This past week, I continued to work on a possible brand re-launch for Mindtree. And I started thinking the importance on managing one’s personal brand. Personal brand is important, regardless of the industry you’re in, but I suspect it’s particularly important in a services industry, where there is no product attributes to position against the competition. What we position (sell) at Mindtree is the intellectual capital of our 9,000+ Mindtree Minds (what we call our employees). So to a CXO, our buyer, the collective brand of a Mindtree project team is probably more important than the brand of our organization as a whole.
What does this mean? Well, for starters it means that everyone within the Company should be asking themselves what they want to stand for. i.e. “What is my personal brand?” What do their clients and partners think about them? What do they want their clients and partners to think about them? In essence, it becomes an individual positioning statement. And it’s important that one’s personal brand is in line with the brand of the Company.
Mindtree’s brand through the years has been as the “best mid-size company out of India.” But yet if a majority of the organization does not exude behavior to substantiate this, the brand (positioning) will quickly be lost.
Does everyone at Mindtree-from engineer to business analyst to sales professional to marketing and finance team member -think about this? And if they have a personal brand aspiration, have they thought about what actions will and won’t help them get there? The answers should help give someone clarity on the behaviors, actions and efforts required to manage their brand…..and successfully execute their job.
For example, does ‘Joe the Project Manager at Mindtree’ aspire for his brand positioning statement to be as “the best project manager at Mindtree” And do his behaviors align with this statement?
What about you? Have you thought about your brand? And is it in line with your organization’s brand?