It’s said by so many people, including me, that knowledge is power. So if you have an idea about how your customers and acquaintances think about you, then you have a starting point for knowing what to fix and why (or to know what isn’t broken!). Your brand is the experience others have with your business, product, service, or relationship. As Jeff Bezos is widely quoted as saying, “Your brand is what other people say about you when you’re not in the room.”
Your personal brand can and should be both passive and active. It’s how people know you and what you know about yourself and want to refine. A recent article at Fast Company made some interesting claims about the concept of brand.
Brands shape themselves to what others want to hear. A brand is a politician in a cheap suit with over-whitened teeth that calculates relationships in ROI. A personal brand lives in constant fear of discovery, that others will see them for who they aren’t or what they don’t know.
Whatever the answer is to the question, “How do you want to be known?”, the answer is a goal which may or may not be actually achievable. That I might want to be known as a recording artist with at least one top 40 hit is totally not achievable….it’s an unrealistic fantasy. But that I want to be known as a marketing and leadership coach is not outside the bounds of my skills and experience. Brands can always start off as a lie, but brands that attempt to perpetuate that lie have a high mortality rate.
Where a ‘brand is artificial and phony, ethos is an authentic expression of your values and identity as a leader. Ethos includes your accomplishments, mastery, reputation, knowledge, and credibility. A professional ethos is an incomplete expression of your entire self.
Though I love the fact that a leader in the marketing arena is espousing the teachings of Aristotle in their work, I think the logical fallacy here is that brand and ethos must be contradictory terms. I would suggest that a “brand” is incredibly difficult to fake because you can’t alter a person’s experience with your product or service. You can’t lie to consumers and suggest that they can “have it your way” and not let them have it their way. The market doesn’t allow for false advertising for very long or with brands that don’t deliver the experience they’re attempting to convey through their marketing strategy. Of course, ethos is a great way to understand the depths of an individual or business culture, but a brand is simply reminiscent of the experience a customer has with your product or service—and your logo and entire brand identity serves as a reminder of that experience.