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Building Your Personal Brand

October 28, 2011

The title of the article is “Returning to the National Stage, Christie endorses Romney.”

He had decided late and for him to compete he would have had to make up an incredible amount of ground; perhaps too much ground.  Instead, he chose to endorse Mitt Romney early and just prior to the New Hampshire primary.  It was, some say, a risky move to endorse a candidate this early.  On the flip side, however, it gave Christie an opportunity to build and use political capital at a time when he was still riding a high.  What does this do for Chris Christie?  It gives him political star power and an opportunity to remain in the national eye while hitting the campaign trail in support of Romney.

What’s the relevance of this national interest story for you?  You can’t pick up a current business magazine without finding an article about “building your brand” or self-marketing.  One of the best ways of doing this is by promoting a subordinate or colleague.

The tricky part is that there are a few rules that you must follow so that your endorsement doesn’t seem false or self-serving:

  • There must be a legitimate connection between you and the person you are promoting
  • The accomplishment must be stretching to help the firm accomplish one of its critical goals
  • The person must have performed in an extra-ordinary manner (such as closing a complex and profitable piece of business for the firm)
  • Their behavior needs to be within the firm’s definition of high integrity work and with outstanding value to the client.

When you present an outstanding success of one of your subordinates or colleagues to your boss you are giving them credit and recognition while, simultaneously, expanding your visibility and credibility within the firm.

Can you think of an opportunity you have to promote a subordinate or colleague?

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