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Jun042017

Maximizing Professional Brand as a Business Asset

Building a company is also about creating a brand story. And like any great story, this one should share ideas, influence thoughts, and provoke new ways of doing business. As leaders of these enterprises, our expertise starts to become our professional narrative and it becomes important to actively manage that as you would any part of your business.

Storytelling informs clients and customers, current and future employees, and other stakeholders about the expertise a company provides. Your professional narrative tells those same audiences what your contribution is to all this. Is your story as clearly defined as the one your organization is telling?

Forbes contributor, Glenn Llopis, shares his ideas about personal professional branding, “[It] should represent the value you are able to consistently deliver to those whom you are serving. You should be creating awareness for your brand by showcasing your achievements and success stories.”

Discovering the story’s purpose makes it easier to connect with an audience on a more meaningful, professional level. People don’t always remember data and numbers, but they are likely to remember the way a story made them feel; never pass up an opportunity to connect emotionally.  Your story not only sets yourself, but your organization, apart from everyone else. When you show your vulnerability and ask people to do the same, it builds trust.

As you develop your professional narrative, there are a few questions to consider:

  1. What path did you take to reach this professional goal?
  2. What inspiration led to the pursuit of your current career?  
  3. How do you communicate your values?
  4. What sets you apart from peers in your industry?

This branded narrative becomes the way to managing your professional reputation, and reputation is the most valuable tool a leader can possess. It influences company culture and impacts the bottom line, but it’s still exclusively yours, living beyond any one job, company or title. Executives who actively manage their professional brand allow it to become their greatest asset, positively impacting their life-long earning potential.

Are you confident your professional narrative is enhancing your credibility and that of your organization? Do you have a proactive strategy in place to build on and protect your reputation? Let us help you on this journey – contact us today for a conversation.

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References (5)

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