Dimensions of a Brand Re-Visited
Today’s discussion is about dimensions of a brand, which I’ve discussed before. In particular, we’re going to talk about dimensions of my personal brand. Well, technically it’s the “personal” brand that I have at the office, but it’s really, “Who is business Ashley?”
I feel like I portray a brand that balances an efficient, serious, ambitious person with that of an adventurous, creative, energetic person. I think all of these elements are crucial to my success at the office and my sanity as a human, but a recent conversation had me wondering if I really do show all the facets of my brand in the office. A co-worker asked about my plans for July 4th, and I mentioned that my husband and I would be heading to the lake to grill, swim, and watch the fireworks. My co-worker looked a little surprised, and said, “Oh, you’re going to swim in the lake?” I of course, looked confused as to why I WOULDN’T swim in the lake, which elicited a reply, “Wow, so you’re not one of those girls! That’s cool!” Apparently, I don’t seem like the outdoorsy type, and I must be afraid of the dirty, murky lake water! This, of course, couldn’t be further from the truth, and I’m not sure how this aspect of my life as has escaped the knowledge of my co-worker. I backpack and drink out of streams, for cryin’ out loud (and I think this post showcases the many facets of my brand as it relates to being outdoors and being a corporate marketer)! I feel like I make the aspects of my brand known to all, but clearly, I’ve missed the mark.
This happens to individual and corporate brands all the time, and it’s worth looking at. How do you convey all the properties of your brand, without looking like you’re trying to be everything to everyone? How do you make sure your message is heard, without obnoxiously blaring out the message in bold print? I think you have to bring it up in casual conversation, and occasionally do something unexpected. Corporate brands do this with billboards and commercials, and then occasionally form an odd partnership to showcase a new aspect of their brand. Are you showing all the depth of your personal brand, or just sticking to a predictable message? What are you “known” for, and is that what you WANT to be known for?