The Brand is King … for CFOs, too

You probably know that I’m an avid reader, which is how I provide such great information to my Facebook business page and Linked In group. If you’re a CFO and you want to consolidate your reading to stay in the know on career-related information … please consider joining one or both of my groups.

But, I digress.

During my Internet scour, I came across an article on 10 mega business trends to watch for in 2012 and beyond. Now, these are “business” trends but #10 was interesting. And it applies to both your business and your career.

The brand remains king (or queen). Organizations with strong brands will continue to command greater margins, larger market shares, survive economic downturns, and higher market caps. Consequently, organizations must redefine, defend, and continue to position their brands. The brand describes a promise to stakeholders. The brand is more than the collection of products or services offered by the company.  The brand encompasses an emotional value, an aspiration, and the public face of a business strategy.

A strong brand “will continue to command greater margins, larger market shares, survive economic downturns, and higher market caps.” 

Let me put it in career terms. A strong brand will clearly illustrate culture fit (the hardest bar to meet in the hiring process), create competition for you as a passive candidate, survive economic downturns, and position you to get paid what you’re worth.

And now, a shameless self-promotion.

I’m doing a webinar for Proformative on Friday, January 27 at 12:00 Eastern on this very point. So, rather than ‘spill the beans’ here, I invite you to join me on the call and learn why a visible brand is critically important to your executive career. You’ll be glad you did!

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