Do You See What I See? -
Managing the Optics of a Public/Political Figure or your Personal Brand!
Tweets, posts and public comments were abuzz during a political convention that I attended recently. Among the comments, were some balanced yet a colorful array of descriptors and characteristics about potential candidates and campaigns. In summary, some were solid, but some of them could use some work!
Among the more noteworthy remarks and observations were: aggressive, misogynistic, unprepared, disingenuous, allusive, polished, empathetic, hard-fought, unorganized, disrespectful, gracious, confident and professional. Attendees, delegates, and press shared from their perspective, vantage point and through their own filter. With so many varying opinions, (contingent upon who is watching) how do you manage the optics for yourself or the brand of a public or political figure?
….some of the more devastating things I see wouldn’t happen if they simply had a friend or a mirror.
Whether in a public setting like a convention or an intimate setting like dinner with a client, managing the optics of your brand image means being constantly on guard. Act as if the brand is always center stage and in the spotlight.
What would the “tweets” about the image and look of the brand communicate to an audience of your peers, competition, or clients? Look at everything from the lens of the viewer.
Understand this, the chances of public scrutiny no matter what you do, are possible. But you can take steps to do as I tell my team to do… “PROTECT THE ASSET”. The asset is the person, brand, and image that is the ultimate value-add to the objective. I have about 15–20 strategies that we use but start with these three. I guarantee that it will make a difference in the perception of your brand image. Remember, in most cases, perception is the reality.
Act as if the brand is always center stage and in the spotlight.
1. Pay attention and be ever vigilant. One of the image disasters I saw yesterday was a political candidate who went to great lengths to promote his stance against sexual predators, standing on stage in a celebratory mood next to a disgraced politician (invited on stage) who left his post in dishonor after being condemned of sexual misconduct. The optics were ALL wrong. The candidate was not prepared. The campaign was not prepped or prepared to handle it. No one was watching out for him. No one noted that this politician was there and it may cause a conflict. Thus (had he won the nomination) the opposing party would have had a field day posting and reposting that picture.
2. Keep with your brand image. If your brand image is being promoted as wholesome, responsible and smart, you may want to be sure you are not photographed with or drinking alcohol. Even something as simple as dancing with anyone that isn’t your spouse, parent or the elderly can be misconstrued. If your image, campaign or brand is designed to present you as someone who is an advocate for children, you need to be around some. Visit schools, become a coach, talk to teachers, get engaged in community activities that involve children. Point: You can’t represent something you know nothing about.
3. You need a Squad. As a public or political figure, you can’t have eyes in the back of your head. You can’t see all the optics when you are on a platform. Someone needs to look for you, think ahead and already have a plan in place to manage the visuals. The second part of this is to not hurt your help. You must be humble enough to receive directives when someone gives you a signal to STOP TALKING or handles you through a crowd, event or stage. If they have been entrusted with your image, you need to trust them and their expertise. Even as a personal brand, some of the more devastating things I see wouldn’t happen if they simply had a friend or a mirror.
Starting with these three should help tighten up some of the rough edges. If not, call in the professionals. It’s what we do. But there are things YOU are going to have to do and submit to if your brand image is important to your bottom line.
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Camille D. Jamerson is a global speaker, author & entrepreneur. She is the Senior Consultant and CEO of CDJ & Associates a boutique management consulting firm specializing in Brand, Strategy, and Communication/PR Management. She also runs The Camille Company, A lifestyle brand for GenX Moguls. As a former AA, EA, Chief of Staff and Head of Global Offices she lends her years of experience and expertise as the founder and admin of the LinkedIn Chief of Staff-The New C-Suite Leader group. She is currently an Executive on Loan for the Michigan State Senate.
Her amazing assistant, Reema handles her wacky calendar and about 76–94% of the rest of her life as well. Reema can be reached at info@cdjandassociates.com to book CDJ for consulting or as a speaker for your next event, conference or workshop!
