The Importance of A Self Brand
I remember several years ago when The UnOrthoDoc became a brand. It was between the completion of Orthodontic residency and the beginning months of my first job. Between patients I found myself reading and writing and wondered if this was normal. I love my profession but a few other passions were getting substantial amounts of my time. As I looked at my former classmates and colleagues expressing their love for their new career it dawned on me that we didn’t share the same feeling. Instead, I felt that I needed to find a way to harmoniously combine my career and my other passions to create balance in my life. Not long after, the name UnOrthoDoc was born - It was a clever spin on my title and one that I felt encompassed who/what I felt I was.
UN•ORTHO•DOC
(n): a doctor who does not subscribe to stereotypes of what he/she should be, do or look like
(adj): Contrary to what is usual; different
“You too are a brand. Whether you know it or not. Whether you like it or not.”
I recently read two books , You Are a Brand and Building A Story Brand, that brought the full picture of self branding into focus. I knew I was creating a presence on the web and on social media but I never quite called it branding. This blog and my social media platforms became the avenues where I could share my experiences and impart some of the knowledge I gained as a young professional. Hopefully my experiences, both good and bad, would become a reference to assist my peers, colleagues and those coming after me. Those books made me realize that I was unknowingly creating a self brand.
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When we think of a brand, we typically think of a business and not necessarily ourselves, right? What if I told you that whether you're intentional about it or not, YOU are a brand! and everything you put out there is part of your brand story. What do people say about you when you're not in the room? What will people find when they google your name? Best believe that if you're going on a date, going on a job interview, applying for a residency position (if you're a doc) the person on the other end has looked you up.
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I remember joining a practice after residency and being told by a fellow doctor I worked with that I didn't "seem like someone who would be working here." He said when he heard that I'd be joining the team he googled me and thought "why would SHE want to work here? I don't see her staying." Needless to say, I did not stay at that practice. But, whatever his perception of me was i.e what message I was portraying, did not fit the brand of the practice where I worked.
So why is a self brand important? Because the world is watching! How you present yourself, especially online makes a difference, even if you think no-one cares. It’s about managing your name — even if you don’t own a business.
Do a quick self check: google yourself and see what pops up. Take a look at your social media platforms and see if they represent you well. If not, it may be time to work on your self brand.
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