It seems that every management and marketing guru you listen to these days is preoccupied with telling you to define “your brand”. Establish your brand voice – your brand image and your brand positioning and some number of other must-do’s regarding the look, image and message you are sending out to the world regarding your business brand and what makes it special and distinct.
In a world of Twitter, Facebook and Linkedin, just to name a few – we’re all consumed with capitalizing on building our image through social media as well as with conventional means like a website, email and our business card. But you have to ask the question – what for?
According to the pundits – by doing this we will create an opportunity to have a dialogue with our prospects and customers. But if this is really the end-game, why do so many career professionals tarnish and squander their brand by ignoring the basic elements of a respectful dialogue?
Do you return your calls and respond to emails timely – or only a select few? Do you treat all people with respect and consideration – or just your best customers or likely prospects? Do you understand that every interaction is a marketing event – which can either build or destroy your business, future relationships and your “brand image”?
If not – it’s time to think about it – ultimately you are your brand – treat it and others with care and consideration and you might see that building your brand isn’t just about innovative collateral, tweets and likes – but about people, professionalism and building valued relationships one at a time.