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Brands are Important – 7 Ways to Protect Your Brand

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Brands are Important – 7 Ways to Protect Your Brand

Reputations are built over a lifetime but can be destroyed in seconds. The brand is the representation of the reputation of a company and more importantly, an individual. Brands are selling points for entering into business and personal relationships.

Athletes, entertainers, company executives and politicians pay money to create a brand but pay much more to rebuild and repair the reputation when damaging information floods the Internet. In some cases the damage hurts a professional career as in the case of former NFL quarterback Johnny Manziel who consistently was in the news with erratic behavior during and after the season as described in detail by Kent Babb in his Washington Post article last month.

According to Kim Souza in the article, Wal-Mart Corporate Reputation Near the Bottom of the Retail Sector, negative public perception can also harm a business like Wal-mart which has lost over $612M since 2003 due to the ongoing investigation that it cheated to fast-track its international growth.

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The good news is that it’s not too late to learn these 7 ways to protect a brand:

1. Operate with integrity.

Honesty is the best policy but it is also a great practice to sustain a solid upstanding reputation. If there is a problem, own it, address it and improve. This requires self-perception of an individual but also genuine analysis of a company to determine where there might be loopholes in the sincerity and openness to those in personal and business relationships. Integrity is a great brand protector because it will cause customers, fans, investors, an employers to stick around when there is a mishap.

2. Be respectful of others at all times.

Brands are crushed all the time because of the hidden cameras and camera phones of others. There will be lots of encounters with people who prove that common sense is not common. There will plenty of occasions when someone “ruffles your feathers” and upsets you. Nonetheless, you must remain calm (e.g. no arguing, name calling and disrespectful words) because you never know who is watching or worse – getting footage for social media.

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3. Get rid of the dead weight.

Parasites can be people too. You can’t bring everyone with you as you go to the next level. People who don’t contribute to your personal well being or the company’s success should be left alone. If someone is not helping, they are usually subliminally harming.

Learn that it is okay to be alone. Learn that it is smart business both personally and professionally to not be around “yes men”. When protecting your brand, it is important to understand that if you want to lead the orchestra, you must be able to turn your back on the crowd.

4. Make time and money your best friends.

Time is the most valuable asset. Once gone it can’t be brought back. Money will come and go depending upon obligations and spending habits but will not always be easy to earn. People respect others who treat time and money like investments and watch closely if there is a valuable return on investment.

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For instance, flashy individuals create a brand of being superficial and careless with time and money which attracts the wrong people – the users, losers, and abusers.

5. Disassociate from other negatively perceived brands.

When high profile companies or people go through a scandal, the public opinion of the severity can sway consumer spend and result in a loss of revenue. No one knows this better than the highly acclaimed golfer, Tiger Woods, as he saw endorsements drop in 2009 based on what really was a private home matter that affected his brand.

According to Melanie Wells’ Forbes article, Accenture disassociated from him because they wanted other corporations to believe they valued morals and staking so much equity in his character put them in an odd position. While I still think that was overkill, it is a valuable lesson that people will judge and categorize based on associations – bad or good – which impact the brand.

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6. Safeguard all access to social media accounts.

For whatever reason social media has provided open doors to people’s lives and created self-made superstars through selfies, commentating through SnapChat and philosophers through tweets and posts. But one bad post can cause a loss of followers (not so detrimental), revenue, business deals and valuable relationships.

Do not let anyone have access to the passwords for social media accounts unless they are paid public relations or marketing personnel. If the accounts are on your phone, tablet or computer, always password-protect the devices when leaving unattended. Be sure to change the passwords at least twice a year.

7. Always be you.

Stand by your beliefs and morals. Do not allow outside influences move you in a direction that makes you uncomfortable. The quality of a person or company cannot be compromised for something that is in style today but harmful over time.

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Think about a time when you have watched someone pretend to be a friend of someone who they later turned on for power. Was the power worth the new brand of being untrustworthy or conniving? Never lose you in the midst of change. In the long term, it is bad for the brand.

Featured photo credit: Robert Servais via unsplash.com

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Last Updated on August 25, 2021

Why Personal Branding Is Important to Your Career

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Why Personal Branding Is Important to Your Career

As a recruiter, I have met and interviewed hundreds of candidates who have no idea who they are.

Without a personal brand, candidates struggle to answer the question: “tell me about yourself—who are you?” They have no idea about who they are, what their strengths are, and how they can add value to the company. They present their CV’s believing that their CV is the key to their career success. In some ways, your CV still has its use. However, in today’s job market, you need more than a CV to stand out in a crowd.

According to Celinne Da Costa:[1]

“Personal brand is essentially your golden ticket to networking with the right people, getting hired for a dream job, or building an influential business.” She believes that “a strong personal brand allows you to stand out in an oversaturated marketplace by exposing desired audiences to your vision, skillset, and personality in a way that is strategically aligned with your career goals.”

A personal brand opens up your world to so many more career opportunities that you would never have been exposed to with just your CV.

What Is Your Personal Brand?

“Personal branding is how you distinctively market your uniqueness.” —Bernard Kelvin Clive

Today, the job market is very competitive and tough. Having a great CV will only let you go so far because everyone has a CV, but no one else has your distinct personal brand! It is your personal brand that differentiates you from everyone else and that is what people buy—you.

Your personal brand is your mark on the world. It is how people you interact with and the world see you. It is your legacy—it is more important than a business brand because your personal brand lasts forever.

