Experts tell me that the essence of a brand is a promise. For example, people are willing to spend more for a Coke than a generic cola because they can count on the consistency of the Coke taste–no matter where they are in the world.
All successful brands have a believable and predictable promise: Nike, IBM, Starbucks, HJ Heinz, Newsweek, AT&T etc. The brand tells you what to expect, every time.
People have brands, too, even though we don’t always think about it. Our brand is based on personal promise. People will be drawn to us and want to work with us if we deliver on a desirable promise–consistently. It’s a mistake to think that quality and consistency are less important in our personal brand than they are for a commercial product.
Here are some questions worth considering. Does your personal brand promise and deliver the following:
- Agreed upon action–on time, every time?
- Optimism and an upbeat attitude?
- Professional and personal generosity?
- A problem solving rather than a blaming approach?
- Critical thinking and creative solutions?
- A concern for the goals of others?
- Appreciation for the contributions of others?
- Highest caliber documents and presentations?
It’s a mistake to think you don’t have a brand as a person and as a professional. It’s a mistake to think that quality and consistency don’t matter. For the greatest success, define your brand and deliver on it. Your credibility is at stake.