Build A Strong Personal Brand

Much has been said, discussed and argued about the “economic situation” in the past few months. Is it possible that there is a stone unturned on this topic? Yes, there is, because the way you communicate your personal brand in this economy—not to mention how you help your clients promote their own—can have a big impact on how well you weather the challenges that could come your way. In particular, thoughts and actions related to the economy can impact the ultimate outcome for a brand. Thoughts can strongly influence your attitude. So, take inventory of how you feel about the financial climate right now. What emotions come to mind? Fear? Anxiety? Anger?

Your thoughts drive your emotions, and in turn, your emotions drive your behavior. Those behaviors are responsible for creating the results—the ultimate outcomes—of your life. It’s good, old cause and effect in action, with the ultimate “cause” being your thoughts. Even if you can’t quite get on board with believing thoughts are things, at a minimum, your thoughts have the power to undermine your personal brand if you’re not careful.

Make your thoughts productive. Focus on what you do have that is positive, and focus on what you are grateful for. Chances are you have it a lot better than many people in the world.

Watch your words—what you say stems from your thoughts, too, so be mindful of how you talk about today’s economy. Calling the situation a “crisis” naturally creates anxiety. Think about it: The U.S. government called its economic package a “bailout.” Doesn’t that sound like Congress is trying to save a sinking ship? Sit back and objectively analyze your own situation before deciding if it truly is a “crisis.”

You probably have clients who are talking about all of this as though the world is coming to an end. What brand are those people communicating? No one wants to be around someone with a negative or a defeatist personal brand. Therefore, stay positive in your conversations. Be an example of how to respond, and remind others of what is truly important.

If you still find that the economic situation is keeping you up at night, objectively assess your situation and make a plan. Take at least one action each day to move closer toward your goals.

There are always ebbs and flows in our finances—whether personal or global. The trick is to find ways to make things better. If you purposefully work at remaining consistent with your desired personal brand, you’ll be that much closer to moving out of the storm. End-buyers may be cutting corners out of fear, and it is your job to take actions to show them the benefits your products can offer.

By Brenda Bence
Brenda Bence, branding expert and certified executive coach, is the author of “How YOU Are Like Shampoo,” the only start-to-finish book for defining, communicating and taking control of your personal brand at work. After graduating from Harvard Business School, Brenda developed mega-brands for Procter & Gamble and Bristol-Myers Squibb. She now travels the world speaking, training and coaching on corporate and personal brand development. For more information, visit www.brendabence.com.