Public Relations: Shaping your own brand

[Emilie]

According to the PRSA Web site, public relations “helps an organization and its publics adapt mutually to each other.” In other words, practitioners work to create and maintain a positive image of corporations. This can be difficult, simply because every single strategic tactic that is performed is a representation of that company and can dramatically alter the overall image of it. That is why it is very important for companies to consistently make good decisions when choosing what actions to make not only during significant marketing choices, but also in day-to-day business. Making positive choices helps to build a good reputation, and strengthen the company.
This idea that all actions taken have an effect on the public’s perception does not only apply to corporations, it also applies to individuals. In an article called The Brand Called You that appeared in Fast Company magazine, Tom Peters discusses the importance of branding yourself in a similar way that large companies do. In today’s world, big brands such as Nike and Starbucks are easily recognizable by their logos because these companies have worked hard to build their brand and their reputation; this is exactly what Peters says that individuals must do in order to be successful in their careers. He describes this as being “CEOs of our own companies: Me Inc.” Even more important than being CEO, Peters says that each individual must be the “head marketer for the brand called You.” With a successful marketing strategy for your newly created brand, you will easily stand apart from the competition when working and when applying for internships or jobs in the future.
As you can imagine, your personal marketing strategy will be very different from those of large corporations. Although done differently, it will achieve similar goals because it will expose what makes you stand apart from others in the same industry. According to Peters, you have to determine what qualities you possess that add measurable value. That way you will be able to work to improve those qualities, and use them to shape your brand.
You are the only person in charge of this brand. Therefore, it is up to you to determine what you will do with it and how to maintain it. Mark Lacker, a professor in Miami’s entrepreneurship department, teaches about marketing yourself in one of his classes, and is also an expert on the art of personal marketing because of his professional experience and owning his own business. He has worked hard to build his own brand, and has also seen examples of others who have done so successfully in order to work for him.
Because of this, Lacker believes that “everything that you choose to do and not do is a reflection of your brand.” Therefore, it is important to always display your value in order to consistently convey a positive image and allow your brand to grow. Lacker says that the best way to do this is to always be aware of what is needed, and fulfill that need by always doing more than what is asked of you. Whether this is performed in class or on the job, it will impact other people’s perceptions of you.