Only the Toughest Brands Thrive in the Toughest Times

According to the pundits, the recession is officially over. As I look at my own situation and the situation of every single person I know, I can only think of two possible explanations for this pronouncement. One, the pundits live in a secret part of America none of the rest of us knows anything about. Two, the pundits are full of hot air.

Either way, the odds are pretty high that “end” of the recession notwithstanding, you are still not in an optimal place as far as your career, brand and life are concerned. When the economy gets as bad as it has been for the past year or so, everybody and everything suffers.

And I hate to be the bearer of more bad news, but the most recent unemployment figures show that 10.2% of Americans are unemployed. This is the highest rate in more than 25 years. Keep in mind that official unemployment figures only count people who have actively looked for work in the past four weeks, and also do not take into account people who are forced to settle for temporary, part-time, or underpaying jobs just to make ends meet.

What does this mean for you? It means that unless you have the secret password to enter the magical realm of the pundits where there is no more recession, you must double your branding efforts. Not to double your results, but to keep them from completely disappearing.

Demand for the vast majority of products and services is down. No matter what line of work you are in, and whether you work for yourself or someone else, most likely there is less need for what you have to offer and more competition to provide it. Being good is simply not enough to achieve success in times like these. You must be exceptional, and not be shy about proving it through your actions and words.

Now more than ever, you brand must be a well-oiled, highly functioning machine. When you are given a job to do, finish it early and provide more value than you are paid for or is expected. When you meet a potential client, customer, contact or job lead, have a 30-second “elevator pitch” explaining why you can provide them unparalleled value ready to deliver. Get off the couch, TiVo that favorite show of yours, and get out to a class, networking event, or other activity that can help you build your brand.

Some people look at times like the ones we are currently enduring, shrug their shoulders, and figure there’s no point in making extra effort since there is so little obvious reward for doing so. Trust me; these people don’t experience maximum personal and professional success when times are good, either. So roll up your sleeves and start doubling your branding efforts today. There are no direct flights to “Pundit-Land” that I’m aware of!

http://www.themichaeldbrown.com

What extra steps are you taking to promote your brand in these tough times? Take a minute and share them!

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