COMMENT
Divinity’s creation is best and flawless. Each individual, carries almost the same physical features, yet is distinct from each other. The Chinese are not blessed with any more parts to their anatomy, neither are the Africans, South Asians or the Latinos, yet how different and distinct, they are. Every human has a soul. The soul however is different in each depending upon what it has been nourished with.
‘You’ represent a unique brand. Different, distinct and distinguishable. For a start, ‘you’ are an ambassador of your own self, your family, your society, your belief system and your country. And here I must remind my readers that this amazing ambassadorial position is not comparable to the diplomatic ambassadors who are sent out as emissaries to the outside world, to lie. ‘You’ as an ambassador cannot relish such deceptions- you have the only choice to be upright and truthful.
In the world of the ‘corporates’, even before the corporate is introduced to the outside world markets, it is ‘you’ who engages with the market place. It is perception about you that precedes the products and services that you wish to sell. It therefore follows that the most significant thing to do is to create a known, recognised, respected and appealing brand that is ‘you’.
‘You’ to begin are the brand ambassador of your own self. To seek recognition requires effort, toil and skill. You have to become the living embodiment of what you say and do. Any conflict would irreparably destroy your brand.
We witness so many celebrities become brand ambassadors of various products and services. Why? Does the attachment of a known name add any value to the product in terms of its basic ingredients. A product like a soap is for everyone. But if it is endorsed by a beauteous face from Bollywood its mass appeal increases: Why? Largely because users and potential users start to believe they can become the look alike of the celebrities, if they also use the product. It is another matter that despite using the same hair gel for years, as George Clooney uses I am not even a bad reflection of his, but that’s a subject for another piece!
To create a brand, liked and respected for, a lot needs to be done. It is important to have before oneself a ‘role model.’ The RM should be carefully selected and must be made on the basis of all the ‘right’ reasons. It is best not to have Hitler or other losers as a role model. We must pitch the good only.
To develop ‘you’ as the brand and to effectively market it by the subtlest means, first and foremost there is need to possess a variety of qualities that others will relate to or seek inspiration from. Example is the best precept (Aesop Fables).
Let me cite, firstly the physical attributes for ‘your brand’ development. Be cognizant the way you dress, it has to be neat and clean and not necessarily expensive. The manners must be exquisite and excellent. The hairdo must match the age and position. The pony on movie star looks good but does it suit a Senate chairman? Judge yourself!
Character plays a major part in ‘your’ brand building. The character must speak for itself, words alone are meaningless. There must be a natural grace in conversation. The choice of words must reflect the purity of mind and thought. The manner in which ‘you’ physically conduct yourself is important too… stand erect, exhibiting grace not arrogance, sit up straight in chairs, don’t slouch. And please take off the sun glasses upon entering an office- ‘you’ may still look like Tom Cruise!
The awareness of one’s own strength imbibes modesty. No one is light to oneself not even the sun or the moon. Vanity must be shunned at all times. A vain man is a nuisance to all. Nothing is more amiable than true modesty and nothing is more contemptible than the false. The one guards virtue, the other betrays it. (Joseph Addison: in ‘Spectator’). The example of good men is living philosophy.
Most of us unknown to our own self are in quest of seeking influence. Consequently we are selective. Never judge men by anything they can do. It is the impression for adoption. Life is like a play; it is not the length but the excellence of acting that matters. (Philip Barker). Human excellence works only in conjunction with the will of Divinity. Never attempt to costume if you possess or harbour inherent bad behaviour with decent façade, it is bound to collapse and will certainly reveal the deformities of the mind, that others may have never seen. In branding the ‘you’ honesty should be the only enduring partner.
Light up your present and switch off your past if ‘you’ wish to be a brand. Expunge your personality of history, that’s past. You have learnt from it. Don’t let it bring down the present and the future. Imprison your past and let your mind free to embark upon creating the ‘you’ brand. “I began to understand that the promises of the world are for the most part vain phantoms and that to have ‘faith” in oneself and become something of worth and value is the best and safest course’. (Michael Angelo)
You only learn more, never less. To develop a following to ‘you’ brand; be the representative of eternal optimist. The face, being the index of mind, the thought and action must represent the goodness of your positivity.
Quoted Ron Kaufman, that Jan Carlson former President of Scandinavian airlines turned his company with a campaign and a book called, ‘Moments of Truth’. Carlson claimed that any ‘moment’ in which a person can form an opinion about ‘you’ is an essential perception point, a moment of truth. Channelize such moments of truth and change yourself. There is little difference in people, but that difference makes, a big difference. The little difference is attitude. The big difference is whether it is positive or negative.
The writer is a senior banker and freelance columnist