Sunday, April 22, 2018

Personal Branding: Link Who You Are To Your Business Goals

When I stepped into the workforce over forty years ago (yes, I started when I was 2), if you did a great job, your manager rewarded you for your daily endeavors, and you went home each year with a bigger paycheck and maybe a promotion.  Companies were often run with a culture resembling a family or tribe, and you knew that there was a great deal of loyalty at all levels of the organization.  If someone hit a bad spot, the company would rally round and help them through it. 

Those of you who have been in the workforce longer than twenty years have seen significant changes since the early 90’s.  Because we are rapidly moving into a project based work environment you must stand out on every project, bringing who you are along with your creativity to the table.  In addition, with senior level managers being rotated within the company, or changing companies every three to four years, the longevity is not there within the management levels for them to remember all the excellent work you have done for the company over the years. 

Because of these changes in our workplace dynamics, it is critical for each of us to not only be self-awa Stand Out From The Crowd re, but to know how others perceive us.   We must be conscious of our talents and gifts, along with our skills and achievements, and utilize this knowledge to intentionally link them, along with our values, to the goals of the company.  We must be confident enough to make the most of what we know about ourselves to consistently deliver the value to our teams, and the company that makes us stand out from our peers.    

As companies are striving to deliver more and more value to their shareholders, particularly during a recession, they are looking under rocks for ways to cut expenses.  Employee salaries are the major expense in a service driven industry, and if you are not perceived as adding value to meeting or exceeding the company goals, your job is likely to be eliminated.  Even if you have given decades of loyal service to your company, you will be reviewed and evaluated with every project completed.

Whether you are an employee in a large corporation or own your own business, your uniqueness needs to shine in such a way that the company feels good about hiring you, or your customer feels great about doing business with you.  They are looking for traits within you that make you show up, that show you advocate for something.  They are looking for something that makes you special.  You do this by exhibiting behavior that supports who you are, delivering work that shows your creativity, and an image that speaks to what you believe yourself to be.

Finally, when senior management or your customer understands how your very uniqueness supports a goal that is important to them, you will have carved an indelible spot in their memory just for you.   Living and working doing what interests you, what you feel called to do, and wrapping the values and qualities that are uniquely you throughout your endeavors will make you an asset to your company, and everyone you touch. 

Create and send the message of your personal brand in everything you do.  It’s okay to be you!

Georgia Feiste, owner of Collaborative Transitions, located in Lincoln, NE, is a life transitions coach, writer, and workshop facilitator.  She specializes in business, career and personal life transitions.  Coming from a 30 year background in a C-level corporate position, she is uniquely skilled in providing support and encouragement as her clients set intentional goals to attain their desires, holding open the space they need to stretch and grow. Her passion is success grounded in purpose and passion, standards of integrity and priorities in life.    To learn more about Georgia, visit website at, where she blogs about business and career, and http://www.rainbowbridgecoach, where she and many other coaches blog about mind, body, spirit and emotion.  Georgia can be reached to schedule coaching appointments at (402) 484-8098.

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