According to Thomson Reuters and Interbrand 40 years ago, only 5% of a company’s market value was attributed to intangible assets, today this has increased to on average 75%.
What are a company’s intangible asset?
None physical assets such as:
- Company brand recognition
- Personal/professional reputation of employees
- Business methodologies
- Customer loyalty
Among other things, the communication/marketing team focuses on proactively building the reputation of the company and strengthening brand recognition.
It is my belief that the Comms individuals and team, as custodians of the company brand, should have a strong focus on their own personal and professional reputation.
Your personal/professional intangible assets
As employees, our skills are one of the company’s intangible assets and as an individual we are a collection of our own personal/professional (p/p) intangible assets.
What others perceive about you is constructed on a collection of factors, such as your professional skills, your goodwill, how you treat your colleagues, what you bring to the table, your consistencies, attitude and many other attributes.
As with any company brand, it takes more work to build your personal/professional brand, than to destroy it. Destroying your p/p reputation only requires a single blunder, often resulting in the team’s reputation being damaged and maybe even the company’s reputation and market value.
Reputation and characteristics
Your personal and professional reputation is a fragile asset and it requires continual time and effort. And again, as with the company brand, you need to determine the characteristics that you want others to associate with you.
Make these characteristics (your intangible assets) achievable and embody them, live them. If you are doing this right, you don’t need to verbalise them as others will discover them as they observe and interact with you.
Diversity and inclusion (D&I) in the work place is often linked to gender, race and physical capabilities. For me D&I goes much deeper, we are all experts at something, we all have skills that others do no.
As an employee, a company hires you for a specific set of skills, but we can all bring so much more than what is detailed in that job description.
My opinion doesn’t matter.
I would like to add that, personally, I chose to take everyone at face value, regardless of prior reputation, I find it easier to draw my own opinions of those I meet and work with. This ensures a fair playing field and It is one of my characteristics, to be an independent thinker, not be influenced by the personal opinions of others. Ultimately as humans we are all different and personal brand is not an exact science.
Personal reputation is not about caring what others think of us, or fitting into a box. It is about knowing who you are and embracing what you are best at.
None of us are perfect but we can all strive to be the best version of ourselves, so best foot forward, ignore the nay-sayers and be loyal to your self!