Choose Alliances that Enhance Your Brand

People are quick to form impressions of others.  It can be your job title, the clothes you wear, your home address, or your alma mater, which are just a few of the things that people think about when forming an impression. The people with whom you associate with impact your brand, as well. Building relationships and alliances with people and organizations that have a strong presence and brand will serve to support your own brand building efforts.

Professional Associations & LinkedIn Groups

Not all professional associations and LinkedIn groups are worthy of your time, financial investment, and affiliation. Carefully analyze the group or groups in which you are considering joining.  How many members are in a particular group? Is the group nationally recognized? Are the board members impressive?  Read the group’s recent blog entries and the LinkedIn timeline.  The research you conduct with provide you with a level of information on which to make a decision. Time is a valuable thing; you want to ensure you align yourself with groups in which you can contribute while also getting a return.

Colleagues

The people with whom you spend your time define your brand.  It may not be a conscious judgment, but people make judgments based on the circle in which you travel.  If you are a regular lunch companion with the office slacker or you are often seen whispering with the office flirt, you will no doubt be leaving a poor impression by affiliation.  While it is important to be friendly and kind to everyone, you need to build alliances with people that support a similar brand image.

Mentors & Protégés

Have you ever considered seeking a mentor?  What about taking on a protégé?  Aligning yourself with others with a positive reputation, strong work ethic, and an optimistic attitude can build your brand.

Employers

Your employer is a reflection of your brand.  Is your employer innovative?  Is it under investigation?  Do you want to be associated with their reputation? There are times when you might take a job with your second or third choice company simply because you need a paycheck.  Perhaps you’ve been unemployed for more than a year.  That decision is understandable; however, you need to devise a strategy to get back on track.  In other situations, take the time to choose your employer carefully.

The Bottom Line

With regard to making the right connections to enhance rather than tarnish your brand, these phrases should guide the who, what, why, and how of your alliances –

 “Birds of a feather flock together.”

“If it walks like a duck, talks like a duck and acts like a duck … it’s probably a duck.”

“A puppy plays with every pup he meets, but an old dog has few associates.”

“We are far more liable to catch the vices than the virtues of our associates.”

“Keep away from people who try to belittle your ambitions. Small people always do that, but the really great make you feel that you, too, can become great.”

“Find people who've done what you want to do and surround yourself with them.”