Sweetheart or Schmuck: What’s Your Personal Brand?
I write and speak often about developing an authentic brand for your business or organization but, in this post, I want to focus on personal brands.
When I say personal brand, I’m not talking about a cool-looking website, highly curated Instagram feed, or 7,000 followers on Twitter. I’m talking about your personal brand as it relates to how you treat others. Honestly, nobody gives a rip about your Instagram feed if you behave like a schmuck.
If you’re a solopreneur (or a 2-person outfit like me), your personal brand is your business brand so there’s no corporate anonymity to hide behind.
Sweetheart vs. Schmuck
This aspect of personal branding came into high contrast for me recently when I asked my assistant, Libby, to email a list of clients and request a 1099 form for tax purposes. If you aren’t familiar with a 1099, it’s an official IRS form that shows how much a client has paid a contractor within a given tax year. It’s pretty standard tax filing stuff for entrepreneurs like myself.
What I was unaware of is that, according to tax law, clients who pay via credit card are not required to submit a 1099. Tax law changes all the time and I’m constantly being schooled about the business end of my business by people much smarter (thankfully) than me.
One client, who received a 1099 request, very graciously informed me and Libby about the tax law and their 1099 exemption. Even though she’s not required to, this client offered to send us payment documentation if we needed it for our records. I thanked her for the offer but said it was unnecessary.
But another client (now a former) responded to Libby with a terse email man-splaining to her that not only were they not required to send a 1099 but that the official deadline had passed for requesting it. I called Libby and apologized on behalf of this client, explaining that the tone of their response was rude and unprofessional.
Both clients were right about the 1099 requirement, but which one has a better personal brand? Did my former client think it wasn’t necessary to reply kindly because Libby is “just” an assistant? Or because she’s a woman? None of that should matter because my assistant deserves just as much respect as anyone else. I may be the “face” of Justin Kerr Design but Libby is my right hand and the person who keeps this ship from running aground.
Being Right vs. Being in Relationship
Part of my personal brand is, “You can be right, or you can be in relationship.” Making an effort to see things from the other person’s point of view or giving them the benefit of the doubt will go a long way to developing a personal brand that clients will want to connect with.
The fact that we’ve all been isolated for the last two years has allowed some of our soft skills to atrophy. It’s been a challenge to reintegrate into everyday life and communicate in a way that isn’t tainted with frustration or fatigue. I’ve struggled myself in this regard, but I can’t afford (literally) to let my personal brand suffer just because I’m cranky on a particular day.
Take time to reflect
For those who observe Lent, we’re now in an extended time of personal reflection culminating in the celebration of Easter, a time of rebirth. This is a good opportunity to evaluate your personal brand and how you’re perceived by those within your circle of influence: clients, colleagues, employees, contractors, and friends.
Right now is the perfect time to ask yourself, “Do I want my personal brand to be a sweetheart or a schmuck?”
Need a crew mate? If you’d like to have your own Libby helping you keep your business afloat, send me a hail and I’ll connect you.