Dù lời lẽ có vẻ trịch thượng, nhưng nếu bạn đã từng tham gia một buổi thảo luận về Nhân Hiệu, thì những câu chuyện tác giả Lyn Chamberline đề cập lại chính là thực trạng khiến chúng ta luẩn quẩn trong việc khám phá bản chất của Xây Dựng Thương Hiệu Cá Nhân.
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Trong những buổi hội họp về thương hiệu cá nhân mà tôi chủ trì, tôi có thể cảm thấy bầu không khí bị hút ra khỏi phòng khi nhóm người thành đạt, hiểu biết, những phụ nữ thông minh bắt đầu kể về quá trình nhận biết thương hiệu riêng biệt của chính họ. Những khuôn mặt háo hức chuyển sang sợ hãi. Rồi tiếp đến là một sự im lặng chết người
Không hề có chiếc đũa thần ma thuật ở đây. Việc xảy ra rất đơn giản, người phụ nữ đạt được sự thành công và được tán dương, nhận lấy tất cả thành tựu trong nghề nghiệp cũng như trong cuộc sống cá nhân và xem xét chính bản thân công việc kinh doanh của họ theo một cách mới.
Tại sao những người phụ nữ với quyết tâm bắt đầu công việc kinh doanh của riêng mình, chiến đấu theo cách của họ để lên tới vị trí cao nhất của những công ty lớn, cực lớn vẫn phải đấu tranh mãnh liệt trong việc xây dựng thương hiệu của chính họ?
Tôi cho rằng chúng ta đang bị vướng vào một chuỗi những câu chuyện thần thoại phức tạp có liên hệ với nhau được truyền lại theo dạng này hay dạng khác từ câu chuyện Eve cắn một miếng của quả táo. Những chuyện thần thoại ví dụ như:
Câu chuyện hoang đường thứ 1: Nếu tôi tốt, thành công sẽ đến
Câu chuyện hoang đường thứ 2: Tiếp thị chính bản thân mình là việc kinh doanh đáng khinh
Câu chuyện hoang đường thứ 3: Tôi không thể kiểm soát điều ngưới khác nghĩ
Câu chuyện hoang đường thứ 1: Nếu tôi tốt, thành công sẽ đến
Là một người tốt thôi vẫn chưa đủ. Làm việc quần quật trong khi mọi người đã về nhà sẽ chẳng giúp bạn leo lên vị trí dẫn đầu. Tạo ra những sản phẩm có ích thì tự nó cũng sẽ không tăng doanh thu. Bạn phải tìm cách kể câu chuyện của bạn cho những người muốn nghe nó. Và câu chuyện của bạn phải là câu trả lời cho câu hỏi mà những người khách hàng, đồng nghiệp cần.
Mặt khác, nó là âm thanh quen thuộc của một bàn tay đang vỗ. Nếu một cái cây ngã trong rừng và không ai nghe được nó, điều đó có tạo ấn tượng gì không? Chúng tôi giả địng rằng nếu chúng tôi âm thầm xây dựng nó bí mật, thành công sẽ đến. Chúng ta e dè về việc mình được thăng chức, về việc tiếp thị cho riêng mình. Đây là rào cản lớn nhất mà chúng ta cũng như 51% dân số phải vượt qua dù chúng ta ở nhà, trong lực lượng lao động hay trong ban lãnh đạo công ty.
Câu chuyện hoang đường thứ 2: Quảng cáo chính bản thân mình là việc kinh doanh đáng khinh.
Thương hiệu cá nhân thành công có nghĩa là bạn đứng đủ xa để nhìn thấy chính mình và công việc của mình như thể là đó không phải là mình và mình đang làm công việc đó. Xây dựng thương hiệu cá nhân thành công có nghĩa là bạn đã tiến rất xa trong công việc kinh doanh và những người khác cố gắng đánh bật bạn ra khỏi tiến trình công việc.
Thương hiệu cá nhân thành công có nghĩa là bị gán vào nhưng cụm từ như: “người dẫn đầu” hay “chuyên gia”, “được săn lùng”, “nổi tiếng” và “được quý trọng”. Điều đó có nghĩa rằng: tạo ra một bản sắc thương hiệu là điều xác thực, nhất quán và đáng ghi nhớ, một thương hiệu mà bạn sở hữu và tự hào.
Câu chuyện hoang đường thứ 3: Tôi không thể kiểm soát điều ngưới khác nghĩ
Bạn phải học cách trở thành một nhà quản lý tiếp thị cho chính chiến dịch quảng bá thương hiệu của chính bạn. Tại sao chúng ta phải liên kết với Volvo vì sự an toàn hay với FedEx vì sự phân phối nhanh chóng? Bởi vì hàng triệu đôla đã được chi cho việc tạo ra môi liên kết đó cho chúng ta. Nilke, Coke, Xerox và Microsoft chỉ cho chúng tôi cách họ muốn chúng tôi hiểu được sản phẩm của họ và chúng tôi đã hiểu, nhờ vào những bức thông điệp được mài giũa sít sao và lặp đi lặp lại.
Đây là một số bước đơn giản bạn có thể thực hiện ngay bây giờ để đóng nhãn và tiếp thị cho chính mình:
- Hiểu bạn là ai, bạn đại diện cho cái gì, và tại sao bạn khác với những người khác hay cái khác.
- Tạo ra một câu chuyện có thể chuyển tải giá trị của bạn và sự khác biệt về cách tiếp thị của bạn
- Tạo ta sức lôi cuốn cho những từ ngữ then chốt mà bạn đã dùng để tạo ra câu chuyện và thêm thắt chúng vào trong mọi thứ bạn nói và làm cũng như việc kinh doanh của bạn .
- Hãy kể câu chuyện của bạn một cách thường xuyên, nhiệt tình cho những người sẽ lắng nghe bạn. Bạn sẽ trau chuốt và hoàn thiện dần trong quá trình tìm ra phần nào có tác động và phần nào không.
Vì vậy đừng e sợ mà hãy để ngòi bút của bạn bay cao, bắt đầu chuyến thám hiểm bản sắc thương hiệu cá nhân của bạn. Khẳng định vai trò hợp pháp của bạn là người đứng đầu chính yếu trong công ty bạn, sản phẩm của bạn và cuối cùng là cho chính bản thân bạn.
Lyn Chamberline (Theo LantaBrand)
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