Optimizing career opportunities –

What is a brand if not something that ‘solves a problem’ you have or in some way helps you to take a step toward the life that you want? Above all else the key words we all want to experience with any product or service we acquire are, ‘rely on.’ And, great brands are the most reliable and have great reputations.

In the world of entertainment, you can rely on the ‘The Rolling Stones’ to rock your world. Similarly in the sporting world, Roger Federer can be relied on to provide a tennis masterclass. In turn, ‘The Stones’ and ‘Federer’s reputations are leveraged by food, cosmetics, apparel and beverage companies, amongst others, to amplify the reputations of those company’s products and services.

Despite people obviously acting as brands, some in the advertising world are queasy about the idea of ordinary individuals ‘acting’ to promote themselves believing it to be borderline narcissism. Business and brands products don’t rely on word of mouth and actively shout, ‘look what we have,’ ‘consider us,’ ‘we can help you.’ We don’t think of this as narcissistic as those entities are providing something that might have value to others. And this is key. Making others aware of a skill you have that can help them, is not seeking attention for attentions sake, which is narcisscim.

Key Considerations for You Thinking Like a Brand

1. Seek Greater Recognition – Just because people (or products or services) are not famous for doing something well, doesn’t mean they shouldn’t act with the intent of achieving greater recognition. That’s simply good business!

2. Great Work Alone Is Not Enough – Great brands deliver compelling solutions but they don’t rely purely on third party recommendation – Doing great work should speak for itself. In theory great products or services should dominate; Word of mouth should be enough but smart companies don’t rely on it, and nor should you.

3. Tell Your Story – Long term career management is today atypical – As companies become progressively more transactional in their operations, in their hiring and firing of talent, so they become less focused on the development of your career. Unless you are fortunate to have a great boss or engaged HR team, it becomes imperative, for you to tell your story/ (as well as doing a great job)

4. Provide a differentiated offering – Telling a story is important, but telling one that showcases your ’adding value’ is key! Highlight what differentiates your expertise. Do something brilliantly and ideally something creative and unique.

5. Be consistent – In all matters relating to the delivery, aim to provide a consistency of service or product quality, whether providing the service as an employee or a business.

6. Non- believers of the ‘Personal Brand.’ – If you don’t believe you might benefit from thinking and building your brand, think instead about your reputation with others.

Reputation Management

A great reputation with others might be the difference between you getting or not getting an amazing career opportunity you’ve always wanted, so it’s key that you have a good one!

1 Understand the reputation you have and why you have it – Do you have a great reputation only because of what you do and those that have experienced it? Or,

2. Is your reputation stellar because of third party recommendation, because of those that have been told what you’ve done whilst not having experienced your product or service directly?

3. Shock News/Double whammy – Doing a great job combined with effective promotion is the double whammy that leads to an enhanced reputation. Companies build brands and businesses by doing both!

4. Great reputations lead to more work and more opportunities – If you can handle the fact that you have a reputation to manage, you may well be close to navigating the short stroll to acting like a brand.

For more reading on this subject check out the latest ‘Narrate’ – https://bit.ly/2NdQwTh

Does advertising have a bright future?  If we’re talking about doing things the way they have always been done without changes, then yes, the future is bleak. And where change isn’t happening fast, that’s because the agency still makes enough money doing things in the same old way.

If however we’re talking about ‘back to the future’ on some level, where agencies focus more on investing in talent and culture, things are a little less transactional and about hiring and firing at will, things can be good.

There are some agencies that have found more balance between short term profit and creating a great place to work. These are also places that have crossed the rubicon and evolved a new way to make money, one typically either more integrated in the focus of the outputs or have a brand experience focus in mind, typically the same thing.

So what degree of confidence should you have in your current role?

Some of the questions that will clarify this for you. What are the outputs of your agency? What does it offer and how well does it deliver on the promise? And, how committed it is to a short-term P&L versus investing in the medium and longer term? Is it an agency more focused on relationships and partnerships than making the next quarters’ numbers? Of course whatever the place you work, how positive you can be does depend hugely on the value you provide.

The Market

Companies/In-House Agencies – There are some solid examples where in-house  works but in many more cases it hasn’t in large part because the move to developing in-house agencies has been driven by procurement. The reason why most companies work with agencies is because they are seeking creative thinking borne of creative cultures. Simply bringing creative talent client-side does not in itself make for a create environment and so agencies will still be needed.

Consultancies – Perceived as a short-term threat to agencies, they have compelled the agency business to become more business focused. Even without consultancies, the emergence of digital channels created the transparency and immediacy of results for clients which called for a transformation of the agency business.

Agency Leadership/Quality of Thinking – The reason why the agency business hasn’t innovated is not because there isn’t the strategic thinking to know what needs to be done; It’s not due to a lack of strategic or business savvy. It’s actually because the agency business still makes a lot of money, particularly the holding companies, that don’t want still very profitably run agencies to change, even if their focus is one or a few channels. (This hasn’t been without huge impact on employee salaries and job security). The good news is, the business does have the quality of people needed to successfully navigate the business forward. It’s the business model that’s the problem.

Creativity Rules – There will continue to be huge uncertainty over the next few years as agencies adjust. That said, there is a greater need than ever to find creative ways to get people engaged with products/services. New integrated marketing agencies will and are appearing. Ones that are as much about targeting algorithms as they are at impacting consumer actions. But above all else creative thinking will remain key.

Why I’m Optimistic?

Consumers – Are not going away. People still wish to be made aware of new products and services; There will always be a need for storytelling, the essence of great communications; And creative engagement, whatever the channel (pre/at/post sale) is as much about the future as it is mobile.

How Well Positioned Are You Where You Currently Work?

Your Organization – If it’s an integrated agency, you are much better positioned than if it’s not. Conversely if there is a focus on one or more channels, pick a leader in the field.

Your Expertise – If you are an effective strategist or creative, great at understanding consumers, great at building business, you should be good.

Timeframe – In the short term, whatever you do there will be uncertainty as even if you do a great job, and even if you are part of an integrated organization, it in turn is part of an industry and culture experiencing seismic change.

Personal Growth – If you are someone that welcomes variety, constant learning and new challenges, you are more likely to successfully navigate forward. If you don’t know what skills you should develop/what makes you most marketable, contact me and I will try and help.

‘Travel makes one modest. You see what a tiny place you occupy in the world’ (Gustav Flaubert)
So true Gustav, but living in the moment in your daily life also allows for quality of experience, engagement and thereafter, true understanding.
Beautiful Friday it is in NYC, happy weekends one and all.
#Living #Inthemoment #Understanding #Travelathome #SPARKIN