Branding through the community

Communication leads to community, that is, to understanding, intimacy and mutual valuing.
Rollo May

Our brand is built by the community we create and affect. Whether we formally join groups to the informal groups we join and participate these are parts of our brand. As a youth, I had a friend who made some poor choices. This reflected on me. I was grouped with him and some other people. To change my brand I had to change my associates.


I am currently working with to coaching clients. One has really embraced the community. He is involved in some user groups and has a strong network. The other has been hiding out. He pretty much keeps to himself. I am sure you would be able to guess who has the better prospects for employment.

You Inc.

We are each a company to ourselves. Maybe you work for one company and have a salary. Your company has one customer. Or perhaps you have your own business. You have a few customers you work for periodically. Some people can handle the entrepreneur mindset. Others need more security. Although I would point out that it is really more of an illusion of security. The company can change quickly and you need to find new work.


How do you treat your customers? Customers? I know you don’t sell anything so you think you don’t have any. This type of thinking can be dangerous. If you see others as more of a nuisance than a customer you probably treat them poorly. Technology work is primarily service work. We help either a company or clients if you are a consultant, complete tasks to serve their business goals. Think about this next time you want to snap. Take a deep breath and remember who you serve.


Living in West Des Moines, we have a grocery called Hy-Vee. They have a slogan that says, “we have a helpful smile in every aisle.” I am not saying you need to plaster a fake smile on. Only that you remember to be helpful. Keep a positive tone and communicate thoughtfully. Don’t let your emotions get the best of you.

Muscle Memory

Don’t do it well because people don’t forget, do it well because you don’t forget, you have muscle memory. “Excellence is an art won by training and habituation. We do not act rightly because we have virtue or excellence, but we rather have those because we have acted rightly. We are what we repeatedly do. Excellence, then, is not an act but a habit.” This is a quote from Aristotle. Therefore we need to mind our habits and use our muscle memory wisely. So to put it another way sweat the small stuff.

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