When you know your personal brand, you can figure out how to use it within the corporate culture where you work. It becomes an authentic exchange of assets. Developing a personal brand is more than insurance in a volatile workforce; it establishes a clarity of career goals that allows you to chart your career course by taking assignments to help you grow and develop. In most cases, that action serves your company well.

Most companies have a corporate brand or a set of company guidelines that all employees agree to buy into. Often, the company brand is part of its allure to workers. For example, workers at Google buy into the idea that Google is a company on the cutting edge of innovation and has a reputation for being a cool place to work. Someone chooses to work at Google because he believes he’s the kind of person who fits that corporate brand. [Read more...]