What's Your Personal Brand? Coca-Cola, Nike and You

By Karen Susman

I have a thing about buzzwords. Branding is hot, so I'm not hot on branding. To me, your brand is your reputation. By reputation, I mean not only if you have a good or bad reputation, but what people think of when they think of you. Wal-Mart has one reputation (brand) and Neiman Marcus has another. Both sell consumer goods. Meryl Streep has one reputation and Pamela Anderson has another. Yet, they are both actresses (Sorry, Meryl).

You may not think about your brand if you're on staff. But in this world of commodity and downsizing, establishing your personal brand or reputation sets you apart and can keep you employed. Your brand should be in your career development toolbox.

To establish your brand, be clear on who you are – and – on who you aren't. What are you known for? If you're not sure, ask your family, friends, and co-workers how they would describe you. Ask people with whom you volunteer. Ask your vendors, barber, and mechanic.

Knowing who you aren't can be stifling or liberating. I'm very funny but I'm not a comedian. I found out there was a difference and I found it out the hard way. A client hired me to give an after dinner speech for his employee holiday party. I sold funny and he thought he bought comedian. I didn't find out that he thought he'd hired a comedian until I arrived at the banquet room and saw the evening's agenda read, "Karen Susman, Comedian." The client was disappointed because he didn't get whom he thought he'd hired. Not knowing and clearly stating my brand cost me a lot of money, credibility, and goodwill. Even though the audience responded positively, I refunded part of my fee to the client. That was the first and last time I've ever had to do that. Knowing who you aren't helps to manage your and your customers' expectations.

What are your core values? You may change from wide ties to narrow ties depending on fashion, but your core values are here today, tomorrow, and the next day. Be clear on your passions. What do you feel strongly about? What do you love to do professionally and recreationally? To get clear on who you are, ask yourself on what emotional ties you've built relationships with your "customers." For instance, Starbucks sells coffee, but the emotional tie is a feeling of community.

Secondly, be consistently you. It's unsettling to have a brand be one thing one day and another the next. If Martha Stewart becomes warm and fuzzy, we will all be suspicious that her handlers have tied her down, drugged her, and given her a reputation by-pass. According to Louis Patler in his book, TrendSmart, "A good brand is like a good friend; it inspires trust and resonates with core values."

Thirdly, be conspicuously constant. Be seen to be heard. Write, speak, show up, and stand out. Your clothes, grooming, business card, letterhead, and office need to reflect your brand.

Finally, you need a big idea that makes you stand out. I can't tell you what that is for you. I'm still working on mine. Your big idea must engage people. Your big idea has to be valuable. Your big idea has to be unique. The connection you generate with people through your big idea is beyond logical. After all, you can brew fifty cups of coffee at home for the cost of two lattes at Starbucks. Coca-cola has no nutritional value. Yet, people all over the world plunk down dollars and drachmas to swig coloured sugar water.

It makes no rational sense to own an Apple Computer. It's more expensive and there's less software for an Apple than for garden variety PC’s. Don't try to take an Apple owner's Apple away from him. To own an Apple is to be a member of an elite club that only other Apple members can appreciate. If you have to ask why an Apple owner doesn't switch to a Dell or HP, you don't get it. Now, that's a brand/reputation.

As I said, I'm still searching for my brand. The search is enlightening. The search clarifies who you are, what you stand for, and how you're different. Finally, don't keep that information a secret. Tell the world. That's how you establish your brand.

Karen Susman is a Speaker, Trainer, Coach, and Author of 102 Top Dog Networking Secrets. Karen works with organizations that want to maximize performance. Programs include Humour at Work; Balance In Life; Networking Skills; Presentation Skills; and Building Community Involvement. Order new guidebooks on humour, networking, time management, and community involvement by calling 1-888-678-8818 or e-mail Karen@KarenSusman.com.. www.KarenSusman.com.

Published in Networking Today, December, 2004.