Building The Brand Called You

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					the thinkosaur.com essays – december 2009

~ Building the Brand Called You
We are CEOs of our own life and to thrive in business today, our most important job is to be chief marketer for the brand called You. Something's happened with the overwhelming advent of the social web. With the organization and distribution of our online social graph - personal and professional, we are now part of one large megastore - out there on a shelf for people to look at and judge. And the rise of the new brand ecosystem only means that while you strive to do your best at the workplace and build a remarkable track record, you also need to "establish your own micro equivalent of the Nike swoosh"1.

JUST DO IT

It's time for you – and me – to take a leaf out of the marketer’s handbook that has helped create megabrands. To stand out in the new world of work, regardless of the business you are in, you need to understand and accept the importance of branding. We are CEOs of our own life and to thrive in business today, our most important job is to be chief marketer for the brand called You. When you decide to make that next switch, a stronger brand You will put you in a better bargaining position – whether it is an employer or an investor on the other side of the table. Brand You will be dictated by your network – your circle of influence – your Google résumé – your LinkedIn profile – your Twitter handle – your updates on Facebook – your posts on a personal blog – your presence on the social web. The good news is that you have the power to control each of these tools – after all they helped a hitherto unheard of senator named Barack Obama rise to the most powerful position in the world. So, how do you get started? – Irrelevant. Where do you get started? – Irrelevant. No matter how and where you get started, start now. In Tom Peters’ words: “It's this simple: You are a brand. You are in charge of your brand. There is no single path to success. And there is no one right way to create the brand called You. Except this: Start today. Or else.”2

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Fast Company: The Brand Called You by Tom Peters | Tue Dec 18, 2007


				
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