A brand is not a name, it's a promise

Like many of us, I've been binge watching the TV show Yellowstone, and was struck by a quote from John Dutton, the lead character known for his strong leadership. "A brand is not a name, it's a promise". While his ranch's brand may differ from those in our professional world today, I believe there are valuable lessons to be learned from his approach to leadership.

Corporate Brands

I strongly believe that our corporate brands represent a promise to our clients - a commitment to provide excellent products and services, and to honor all our agreements and contracts. To me, this means always acting with integrity, being transparent in our communication, and delivering on our promises. By doing so, we not only strengthen our brand, but we also build trust with our clients and stakeholders.?

At IBM, our iconic 8-bar logo represents more than just a visually appealing design. It symbolizes a promise that has remained steadfast since our founding over 112 years ago on June 16, 1911 - a promise to help businesses operate more efficiently, innovate, and lead in their respective industries.?

While our products and services have certainly evolved over time, our brand has remained unwavering in our commitments to our clients. We are proud to stand behind our brand promise and remain dedicated to delivering the highest quality solutions and services to our valued customers.

Personal Brands

Personal Brands are just as important! ?Your personal brand shows up in two key ways. ?Physically and Digitally.

Physically

Your physical brand is not just a logo or a catchy tagline - it's the sum total of every interaction you have with your prospects and clients. It's built over time, brick by brick, through the consistent delivery of high-quality products and services, and the unwavering commitment to absolute integrity.

Your personal brand is a reflection of the trust, respect, and loyalty you earn from your clients, transaction by transaction, month by month, and year after year. It's a compilation of the promises you've kept, the value you've delivered, and the respect you've earned. One misstep can erode the hard-earned goodwill that you've built over time.?

That's why it's critical to protect your physical brand, by consistently delivering on your commitments, and safeguarding the trust and respect that your clients have placed in you.

Digitally

In today's digital age, your online presence is more important than ever. Your digital brand, as represented on platforms like LinkedIn and other social media channels, is a powerful representation of who you are and the value you bring to the table. It's a showcase of your professional history, highlighting the extraordinary work you've done, and featuring testimonials from clients who publicly acknowledge the impact you've made on their business.

Your digital brand is a testament to your character, work ethic, and integrity, and it can be an incredibly powerful tool in building your reputation and attracting new business. By consistently presenting yourself in a positive light, and sharing your expertise and thought leadership with your network, you can establish yourself as a trusted authority in your field and make a lasting impression on those who come across your profile.

A great LinkedIn profile is more than just a virtual resume – it's a powerful tool for building your personal brand and establishing yourself as a trusted authority in your field. It requires careful attention to every element, from the headline graphic and professional headshot to the About section that clearly articulates your value proposition and the impact you've made for your clients.

In today's competitive business landscape, people who are interested in building relationships with you or discussing your products and services will almost certainly scan your LinkedIn profile to determine whether you're worth their time. That's why your profile is more than just a digital representation of your credentials – it's a promise that you will show up as a consultative sales professional, not just a sales rep with a quota.

As a sales professional, you have a responsibility to your company to present yourself in a way that supports the hard work they've done to build the corporate brand. But building your personal brand takes time and effort, and it requires a commitment to excellence in everything you do.

By focusing on the key elements of your LinkedIn profile and consistently delivering on your promises, you can establish yourself as a true difference-maker in the eyes of your clients, and take your sales game to the next level

Carpe Diem! You're burning daylight!

Marc

https://www.dhirubhai.net/in/marcclausen/