HOTELS

Bart Berkey

Tiger Woods & Your Personal Brand
August 26, 2008

Would you ever be able to have a hotel named after you? Have you been able to pass through all security check points to gain clearance required to be a brand yourself?

Most people are aware of their company's brand, but what about your personal brand?

I've seen companies use celebrity endorsements after success in a blockbuster movie, only to remove association once their celebrity is arrested for DUI. Think about the influence Tiger Woods has as the world's top ranked golfer and highest paid athlete to have an entire resort community with his name on it. There are no scandals or hidden secrets with Tiger. He even can sell clothes simply because his logo is etched upon them.  

What other brands do you now associate with Tiger when you see him play golf? (hint below)

Remember these things when building your brand: 

        - Be sincere in your approach
        - Treat everyone with respect
        - Don't burn any bridges or hold grudges
        - Remove emotion when receiving criticism and consider all points of view
        - Speak openly and honesty

You never know who you might have an opportunity to work with in the future. I've heard of companies not offering a candidate a job because a cousin of someone's client saw this person drinking too much at a holiday party 10 years ago.

Your reputation and your brand are things that you can control.

I learned a very valuable lesson four years ago as a newly hired director of sales and marketing when I brought my family into my hotel to experience our award-winning Sunday brunch. As it was a weekend, I arrived wearing a sweater and khaki pants. My general manager immediately greeted us, we completed introductions, and then he pulled me aside. My excitement was instantly deflated as I was then reminded about my "personal brand" and the influence I had for the employees of the hotel. As a new leader and member of the executive committee, I was expected to be wearing a sport coat at minimum.

After I "checked my ego at the door," I understood his message completely. Others were looking to me to set an example. From that point on, my brand for that hotel and that position had been solidified and I always wore a jacket. I didn't have to change my personality to be able to do this.

Please share any thoughts on what you're doing to build your own brand, and keep your eyes open for the first Bart Berkey Resort and Spa coming soon to a city near you!

Posted by Bart Berkey on August 26, 2008 | Comments (3)