A New Year’s gift: Invest in brand “you”

January 17, 2013

Lulu Raghavan
Managing Director,
based in Landor Mumbai
When was the last time you invested in yourself?

When was the last time you invested in yourself? No, I’m not talking about that Dior handbag or that weekend away on a luxury liner off the coast of Greece. I’m talking about an investment in your skills and capabilities that make you really stand out.

The truth is, most of us in the creative profession spend the bulk of our working lives building our clients’ brands and employers’ brands, but tend to give little time and attention to the one thing that can bring us even greater growth and success—the uniqueness and reputation of our own brand.

Just as in the competitive marketplace where brands in every category are vying for attention from consumers, it is important to stand for something special and stand out in the talent market. It’s a great way to secure the most interesting assignments, the most challenging work, and the biggest opportunities to make a difference.

And like the competitive marketplace where brands are no longer built on communications alone but on the entire “experience” of the brand across all points of touch, it is critical for you to not only define your special difference, but also continuously nurture it and consistently deliver it through all your actions.

1. Define your special difference

How many times have you shot down a brand’s claim of unique difference citing it as a hygiene factor? Draw up the list of your own strengths and you will be amazed how few are truly differentiated from your peers. Finding your uniqueness is harder than you imagine. But some self-introspection and a bit of imagination could help you arrive at something meaningful.

Continue reading Lulu’s blog on Campaign India

Category: Brand strategy & positioning
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