What’s your brand? Part I of Who are you and what do you do?

There was a time when the title of today’s post could have been the opening line in a cigarette commercial. But today, brand relevance reaches far beyond product lines. There’s not much we do as organizations, or individuals, that a good team of marketing professionals couldn’t wrap into a branding campaign.

Growing up as the daughter of a Montana rancher, a brand signified ownership. It was clear to the world that the livestock bearing your brand belonged to no one else. And it was great incentive to raise healthy stock. You didn’t want an underfed or poorly bred specimen as a walking display of your poor management skills.

Our family brand is the Diamond Open A.

Even though we no longer operate a ranch, we still own the brand because it holds great significance for each of us.

What is your brand? What are the qualities associated with you?

“Oh, I know him, he’s a great leader, just a really good guy.” or “Oh, yeah, that kind of abrasive guy who corporate brought in last year.”

The qualities ascribed to us aren’t always the ones we would pick for ourselves. Listen to how you’re reflected in others descriptions. Because I have spent my life using words, I always shudder when ones I don’t like are associated with me. But guess what, that’s Mimi from that person’s perspective. You can’t change the way people perceive you unless you change the way you interact with them. That’s the only way they have of knowing who you are.

You don’t get a lot of time these days to explain yourself (more on that in the next post.) And explanations aside, what you do is always going to speak louder than what you say. So if you think apologizing for being abrasive makes you less hurtful, it doesn’t. If you say you’re a great listener but you interrupt constantly, leap to conclusions or project your own thoughts on another…you’re not reinforcing the listening brand. And if you want to be seen as a calm go-to gal but you always respond emotionally (even if it’s with enthusiasm) to input, you’re sabotaging yourself.

In the business world, I think most people will tell you a brand implies what you do. Experts will explain that a longstanding brand implies more about what you are.

So, I’ll ask again, what’s your brand?

Next week: Relationships beyond the elevator.

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