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're 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're doing today, there are four things you've got to measure yourself against. First, you've got to be a great teammate and a supportive colleague. Second, you've got to be an exceptional expert at something that has real value. Third, you've got to be a broad-gauged visionary – a leader, a teacher, a farsighted 'imagineer'. Fourth, you've got to be a businessperson – you've got to be obsessed with pragmatic outcomes.
Extract from an article called The Brand Called Me, by marketing guru Tom Peters, in Fast Company.