Over this past month or so a number of people in my network have approached me to discuss how they can manage a personal brand image.

I guess it’s because one of the first things I discuss with an executive that moves into a new job is the “image” that they want within their new workplace. We start out by developing a plan of action to construct and manage a positive image within the first few days and weeks.

However, it’s been long understood that head-hunters, future employers as well as future employees will search the internet for clues as to the reputation, management style and expertise of any future boss. This makes having a positive on-line reputation one that’s worth considering ahead of any change of job.

As for being self-employed, well the benefits of a strong on-line brand image is obvious.

In this first video I discuss how to create an plan for a personal brand image on-line as well as to discuss creating an “elevator pitch” that covers the three rules of “Credibility, Clarity and believability”

How to create a brand image

I have watched with some amusement the mess that the UK’s coalition Government have found themselves in over their announcements to “Housing benefit” changes. We’ve been told that this will be capped at £400 per week. It reminds me of the situation that many business leaders and executives in a new job find themselves when introducing a “Quick win”. The reason is that to often “Quick wins” fail to deliver the expected results.

Let’s consider the UK’s proposal to cap housing benefit to reflect average earnings. On the surface it would seem sensible and would certainly reduce costs. But the (hopefully exaggerated) image of hundreds of thousands of families and children, particularly in London, being made homeless and trudging up the the road with their belongings as they are forced out of their homes to find cheaper accommodation has generated claims of “Social cleansing” from Mayor Boris Johnson and concern from many MPs.

Too often  a new team leader or senior executive in a business will introduce a “quick win” because they understand that they have little time to prove themselves and want to demonstrate that they are “hitting the ground running”. It’s also seen as a useful tool to create a positive reputation for being a forward thinker or innovator.

The change that’s generally selected has often worked for the individual in the past. However, what the new leader fails to consider is the new team, new culture and new management style. In communicating the “quick win” great emphasis will be placed on instant results (saving money) without analysis of the long-term consequences in other departments of areas of the business.

This often causes a storm of protest, the executive is wrong footed and either has to revise their plans with the consequence of “loss of face” and reputation or stick to their guns and be accused of being unfeeling, autocratic or worse. The problem is that a “Reputation” has been made and it’s a negative one and that reputation is often difficult to change.

I judge that we can expect some “Good news” from the coalition Government within the next few days