Lessons Learned: The Importance of Brand

Last week we were fortunate to meet Elaine Driscoll – Spokesperson for the Boston Police Department. As most other speakers have told us, it is important to brand yourself, your company, etc. And in order to see results we must put ourselves out there, highlight our talents, and never give up – all while staying updated on the latest technology and social media trends. Truth be told, this can be extremely difficult to juggle – especially when it is on top of schoolwork, jobs, and other responsibilities. But Driscoll let us know it is possible, and branding ourselves is imperative to achieving our goals.

Driscoll went a step further than most other speakers: she used her quirky personality to tell story after story. These stories not only provided insight into the ways of the communication industry, but also how we should brand ourselves to reach our goals and create a network. Although we have heard this numerous times, her stories of a clueless college graduate turned accomplished communications professional made me feel like there is hope after all. Instead of sharing only her successes, she shared how she learned from each life experience. She was open and honest with us, even sharing her career embarrassments, and she reiterated the importance of a distinctive brand.

I researched the blog Driscoll created for the Boston Police Department (BPD), which has now transformed into a large informational site, and found that the blog allows BPD to highlight news stories – both good and bad – and communicate with the community. Driscoll told us that, on average, the site receives over 40,000 hits per day. The brand Driscoll created for BPD is trusted by both the media and local community, and because of this they have control of their external image.

Branding is everywhere – we are told to create our own blog; have a LinkedIn, Twitter, and Facebook account; utilize Digg and other social media sites. I have heard this from numerous people and speakers. But it didn’t hit home until Driscoll spoke last week and used story after entertaining story to illustrate the importance of branding. The brand we create for ourselves, combined with hard work and determination, is what will get us to our career destination.

What role do you think brand plays in the success of an individual or organization?