Ten Tips for Executive Rebranding to Win in Volatile Markets

The market as changed - fast - thoroughly - like an earthquake. 

This seismic shift has left even the most accomplished top talent feeling a bit lost in the present and thoroughly uneasy about the future.

In this volatile climate it's tempting to change who you are - to meet what you think the market needs - so you can protect your current job or secure a new position.

But changing your personal brand is a "no can do" – it’s intrinsically who you are!

However, you can change your executive brand - what you are known for; what your personal brand looks like when you take it to work - and the perceived value attached to that executive brand. 

To retool your executive brand you need clarity, passion, and focus. 

Clarity is about the market and your brand - what the market needs now and what in your executive tool kit of ROI contribution intersects with that need. 

Researching the market and new paradigms in business is hard - but once you have that clarity passion is inevitable because you'll be in your zone, in your sweet spot. 

Focus is about staying on your new course every day and doing what needs to be done to build your new executive brand presence.

Here are ten "Deb Dib" rules for rebranding to win in volatile markets...

1. Do the homework you need to do to know what the market needs, how you can help, and what you now want to be known for. 

2. Make sure your new executive brand value is comfortable and authentic to you.

3. Make sure it's valuable to an employer and/or market. Make sure you can prove the ROI of your executive brand through stories of previous accomplishments.

4. Try and be as niched (specialized) as possible to increase your value. Scarcity value sells!

5. Get passionate about evangelizing your new message. If you can’t be passionate about it you may not yet have reached the clarity of a deeply visceral and valuable brand - keep working for that “eureka” feeling that tells you you’re there.

6. Create a strategic plan and time line for maximizing your exposure as your new brand. If you are employed, don't forget that you need to do this within your company as well as in the marketplace.

7. Don’t forget to include re-building or establishing your new branded on-line presence via LinkedIn, Twitter, Facebook, Namz, VisualCV, etc.

8. Make all decisions brand decisions – ask yourself, “Is the answer on brand or not?” “Will this decision strengthen my brand presence, or weaken it?”

9. Have very good reasons for doing something that is off-brand. A muddy brand dilutes rather than strengthens. A muddy brand confuses and erodes confidence – your own and that of the marketplace.

10. Educate your "personal board of directors" as to your new direction - get some passionate advocates working with you.

Bonus tip: Give to get - be open and generous with “on brand” knowledge and help – the "career karma" William Arruda and Kirsten Dixson talk about in Career Distinction doesn’t happen in a vacuum.

Bonus rule: Embrace the knowledge that building, strengthening, and refining an authentic and valuable executive brand never ends - it's an evolving and exciting continuum that helps you land faster, earn more, have fun, and even change the world a bit!

Comments

[Rachel]

Today's scenario demands "survival of the fittest". Hence it is required for one to develop their skills and enhance their executive brand value.

[Jen]

I feel creating a niche for one self is most important as being incomparable to anyone in the market helps in enhancing your brand value.

[Air Jordan Flight 9]

really interesting points. I'm a business writer and the rationale is the same in writing for keeping it clear, simple & concise. If you confuse your reader or presentation audience with too many words, concepts or angles, you create the same effect as the amateur photographer using an over-stuffed composition - confusion and ultimate loss of interest. so now link my name to see my website.

[Deb Dib]

Thanks for your thoughts, Air Jordan. I love your photography analogy. Like all good design, right? Leave room for the eye to focus on the essential, not the clutter.

In career document design/writing I've always said "white space is your friend." Now in the age of smart phones and perennial distraction I think it's "word space," too! Today, a bold and brief "why-buy," heading to a single- or double-page value-rich career brief is a far better intro tool than a three-page historical resume.

Thanks again for your comment.

[Gina]

Insightful thoughts. It is so important to evolve with the changing times and not let it pass us by.

[Deb Dib]

Gina, thanks for your comment.

If we don't evolve we can't survive for long today. And it's evolution on the speedway -- the pace of change is astounding! Keeping your brand fresh and relevant, and tying it to niched ROI, isn't a option; it's an imperative. Those that "get it" will have a truly competitive advantage.

I appreciate your insight :)