Brand-Building: Formulas & Alignment
Brands aren’t just for multinational companies and celebrities. They are an integral part of every professional’s story.
The Brand Formula
I define a brand by a simple formula: brand = experience + value. A brand is the aggregation of interactions people have with you – through your work, your communication, and your style – combined with the tangible and intangible value you deliver.
This perspective shifts the focus from a purely external marketing view to one that acknowledges the critical role of human connection and consistent delivery. Just as we strive to build positive relationships within an organization, we must also cultivate a professional brand that resonates authentically.
Crafting Your Narrative
We craft our brand narrative through our digital footprint and written portfolio. This includes every social account, professional and personal, reinforces our brand narrative.
Your written portfolio includes your resume or curriculum vitae. However, it's not merely a list of past roles and responsibilities; consider it the ongoing story of your career – a narrative that only you have the power to control.
Think beyond what you've done to what's not there, and what you want to be there in the future. This requires intentionality, a long-term vision for your career trajectory. Your resume is a strategic document, guiding your choices and reflecting the deliberate construction of your professional identity.
The Importance of Feedback
Feedback shapes the "experience" component of your brand. It's easy to focus on positive accolades, but snide remarks, critiques, and criticisms can be just as valuable, if not more so.
These moments, while sometimes uncomfortable, offer crucial lessons about how you are perceived and the impact of your actions. Sometimes the negativity signals where you need to exit or redirect your efforts. Embrace feedback, both positive and negative, as data points that inform and refine your professional brand. Remember, you can always "eat the meat and spit out the bones", meaning you get to choose what to keep and what to discard.
Aligning Your Values
Ultimately, a strong professional brand is rooted in authenticity. Trying to be something you're not will inevitably lead to a disconnect and can damage your overall brand. Anything requiring you to betray yourself is a "no".
Be clear on how you want to show up, identify your non-negotiables, and ensure your actions and communications consistently reflect these values. This alignment fosters trust and credibility, the cornerstones of a powerful and enduring professional brand.
