One of the most famous sentences in the field of personal branding is the sentence of Jeff Bezos, the founder of Amazon:
“Your brand is what other people say about you when you’re not in the room,”
Your brand (personal brand) is what others say about you when you’re not in the room. In other words, branding is not what “you” say about “yourself” or “your business” but what “others” “think” and “say” about you and your business. After reading this sentence, the first question that comes to mind is: if what I say about my personal brand does not have much effect on the “final judgment” of the audience, then what should I do to make the audience say what it does about me? I like to be told about me? But before we talk about ways to achieve this goal, we must answer another important question: How do I want my audience to think and say about me? In fact, we must clarify this issue: What words or sentences express the characteristics of my brand? And then answer this key question: Am I ready to acquire these traits? Or do I just “wish” for others to think “good” about me and say “beautiful”?
The final judgment of the audience about a brand is formed based on the experience of using the product or service of that brand, not based on advertisements.
There is no doubt that every brand must introduce itself accurately, transparently and effectively in order to attract the audience. But it is a set of coherent and purposeful activities inside and outside the organization that makes the audience have a different and distinct experience in using the product or service of a brand. And based on this experience, use special words and nicknames to describe the characteristics of the brand.
And the nickname that others attribute to you.
In the Persian dictionary, the word “Laqb” means: a name other than the main name by which a person becomes famous. A name that indicates “praise” or “dham” of a person. Throughout history, influential people were known by special nicknames or nicknames, which expressed the society’s view and final judgment about them. These people, in most cases, are not known by their real name, but by the nickname given to them. For example, we Iranians know “Abu Mohammad Musharuddin Mosleh bin Abdullah bin Musharraf” nicknamed “Saadi” with nicknames such as “Master of Speech”, “King of Speech” or “Sheikh Ajl”. This title expresses the “place” of Saadi in the culture and literature of Iran and the world. A place that is the result of the unique and transparent thoughts, words and deeds of this great sage and thinker throughout his life. His inquisitive look at the surrounding world is the foundation of the creation of works that even after hundreds of years are still attractive, meaningful and useful for those interested in Persian culture and literature.
Let’s remember that the models and solutions provided by experts in the field of “personal branding” are models and solutions designed based on the review of the biographies of effective people in various fields. Therefore, it is not possible to be known by a special nickname, using advertising techniques and spending a lot of money to attract the attention of the audience. Rather, being called by a special nickname is the result of having unique and harmonious thoughts, words and actions in all aspects of life and work.
Accepting responsibility and adhering to obligations
In the previous post, we said that being called by a special nickname is the result of clear, harmonious and unique thoughts, speech and actions in all aspects of life and work. For example, if we want others to know us as an “up-to-date” person, “up-to-date” should be reflected in all aspects of our life and work. We have to think “up to date”. But thinking up-to-date does not mean blindly imitating the patterns and thoughts of others, but rather means acquiring the skill of “critical thinking”, constantly revising concepts and mental patterns, and finding new solutions to solve problems and face problems. We must have an “up-to-date” speech. But speaking “up-to-date” does not mean frequent use of Latin words, or specialized, complicated and incomprehensible speech. Rather, speaking is based on deep and extensive studies, understanding and analyzing concepts correctly, and expressing one’s point of view in a clear, effective and understandable language for the stakeholders.
And finally, we need to have an “up-to-date” action. This means that our actions should be “harmonious” with the way we think and what we say, and be “the same” in all moments of life and work. Before we expect others to recognize us with a special nickname or attribute, we must ask ourselves if we have the ability to accept responsibility and adhere to obligations that require a special position in the audience’s mind.
