Re-Establish Your Brand, Starting New Job-Day 1
Over the course of a career, particularly if you have worked in one company for many years, you will inevitably gain a reputation and a personal brand. In companies, large and small, folks come to know you for certain things. Perhaps it is your work ethic, your positive attitude, or your ability to motivate others.
In my twenties and early thirties, I developed a reputation as someone who would move mountains to execute big projects. If the deadline was crazy and unreasonable, the approach seemed to be “go ask Renee - she’ll figure it out”! I didn’t mind then because I had the time and energy, the accomplishment was exhilarating and I had a vision for what needed to happen and how to execute it.
There was one project where I was asked to put together “Roadshows” for each of the retail markets in the bank. Many markets – it was not a small bank! I was given about 6 weeks to put together the content, the event details, and get all the presenters on the same page with the message (not an easy feat when you have everyone wanting their message front and center!) We also tried out some pretty new (at the time) technology for managing and broadcasting the event.
6 Weeks. What probably should have taken, if we were being reasonable, about 4-6 months.
It all went off without a hitch, we got great feedback, the retail market employees heard the strategy and messaging. I ended up getting recognized by our Retail Leadership and our CEO.
It was great.
Except for the fact that this was now the expectation for me (or I felt it was). It was my brand. I was remembered for the heroics when the heroics were not something I wanted to be known for. What I really wanted was to be known for helping the bank be more proactive so heroics were less the norm. (I searched for this my whole career, I think!)
I worked for that bank for about 6 more years after that project, always trying to shed my reputation and brand to something that fit better with who I evolved to be. Particularly, after having children and without the time freedom.
It wasn’t until I left the company altogether for another that I felt I could intentionally and deliberately re-establish my brand and reputation.
Here are the steps I took to do so. I share these regularly with my coaching clients when they find new opportunities:
Identify the parts of yourself that are your brand. Decide which ones are accidental and which ones are on purpose. Which do you want to carry forward? Which do you want to leave behind? Now is your chance to do so!
Be deliberate in communicating who you are to your new team members, colleagues and your manager. This includes what you stand for, what kind of leader you are, your boundaries, etc. Leave nothing to chance or assumptions.
Make decisions, even when it’s uncomfortable, that are fully consistent with this new, re-established brand. Be comfortable and confident with these choices, even if it ruffles feathers. If asked to deviate from your brand, be clear if it’s a preference thing or an integrity thing and move forward accordingly.
It is ok to evolve and grow in ways that are comfortable to you! Switching jobs or companies provides a unique opportunity to make this change in a seamless way that breaks free from the past ‘you’ that others have known.
What is that “past you” that no longer fits? What do you want to change?
I encourage you to make the change and to be deliberate about it. If you don’t choose how you are seen, then others will choose for you.