One afternoon, Victor, the chair of my agency’s consumer product’s group, popped into my office. He couldn’t wait to tell me about a major media profile he had just successfully placed for his specialty food client, the maker of a popular, Mexican hot sauce. Due to the magnitude of the publication, Victor insisted that I leverage the piece to secure his client even more publicity.
After verifying that Victor had client approval for the media frenzy that could potentially ensue, I called upon one of my team members, Janet, to assist me with the strategy.
Without hesitation, Janet and I eagerly went to work drafting a pitches, assembling a media list, and scheduling calls with industry and business reporters. It seemed as though everything was falling into its proper place.
Not two hours after his client profile published, Victor burst through my office doors. He looked as though he had been hit by a freight train. His face was crimson red, his blood boiling. The only audible words out of his mouth were, “I want that b!t@h fired immediately!” referring to Janet.
Caught totally off guard and after many attempts to calm him, I eventually learned that Victor’s client had fired him for not getting proper approval to publicize certain aspects of their business. Not only would this termination result in a loss of significant revenue to the agency, but also embarrassment among Victor’s peers.
Although Janet and I had performed our duties as instructed, Victor sought out a scapegoat. His pre-existing condition, in this case an inflated ego, prevented him from taking full responsibility for his actions. Instead, he chose to destroy Janet, a very competent PR professional who had been a loyal employee.
Similar to Victor, many professionals have personal branding-related challenges or pre-existing conditions. A sense of self-entitlement, a willingness to shift undue blame, and excuses for obnoxious behavior are but a few of the conditions that, when triggered, make the Victors of an organization act in a manner that is unbecoming of any professional. The behavior becomes a roadblock from achieving a strong, personal brand; it also alters the focus from one’s area of expertise to their unpleasant bedside manner.
Brand-conscious individuals and organizations shouldn’t surrender to pre-existing conditions. When they surface, handle and resolve them quickly as to avoid any long-term side effects.
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