Yesterday I had coffee with an old friend. We hadn't seen each other over the summer and had a lot of catching up to do. We discussed holidays, children, diets and generally had a good gossip. I was struck by the fact that in the midst of all of this chat she disrobed in order to fix a seam on her dress and we also discussed her panicky feelings with regard to selling herself as a 'brand' for work. A moment of friendship and intimacy that I noted at the time.We are both freelance consultants and this issue of 'branding' and self-promotion arises often.
I had to admit that this has always been a problem for me. I am self-employed and my work has always depended on 'word of mouth' recommendations. I also find it horrible to have to push myself forward as a product and have often gone without work because of this hesitation. I fully understand why actors have agents to sell them. It's always been one thing for me to be good at what I do. I am good, very good, and I totally believe that, but it's something else to be able to approach people and push myself forward.
I am sometimes able to deal with rejection in this area of work since I can tell myself that it's not personal. The organisations I approach may not be in a position to hire at the moment. Sometimes it is personal - I may be the wrong person for an organisation. I am certainly not everyone's cup of tea. But so what! As human beings we are pretty resilient and a bit of rejection won't kill us. I know this, but I also understand the panic this process is putting my friend into. I've been there many times and now, at this point in my career, I'm not sure I feel the urgency that it takes to put myself out there. I still love my work, I still enjoy doing it, but I'm not driven anymore. When I was younger I so deparately needed success in financial terms to prove to myself that I was good and worthwhile. Now, I need the money, but for the rest, who cares!
So, I thought again this morning, if I was going to brand myself, what would my USPs be? How would I 'brand' me?
'Cynthia is a confident, well-spoken, funny ex-pat American who brings wisdom, humour and infinite care to her work and her life. She is compassionate and concerned about the world we share together and brings this compassion into her everyday practice. She is a talented artist and a creative, dynamic woman. Having raised a family and experienced many difficult and traumatic events in her life, she brings the learning and healing from these experiences with her into her work and daily life. Sometimes loud, always funny, she is a brash, quick-witted New Yorker with a twist. Her many years in England have added sarcasm and irony to her amazing repertoire of behaviours. Cynthia has amazing energy and willingness to throw herself into situations. With Cynthia, it seems as if what you see is what you get, but there are deeper, meaningful discussions she is willing to enter into with everyone. The work she does with people and difference is unique in its positive approach and generosity of spirit. Her aim is to empower others through showing that all is possible.With Cynthia, you can begin to believe this fact!'
... So this is a beginning. It took a lot of effort not to write that I am loud, gossipy, negative and pessimistic. Also. Over many years I am beginning to be able to see the other side. Maybe the glass is beginning to be, if not quite half-full, at least to have some liquid in it. This is a work in progress that I will continue another time.
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