The AdNews NGen blog: Who the bloody hell are you?

It's easy to get envious of industry colleagues who work on brands with superstar budgets, superstar status and superstar perks. From concert tickets to holidays, awards to accolades, bonuses to bar tabs. Let's face it, we'd probably all move for a brand before we'd move for money (and if that's not you, then on ya bike - you're in the wrong game!).

But, a brand is never truly ours to keep. At any moment it can be taken away from us. A global decision, a pitch loss, or a company restructure. Why then, do we continue to focus so much of our attention on chasing that 'dream brand'? Wouldn't it be great if we could have complete control over the brand(s) we work on?

Louis Vuitton, Mercedes Benz, Kellogg's, David Jones, McDonalds: Some of the greatest brands today have really only one thing in common, a name. Their origins stem back to their founders for e.g. Karl Benz, Will Keith Kellogg, Dick & Mac McDonald, blah blah blah.

So comrades, I present to you an opportunity for a different kind of brand to co-exist amongst these. The ultimate brand: brand 'you'. Now, don't go off and quit, buy an ABN and start your very own MNC (...yet). Instead, just place less focus on building up other global brand giants and more on building a local brand genius: yourself!

My Dad emailed me an article a month or so ago which spoke of finding the 'Elvis' in an organisation. You know the person that does everything, all the time and really well? I'm not talking about the kid with a finger in every pie but can't even tie his own shoelace (every company has one), I'm talking about that person who just oozes passion, reeks of excitement, and breathes their own brand 24 hours a day, 7 days a week.

The author, Chris Barez-Brown has coined a movement known as 'upping your Elvis'. He states that "Elvis Presley was the original personal brand: sure of what he stood for, instantly recognisable, with a set of clearly defined talents". Being an 'Elvis' therefore is essentially about breaking the rules, making things happen, and loving every second of it. It's a worthwhile read and does offer some valuable insights into building 'brand you'. But why should we do this?

Because we need to shake the status quo. We work in advertising/media after all, we're innovators! Instead of chasing a brand, why not let them chase you? If you're good, they'll know you. If you're great, they'll steal you, but if you're Elvis, they'll want to work for you!

I'm often told in my job that I'm "not saving lives". Maybe not, but I can change them. And in order to do that, I must start with my own life, my own brand. My advice? Don't just talk, act. Don't just do, encourage. Don't just ask, tell. Don't just explore, discover. Or, as Elvis Presley once said…"Some people tap their feet, some people snap their fingers, and some people sway back and forth. I just sorta do 'em all together, I guess." (1956).

Now go put on your blue suede shoes!

Kate Bondar
PHD