Branding Advice for Graduates
It is commencement season! Kellogg’s graduation isn’t for a few weeks, but my Facebook feed is full of joyful photos of families celebrating the big day. I am a huge fan of recognizing these positive life transitions; we should take every opportunity to celebrate events big and small.
With commencement comes a new reality: a lot of young people will be starting new jobs in the coming months.
I study brands and branding at Northwestern University’s Kellogg School of Management, so I wanted to share some advice on personal branding.
Your Brand Is Everything
Brands are the associations linked to a name, mark or symbol. People are brands, just like beer, toothpaste and airlines are brands. You can think of brands like reputations. We all develop a reputation. We are brands.
If you build a brand with positive associations, good things will happen. If people think you are smart, strategic and responsible, you will get high-profile opportunities. People will listen to you. You will have the freedom to do things. People won’t scrutinize your work, looking for mistakes. You will get promoted.
If your brand has negative associations, life will be different. You won’t get great opportunities, and you won’t get promoted on the fast-track. People will check your work, and then find mistakes, reinforcing the perceptions.
Branding is all about perceptions. You can be the best employee and have a negative brand, and you can be a mediocre employee and have a great brand. It all seems unfair, but, well, that is life.
Five Suggestions
So how do you create a positive brand? Here are five suggestions to consider.
Show Up
People love to work from home. I understand the appeal: commutes take a lot of time. At home you can exercise between meetings, and dress in casual clothes.
Unfortunately, to build a strong brand, you need to show up. Arriving early for work, dressing appropriately and bringing energy and enthusiasm all have an impact. Casual conversations are wonderful opportunities to learn.
Staying late on occasion and coming into the office on the weekend can have an impact as well.
If you have already established your brand, remote work can work. For a new person, showing up matters.
Talk Less, Smile More
Aaron Burr gave this advice to Thomas Jefferson in Hamilton. It is good advice for new graduates, too.
I might rephrase it slightly: Talk Less, Listen More.
You’ve been encouraged all your life to share your thoughts, and you’ve been celebrated for your accomplishments. As you join a company, everything is now different. In most situations, nobody cares what you think.
You are the new person. You don’t know anything about the company. You have no experience or credibility. The more you talk, the more you will make mistakes and annoy people.
So, listen and learn. Watch what people say. Pay attention to what is happening in a meeting. Who is speaking? Who is quiet? Who is asking the tough questions? Why might they be doing that?
Contribute ideas and suggestions, but be selective.
Know the Numbers
In the world of business, the numbers matter. There is no quicker way to damage your personal brand than getting the numbers wrong.
There are two potential problems. First is not knowing the numbers. What was your market share last quarter? How did that compare to last year? If you know these numbers, people will think you are on top of things. If you don’t know the numbers, people will wonder if you are paying attention.
Second is getting the numbers wrong. If you show up with a presentation that says your market share is 42% when it is really 24%, you will look sloppy and unreliable. These characteristics will not enhance your brand.
As you settle into your new job, figure out what numbers people pay attention to and learn them. When I worked at Kraft Foods, I would carry with me a binder full of the key numbers, so I was always really to answer a question.
Take the Initiative
One of the truths in life: people love to contribute opinions, and nobody wants to take ownership for things.
As a new person, if you take on projects, you will be seen as a positive contributor. Remember this line: “I would be happy to lead that project.” And take on the small projects that others don’t want. Perhaps you can organize the holiday party or recruiting effort at a local school. These efforts will be appreciated, especially if you do a good job.
Now, you can’t take on everything, so be careful. Getting overwhelmed will just lead to trouble as you scramble to keep up.
Taking the initiative and leading things will make you an invaluable player.
Present Well
Presentations are a core part of corporate life. Presentations are how people share information and bring forward recommendations.
As a result, knowing how to create and deliver an effective presentation is a critical skill.
There are many resources to help you with delivery. You can sign-up for class or join Toastmasters, hire a coach, or use one of a plethora of interesting apps. These are all good.
The creating side? Not so much.
My advice: learn how to write a great presentation and then practice over and over. With time, you will learn how to do it. To learn, figure out who creates great presentations in your company and watch what they do. See if they will share some advice.
My book on presenting is a good resource, too. It is called How to Wash a Chicken: Mastering the Business Presentation. You can find it on Amazon and elsewhere.
It is worth getting a copy, reading it, and putting the ideas to work. It is an easy way to start building a strong brand.
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