Are You Allowing Others to Damage Your Personal Brand?

When I heard the term "brand name" some years ago, I recognized even as a child, that branding was significant. I loved my canvas Nikes in elementary school and my Chic jeans in junior high, but I wasn't aware that I myself had a brand. Even as a working adult, I came to realize that most major companies had a brand, not knowing that I did as well. The brand could be a blue square with white letters and you knew from afar that you were approaching a GAP location. Along with that outward symbol, there is a reputation that supports the brand. If I'm looking for khakis, polo styled shirts and jeans for the entire family, I'm headed to my nearest GAP store. Not only do companies have brands, but we as individuals have them, too. It was probably about 5 years ago that I truly understood the importance of my reputation; my brand, and now I'm very protective it. I think of my brand as something that has a life of its own; one that it certainly worth living and protecting.

Not too long ago, one of my colleagues mentioned to a mutual acquaintance that I was "such a nice person". The shocker for me is that I really don't know this colleague who complimented me. I greet her, as I do everyone else in passing and we've never had a conversation beyond that. I had no idea that she even noticed me, but I'm thinking she must be observing from afar unless she's heard the opinions of others. In another totally unrelated Ericka sighting, I was asked to be featured in an upcoming Diversity newsletter within our organization. Do I know the person who sent me the email? Of course not! One of my colleagues recommended me for the newsletter and later told me that she felt I was an amazing person. I am humbled when instances like this happen because I don't see myself the way others see me. For this reason alone, I have to be conscious of what I do, what I say, and how I present myself. I have a list of no-no's when it comes to protecting my brand. There are some things that I just cannot and will not do such as:

• 1. Compromise my character- What you do says more than you can ever say about yourself. In other words, actions speak louder than words. Who I am will be tested every day from a moral and ethical perspective, so I try to act with integrity in every situation. Doing the right thing isn't always easy, but I'd rather make a tough decision initially opposed to making a bad decision only to suffer the consequences. If you are going to protect your brand, there are some instances when you will professionally say "no" so that you don't compromise who you are.
• 2. Allow others to misrepresent me- I have a soft voice, so people tend to "speak up for me" and step in so that they can protect me. Although I appreciate the assistance, having others speak for me is certainly an exception and not one of my rules. The danger in having someone else speak for me is that they might not say what Ericka would say. One miscommunication could be a detriment to my brand and that can be hard to recover from. I would suggest that as you use your voice, you are aware of your intended audience as well as the presentation of what you're communicating. No one else can convey what you mean or what you intend to share.
• 3. Allow others to make decisions for me- I am an independent thinker who isn't easily influenced. I have learned that there is a danger in following others and not thinking for yourself. Unfortunately, some people aren't interested in career growth, so I can't yield my desired results following those who don't even have goals! When you assess your professional goals, know that it is acceptable to select the road less traveled for the sake of protecting your name. As someone who is interested in protecting their brand, there will be times when you have to make an unpopular decision. The good news is that you will find comfort in knowing that you made the decision without allowing someone else to make it for you.

Whether you choose to accept it or not, you do have a brand, which is comprised of your reputation. People will formulate an opinion of you based on what they see, what you say, and what you do. In paying attention to the opinions of others, I have learned to examine my areas of opportunity and enhance them so that they work well with my brand. Your name is important as well as what is being associated with your name.

More from this contributor:

Where is Your Career Taking You?

Are You Playing It Too Safe At Work?

Are You Ticking Off Your Boss?