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What do you stand for?

We ran a session last week onpersonal brand’ as part of a graduate development module and it was fascinating how people engaged with it and worked hard to capture the many elements that make them who they are – and what they feel is important for others to recognise about them. In other words, the reputation that they would like to have at work.

It struck me how important the concept of ‘the shadow you cast’ is and how it’s something that doesn’t have a defined start and finish time. Perhaps at the start of your career it’s important to give this some thought as working within a team and organisation becomes a day-to-day reality. However, in many ways, in order to land a job in such competitive times, people have already given some thought to their personal qualities and what makes them stand out. The challenge then is to make this a reality and live up to your employer’s expectations – and this is when the timing of a session like this with graduates combined with good levels of business feedback will help take this thinking to the next level.

However, the interesting thing about ‘personal brand’ is that as people get more experienced within an organisation, it’s something that often gets overlooked. For me it still merits the same level of scrutiny and focus – even with more senior leaders. The old adage that ‘it’s not just what you know but how you do it’ is one that holds true for all of our careers, yet sometimes it still needs a timely development session to remind us that this is ongoing work that requires ongoing focus. So when we run similar sessions with senior leaders, they often say how refreshing it is to have time to give this proper thought – and almost always they identify an area that merits further attention and focus.

For me the moral is we never stop learning about who we are and how we come across. What’s important is that we retain an active curiosity in how important this is to our effectiveness at work.