Is Your Brand Recession Proof?

In times of economic uncertainty we often seek to shed items that have lost their value or are considered a non-essential expense. Product brands that become less relevant, behaviors and processes that yield no return and people resources all become subject to a higher level of scrutiny when times get tough. Sometimes we call this a "cut back", a" reduction", a "tightening", or a "downturn". When uncertainty hits however, what we strive for, is to be a "cut out", "an addition", "a fastening", and an "upswing".

When you think about the brands that do survive, they are the brands that have value, offer performance, are well known, and are historically consistent in delivering quality. These are the brands we trust and the ones we expect to weather the storm.

But what about your personal brand? Is your brand recession proof?

Championship teams win by working hard in the off season. Similarly, great brands retain their value because they are rooted in years of building an affinity in the minds of their customers that drives loyalty and a pre-established expectation of trust. We often run around on pins and needles when the thought of volatility hits close to home. But in the absence of economic concern, we may not be as focused on preparing for the inevitable and thus we are caught by surprise or worst yet, caught off guard.

So here are 10 tips to recession proof your personal brand.

1. Figure out if you are an expense or an asset

Always have a full understanding of the value you deliver, the equity of your worth and the consequences that would arise from your absence.

2. Have tangible examples of how you are sustaining your value

Being busy does not always mean you are building value. It could very well mean you just have a lot of to-do's on your list. Sustaining value means finding additional ways to make yourself a relevant part of the forward progress of your organization's domain. Have a list of specific things that you do that help drive your organization in the direction where it is seeking to go.

3. Uncover your fan base and confirm your loyalty

Great brands have loyal customers. Great leaders have loyal followers. Great people brands have loyal supporters. Loyalty trumps volatility always.

4. Make an appointment for an expectation check-up

When was the last time you confirmed that you were doing not just what was requested but what is expected.

5. Give yourself a promotion

It is not enough to stand by and wait for someone to discover that you actually do great work. Tell them, tell them again, and tell them to tell someone else.

6. Connect the dots. Dot-Dot-Dot...

When you are connected within and outside your domain you build a team of investigative reporters that have a constant eye open for opportunities for your personal brand to shine.

7. Understand the playing field

Sometimes it's not the requirements of the job that have changed; it's the playing field and the rules. Make sure you know the rulebook and understand how to play so you are not left behind when they build a new stadium.

8. Charge your battery

If you are always on "E" you won't get to "F". Find ways to reinvent yourself, learn new skills, and become more efficient.

9. Become a public servant

Service is the foundation for survival. The more people you help the more insulation you receive to keep your personal brand warm in times of cold uncertainty.

10. Make someone better

If you are not making the people around you better, then you are only making it worst for yourself in the long run.