We were taught all through 80s and 90s to say, “We” and “Us” before “I”. It was all about giving credit to your peers before yourself. But how were we supposed to stand out above and beyond rest? You didn’t, and if you did try, you were considered ruthless, untrusting or self centered. So we conditioned ourselves to be a “team player” and say “we” not “I” did that successfully. However, times have changed my friend, and now it’s “Me” age. Now I’m not implying anyone should brag or steal credit from others, I’m merely saying represent yourself - stand up and be heard - honestly and passionately, and become your own brand. Let me tell you a story. A life changing moment occurred for me in 1998 during my days at Coca-Cola Company. My mentor spoke to me about positioning myself as a brand. She used Sprite as an example, telling me story of how older generations were Sprite drinkers. But by affiliating brand with NBA and targeted advertising, she took Sprite to #1 soda amongst young, White and African American adults. At time, I didn’t get it. Then I started watching her interact with senior VPs, clearly positioning herself as expert on youth marketing and brand positioning. Then I realized I was jack of all trades, master of none, and I needed to represent something, something of value to company and my future. I needed to identify my expertise and present it via my true personality like she had done. It’s called “Me” (the positioning) Branding. Corporations are doing it every day. They have entire departments that focus on nothing but making sure a brand is positioned with right promotion, price and at right place. So why aren’t we doing same for ourselves. Does it go back to being taught not to brag, and to say “We” versus “Me”? Positioning yourself as a brand and doing it successfully is not an easy overnight project, rather an absolute necessity to succeed in today’s massively, competitive workplace. The “Me” brand is making sure there is no doubt what your expertise is - what you’re passionate about and focused on.

Importance of Positioning Jack Trout is responsible for coining term "positioning" in early 1980s. Although a few years have passed since his book, “Positioning: The Battle for Your Mind” was released, core ideas it expresses are just as true today. Basically, positioning refers to way a product, or posture, a stance. It is all about perception and perspective. In other words, your positioning service, or person is presented to buying public. Definition of Position: bodily attitude should show your true self and do it with honesty and integrity; it should exude your expertise and personality. Only then, will you win your audience. For example, band Milli Vanili not only lip-synced their songs, it wasn’t even their voice on track. Milli Vanili could dance, and looked good doing it, but when all was said and done, they lied! The most successful "Me" brand positioning has to be Oprah Winfrey. She is absolutely, self explanatory.

Take a look at list below and think about Oprah Winfrey. Does she fit into all of these categories? Do you? If not, you need to!