I am in San Francisco this week teaching an on-site version of my World Class Assistant workshop to a great small group of assistants. I have not been in San Francisco for more than 10 years! My hotel is just 3 blocks from Fishernan’s Wharf so I headed there the first night of my arrival to check it out and to find a place for dinner. I walked past several little restaurants and eateries with their menus posted outside their doors. I saw several menus that had food I loved, the prices were about the same, and from my first glance short glance inside the restaurant, they looked fairly nice. So, how would I decide which one to eat at because several looked good. Such a dilemma, right?
I decided to walk in a few feet and check out the inside of the restaurant: Did it have a view of the water? Was it really busy? Was it noisy? Did it look clean and what about the wait staff? Did it appeal to me? What condition was the carpet and furniture in? Maybe you are thinking, “Who cares? You are in San Francisco?” But you see, I did care because I only had two nights in town and I wanted to be selective about where I would eat. It mattered to me. I finally chose a restaurant and it did not disappoint.
What does this have to do with you? What is your packaging? How do you Brand yourself? Why would an executive choose you over another assistant? If you lost your job tomorrow and had to go out and interview and you had the same skill set as the other interviewees, what would give you the edge? It is going to come down to your outer image, appearance, body language, carriage, handshake, smile (or no smile), aura, confidence, and how you present yourself.
Did you know that if you do not choose your Brand, you still have a Brand. If a person had a boring, vanilla personality — that would be their Brand; boring and vanilla. If you are always running late for meetings and work, that is a part of your professional image and Brand. Organizations spend thousands of dollars to communicate their Brand to the world. They are very selective in the design of their logo, font, colors, sizing, and more. You only have to spend time determining what your professional Brand is and how to communicate that to others through your actions, words, and behaviors. Yes, you might need to invest a little money for clothing or a new haircut or new eyeglasses. It is an investment with a great return.
Intentionally Brand Yourself!