Dynamic Business

This is no time for modesty

The GFC has already seen the division widen between those with a strong personal brand and those who are less confident of shouting their skills and capabilities from the rooftops. While modesty is an admirable virtue, it seldom feeds the sales pipeline. Very few of us are lucky enough to sit quietly, holding our breaths waiting for the recession to pass, and still see a healthy sales pipeline and profit flow.

Whether you like it or not, you are the captain of your brand. It is up to each of us to steer it in the most profitable and successful direction we can. Indeed, many of us have employees who are relying on us to keep that pipeline active.

I truly believe that only the focused will survive these extraordinarily challenging times. We must all decide on whether to cut and retreat, or take the bull by the horns and do whatever it takes to succeed. Evidence shows that the more recognisable your CEO, the closer the link with a stronger business performance. Your personal brand is more than a personal asset, for many it is the face of your business. It has been proven that a strong, ethical leadership brand increases the bankability of a company.

Leadership has to be defined by core values and these should associate with your business. By building and promoting your personal brand, you are defining leadership and practising what you preach. Doing one thing and saying another will fool no one for very long, and will not build brand.

The other side of the recession

As I mentioned earlier, only the most confident and resilient experts will survive the next two years. Hesitate and you’re out. Focus and you will emerge stronger, surer and way ahead of the field. I know that times will improve (history shows they always do) and it is my confident belief and hope that this will be sooner rather than later. Equally, I believe that now is the time to act on your personal branding, now is the time to prepare for the ‘green shoots of recovery’ so that when they are strong and substantial, you are ready to move, ready to leap at the opportunities which come your way.

Jack Welch, the legendary ex-chairman and CEO of GE (USA) wrote a whole book called Control Your Destiny or Someone Else Will. While his book was about mastering change, the title is as relevant today as ever, and just as important. More than ever, your brand will define your destiny, and if you don’t stake your claim, someone else will.

—Sharon Williams is founder and CEO of Taurus Marketing (www.taurusmarketing,com.au) and a member of the Dynamic Business Expert Panel. Taurus has just launched a new service, Taurus Profile, to help leaders and rising stars achieve their business objectives through personal branding.

Why develop your personal brand?

What does success look like?
•    Lead generation
•    Positions you as a thought leader and sought after for comment
•    Aligns you and your company’s brand values
•    Differentiates you from your competition
•    Increases awareness of you and your company
•    Builds credibility and reputation in a competitive market

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