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!
Follow
Alex is a jerk. McDonald’s stock has held strong on the basis of its enormously popular McCafe and one dollar menu. Jonathan’s McDonald’s brand coffee says to me that he is a regular guy, with an eye for value, who is not hung up on appearances – he’s, authentic, genuine, a straight shooter. Yes, all that from a simple cup of coffee. For those reasons (and others with which I am acquainted) Jonathan would be my go-to guy.
I think this situation is as much about McDonald’s brand as it is about Jonathan’s. McDonalds has a brand of cheap crappy coffee. They are trying to change that image and compete in the Starbucks world. So this incident is indicative that all brands are enduring and even when you want to modify your brand it can be very difficult.
It also shows that there a different ways to look at a brand. The partner was shocked because he saw the McDonald’s brand a cheap and Jonathan as more polished. But Jonathan was willing to try the new McDonalds brand and in it saw value. Very interesting
Jonathan, seems to me it is less about the McDonalds coffee and more about “walking the talk”. If we are consistent in the practice of doing what we say we’ll do, of acting in business the way we want others to act toward us then the image we promote/the brand that is us will work.
Jonathan…
I still can’t bring myself to buy coffee from MacDonalds! But as far as your blog goes…”I’m lovin’ it!”
I think being a smart consumer is good for the brand. I buy top brands because they typically ensure a certain level of quality, but if I can find that same quality at a lower price, I do it. When I buy something from someone, I want to feel like they are smart. Enjoying something of high quality and low price is smart.
Too true!
Jonathan, great blog entry. What we say and do sets up a perception in the minds of our coworkers, clients and associates. Suggestion – a brown paper wrapper to cover the McD logo….? Go green and have them fill a reuseable cup….?