Staying On Brand and Staying Focused

Mary Rosenbaum | June 22nd, 2009

Welcome to my new blog site. As you can see, I have a new look, a new name, and an expanded mission. I will try to provide some insights into ways to grow your business and expand your career prospects. If you have any questions you want addressed or comments you have based on what I write please email me and I’ll be happy to respond.

If you have already gone through my website then you know that having a strong personal brand in today’s world is not a luxury but a necessity. Identifying your value added means letting your employer or prospective client know that when they hire you they get something extra that your competitors do not provide.

So if you have gone to the trouble of unearthing your brand, your unique promise of value, then you have to make sure that you are communicating it effectively to your desired target audience. Whether you work for a company and are trying to stay ahead of the pink slip or growing a business, knowing how to spend your time productively is critical to your success.

Here are some pointers to help you stay focused:

1. Stay focused by having a clear understanding of what you want to do and the clients you want to serve. Crafting a personal branding statement and pinning it up so you can see it every day should provide you with the reminder you need to stay on target. This may sound simplistic but it is very easy to drift off and take that assignment or volunteer for that project at work that has nothing to do with the direction you want to take professionally.

2. Learn to say no. It’s difficult saying no to opportunities but again, taking time away from what you want to do can be more costly than the time you lose and the opportunities you miss. If there are projects at work that can provide you with the visibility you need to get ahead don’t get stuck doing something that keeps you from attaining your goals.

3. Make sure your marketing plan is “On Brand”. What that means is make sure you are reaching the audience you want with the message of who you are and what you do. For example, until recently I lectured on transitioning into retirement. Although I have in the past coached clients moving into retirement, I felt that it was no longer “on brand” for me nor would it further the growth of my business by addressing an audience that was not part of my target group. Yes, I may have gotten a referral from the class but you have to weigh time spent with value gained. Instead I now lecture sales professionals on self promotion and branding, definitely more “on brand.”

4. Make sure the message you deliver is clear and consistent with who you are, what you want them to know about you, and what you want to do. Never assume that they will connect the dots. Every time you make a presentation or a pitch or interview for a job be clear about what you can deliver and what your value added is.