When you go to the store to buy detergent, have you ever picked up the box or container, looked at the list of ingredients and said to yourself, “Gee, I think the interrelationship of the chemicals in this detergent will make my laundry cleaner then this other one.”
Of course, not. You make the decision based upon the price, whether you have a coupon, whether someone has told you to buy a particular brand, any reason other than whether the detergent will make your laundry whiter and cleaner that another brand.
Creating yourself as a brand is much the same sort of thing. People start making decisions about you before you walk into the room. It has nothing to do with whether they know you or you’ve passed some test. You passed the test before you arrived. Your reputation/celebrity proceeded you.
They trusted you before you spoke.
Some years ago, a new brand of toilet paper was introduced to the market. People hated the commercial (please don’t squeeze the Charmin) but they bought the product. It did nothing for them any different than another brand of toilet paper but they got the idea that it was incredibly soft and made the buying decision from their television and then took it to the store with them.
When you think of yourself and create yourself as a brand that is exactly what happens for you.
Ⓒ The Big Game Hunter, Inc., Asheville, NC 2019
ABOUT JEFF ALTMAN, THE BIG GAME HUNTER
Jeff Altman, The Big Game Hunter is a career and leadership coach who worked as a recruiter for more than 40 years. He is the host of “No BS Job Search Advice Radio,” the #1 podcast in iTunes for job search with more than 1500 episodes and his newest show, “No BS Coaching Advice” and is a member of The Forbes Coaches Council.
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