In today’s fast food world we are constantly bombarded by COMMERCIALS, SPAM and TELEMARKETERS .. it’s everywhere…all promoting some product or service. 

How many do you actually remember?  
How many do you trust? 
How many more are plain annoying?

Consider which images and brands stand out in your mind.  Why?

Think of yourself as a brand.  Not simply the company you work for, but your role in the community, your skills, your personality and dreams all merge into the image you project about yourself.  You are ultimately in business and in life for you – no one else.  You are a unique brand with features that make you distinct!

How do you rise above the noise and the clutter so that people remember You?

- Hire a personal PR consultant
- Appear on reality TV show
- Buy a Superbowl commercial
- Create a personal theme song

All the above are certainly options, but let me suggest the most powerful and valuable method:  RELATIONSHIPS.  Studies show and any experienced professional can attest, people do business with those they like and trust.  Its human nature.  You can spend your life fighting this reality or embrace the ability to forge bonds with others that can weather the test of time.  Seek to invest the time and energy to cultivate relevant and meaningful relationships.

Always presume that there will exist a competitor who is smarter, more skilled, offer a better price, have a slicker pitch, or simply possess more resources.  Your best defense against these threats will be your proactive ability to brand yourself and build relationships.  Solid relationships travel with you wherever you go, regardless of the log or company name on you business card.

First – Lets define our brand: YOU

What qualities do you want to portray?  Write down the adjectives you want your friends, clients and family to use when describing you. Honest, Responsive, Creative, Problem Solver, Energetic, Leader, Connected, etc..whatever they are.

Now be honest with yourself and choose the 3 most important and those you truly possess and want to incorporate into brand YOU.  These should mirror your core values and accurately reflect who you are and who you strive to become.

Creating the Brand – Great. Now we have some cool adjectives, so let’s build the brand.  Create a mission statement for yourself that defines who you are – what is your personal directive in life.  First start with a broad statement and you will no doubt refine it over time as you craft the right message. Words are powerful, carefully select each one. Your message needs to stand out and be memorable.  Use positive and energetic verbs!  This mission should excite you and others each time you repeat it.  People will walk away with a sense of WOW and AWE that you know where you are going in life.

For those who desire a statement focused specifically on your professionals aspirations, utilize the same process but remember you want a personal statement about what you offer beyond that just of the organization you represent.  On average you will change jobs 7 times in your career, so strive to define yourself in terms not limited by the logo on your business card.

Armed with your new statement, get out there and network!  Utilize your statement when you meet new people to reinforce the brand. Everyone you come across, seize the opportunity to spread your message.  Seek out and find those individuals whom you sense a connection, then invest your time and efforts to cultivate a relationship – over time you will identify those whom like and trust you, where the sentiments are reciprocal.

Living the Brand – As with any reputable brand, YOU must be consistent. You must truly be the brand 24 hours 365 days.  The moment you don’t live up to your brand your relationships suffer and trust is damaged.  For example, if you present yourself as responsive every time you fail to follow up, deliver a proposal on time or don’t return a phone call timely, you are tarnishing your brand.

Now with that said, we all make mistakes and no doubt we will all make more.  Relationships are most important under such circumstances, as those who trust and believe in us, expect mistakes along the way.  They also expect us to fix our mistakes, to apologize, to learn and move forward. 

Just like any long lasting brand, constantly seek to advance yourself by staying abreast of current events, learning new skills and lifelong learning.  Make your brand – New & Improved! 

As the saying goes, what’s on the inside is the most important – and that is certainly true. But don’t forget the packaging as presentation is definitely important!  So wrap yourself well and dress befitting your image. 

Go out there and Be the Brand!

Copyright © 2005 Strategic Business Network. All rights reserved. You may copy or distribute this article or any of its contents providing this copyright notice and full information about contacting the author are attached.  Contact Judy by e-mail at judy@strategicbusinessnetwork.com or by telephone at (615) 474-1952.