I have enjoyed speaking with and training executives from every industry in America on the concepts of “Personal and Professional Branding.” I must say I used to be surprised at how so many companies and their employees have such a vague understanding of “Brand” and even less understanding of their own “Company Brand.” I hear words that are more related to advertising or some particular commercial, or I am shown a corporate mission statement or a company logo. Most companies have spent millions of dollars on advertising and marketing materials, but they have failed to communicate their Company Brand.
A classic example happening now is the challenge faced by retailer J.C. PENNEY. The company seeks to find an identity that the public can understand and also draw the buyer into the store. Millions and millions of dollars spent on executive paychecks, poor commercials and the wrong sponsorship; yet they still do not have a clear vision in sight. They need to understand what their BRAND is, communicate that Brand to their employees, make the necessary adjustments in training and products and then re-launch the company with the BRAND driving the rest of the company. Price awareness and a consistent price program is NOT BRANDING.
Individual Brand, or as I call the term “Personal Branding,” is something every person has. Sadly, most do not understand how to shape their Personal Brand, or how to communicate it with the awaiting world. So the result is a world of confusion, where people think they are sending one message and in reality the world is receiving something completely different. In the case of the lazy and slothful individual, they say that they do not care what THEIR PERSONAL BRAND says about them, but in reality they do. Their brand says exactly what they are. It communicates a person who does not understand how valuable they are, how amazing they can be and one who does not take into concern the emotions or feelings of others. Typically, these people are self-centered, selfish and actually more in love with themselves than they want people to know.
A good PERSONAL BRAND is developed and groomed. It takes into consideration the faith and personality of the person, it reflects the character of the individual and in most cases, highlights their greatest assets and capabilities. The great PERSONAL BRANDS invite people in, lead to expressive leadership qualities and a legacy for family and peers. Strong people who have a clear understanding of their “Personal and Professional Brands” are leaders in the community. This does not necessarily mean they are CEO’s or corporate officers, but rather they are people who bring added value to the world they live in and their community in particular.
It is also true that GREAT CORPORATE leaders have a thorough understanding of their PERSONAL and PROFESSIONAL BRAND. This is how I know what my job is when I work with a client. MODA Image Consulting helps companies and individuals understand their Brand, communicate that Brand and develop leaders in the business community as well as your neighborhood.
Please let me know how I can better serve you and your goals, and yes, J.C Penney – I would be happy to help you as well.
Most importantly, do not let this world shape you or determine your value. God created you for a purpose and if you can align yourself with the will of the one who created you, you will never go wrong and you will be the best leader that anyone could ever decide to be led by.
President, MODA Image Consulting
Photo Source: www.istockphoto.com
Image | Brand | Fashion
Mila@modaimageconsulting.com | www.ModaImageConsulting.com
Direct: (615) 218.6831 | Office: (615) 567.6969
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