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Blue Sky

Regardless of age, position and the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.

The good news is that everyone has a chance to stand out. Everyone has a chance to learn, improve, and build up their skills. Everyone has a chance to be a brand worthy of remark.

Nobody understands branding better than professional services firms. They have almost no hard assets. They have lots of soft assets – people, preferably smart, motivated, talented people. And they have huge revenues – and astounding profits.

They also have a very clear culture of work and life. You&#39re hired, you report to work, you join a team and you immediately start figuring out how to deliver value to the customer. Along the way, you figure out what it takes to create a distinctive role for yourself – you create a message and a strategy to promote the brand called You.

No matter what you&#39re doing today, there are four things you&#39ve got to measure yourself against. First, you&#39ve got to be a great teammate and a supportive colleague. Second, you&#39ve got to be an exceptional expert at something that has real value. Third, you&#39ve got to be a broad-gauged visionary – a leader, a teacher, a farsighted &#39imagineer&#39. Fourth, you&#39ve got to be a businessperson – you&#39ve got to be obsessed with pragmatic outcomes.

Extract from an article called The Brand Called Me, by marketing guru Tom Peters, in Fast Company.

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