Worker branding

The idea of business branding is pervasive these days, perhaps mostly because of the blanketing of society by a few big corporate names.  The worldwide familiarity of Coke and McDonald’s have become our standards of business success.  Of course, duplicating the renown of these giants is not easy; and most corporations will admit that they work very hard on establishing consistency of character throughout their organization.

What does this mean for the individual?  Your employer requests conformity to the corporate character, and that’s fine if your personal goals are indeed aligned with those of those boss.  But given the stresses of life in a capitalist system, and the fact that you work because you need to pull your own weight economically, it’s very often the case that as a worker, you do not necessarily share your employer’s ambitions.  You have an entirely separate set of dreams; your personal brand has much more to do with raising your children or playing golf or Friday night salsa or whatever else feeds your soul if not your pocketbook.

The big time capitalist emphasis on branding could eventually turn around to bite the moguls in the eye.  Because if corporate branding is so important, and if the personal branding of leaders is even more important, then the lowly workers as well begin to see that by developing strength of character and reputation similar to that of their bosses, they can fulfill their highest dreams.  And if everyone is intent on establishing such personal power, corporate structures which depend on obedience will crumble.

Despite the risk of initiating such a mega-change, every individual in the free world has the resources to build personal branding; and every worker would do well to learn as much as possible about his/her natural gifts and how to express them usefully.  Every individual can benefit from the self-knowledge and compassionate thought that is required in order to project a recognizable brand. 

We’re so far down the dusty industrialist road that many workers are far removed from their core individual natures, and have no idea how to research and express an authentic personal brand.  Which is great for the bosses, but truly not supportable as we progress deeper into the century.  The challenges of our global society cannot be dealt with by automatons.

If you’re a worker, one of those heroic millions in service to a corporate brand, please keep checking this blog, and let’s together explore the riches we were born with and the ways we can grow them creatively.


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