How Relevant Are You?

I’ve made a career out of helping major companies develop brands that set them apart from the crowd. In reinventing existing brands, I’ve dug deep to find their true essence. I’ve built upon that essence to arrive at a new look and value proposition that increased their relevance…and ultimately their revenues.

Sadly, I haven’t always been the best marketer for myself. Years ago, while attending an industry conference, a client introduced me as the “Sweepstakes Queen of Cable.” At first, it felt good to be the queen, but then it quickly felt uncomfortable to me. The title he gave me came from my success at driving viewers to watch more TV, enticing them with prizes like “Watch Shark Week on Discovery Channel and you could win the chance to go shark feeding in Tahiti.” That was one of the hats I proudly wore, but it wasn’t the most important thing I wanted people to remember about me. His label marginalized my talents and my dreams.

That’s when it dawned on me—what we think we are isn’t always what others perceive. And that left a big question in my mind. What was I doing to serve my own brand? Here I was creating some of the most powerful brands on television and the Internet, and neglecting my own brand in the process! So I brainstormed, gave that matter a lot of thought and decided to use my own expertise on myself.

That night I went home and wrote my own brand strategy. I declared myself “The Premier Brand Strategist for the Digital Age.” I put that tagline on my business cards, website, bio, anywhere my name appeared. Within a few weeks I started attracting more of the work I loved to do. By saying it, I became it.

So what are people saying about your brand? What do people think of when they hear your name? Most importantly, how relevant are you in this economy? If you’re not sure, it may be time to reinvent yourself. To get started, read the statements below and see which apply to you. Answer honestly and you’ll raise the bar for yourself as you evolve into someone BRAND NEW.

• Passion: Are you feeling passionate about your work? Do your current projects and the people on your team excite you and share your values
• Packaging: Do you look the part you are playing or want to play? Does the way you dress reflect your professionalism and unique qualities?
• Support: Do you have mentors, coaches and cheerleaders there to support you? Have you checked in with them this week?
• In Demand: Are you in demand or getting passed over for promotions and left out of meetings? Are you getting referrals?
• Expectations: Have you been realistic about meeting goals and deadlines? (Pushing yourself and others to meet unreasonable deadlines is a formula for disaster.)
• Honesty: Can you deliver on what you’re promising? Or is your communication over-hyped?
• Integrity: Are you walking your path with integrity, or just playing politics?
• Fresh, Different: Have you tried something new this week? Taken a risk? Done it differently than before? Or are you just cruising?
• Interaction: Have you engaged someone and inspired her or him to action?
• Quality: Does what you’re doing meet the high standards of quality you and your target audience expect and deserve?
• Professional: Are you feeling in synch with your life’s mission? Are you showing your enthusiasm? How’s your energy?
• Focused: Have you prioritized effectively? Did this week’s accomplishments support your company’s bottom line and business goals?
• Nurturing: Did you do something this week that made you feel good about yourself? Did you show a client, customer or co-worker how much he or she means to you?
• Gratitude: Did you experience joy this week?

Next week I will talk about when and how to walk away from negative work situations so you can move your career forward in a positive direction.

Robin Fisher Roffer is a leading brand strategist and reinvention specialist. Founder and CEO of Big Fish Marketing, she is the author of Make A Name For Yourself: 8 Steps Every Woman Needs To Create A Personal Brand Strategy For Success andThe Fearless Fish Out Of Water: How To Succeed When You’re The Only One Like You. Learn about her Reinvent Yourself! Workshops at http://relevanceinstitute.com/

Robin Fisher Roffer