Threshold Consulting: It's Your Life, Own It!

Help Others Tell Your Brand Story

The April 2008 briefing from Trendwatching is devoted to "Status Stories." According to the report, status stories are distinct from “mass-advertising, mass-branding … [where story telling]… has involved reaching (and impressing) as many consumers as possible.” Rather, the status stories trend represents “[a shift from] brands telling a story, to brands helping consumers tell status-yielding stories to other consumers.”

Driving this trend is an increasing desire for individuality and uniqueness where consumers no longer “want to be like the Joneses, the Mullers or the Li’s.” In this increasingly niched world, unique products are unlikely to be known to the “masses,” and experiences lack the visible symbols associated with a physical product. As a result, “consumers increasingly have to tell each other stories to achieve a status dividend from their purchases.”

So, what are the implications for personal branding? Since the value you deliver is not typically a tangible product, your brand is very much about selling the invisible. Since your value is delivered in a relationship with your clients and associates, your standing in your brand community is affected by what people say about you. So, if their stories do not technically result in “status dividends” for themselves, at least they need to faithfully reflect your brand! While you have no direct control over what people say, you can help them tell your story by clearly, consistently, and constantly conveying your brand in all you say and do.

Cross-posted at The Personal Branding Blog

Beyond the Knee-Jerk Reaction

Yesterday, I caught the tail end of a news report with advice on holding onto your job during a recession. I didn’t get it all, unfortunately, but a couple of points made were: work harder, work longer hours, and negotiate a pay cut so employers will be more inclined to keep you. It occurred to me that this is a knee-jerk reaction that can keep people from looking at the long-term value they deliver. Fortunately, there is good advice on recession-proofing your career; for example, Annie Fisher, in her, March 15, 2008 column, provides eight strategies.

As I see it, however, paying attention only during times of economic downturn, or after a layoff, is short sighted. As well, it often results in a narrow focus on job title as the basis for finding new opportunities. It’s an old habit and an ineffective one – especially as job titles have become increasingly commoditized.  Better to have and communicate a base of value that can sustain your career through economic cycles and through the persistent pressures of our faster and flatter world.

How do you arrive at your base of value? Well, the most effective way is to uncover your personal brand. Knowing the unique value you deliver, as well as the attributes, skills, and strengths that drive that value, is one of the best career management strategies available to you. And there’s no better time to get started than now!

Cross-posted at The Personal Branding Blog