that’s OK. That means it’s time to realign yourself with your brand, and it’s pretty simple. Think about how you show up:
Walk the Walk. Take steps to act how you want others to see you. If you want to be seen as kind, then be kind. If you want to be happy and engaging, don’t be a grumpy loner!
Talk the Talk. What we say is just as important as how we act. Speak your truth, and make it match your actions. You can’t be trustworthy if you can’t be trusted.
Look the Part. Appropriate dress and grooming matters. Trying to act professional while wearing yoga pants and a t-shirt may be OK for a fitness instructor, but it just won’t work for a fashion stylist or someone trying to impress leaders at work (though admittedly, we’re all tired of virtual meetings and sometimes it’s easier to just roll out of bed and log on).
What brand are YOU projecting? Is it the one you want to share with the world?
If you’re in need of a brand boost for yourself or your business, Patapsco Coaching & Consulting can help. Schedule a free consultation to learn more.