January 2003 Part 1

Tom Peters: Your Brand Equity Test

Tom Peters made a big splash a few years ago, with his “Brand You” manifesto, arguing that it’s as important to think of yourself as a brand, as it is a multinational, if you want to differentiate yourself in the workplace/ marketplace.

What is a brand?

Tom Peters calls it “influence power… It's being known for making the most significant contribution in your particular area. It's ‘reputational’ power.”

Walter Landor, one of the greats of the advertising industry, said, "simply put, a brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality."

It is also how we are perceived by our customers, and whether or not we deliver on our promise. It’s what makes us memorable (and it cuts both ways).

Harvard’s David Shore says “Branding is ultimately about being in the trust business. A power brand only exists when consumers know that they can trust in the promise of the brand.”


Think Brand as you fill out the following questionnaire, modified from The Circle of Innovation (Tom Peters, 1997). When you look at your brand's assets, what can you add to boost your reputation and influence? Reviewing your personal brand equity each quarter will give you a quick snapshot of your progress. If you are not moving forward, you may be in danger of sliding backward.

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The Personal Brand Equity Test
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1. I am known for: (if you aren’t sure, ask your customers and colleagues)

*

*

*

*


2. By this time next year I plan also to be known for (1-3 items):

*

*

*

*



3. My current project is provocative and challenging to me in the following ways:

*

*

*

4. In the last 90 days I have added to my knowledge base by learning:

*

*

*

5. My public (local/regional/national/global) “visibility program” consists of (2-4 items):


*

*

*

6. Important new connections/additions to my network in the last 90 days include (1-3 names):

*

*

*

7. Important relationships nurtured in the last 90 days include (1-3 names):

*

*

*

8. My principal brand enhancement activity for the next 60-90 days is:

*

9. My brand is specifically different than last year’s at this time in the following ways (1-3) ways:

*

*

*

10. My promise for the upcomimg year:

*

*

*

For more tips on building your brand go to:
http://www.fastcompany.com/online/10/brandyou.html

See also Emotional Branding by Marc Gobé
Designing Brand Identity by Alina Wheeler

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May the New Year bless you with bountiful possibilities.

Linda Naiman

The Creativity at Work(TM) Newsletter provides overviews of new research in creativity and innovation, 'best practices' of leading organizations, links to new or relevant websites and an array ideas and techniques from innovation experts.

Linda Naiman, is founder of CreativityatWork.com, and provides coaching, training and consulting on creativity, leadership development and innovation, to business and public sector organisations world-wide. She is co-author of Orchestrating Collaboration at Work, and is recognized internationally for pioneering the use of art as a catalyst for developing creativity, innovation, and collaborative leadership in organizations. She has spoken at US Navy Leadership Symposiums; at the MIT Club, Singapore; and the Banff Centre Leadership Lab. She has been featured in The Vancouver Sun, The Globe and Mail, Canadian Business Magazine, on CBC Radio, and on National Public Radio. 

Services include: creativity and innovation consulting, speaking and coaching.