Elizabeth Knox Online

I work with people who are rarely seen without a Diet Coke in their hand. I know people who shop exclusively at Trader Joes. And many I know would choose Starbucks over another coffee whenever they have the option.

What is it about a particular soda, store or coffee that engenders such loyalty? Why are people so committed to one brand? And what does branding have to do with your job?


Originally branding was a way to identify your cattle – ranchers would stamp their mark on their herd so if they intermingled with another herd, they could identify their own.

But now a brand is more than just a mark on the hindquarters of a cow; it’s the personality or perception of a product. The term has evolved to cover companies, products and even your own personal image.

Why should you have a brand?

As companies will tell you, the competition for customers increases every day. Just like a product’s brand is its promise to its customers, your brand is your promise to your employers or colleagues.



How do you develop your “Brand Experience?”

If you were a product, how would you describe your qualities?

  • Think of three to five words to describe how you want to be known at work
  • The words should be influenced by your personality and your field
  • Make sure your words are genuine – this isn’t about creating a new persona. It’s about focusing on the parts of your personality and skills that are most relevant to your job

Some examples:

  • “Creative” - Helpful for an art teacher, generally not appropriate for an accountant
  • “Refreshing” - Important for a soda, and it could be a great brand for a receptionist
  • “Professional” - Boring, but important in a time when it seems like so many people are bothered by the thought of doing their job
  • “Entertaining” - Good for a clown, but also probably helpful if you’re a pediatrician or a pediatric nurse.

Live Your Brand

Similar to how a company can’t just tell you they’re the best – they have to build a relationship with customers, you don’t put these words on your résumé and assume everyone will believe you. You have to live your brand.

Now that you’ve thought of the words you want to describe yourself at work, think about ways to put them into action. Keep a list of the words by your desk (you can hide them in your desk drawer so no one else can see them) to remind yourself throughout the day how you want to be known.

Realize it’s not just an image you’re creating. You aren’t doing this for everyone else so that they think better of you. This is who you are.

Looking to next week:

But what if you aren't new to your job and you feel like it’s too late to brand yourself? What if you feel like you’ve passively already been branded – and even worse – what if you’re not happy about your brand?

This blog is the first in a 3-part series about branding:

  • Come back next week and we’ll talk about re-branding. It’s a trickier subject, but it can be done.
  • Then the week after that, we’ll talk about whether the word “Christian” should be a part of your professional brand.


2 COMMENTS ON THIS POST To “Developing your “brand” at work”

  • Meg

    January 5, 2012 at 11:52 pm

    Looks like a great series, Elizabeth! I’ve never thought about comparing my job performance and attitude to a product. One of my strategies is to think about how I present myself to the co-workers in all types of positions — to I present myself consistently to everyone, or are there people I act differently around? If I choose to act differently, why is that? Authentic is a word that comes to mind here.

    • Elizabeth

      January 7, 2012 at 7:53 am

      Meg – that’s a really good point! I’m not sure if this is exactly what you’re referring to, but sometimes I think we present ourselves a little more casually around peers, and a little more professionally around superiors. It’s nice to be able to “relax” but is that the best approach for an authentic/consistent brand? While products advertise themselves differently to different audience segments, as far as personal brands, consistency/authenticity is pretty important.

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