You are your own brand equity

I’m fascinated with brands. Nike. Intel. Apple. As you’re starting out your career, you may not be working on some of the world’s most famous brands, but as a PR professional, you are representing the brand integrity of each company you work for or client you represent.

It’s not only products that make up a brand. People, are a brand. Michael Jordon. Lance Armstrong, Oprah Winfrey. YOU.  You are your own brand and your brand is an extremely important asset as you develop your career and areas of expertise. What do you want to be known for? Will you be the pitching maven? Are you the resident writer and editor? The better you develop your “brand” the more valuable you become to an organization.

I recently came across this concept in detail in “The Circle of Innovation” by Tom Peters. He offers what he calls a PBE or Personal Brand Equity Test (see below).  Take some time to answer the following questions. If you’re not sure what you’re known for or what you should be known for, then ask some of your colleagues. Next, create a mini plan on how you’re going to improve your brand over the next six months to a year. (BTW- your brand equity should always be evolving and worth more as you gain more work experience.)

Your PBE

1. I am known for (2-4 items); by next year at this time, I plan also to be known for (1-2 items). If you are just starting out, make a list of what you would like to be known for.
2. My current project(s) is provocative and challenging to me in the following (1-3 ways). If you don’t feel that your work has any challenges, then you need to identify some new projects or areas that you can experience. Are the new projects you want to work on not part of your job responsibilities?  Then volunteer for the new project.
3. New learnings in the last 90 days include (1-3 items).
4. My public (local/regional/national/global) “visibility program” consists of (2-4 items). You can improve your visibility program by participating in outside organizations, volunteering, working with mentors, and more.
5. Important new additions to my Rolodex in the last 90 days are (2-5 names). You never know where your next big break will come from so it’s important to meet as may people as you can (networking).
6. Important relationships nurtured in the last 90 days include (1-3 names).
7. My principal “resume enhancement activity” for the next 60-90 days is (1 item). For example, if you sign up for a committee with your local PRSA chapter, this not only gives you a new experience outside of your current work responsibilities, but will help you develop Rolodex additions.
8. My resume is specifically different than last year’s at this time in the following (1-3 ways).

For both newbies and novices, it is important to review your PBE every year. If you stop meeting new people and trying new things, then you’re limiting yourself and your career.