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I have coached people who have very successful careers, and they come to me because they have suddenly found that they are not getting the opportunities or having the conversations that would them to their next role. They are having what I call a “career meltdown,” all because they have no personal brand.

A personal brand helps you become conscious of your differences and your uniqueness. It allows you to position yourself in a way that makes you stand out from the pack, especially among other potential job applicants.

Don’t get me wrong, having a great CV and a great LinkedIn profile is important. However, there are a few steps that you have to take to have a CV and LinkedIn profile that is aligned to who you are, the value you offer to the market, and the personal guarantee that you deliver results.

Building your personal brand is about strategically, creatively, and professionally presenting what makes you, you. Knowing who you are and the value you bring to the table enables you to be more informed, agile, and adaptable to the changing dynamic world of work. This is how you can avoid having a series of career meltdowns.

Your Personal Brand Is Essential for Your Career Success

In her article, Why Personal Branding Is More Important Than Ever, Caroline Castrillon outlines key reasons why a personal brand is essential for career success.

According to Castrillon,[2]

“One reason is that it is more popular for recruiters to use social media during the interview process. According to a 2018 CareerBuilder survey, 70% of employers use social media to screen candidates during the hiring process, and 43% of employers use social media to check on current employees.”

The first thing I do as a recruiter when I want to check out a candidate or coaching client is to look them up on LinkedIn or other social media platforms, such as Facebook, Instagram, and Twitter. Your digital footprint is the window that highlights to the world who you are. When you have no control over how you want to be seen, you are making a big mistake because you are leaving it up to someone else to make a judgment for you as to who you are.

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As Jeff Bezos, the founder of Amazon, once said, “Your brand is what people say about you when you are not in the room.”

In her book, Becoming, Michelle Obama writes about the importance of having a personal brand and her journey to defining her personal brand. She wrote that:

“if you don’t get out there and define yourself, you’ll be quickly and inaccurately defined by others.”

When you have a personal brand, you are in control. You know exactly what people will say about you when you leave the room.

The magic of a personal brand is that gives you control over how you want to be seen in the world. Your confidence and self-belief enable you to leverage opportunities and make informed decisions about your career and your future. You no longer experience the frustrations of a career meltdown or being at a crossroads not knowing what to do next with your career or your life. With a personal brand, you have focus, clarity, and a strategy to move forward toward future success.

Creating your personal brand does not happen overnight. It takes a lot of work and self-reflection. You will be expected to step outside of your comfort zone not once, but many times.

The good news is that the more time you spend outside of your comfort zone, the more you will like being there. Being outside of your comfort zone is where you can test the viability of and fine-tune your personal brand.

5 Key Steps to Creating Your Personal Brand

These five steps will help you create a personal brand that will deliver you the results you desire with your career and in life.

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1. Set Your Personal Goals

What is it that you want to do in the next five years? What will your future self be doing in the next five to ten years? What is important to you? If you can answer these questions, then you are on the right path. If not, then you have to start thinking about them.

2. Create Your Unique Value Proposition

Create your unique value proposition by asking yourself these four questions:

  1. What are your personality features? What benefit do you offer people?
  2. Who are you and why do people enjoy working with you?
  3. What do you do and what do people want you to do for them? How do you solve their problems?
  4. What makes you different from others like you?

The answers to these questions will give you the information you need to create your professional story, which is the key step to creating your personal brand.

3. Write Your Professional Story

Knowing who you are, what you want, and the unique value you offer is essential to you creating your professional story. People remember stories. Your personal story incorporates your value proposition and tells people who you are and what makes you unique. This is what people will remember about you.

4. Determine Which Platforms Will Support Your Personal Brand

Decide which social media accounts and online platforms will best represent your brand and allow you to share your voice. In a professional capacity, having a LinkedIn profile and a CV that reflects your brand is key to your positioning in relation to role opportunities. People will be connecting with you because they will like the story you are telling.

5. Become Recognized for Sharing Your Knowledge and Expertise

A great way for you to promote yourself is by sharing knowledge and helping others. This is where you prove you know your stuff and you gain exposure for doing so. You can do this through social media, writing, commenting, video, joining professional groups, networking, etc. Find your own style and uniqueness and use it to attract clients, the opportunities, or the jobs you desire.

The importance of having a personal brand is not going to go away. In fact, it is the only way where you can stand out and be unique in a complex changing world of work. If you don’t have a personal brand, someone will do it for you. If you let this happen, you have no control and you may not like the story they create.

Standing out from others takes time and investment. Most people cannot make the change by themselves, and this is where engaging a personal brand coach is a viable option to consider.

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As a personal brand coach, working with my clients to create their personal brand is my passion. I love the fact that we can work together to create a personal story that defines exactly what people will say when you leave the room.

Other People’s Stories

Listening to other people’s stories is a great way to learn. In his article, 7 TED Talks About Personal Branding, Rafael Dos Santos presents the best Ted Talks where speakers share their stories about the “why,” “what,” and “how” of personal branding.((GuidedPR: 7 TED Talks About Personal Branding))

Take some time out to listen to these speakers sharing their stories and thoughts about personal branding. You will definitely learn so much about how you can start your journey of defining yourself and taking control of your professional and personal life.

Your personal brand, without a doubt, is your secret weapon to your career success. As Michelle Obama said,

“your story is what you have, what you will always have. It is something to own.”

So, go own your story. Go on the journey to create your personal brand that defines who you are, highlights your uniqueness, and the value you offer to the world.

Featured photo credit: Austin Distel via unsplash.com

Reference

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