The market has 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 become who you think the market needs you to be—so you can protect your current job or secure a new position.
But changing your personal brand is a "no can do"—because your personal brand is 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 (I call it your Why-Buy-ROITM).
To retool your executive brand you need to ditch, dare, and do!
DITCH: Understand your brand and the market—what the market needs now and what in your executive tool kit of ROI contribution intersects with that need. Then shatter old mindsets that aren't working!
DARE: Dare to have passion! Dare to take risks. When you take risks based upon passion and what the market needs, your executive rebranding puts you in your zone, in your sweet spot.
DO: Build and maintain focus. 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 Deb Dib's 12 ditch—dare—do 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 the executive brand you now want to be known for (DO).
2. Stop thinking branding is spin (DITCH). Make sure your new executive brand value is comfortable and authentic to you (DO).
3. Make sure your brand is valuable to an employer and/or market. Make sure you can prove the ROI of your executive brand through stories of previous accomplishments (DO).
4. Try and be as niched (specialized) as possible to increase your value. Scarcity value sells (DARE)!
5. Stop being safe (DITCH). Get passionate about evangelizing your new message (DARE). 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 (DO).
6. Create a strategic plan and timeline for maximizing your exposure as your new brand (DO). If you are employed, don't forget that you need to do this within your company as well as in the marketplace (DARE).
7. Don’t forget a resume won't build your career (DITCH)! Include re-building or establishing your new branded on-line presence via LinkedIn, Twitter, Facebook, Namz, Google+ etc. (DO).
8. Make all decisions brand decisions (DARE)—ask yourself, “Is the answer on brand or not?” “Will this decision strengthen my brand presence, or weaken it?” (DO)
9. You can't be branded and be all things to all people (DITCH) so if you decide to do something off-brand understand the consequences. A muddy brand dilutes your impact, confuses your stakeholders, and erodes confidence—your own and that of the marketplace. Honestly, it's not worth it. Turn it down (DARE)!
10. Educate your "personal board of directors" as to your new direction—get some passionate advocates working with you (DO).
11. Stop going it alone (DITCH)! 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—and it feels really good to help others while building a nest-egg of career capital (DO).
12. 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 rise faster, earn more, have fun, and change the world (DITCH. DARE. DO!).
Want to know more? Check out my new book Ditch. Dare. Do! 3D Personal Branding for Executives: 66 Ways to Become Influential, Indispensable, and Incredibly Happy at Work.