Burnishing our Brand Value

Professionals need to step back every once in a while and check if their brand image is bright and shining. Keeping one’s brand value burnished helps in career progression. It is also an immensely satisfying slice of life which promotes self-worth and boosts self-confidence.

Here is a checklist of the kind of inputs which go into keeping a professional’s brand value burnished.

1. Under-promise, over-deliver
Being aware of our core strengths as well as limitations helps us to assess our chances of success in delivering on a project. By ensuring that we commit conservatively but deliver zealously, we build up a reputation of reliability. There are indeed times when a polite ‘no’ could save us from denting our reputation.

2. Practice honesty and openness in relationships
Our colleagues and team members are equally smart. They are quick to sense a touch of opacity on our part. They detest a lack of transparency in us. Dealing with those around us with honesty ensures that they repose their faith and trust in us. As a result, our capability of getting things done improves.

3. Be a friend, philosopher and guide
All of us have some expertise which may not be directly relevant to our Key Result Area. It could be an insight into the realm of alternative therapies which a colleague can use for one of her family members. It could be about handling rebellious teenagers at home. If we put such expertise to use by helping others around us, word goes around and others rush in to seek our counsel. We might have the image of a tough task master, but this softer aspect of our personality helps us to build a unique brand for ourselves.

4. Network
Whether within the organization or outside, networking goes a long way in building up our reputation. The trick, however, is in avoiding those with a negative outlook, while promoting ties with those who have positive vibes.

5. Keep learning
Keeping the saw sharpened always helps. By refreshing our knowledge pool continuously, we remain a leader in more ways than one. Often, a dash of humility is all it needs to remain ahead of the curve.

6. Be genuine
By being ourselves, we enhance our dependability. Others feel reassured and refreshed after each encounter with us. They do not mind confiding in us. In turn, this helps us to understand and address their anxiety and concerns better. Our ability to deliver improves.

A brand is all about reliability and dependability. It offers good value for money. So do professionals who work on the basis of deliverables. Smart ones realize that an image is merely a matter of perception. It needs to be backed by real inputs so one’s brand value remains intact and is kept burnished at all times.

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