With the rapid transition from co-located work to remote work during lockdown it has become the norm that certain standards have slipped. This is only reasonable, and I applaud businesses who have shown empathy with team members working from home under the difficult conditions brought on by lockdown. There is no way anyone could function at 100 percent capacity while working from home with little to no support services like schools, day-care, laundries, helpers, car washes – the list is endless.
Not only is there the loss of these services but also the sudden transition to using collaboration technologies for the first time. I have attended many meetings where meeting hosts were uncertain how to use the programs. Of course, this is entirely acceptable as we all went through a learning phase. However, I am reminded of the Stephen Covey’s principle of starting with the end in mind. And this is where a professional brand is so important.
What is a professional brand?
Although we know better than to judge a book by its cover, studies show that individuals will make up their minds about each other in 7 seconds. This influences their ability to trust and therefore connect with each other. Even the most egoless individuals want to be known for something, even if it is only their humility. This is called positioning in branding parlance. This means that when Person A sees Person B, or an image of them, Person A will get a particular impression which positions Person B in his/her perceptions. Therefore, it is important to understand what your professional brand is. If you worked from an office before you would already have an idea of how that brand merges with your own personal brand. Professional brands can also sometimes be influenced by the standards or expectations of an industry and we need to be aware of how that affects our personal brand. Consider how it would look if an investment manager came to work in board shorts and flip flops.
Why is a brand important when working from home?
All transactions in life are based on trust and that is why companies invest enormous sums of money into establishing a brand based on experience, expertise, competencies, and/or achievements. This is why a huge inhibitor for companies around introducing working from home is the lowering of brand standards. This could be from multiple perspectives as team members, especially those who have contact with clients, vendors and other stakeholders are representatives of the organization.
In essence, the business is asking whether the team member working from home is an appropriate extension of their brand investment. Does the team member show their individual experience, expertise, competencies, actions and achievements related to their industry through their professional brand? Do they engender trust with the business’s clients?
As you can see, especially in the current scenario where working from home seems to be the norm for the future, your ability to create trust and build relationships virtually depends on your professional brand. In the next post we are going to take a look at some of the factors that come into play when expressing your personal brand.