I came across an article on marketing that raised some very poignant insights about company branding, as well as reputation building. The article is about how some companies run themselves into the ground by overextending their brand (e.g. if Nike started to sell photocopiers).
It was something I only noticed implicitly; seen in the light, it makes a lot of sense. The most powerful brands become synonymous to their products. What do you think of when you hear the word Google, or Kleenex, or Xerox, or Febreeze? If I were in charge of a company, I'd love for the brand to one day become a verb the way Google has.
But that's not the point of the post. Below is the pertinent excerpt.
If you're working in a job, [...] be known as a genius for something. Know how several things work. But branding yourself in one skill makes you the expert. Every time the company has a fire in that section, you will be known for your fire-fighting skills.The author recommends committing to a specialty to help you stand out from the crowd if you're vying for marketshare.
On an ordinary basis, most employees are not known for any particular skill and wonder why they are on top of the redundancy list. Bosses don't know what you do and why you're special, because you haven't been doing the 'branding bit'. It's better to be a specialist than the 'safe unknown.'
This got me thinking: what am I known for? What am I known for at work? At school in class? At home? What immediately comes to mind when you think of me?
At St. Florence, I was the guy who handled miscellaneous problems, particularly technology-related ones. I visited the school last winter just before Christmas holidays fired up; after making my rounds visiting teachers and students, I was paged by the office. It turned out that they were gearing up for an afternoon of watching a movie in the gym and the principal needed assistance with the computer and projector. Now, at work, I'm paid to be that guy. At church, I am that guy. Pretty much everywhere I go, I seem to become that guy, even if he is not exactly who I am. I wonder sometimes if this label was just some niche I slipped into because it was open.
But all of that is meaningless because it is temporary.
Let me put it this way: if the Bible were still being written today, what would I be known for? Would I be a hero like Joshua, or would I be a cautionary tale like Saul? Would I even be mentioned? I don't ask this because I want to be recognized or revered; I ask myself this because I know what I've been given and I want to know how to pass it on.