My grandfather, Free “Fitz” Fitzgarrald, was a cattle rancher in Nebraska. If someone had asked Fitz about his “personal brand,” he would have invited them into his barn. Once inside, he would have shown them a long, metal rod with a handle on one end and the letters “FZ” on the other. For my grandfather, branding referred to the process he used to mark his livestock. For fellow ranchers, the mark reminded them of him.
Today, branding is the personality or identity of a specific product, service, individual, or businesses. A brand can take on many forms, such as a name, symbol, logo, sign, design, or slogan. These forms are used to link the product, service, individual, or business with a specific feeling, perception, or experience.
For professionals, a personal brand is nothing more than how others perceive you–your reputation. It is the first word, phrase, or image that comes to someone’s mind when they hear your name or see your picture. For example, what comes to mind when you read:
- Oprah Winfrey. Famous? Rich? Business woman?
- Tom Hanks. Nice guy?
- Princess Diana. Classy? Elegant?
- Donald Trump. Bad hair? You’re fired?
- Bernie Madoff. Thief? Criminal?
Whether you know it or not, you have a personal brand. Have you ever wondered what adjectives others would use to describe you? Resourceful? Connected? Thoughtful? Informed?
A strong, personal brand is best formed around one of your dominant characteristics or around a trait that your customers/clients demand. If you are unsure what your personal brand is, it is reasonable to assume that others (e.g., clients, prospects, referral sources, colleagues) are also unsure of the value you can provide them.
Personal brands also deliver a promise. Notable examples include:
- “The ultimate driving machine,” BMW
- “Don’t leave home without it,” American Express
- “M’m M’m Good,” Campell’s Soup
- “Aren’t you glad you use Dial? Don’t you wish everybody did?” Dial Soap
- “We bring good things to life,” General Electric
Whether the brand’s promise is truly accurate or not is beside the point. Perception is reality.
Brand promises also work for service organizations.
My law firm has a tagline “The Counsel You Keep.” As its director of business development and marketing, I would love nothing more than to take credit for coming up with it, but I didn’t. The firm has used it for many, many years after recognizing that a large number of its clients have trusted their businesses with the firm for 20+ years. The promise applies to new clients as well.
Branding was essential to my grandfather’s livelihood as a rancher almost a century ago, and it is equally vital today.
If you are looking to increase prospects, retain clients, or combat being commoditized, focus on some aspect of your personal brand.
Developing your personal brand may seem tough at first, but at least it is easier than being roped, hog tied, and poked by a firey hot piece of iron.
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