Branding is like breathing for today’s celebrity. It is their life. Without it, they are likely to suffocate and die, Well their career that is, although some celebrities would literally expire from lack of exposure. The same goes for the modern business corporation; they understand fully (hopefully!) that proper branding of their product is essential to success. But what about you – yes, you regular chum sitting at your PC - surfing the internet? Please - catch on to the idea that branding is not reserved for the celebrity. It is as much for the janitor sweeping the office as much as it is for the senior executive or the line staff.
I have been talking a lot with my colleagues in Jamaica about the “ReBrand Jamaica” project and the ‘nation-as-product’ concept. It occurred to me that many of the discussions/writings on branding focus on corporations, products and the celebrity person. But what of the average person who is not a celebrity? Is branding important for the ordinary professional? In researching materials for a series of career seminars with my communication interns at James Cook University, I have developed a personal view on this very important area of personal development which I will share with you over several posts.
First of all, you have got to know the now popular name for personal branding! It is called – get this – “Me Inc”. Got it? Amazing isn’t it. It’s all about me- Me Me Me Me Me Me Me! I mean YOU! You get the idea. It simply means that you are the one in charge of your own brand.
THE IMPORTANCE OF PERSONAL BRANDING
Let me hasten to say that we are not here talking about a narcissistic selfishness and shallow attention-seeking behaviours for which some celebrities are known. Neither ought it to be dismissed as celebrity styling.
Andrea Molloy, author of “Work Happy; Get the Job You Want and Love the Job You have” says branding is the image you project to others – your individuality. Branding is thus fundamental in how we choose to present ourselves to others. It also refers to the sum total of your assets, skills, abilities, experiences and values. She says when it comes to getting a new job, lining up for promotion, being taken seriously, returning to work or running your own business, you need to stand out from the crowd as your own person.
I am attracted to this definition and philosophy on branding because it is more than mere image and instead a honest reflection of your identity and reputation. The idea is that of you develop your personal brand, you may get not only noticed for your talents and expertise, but you have a real opportunity to make a genuine first impression and of course be remembered once you left the room- for all the right reasons (Molloy, 2005)!
JUDGE THE BOOK BY ITS COVER - YES I SAID SO!
Face it - we live in an image oriented world. The media surrounds us and focuses our attention to as moving images and symbols. We have no choice to judge based on what our eyes can see. When you are attracted to someone for the first time, t is usually some physical aspect of them that we are drawn to. It is later that we begin to appreciate their other wonderful qualities. A friend of mine said once “you have to look good to attract people to your brain: Funny and cynical but this remark holds some profound truths. The reality is that we do lean heavily on that first impression to make judgments about others. Your brand thus influences how others perceive you.
Psychologists say when we meet someone our brain compiles all the information we can gather about image, body language, stance, posture, smell and tone of voice to make an impression. Most of the information is communicated non-verbally (55%). The words you say form only 7% of the message and your tone and voice 38%. This process happens in less than 30 seconds and often the clues we receive don’t add up.
The idea is that if you don’t look sound and behave the part, it’s not surprising that incorrect assumptions can be made about your ability to do a job professionally.
GET NOTICED
If you are like some of my own colleagues here on facebook, twitter and my space, you will draw on your marketing expertise and experience and brand yourself in the same way a company would promote a product. I am not suggesting you go make yourself into a superstar. What I am saying is LEARN to position yourself to capture the opportunities that may be passing you by.
Please, don’t take concept of positioning yourself well in the workplace and in the workforce for granted. It is important to recognise that selling yourself can mean you stand a better chance of getting that well-needed promotion at work; standing out above others for a sought after job. I give you an example; of the 600 persons turned up Downtown Kingston (Jamaica) in March 2009 for the 3 positions that Captain’s Bakery advertised, it would be the applicant who stand out (in a crowd literally!) or gets ‘noticed” (for their skill, talent, experience – brand) that would most likely land this position.
To brand yourself is about selling yourself. What about you that makes you a cut above the rest? Molloy in her book suggests that the next time you go shopping, you should take note of the brands which are most well known to you. It’s no accident she says that you can pick the next known brands because millions are spent on advertising their qualities.
Think about big names like Adidas, Coca Cola, McDonalds, Microsoft, Nike and Vodafone. How does your perception of each brand influence your buying habits? The idea, Molly states, is that “Just as global brands present an image of what they stand for, the same applies to us as individuals”. Well-known personalities, she continues, can give us insight into how branding works with people: “Life style guru Martha Stewart; The Body Shop’s Anita Rodduck; Bill Clinton, Nelson Mandela, David Beckham, Tiger Woods; Richard Branson and Donald Trump need little introduction. Despite Martha Stewart’s legal woes, her fans still look to her for domestic solutions. Likewise, Madonna and Oprah have brands so strong that they are known by their first names only”. Indeed – what the heck is Oprah’s surname?! Oh – Winfrey! Wow – I forgot for a second there – it is rarely ever used.
If we can consider some of the personalities such as the late Steve Irwin– Usain Bolt, Brian Lara and Chris Gayle; – each of them present a consistent brand and the sum total of how they look sound and behave express the type of person they are and determines how we perceive them.
Finally, it is important to reiterate that you aren’t required to be well-known (famous; a celebrity) to have or create your own brand image. It goes without saying however that branding will enhance and improve your reputation and what you are best known for. Don’t allow yourself to be misconstrued and misinterpreted by permitting others to determine who you are. Create your own narratives. In short - manage your own brand.
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