BUSINESS & LIFE: Personal Branding

I thank Father Cuffy, “Dominican in England” as well as those who emailed or contacted me by phone or in person for their love, support and encouragement, following last week’s article.  I missed and love you too, and that’s why I returned as soon as my “bones” said it was okay!

This week, we explore the concept of Personal Branding.  About five years ago, a friend said to me that I had taken branding to a whole new level with what I was doing with VF Inc and he was impressed with the consistency of the message, and I could include branding on my training schedule as I could teach businesses a thing or two about branding.  Interestingly at the time, I was not thinking about branding.  I was ensuring the consistency in what we do with our Core Values, Vision and Mission.  After he said this I did some reflection and confirmed that being true to the core values, vision and mission of the organisation is branding, and consistency in the message of the brand is so critical for authenticity and credibility.   The same can be said about personal branding, though this is not something many people give thought to and prior to this summer, not a term I used, though a concept, I speak about often and I live.

In preparing for the session on “Who Am I?” I came across a book, “Marketing Brand You®,” by LaFern Batie, and this book brought home the concept of personal branding.  This led me to rename the session, “Who Am I?  My Personal Brand.”  LaFern quotes the Peter Montoya definition of personal branding, “A personal brand is an identity that stimulates precise, meaningful perceptions in its audience about the values and qualities that a person stands for.”  In essence your personal brand is your answer to the question, “Who Am I?”  And it is important that your answer to the question is the same answer you would get when you, like Jesus, ask others, “Who do others say I am?” and “Who do you say I am?”  When the answers are the same, it means that people know you but importantly it means you have consistently portrayed the same message.  You are being true to you and living an authentic life.  In other words, you are “real!”

If we go back to the Biblical text, we heard answers to the first question being, “Some say, John the Baptist, Some Say Elijah, others Jeremiah or one of the prophets (Mathew 16:13-20).”  And Jesus challenged his disciples by asking them directly, “And you, who do you say I am? Peter answered, “You are the Messiah, Son of the Living God.”  What do the answers to the questions reveal?

This year, at the Youth Series, “Personal Branding,” was used almost as a sub-theme.  The young people are very brand conscious.  They know of all the major brands and they desire them.  Some seem to almost tie their identity with the brands they wear, and the message to them was to develop their own personal brand, as they are not the things they wear or own.  They were asked several questions including “Who are you? What is your brand? What does your brand represent? What do you want to be known for?  Is that message consistent in all areas of your life?”  They were also given exercises including using the letters in their name to choose adjectives that describe who they are and want to be and to draw a symbol that best represents who they are.   The message to them was clear, “When you know who you are, what you represent and what you stand for, it is easy to reject the things that do not add value to your brand.  It is easy to make the right choices for your life.”  The same can be applied to business.

At the Youth Series, we got opportunities to put “Personal Branding,” to the test and learnt some valuable lessons.  In one instance a nametag, “Centre of Attention,” was given to a “Youth Serieser” and she was upset.  While the person who gave her the nametag was reprimanded, the opportunity was used as a teaching moment for her individually and the class the next day.  Some of the questions asked included, “How do you feel? What makes you upset to be branded as the ‘centre of attention?’ What do you think made the ones who wrote the tag brand you as ‘centre of Attention?’ What did you do or do you do that sent that message? How would you like to be seen?  Are your words, actions, attitude and deportment consistent with how you would like to be seen?  Are they consistent to your brand? Do you think it is time to rebrand?”

In another instance, one boy ridiculed another and two girls joined in.  This was also used as a teaching moment.  In that instance, we spoke not just about personal branding; we spoke also about accepting diversity, peer pressure, judgement; decision making and responsibility, kindness, tolerance, choosing friends wisely and walking and living one’s purpose.   We also spoke about the need to rebrand to ensure the consistency and authenticity of our brand.

All of this comes back to the central question, “Who am I?”  And when we know who we are, it is like a beacon and light house in the dark guiding us to safety; it is the light that shines on the table top and not hidden under the bushel; it is the salt full of flavour and not tasteless.  It serves to anchor us through life’s stormy patches and gives us joy, peace and serenity.  It helps us to not doubt and to keep the faith.  It enables us to “walk on water” without faltering as we are secure in our person and our eyes remain fixed on God.     It enables us to be our best selves and to live our purpose fearlessly, courageously and joyfully.

So this week, as you go about your day, think of your personal brand and reflect on whether your actions, attitudes, words and behaviour are consistent with your personal brand.  And if not, it is time for rebranding!

Until we meet again, may the Lord continue to Keep Us in the Palm of His Hands!

I can be contacted at [email protected] or Tel: 767 275 0566.