你的個人品牌
By Robert J. Tamasy
我們時不時就會聽到有人暫停他們的工作、學業、甚至是他們的婚姻，去尋找自我認同。好像他們的自我遺失在失物招領處，他們希望能去把它們領回。這樣的渴望，好的方面看起來是很具挑戰性的，壞的方面看起來有點愚昧。的確，在工作和專業的領域裡面，我們的身分認同是非常重要的。
我們看到許多大企業有容易辨認的商標例如：NIKE、麥當勞、賓士、福特、谷歌或是紐約洋基隊。甚至幾年前，我在牙買加發現一個讓人驚訝的事情：我在一個商店裡面看見一個美國有名賽車選手的商品。建立辨識度高的形象在競爭激烈的本土、國際和全球的市場裡是非常重要的。
一張精心設計的名片能夠很快地告訴別人我們是誰？我們做甚麼工作？畢竟，我們也經常問我們剛認識的人的第一個問題就是:”你的工作是?”換句話說，就是想了解對方”你是誰 – 你是什麼人？”
當一個公司研發出一項特別的產品，他們要去申請法律專利，其他的競爭者才不會模仿。大公司對他們的商標特別地保護，尤其是國際性、多角度經營的企業，例如華德迪士尼、知名的大學、零售商或甚至是一個知名的公眾人物。
相同的道理，即便你不經營公司，你也有一個標記或商標，藉此別人知道你是誰，你的工作是甚麼？我最近讀到一段話：「你的笑容是你的標誌，你的個性是你的名片、和你相處之後的感覺是你的註冊商標。」我要加上：「是否別人渴望成為像你一樣是自己的品牌。」你身邊的人是如何看你的？他們想要跟你相處和做生意嗎？
雖然聖經不用這個商標這個詞彙，但是它告訴我們要如何擁有辨識度高的個人商標或品牌：
第一、 為人著想的力量。雖然我們的社會要我們先考慮自己，把別人擺在第一位的人很不尋常。「凡事不可結黨，不可貪圖虛浮的榮耀；只要存心謙卑，各人看別人比自己強。各人不要單顧自己的事，也要顧別人的事。」(腓立比書2章3-4節)
第二、慷慨靈魂的吸引力。我們能付出的有很多，但是一個能自由慷慨付出的人，在很多方面都能夠幫助別人。「各人要隨本心所酌定的，不要作難，不要勉強，因為捐得樂意的人是上帝所喜愛的。」 (哥林多後書9章7節)
第三、表現出熱情的影響力。 對待人最好的方式是甚麼？最簡單的就是，看別人如同看待自己。「所以，無論何事，你們願意人怎樣待你們，你們也要怎樣待人，因為這就是律法和先知的道理。」(馬太福音7章12節)
省思／討論題目
你認為自己在個人或專業上最明顯吸引人的特徵是甚麼？ 你覺得這樣的特質從哪裡來？ 文章中有一段話：「笑容是你的標誌，個性是你的名片、和你相處之後的感覺是你的註冊商標。」你覺得你的朋友和同事會這樣評斷你嗎？ 你是否質疑過自己的身分嗎？自己是誰？如果有，你如何處理這樣的經驗和反省？ 如果你能合法建立自己身分的品牌，你覺得那會是甚麼？你覺得現在的自己和想要建立自己身分的品牌形象之間有甚麼需要改善的地方？分享你的看法。
註：若你有聖經且想要讀更多有關此主題的經文，請參考以下經節：箴言11章3節、21章5節、29章4節；馬太福音5章42-44節；馬可福音12章33節；路加福音6章38節
WHAT DO OTHERS SEE AS YOUR IDENTITY?
By Robert J. Tamasy
From time to time we hear of people taking a break from their jobs, college, even their marriages, to “search for their identity.” As if they might have misplaced it somewhere and are hoping it will turn up at a lost-and-found room somewhere. Such a quest might seem curious at best, foolish at worst. But in reality, our identity does mean a lot – especially in the business and professional world.
We see this in tangible ways with quickly recognizable corporate logos such as Nike, McDonald”s, Mercedes and Ford, Google, or the New York Yankees. Years ago I was in Jamaica and found it surprising to discover items in a shop representing one of the popular U.S. racecar drivers at the time. Establishing a recognizable image is crucial in the competitive local, national and global markets.
Carefully designed business cards help us to instantly convey who we are and what we do. After all, one of the first questions we often ask of people we have just met is, “What kind of work do you do?” In other words, “Who are you – what are you?”
When a company develops a unique product, legal steps are taken to secure a patent or trademark so competitors cannot duplicate it. Enterprises are becoming extremely protective of their brand, whether it be an international, multi-faceted corporation like the Walt Disney Company, a prominent university, a retailing franchise, or even a well-known public figure.
Bringing this closer to home, have you ever considered that, even if you do not own a business or head a company, you also have a “logo,” “trademark” and “brand” others use to evaluate who you are and what you stand for? Recently I read this statement: “Your smile is your logo, your personality is your business card, how you leave others feeling after an experience with you becomes your trademark.” And we might add, “Whether others aspire to be like you is your brand.” What do you think people you work with regard as your “brand” or “trademark”? Do they look forward to doing business with you on a personal level?
Although the Bible does not use the terms, it offers great insight into how to go about creating a highly marketable personal trademark or brand. Here are just three examples of its wisdom on this topic:
The power of being others-oriented. Society often urges us to “look out for No.1 (ourselves),” but people who put others first are rare and extraordinary. “Do nothing out of selfish ambition or vain conceit, but in humility consider others better than yourselves. Each of you should look not only to your own interests, but also to the interests of others” (Philippians 2:3-4).
The attraction of a generous spirit. There are many worthy causes to which we can give from our resources, but a sincerely generous, freely giving person can benefit others in many ways. “Each man should give what he has decided in his heart to give, not reluctantly or under compulsion, for God loves a cheerful giver” (2 Corinthians 9:7).
The impact of showing compassion. What is the best way to treat people? Simply, treat them as you would want to be treated if the roles were reversed. “So in everything, do to others what you would have them do to you” (Matthew 7:12).
© 2016. Robert J. Tamasy is vice president of communications for Leaders Legacy, Inc., a non-profit based in Atlanta, Georgia, U.S.A. Bob has written Business At Its Best: Timeless Wisdom from Proverbs for Today”s Workplace; Tufting Legacies; and coauthored with David A. Stoddard, The Heart of Mentoring. His biweekly blog is: www.bobtamasy.blogspot.com.
Reflection/Discussion Questions
What do you consider to be your identity, either professionally or personally? Where does your sense of identity come from? The statement is made, “Your smile is your logo, your personality is your business card, how you leave others feeling after an experience with you becomes your trademark.” If this is true, how do you think friends and coworkers would describe you in these terms? Have you ever had doubts about your identity as a person, wondering who or what you are, personally or professionally? If so, how have you handled that kind of experience and introspection? If you were to legally establish your personal “brand,” what might that be? Are there any aspects of what your brand looks like now that you would desire to change? Explain your answer.
NOTE: If you have a Bible and would like to read more about this subject, consider the following passages: roverbs 11:3, 21:5, 29:4; Matthew 5:42-44; Mark 12:33; Luke 6:38
