Actually you are a brand. Others\u2019 evaluation of our performance and potential is a blend of performance, image and exposure.\u00a0 Our level of performance will always matter but it\u2019s na\u00efve to ignore the other two.\u00a0 This is even more relevant as we move to working in a much more virtual world, where people are much less likely to physically see us and the work we\u2019re doing.<\/p>\n
In terms of image: think about your favorite corporate brands. They are successful because they are consistent in the messages and image they project \u2013 and these messages connect with your values in some way.\u00a0 As individuals working in a digital, connected world we also need to be aware of our \u2018personal brand\u2019 – the image we project and how others perceive us.<\/p>\n
Whether we like it or not, people will make assumptions based on the tone of our emails, our voicemail message, our profile pictures and our conduct in virtual meetings.\u00a0 We can influence those assumptions and make sure people are drawing the kind of conclusions we\u2019d like by consciously thinking about what values we want to project and how we can do this consistently.\u00a0 Go and listen to your voicemail and re-read the last five emails you\u2019ve sent.\u00a0 If you had never met this person, what image would you build of them?<\/p>\n
In terms of exposure, it can be helpful to create a map of the key stakeholders who are important to our career and make sure we interact with them sufficiently to be visible. This is not about becoming a \u2018corporate marketeer\u2019 but is about looking for natural opportunities to make sure people know what we are doing.\u00a0 This is as much to help us get on in life as it is to make sure others with relevant skills can build on our work, and we can build on theirs.<\/p>\n