A Product called 'You'

On August 31, 1997 Fast Company published an article by Tom Peters called “A brand called You”. The article triggered an incredible amount of thought leadership pieces and discussion related to personal branding.

In his article Peters begins by stating, “Big companies understand the importance of brands. Today, in the age of the individual, you have to be your own brand” as he exhorts readers to be “the CEO of Me Inc.”

Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding.

We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called “You” says Peters, in his iconic and timeless article.

The concept is simple on paper. The execution is definitely not. Any product manager, or marketer will tell you that creating a well known brand is a complicated endeavour. This is especially true for brands that require substance and a solid product.

What would the Apple or Nike brands be without incredible products? Products and services make brands. They can make them forgettable or immortal. The caveat is that an unforgettable brand is not necessarily always positive.

Our challenge is to define, build, and develop our product and make sure it is at the core of our brand.

The product of you is built by:

1. Our academic and theoretical base
2. Our practical experience within an industry
3. Our theoretical and practical experience related to certain products or services
4. Our practical management and leadership experience
5. Our practical experience serving a specific market

Brand and position will be defined by what one can achieve (potential) supported by what one has already achieved (evidence).

Notice that four of the five components are based on practical experience.

The product of You is built by everything you do: every job, every training course, every challenge, every achievement, every failure, every social and personal endeavour. They will all define who you are and what you can offer in the next step of your career.