Is Your Professional Brand Sending the Right Message?
Imagine a giant billboard on the side of the highway, broadcasting how you show up at work. What would it say? How would others describe your professional brand in one or two sentences? Would there be any “buts” in that description?
“She’s smart, but doesn’t follow through.” “He’s our best salesperson, but he’s a jerk with internal partners.” “They meet deadlines, but I wish they were better at problem-solving.” “She has great ideas, but doesn’t always execute.”
When it comes to managing your professional brand, the “buts” matter. You may be doing all the hard work, but if there’s a lingering “but” in how people describe you, it could be holding you back.
Defining Your Professional Brand: No More “Buts”
For more see this VIDEO on building your professional brand.
If the work you’ve put into improving your “but” isn’t yielding the results you hoped for, it’s time to take a step back and address the perceptions that others have about you. Start by defining your aspirational professional brand.
Complete this sentence: “I want to be known for…” or “I want to be remembered as a teammate who…”
This exercise will give you clarity on how you want to show up in the workplace. Once you’re clear, it’s time to get some honest feedback.
Want the Truth? Go on a Listening Tour
One of the most powerful exercises in our leadership development programs is encouraging leaders to go on a listening tour, what we call a DIY 360. This involves asking a few trusted colleagues for honest feedback on what’s working well and where you could improve.
You can do the same. Choose one aspect of your professional brand where you’d like feedback and craft a few open-ended questions. For example:
- “When you think about our work together, what are two or three words you’d use to describe me?”
- “What is one element of my professional style that positively impacts our team?”
- “If you could suggest one way for me to show up differently, what would it be?”
By gathering these diverse perspectives, you’ll gain insight into any “buts” you may need to address.
Let People Know What You’re Working On
Once you’ve gathered feedback and identified areas for improvement, it’s important to let others know what you’re working on and why. Changing perceptions takes time, but when people are aware of your goals, they’re more likely to notice your positive changes.
Consistency is key. Show your colleagues that you’re actively working on improving your professional brand.
Own Your Mistakes and Keep Going
No one gets everything right all the time. While you’re working on improving your brand, old habits may slip back in. If that happens, the best thing you can do is acknowledge it.
A simple “I’m sorry, I screwed this up” goes a long way toward building trust and credibility. Don’t hide from your mistakes or pretend they didn’t happen. Your teammates will notice, and it’s far more powerful to own up to them.
Finally, don’t give up. Improving your professional brand takes time and effort. Stay focused on consistently doing the right thing, and over time, those “buts” will disappear.
For more on building your professional brand, you won’t want to miss our recent interview with Marshall Goldsmith.
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