The Boston Celtics won their 17th NBA championship this past week. While that is a story unto itself, and a satisfying victory for we fans who have waited more than two decades since the 16th championship, the bigger story is how their ownership put the team in position to win through savvy marketing.
The lesson here, after you read this article from CNNfn.com, is this: You can succeed as a team or as an individual if you can effectively market yourself. To do that, you need to know what skills and talents you have and who you want to reach out to so that they know you're there. Fan interest in the Celtics began to wane after Larry Bird retired in 1992. It jumped a bit a few years later after the previous ownership hired Rick Pitino to take over the team. But he failed to take them to the playoffs. And as the success of the Red Sox and New England Patriots pushed the Celtics into the background, new owners came in with a new strategy: Invest in marketing and boost name recognition.
The upshot, the CNN article pointed out, was that attendance rose in the two seasons before the just-completed campaign. So, before the team traded for veteran stars Ray Allen and Kevin Garnett last summer to complement long-suffering All-Star Paul Pierce, a key piece was in place for the success that the 2007-2008 season brought: better brand recognition.
Anyone can draw lessons from the Celtics' success in this challenging economy, in which you could be a star at work one moment, and out the door the next. You need to take charge of your own career, and it begins with personal brand management. So, to begin that process, ask yourself these questions (and answer honestly):
(1) Am I prepared to begin a job search in case I lose my current job? (In other words, can I easily put together a resume should I see a great job opportunity?)
(2) Do I have an online presence such as my own web site, or a profile on LinkedIn, Facebook, or some other networking site?
(3) Do I know what kind of value and experience I can offer an employer? (Or, can I be successful working for myself, with all its potential risks?)
(4) Can I verbalize that experience in a well articulated statement lasting no more than 30 seconds?
If you answered "no" to any of these questions, start thinking about possible answers and get to work on your personal brand. If you approach it like the Celtics did, it just might pay off down the road in the form of greater career success.
What do you think of the role of "personal branding" in advancing your career? I welcome your thoughts.
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