The last speech <Manage your personal brand>was delivered by Mr. Peter Li (李枫), one of alumni from BI-Fudan CMP5. He is a seasoned senior executive, and spent 21 years in GE. He has in-depth experience in business, engineering management through various industries and business cycle.

Brand really matters

If we look at the existing successful brands (e.g. TESLA, NIKE, APPLE, L’Oréal, Alibaba etc.) in the market, we can easily find out that they all have strong brand stories, clear brand positions and positive brand images.

Brand and personal branding

What is a brand? What are the key elements making a brand different? A brand is a portfolio of name, delivered message, value, know-how and other features that stand out an organization or product from competitors from aspect of customers.
It is the same logic when we apply to our careers, you are your own brand.

Three elements constitute the career advancement:

1. Exposure

• Don’t stay at the corner and work alone, but network with your colleagues and leaders.
• Communicate your work and success with your peers and bosses at the right time.
• Pay attention to what others tell you, try to remember and recall when needed.
• Develop a good reputation of your work.
• Find yourself a mentor.

2. Image/Reputation

• Image: it’s the reflection that how you be projected.
• Reputation: it’s the impression you leave for others and how others think of you.
• Brand: the personal brand is the value and contribution you bring to organization.

3. Performance

• Don’t look down to small project, make difference on every little job.
• Always try to deliver your work above the need.
• Prioritize tasks, build-up sense of urgency and respect the deadline.

Before you start your brand, you should have a clear knowledge of self-position, well understand your core competence, and know your personal values.

What makes your Brand

1. You are your own brand.
Be aware of your attire, behavior, communication style, level of professional maturity and impression you leave behind.
Try to stay disciplined, don’t eat your words.
Surround yourself with great people, learn from them and keep developing yourself to be better.
Learn from every experience, especially bad ones and stay positive.

2. Boss is co-author of your brand.
Carefully treat your relationship with your boss and consciously cultivate the relationship.
When you do the wrong thing, admit in the first place, and find the action plan to fix.

3. It’s always show time.
There is no insignificant thing in the work and pay attention to everyday actions. Some basic jobs can make you or break you.
Remain good and professional manners, even if you don’t have to.
You can keep change your brand, don’t let failure beat you.

At the end of the speech, Mr. Peter Li concluded: “Don’t let your boss only need you, but let your boss can’t live without you!”