Key Insights to act on:
- Build your personal brand around a single word - You need to select a word you can own and then focus your marketing around that. One great soundbite from the event was "there is no 'and' in brand." Guy astutely pointed out, however, there is a "bra" in brand. Not sure what to do what that, but maybe you'll come up with something.
- Personal brands overlap company ones - get used to it. Sometimes this humanizes the company brand (Steve Jobs) and sometimes it creates risk (John Mackey with Whole Foods). I tend to believe that the positives of this far outweigh the negatives.
- The stronger the personal brand, the more easily you can get through the obstacles. Essentially, a personal brand helps you to open doors and establish your reputation before walking into a situation, which helps you get to business once you're in the door.
- Your personal brand lets you be more than your job. This is a insight that was not really shared on the panel, but has been my experience with personal branding. Just as the Internet once created a level playing field for small companies to compete with larger ones, personal branding has now become much simpler thanks to the Internet. You can create your brand online and through doing so, you can rise out of whatever constraints you might have on your role or responsibilities at work. It is the ultimate way to prove what you are capable of doing and not just doing a job you have been hired to do. For the vast majority of corporate workers in roles where they are working for someone else, building a personal brand is the single best thing they can do for their careers.
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