The_Essential_Manager_s_Handbook

176 / KNOWING YOURSELF

Developing your brand

Giving the right impression

A company brand is a unique and

consistent set of values that underpins

its product or service. Just as a company

builds its brand, you need to know what

you stand for and how you want to project

yourself to others. You need to make

sure the messages you give out are

consistent with your personal brand.

This does not mean you should try

to be something you aren’t. That may

work for a short time but it will be

impossible to keep up over a long

period. Your “brand” has to be something

that you are completely comfortable

with. It should reflect your values

and be uniquely yours.

We have looked at the importance of how other people see you and

of understanding yourself, your strengths and limitations, and your

ambitions. Developing your brand is about how you bring these factors

together, use them to differentiate yourself from other people, and

develop your career.

FOLLOW YOUR

CUSTOMERS’ LEAD

Match your personal style

to that of your customers—it

will help you create rapport

with them.

Tip

Creating the right look

There are some aspects of the way

you look, sound, and behave that are

essential to your brand, wherever you

are working. Paying attention to your

appearance, whatever your style, being

polite, and fulfilling your promises, for

example, are all “musts.” Your brand

needs to take into account your “target

audience,” such as the organization you

work for and the customers you work

with. If you work for an old-fashioned

law firm, for example, wearing the latest

fashion in shorts and flashy jewelry

probably won’t inspire your clients with

confidence, but it may if you work for

a high-fashion retailer.

Being personable

While appearance is important, how you

behave becomes far more important as

time progresses. If you look the part but

fail to do what you have been asked or

are bad-tempered and difficult, then no

amount of image makeovers will help

you succeed. The key to defining your

brand is to pay attention to every element

of the image you project, and make

sure your actions are consistent and

acceptable to the majority of people.

Paying attention to your

appearance, whatever

your style, being polite

and fulfilling your

promises are all “musts”

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