Work Above the Bull: What’s Your Brand?
Written by Brenda Gevertz, JPRO Network Executive Director
At a recent program, the speaker made a point of self-introduction, placing his name on the PowerPoint screen surrounded by the logos of the various schools he had attended. It was impressive and conveyed the message that he was well educated and perhaps brilliant. Not long after, a colleague introduced herself with selected logos from places she had worked, certainly an impressive and visual introduction to her career path. A new trend? Not quite, but certainly technology is supporting our self-branding.
It seems that the concept of personal branding has been around for decades and social media has helped to spread the concept. We can all think of personal branding that immediately stands out-Donald Trump’s name on all of his buildings and projects, Oprah’s “O” or even a colleague’s repeated practice of always wearing a bow tie or a special color. I know that certain Facebook friends will always post about the weather or frequently refer to a chocolate addiction. This is building a brand, as well.
References recommend that individuals, as well as organizations, need a vision and mission statement. This is a first step in building a brand. We may not have specifically articulated our “personal brand” but it is likely that we all have values and issues that are important to us. As Jewish community professionals, Jewish values inform and motivate our work. They are the foundation of our collective brand and define our field. While these values are an important part of Jewish community practice, it may be difficult to articulate or integrate them into your personal brand. JPRO works to make Jewish values, skills and knowledge accessible to all of us working in the Jewish community. We believe that the seamless integration of Jewish values into one’s personal brand-regardless of religious affiliation-will ensure that we advance the community’s work on an ethical and secure foundation.