In the last issue, we covered the importance of execution and energy as key attributes for success in corporate. Without energy and focus, we all can get into either complacence (doing nothing) or worse still a false sense of urgency! Execution as a capability is priceless in a hyper competitive business landscape. In this issue, we will cover yet another key attribute that executives need to master and sustain. It revolves around being distinct in what we bring to table day in and day out. Organizations do not need people who just sit around and parrot what others have to say. Corporate contributions have little to do with wordsmithing (corporate communications may have something to do with it, however!), but it has everything around value adding.

It is a new brand world out there!
People get invited to task forces, skunk works and creativity forums for what they can contribute distinctly from their unique set of experiences, knowledge and thought processes. While all of us need not be the reincarnations of Einstein or Aristotle, we all can bring our originality and distinctness to benefit the discussions. We must make conscious efforts at becoming a brand by ourselves. Let us not forget we are living in a brand new business world- nay we are actually living a new brand world indeed! Each of us needs to invest and build our own brand attributes that our organizations and colleagues will recognize and respect. We have enormous respect for brands in our daily lives. We wear branded garments, sport branded pens and watches and admire branded leaders in corporate and outside in public life. There is a clear pride associated with brands. Brand attributes include pride, price and respect. Brands command a premium. Mont Blanc pens, for example. Just a writing instrument, but its brand is unmatched and so is the price it commands! One can go on writing about many other brands like BMW and Blackberry! Brands are difficult to substitute; they are unique; they are reliable and credible; and they command a premium. And brands engender a sense of pride for the owner!

Are you a brand?
Now the question is are we a brand yet. If we can work hard towards building those brand attributes in ourselves, we become immeasurably valuable to our organizations. And in these times of roller-coaster business conditions, brand has even become a necessity that makes you fire-proof! Branding oneself is not so much to do with image and perception management. Both image and perceptions get managed quite well when you have worked hard at acquiring the personal brand that organization values.

Building a brand for you revolves around two attributes: credibility and visibility. And in the same order! Becoming a brand demands earning enormous credibility through demonstrated knowledge and contribution. Our colleagues and business leaders need to recognize that we are up-to-date in our field of specialization. We read, share and reflect and have the latest knowledge in the area in which we specialize. It is also about our ability to execute on our commitments. That is where we actually build our credibility as a dependable colleague. Our reputations (and brands are all about reputation!) precedes us everywhere! With credibility built as subject matter experts or as competent managers, we need to focus on being seen in right forums and platforms to become visible. Together, credibility and visibility form the foundation for our brand image. Brands have to deliver on brand promises consistently. So, it is a moving target we set for ourselves. The good news that it is eminently doable. Each of us has the potential to become a brand and thereby become a valued member of our organization.
What is a good time start building our brand attributes and reputation? Well sooner the better since it helps us advance in our career and enjoy a well earned and healthy sense of pride being a contributor that others would respect and want to emulate. Let me conclude with a measurement for knowing if you have become a brand: “When you walk out the door, something special must go out of the room!” Remember we are living in a new brand world, just not a brand new world! And best of luck for your journey!