Ever since McDonalds introduced its McCafé iced coffees almost four years ago, it’s been nearly impossible to resist the temptation of swinging by the Golden Arches every morning on my way into the office. Twenty-two ounces of sugar free, vanilla, iced coffee bliss not only satisfies my morning hunger pains, but because coffee is an appetite suppressant, it holds me over until lunchtime. One word: delicious!
One morning while in my office, one of my coworkers, Alex, stopped by to chat. Upon entering my office, he saw the McDonald’s cup sitting on my desk. He stopped dead in his tracks and looked as if he had seen a ghost.
“Good morning Alex,” I said. He immediately shut my office door and exclaimed, “You eat at McDonald’s?”
I started to laugh. Alex had known me for over three years, and the thought of me eating at McDonald’s shocked him (we are, after all, on the westside of Los Angeles, home to such icons as Spago, Mastro’s, and Valentino). It seemed totally out of character. In other words, it wasn’t consistent with my personal brand.
Whether we realize it or not, each of us has a personal brand. It’s our reputation. It’s a direct reflection of who we are, and it’s comprised of everything we do. The organization we work for. The university we attended. The brand of car we drive. The jokes we tell. How we treat others. How responsive we are to emails and voice messages. And the list goes on and on.
When it comes to personal branding, everything we do (and don’t do) reveals something about us. It paints a picture. It tells our story.
When we do something that seems inconsistent with our personal brand, others begin to question our authenticity. It’s the pastor exposed in a sex scandal. The politician caught for accepting bribes. The business executive busted for securities fraud.
But, it’s also the attorney who dresses in chinos and a polo shirt (instead of what most would expect, a suit), the self-proclaimed smartest-in-town accountant who makes excuses for why you, on the brink of April 15th, owe an additional $8,000 in taxes, or the world-renowned financial planner who Google knows nothing about.
When we do or say things contrary to what people would expect from someone in our position, it makes them question our intentions and it ultimately hurts our personal brand. When this perceived inconsistency occurs, prospective clients or referral sources won’t usually inquire as to the inconsistency, they’ll just make a mental note to do business with someone else who provides the same products or services. Particularly in this economy, can you afford to lose an opportunity to a competitor?
Alex reminded me of an important lesson that day — everything counts! When we least expect it (and whether we like it or not), we are always being observed and judged. That’s not to say that the goal of personal branding is perfection. What it should do though is remind us that everything we do forms an impression in the minds of those around us who have the potential to influence our health, wealth, and happiness.
Although I still visit McDonald’s most mornings for my iced coffee fix, I do so with a heightened awareness of how my actions influence my personal brand. I’ve also learned to transfer the beloved liquid from the McDonald’s container into a nondescript cup before arriving to the office. Now that’s brand management at work!
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