reputation management
Over the weekend, I attended a fund-raising event creatively themed, “Cops and Cowboys,” benefiting the Los Angeles Police Department.
One of the acts was a young gunslinger, Joey, who entertained the crowd with various John Wayne-style techniques of spinning, slinging, and juggling six shooters.
He opened his act by shooting an apple off the head of an unsuspecting audience member (don’t worry, he used rubber bullets). The stunt immediately wrangled the audience’s attention.
But, what stuck with me the most about the performance was Joey’s last stunt. He simultaneously rolled both pistols in his hands, flipped them over his shoulder, and caught them behind his back, all while blindfolded. It was an absolutely amazing stunt, if only he’d pulled it off. Sadly, he missed catching one of the pistols, which fell to the floor.
Last week I attended two funerals. Unknown to me personally, the deceased were related to work colleagues whom I respect.
In each service, the eulogist began by recounting the milestones of the deceased, details like birth date and place, their family relations, and academic and career achievements. But the most memorable part was hearing stories about how the deceased treated and influenced the people in their lives. It was this part that had the biggest affect on me as it brought these strangers to life.
I heard accounts of a spouse who was known for her wicked tennis game, love for dark chocolate, eye for fashion, allegiance to her college football team, quick wit, and profound love for her husband. I also learned of a father who loved to camp, had an appreciation for the arts, sought civil justice for all as an attorney, and enjoyed face time with his grandkids.
At the conclusion of the services, I realized that not only is one’s eulogy a summation of one’s personal brand, but the most poignant facet of that brand is the emotional aspect. In other words, it’s how the deceased made others associated with them feel that made them memorable.
A few years back, I served on the nominating committee of a national organization. We were responsible for sifting through dozens of candidates in order to fill a handful of volunteer board of director positions.
As a way to filter through the submissions, I suggested that we consider candidates based on their skill set, access to resources, and influence in the industry—in other words, the value they could provide the organization. By focusing on a candidate’s qualifications, I believed the organization had the best chance of advancing its goals and strengthening its brand.
To my surprise, no sooner did I make such a recommendation as it was met with resistance. My fellow committee members were more interested in selecting their friends — regardless of their abilities — than the most qualified candidates.
The most recent economic downturn has led to near record levels of professionals out of work. Others are underemployed, serving in positions beneath their skill set and outside of their area of expertise. Still others are gainfully employed, yet seek new opportunities for career advancement.
Regardless of one’s situation, professionals can leverage their personal brands to gain a competitive advantage.
Ultimately, a personal brand should reflect the value a professional is capable of providing, regardless of their current position. In other words, the strength of your personal brand now has the ability to shape your future.
Recently, my friend Sally and I scheduled to have lunch. We decided to meet at Sally’s office in downtown Los Angeles and walk to a lunch spot from there. Upon entering Sally’s office’s reception area, I walked to the front desk, introduced myself to the receptionist, Laura, and asked if she would let Sally know that I had arrived. At no time did Laura greet me, smile, or offer a seat in the waiting area while she contacted Sally. The thought of offering me a beverage while I waited clearly never crossed her mind.
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.