In this edition of Esteemed, we recognize that we cannot have
you esteemed if you are not a brand.
What are you known for in terms of value system and how
do you get to the level of being a brand?
Intentional. To be a successful brand, you need to be intentional
about building it. You don’t become known for your integrity by
fluke. You must engage some action. It starts with being clear
in your mind about it. “I want my name to always be clear and
devoid of scams and scandals.” With this in mind, you will be
careful which deals you enter into or what commitments you
make. You will work at being able to say “no” when necessary
and “yes” when it is appropriate.
Consistent. I distinctly remember my university days, I used to
wear official clothes every day and smart casual on Saturday. In
the first month I was teased about it but after a whole semester
of official clothes, my colleagues began to appreciate the
separate style. Once my boyfriend asked me why I wear official
yet I am in college and my answer, “I always want to be ready and
prepared in case a potential employer calls me for an interview
during the day and I don’t have time to go home.” Consistency
forms a sure base for reliability. People appreciate the way you
do things and they can rely on you for that. In the same way, you
can be consistent in non-material matters – telling the truth,
format of reporting, respect, verbal expressions etc. Even in the
privacy of your house, consistency lets the children and others
know how to live with you.
is not only the Credit Reference Bureau that can vouch for you.
You need social goodwill which is built by people being able to
say the same thing about you.
Indispensable. The thing about a brand is that when you don’t
have it and you can’t see it, something is definitely missing
especially if you have had a taste of it. As a brand, you become
indispensable by capitalizing on your skills, talents and abilities.
There is a lady I know who made herself so skilled in what she did
for her department that when she tried to leave, management
had to beg her to stay because even though she had trained
others to do the same job (and they were doing it well), they
were not doing it the way only she could. Indispensability is an
extension of uniqueness and visibility. Try imagine Nairobi City
without Uhuru Park and the consolation was Uhuru gardens.
Try imagine South Africa without Table Mountains or New York
without Wall Street. That is what you need to be.
Bui