“The business enterprise has two, and only two basic functions: marketing and innovation. It is not necessary for a business to grow bigger; but it is necessary that it constantly grow better.” Peter Drucker
Innovation and new business ideas emerge party from inspiration, but mostly from hard work. You must establish the right roles and processes, set clear goals, require relevant measures, and review progress at every step of the way.
Even the most astute executives may not recognize a great opportunity when it presents itself. What then can we learn from both inside and outside the organization? How do you decide which bright idea to back and identify that will yield success?
It starts with Personal Brand.
A personal brand is the powerful, clear positive idea that comes to mind whenever other people think of you. It’s the values, abilities and actions you stand for; who you are, what you do, and what makes you different or how you create value for your target market.
Instead of starting with segmenting, targeting, product, price, etc., you start with YOU. You define who you are and what makes you unique, and then you build your brand around that core set of values. From there, you identify exactly what segment of the market you want to service and how best to do it.
Effective branding often means targeting a smaller, better defined market with a much more focused message. Although it may seem counter-intuitive, the smaller you make your target market the greater your chances of success.
In Tom Peters’ words, “branding means nothing more (and nothing less) than creating a distinct personality and telling the world about it.”
What are you doing to develop your personal brand and find your next BIG idea? How will it impact the people that you lead? I would love to hear.
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Kristi Royse is CEO of KLR Consulting
She inspires success in leaders and teams with coaching and staff development
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Great post Kristi. I agree whole-heartedly, but I also think that the branding you determine for “you” should also be reflective of the brand/values that define your organization.
Is this a marketing function, or an HR function. Or maybe, could it be that this siloed view of departmental functions is antiquated in light of concepts like these?
At EP, we have an internal requisite for hiring (no longer internal as I type this): “Hungry, Humble, and Smart”. We are challenged to remain hungry, project humbly, and exercise our intellects to try and become smart. The best way we are challenged to do this is by committing to doing it ourselves, as leaders.
Thanks Andrew. I absolutely agree; this is about organizational brand not one executive. I just completed an article called; “Future Focused Strategic Planning For Success” that you might be interested in reading. Let me know and I will forward it to you.
Also I really like the “Hungry, Humble, and Smart”. These would be great core values or guiding principles that could help guide your organization. Core values have a profound impact on how the organization thinks and acts at all times; not just when hiring. As you share; commit to it. Keep leading and hopefully you can have fun while you are doing it!!
Hi Kristi – please do forward the strategic planning article. [email protected]. I look forward to checking it out, thank you!
Subtle but important point at the end there: “hopefully you can have fun…” This is true for any leader; if you can’t enjoy yourself, then why bother. Especially true and relevant to the branding focus of this post for a simulation (aka video game) providing organization such as the one I work for.
Kristi, great article!
Personal branding is such an essential first step at all stages of your career whether you are looking for a job, developing a personal brand for your own business or service or leading an organization.
I am working to brand myself not only as a marketer and brand manager, but also as a personal branding expert, and so, I am using all of my marketing experience, skills etc to establish and maintain my personal brand and transmit that message consistently across all channels on and off-line. This, I believe, will serve me well in my future career search efforts and my career and leadership development.
Thanks for your comments Chris. Personal branding expert; i love it!!
I would like to hear more about how and what your are doing and I am sure we would have many best practices to share. Have you completed any strengths assessments?
My best to you and keep me posted to your efforts and successes.
Kristi
Good post! I’d like to add that personal brands are uncovered not created and are based in authenticity. Since our brand lives in the hearts and minds of others, it is important that we understand how we are perceived and capitalize on that knowledge to build and strengthen our brand.
Regarding Andrew’s comment that one’s brand “should also be reflective of the brand/values that define your organization…” Employees who have clarity of their personal brand are able to integrate and communicate the corporate brand in an authentic manner. I specialize in delivering programs that will develop brand alignment between companies and their employees. It’s brand alignment that fosters customer trust and loyalty.
Hi Kristi,
Please check one of my friend Personal Branding Campain in Australia.
Check with Chan!
Check Chan Personal Adv: http://tinyurl.com/pa57lx and than tell your comment in LinkedIn: http://tinyurl.com/r8wbou
Jozsef Boros
jozsefboros.wordpress.com
Good Topic Kris!
“Brand You” is Branding You and NOT your organization/company.
If I remember correctly Tom Peters mentioned one of his books that Your carrier will survive your current Company for sure and You have to manage yourself. The average company lifecycle will be not more than 15-20 years and now we can work simple 50 or 60 years now with good health without any problem.
The second thing, you have to Brand You, because more and more important the TRUST between Organizations and Companies. TRUST can be built between 2 individuals always. Today there is more and more important – Who you are? And How you are selling? instead of What you are selling? . Your company biggest assets are your individuals.
Do not worry, there is no contradiction – The best companies collected the Smartest and the most Talented individuals. The best companies let them to Brand Themselves – or support them to create own business outside of the company. The Leaders task as a Good Farmer to provide the best environment to growth and make sure that the nest Assets will come back tomorrow to continue the work.
“Every afternoon at about 5 o’clock, all of the assets of this company leave the building and go home. It’s my job to ensure that they want to come back the following morning.” – Jim Goodknight CEO and Founder SAS.
– Jozsef
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