As a marketer I look for gaps where opportunities lurk. It took me 20 years to find a glaring gap.
As a brand strategist, (although the most endearing title I was given was brand therapist!) I have built many strong, insightful and actionable brand strategies. Most met or exceeded the goals and objectives set.
And those are the best of times!!!
Some failed miserably.
That broke my heart.
Why would some thrive and some flop? The work was sound. Sometimes it was resource based, or commitment, or leadership. Maybe they just weren’t ready, or was that an excuse not an answer. I had this gnawing feeling that there was something else at play.
I dug deep into research, read, and listened to podcast after podcast. I surveyed clients, and talked to business owners. It wasn’t until I came across the work being done on personal branding that it all came together. The missing link: unless you understand your own personal value proposition, you can’t further along the corporate value proposition.
Unless you can confidently stand up and say, “here is what I do best and this is why you need me on this project” and conversely be able to say, “this is not what I do best and I will likely not be successful on this project.” Personal branding is not for the faint of heart and has nothing to do with the car you drive. It has everything to do with the engine that drives you forward and the values of your personal dashboard .
Challenging times can result in businesses wanting to be all things to all people. Suddenly that means employees have to be a jack-of-all-trades too. Blending in becomes a much safer option than standing out; and as we all know, safe is never where success thrives.
However, when people connect and stand up for their unique personal attributes it is a game-changer. Engagement is real. Morale skyrockets, strategies that flopped became strategies that sail.