Why Relationships Matter to Your Personal Brand
If it wasn't for the people ...
I could get more done.
I wouldn't have so many distractions.
I'd love this place.
It's easy to get caught up in these kinds of thoughts. But the truth is that business, either as an employee or entrepreneur, involves people. If you're stuck and don't feel you're moving ahead in your career, it's time to assess if you are doing your best while working with, around and through people. All businesses are built on relationships, and all relationships are built with and among people.
To support successful growth as a business professional, develop a circle of personal advisers and express genuine gratitude:
Personal Board of Advisers
To paraphrase Oprah Winfrey: Do what you do best, and write checks for the rest. What if people treated their personal brand like businesses, with shareholders, a board of directors and budgets? Creating a personal board of advisers helps by providing the expertise and experience of others who are better in areas that you may not flourish in. A personal board of advisers provides an opportunity to see the blind spots. This is a volunteer board of people who support and believe in your goals and objectives. They provide valuable expertise through their education, focus and experience.
Here are the types of people you can focus on to create a personal board of advisers:
-- Past instructors
-- Mentors
-- Industry leaders
-- People you have mentored, taught or helped
-- Former managers
-- Leaders or members of volunteer organization you're active in
When others are aware of your goals and assets, they can help, open doors and connect you to others you need to know. There is also tremendous value in other people's experience. Lack of traction in a career or job search can be remedied with the assistance of others. Identifying potential blind spots and asking questions you wouldn't have even considered can provide that edge a personal brand needs in a highly competitive world and industry. Asking people to become a part of a personal board of advisers is intimidating. The key is to ask.
Genuine Gratitude
Along with advisers, genuine gratitude goes a long way toward building and strengthening the network of people who can and will speak positively for you. Here's why:
1. It separates an individual from the competition. Genuine gratitude is something not often found in business. Flippant statements of appreciation or no mention of gratitude is more common. Use gratitude as a way to make a connection. Be brief and real. A personal note that's written with genuine appreciation is something that's noticed and remembered.
A salesperson's mantra is "the fortune is in the follow-up." This is true for individuals. The follow-up after a meeting or interview can help a person stand out, especially if it's written with genuine gratitude. Making a great impression is very important. Many people spend a lot of time making that lasting first impression through a great résumé, smile, professional outfit and even the specific graphics and words on their thank-you and business cards. That follow-up is part of that first and lasting impression.
2. It helps you connect deeply with people. Simple gratitude is appreciated on a much deeper level than many people are aware of. A customer will connect your business to the show of gratitude more than the fact you provide product X or Y. Gratitude has an emotional impact that people will remember. This is evident even in the business sector and is beautifully depicted by Coca-Cola's "The Happiest Thank You" promotion in the Philippines.
It's important to take a moment to identify the people who earn your gratitude on a daily basis. Thanking them genuinely solidifies the relationship. Thanking them by name will ensure they speak positively on your behalf.
3. It creates an avenue to build lasting relationships. One of the sayings that has been affirmed several times in people's careers is: "You never know who someone is, who they influence or who they will become." Again, genuine gratitude is powerful. When connections feel that you indeed value their input, comments and views, they are more willing to establish relationships that will translate to introductions, referrals and even sales.
In business, we constantly rely on others to grow and expand. Every time a supplier delivers on time, an employee meets his or her deadline or customers take interest in your brand is an opportunity to say thank you.
Face it: Every profession needs relationships with other people to succeed.
Maria Elena Duron is a brand relationship trainer, national presenter, author and small business marketing coach specializing in helping individuals, teams, businesses and organizations apply the concepts of the book "The 5 Languages of Appreciation in the Workplace" in their daily business and interactions with customers. She is editor-in-chief of the Personal Branding Blog.
