Читать книгу Ditch. Dare. Do! - William Arruda - Страница 17

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Build Your Brand:

Build Your Company

If you’re not managing your brand, you’re not doing your job.

Your company needs you to build your brand! As companies increasingly realize that business is truly a human endeavor, they acknowledge that each employee has an impact on the success of the organization’s brand.

As an executive, your brand reinforces and enhances corporate brand attributes. A strong executive brand helps you make a mark on your organization, augment your company’s image and reputation, and increase your visibility and presence with all stakeholders inside and outside the walls of your organization.

One of William’s clients, a senior associate at a professional services firm in Chicago, learned that he is the brand—in his clients’ eyes (and those are the eyes that count!)—when one of his clients said to him, “I don’t hire a consulting company, I hire a consultant. You are that consultant. To me and the members of my team, you are the company.”

Your organization knows this. Your organization wants you to understand what makes you exceptional, use your brand value to deliver on the corporate brand promise, and be a visible leader with a solid reputation, confidently representing your company 24 hours a day.

And don’t think this applies only to external-facing employees like consultants or salespeople; whether you’re in purchasing, accounting, or the IT department, you, too, have clients. Having a strong brand builds solid connections with these clients—and solid connections are good for business and just make work more fun. The bonus for you? The people who have the strongest brands in the company are the people who get noticed and rewarded.

Building your brand inside your company and in the marketplace has become even more critical with the rise of social media. Social media has changed everything. Its immediacy and ability to connect customers and companies has forced businesses to become more human and more responsive. Customers and clients expect connection. Companies’ brands are now built on connection. Your brand enables connection, both inside and outside the organization.

Are you ready to accept that having a strong personal brand is good for your company?

DITCH

Ditch the “personal” vs. “corporate” brand mindset. Both brands are inextricably linked. The connection powerfully supports corporate and career goals. Double winners! Go team!