Thursday, May 13, 2010

Rebranding Isn't Just For Brands

Where you come from is gone, where you’re going to was never there, and where you are ain’t no good unless you can get away from it
-Flannery O’Connor

As I sit here on Graduation-Eve Eve, desperately trying to study but ultimately failing (I’m listening to music and my test is about music, so….win?), I find myself thinking about the future. Monday, May 16th is LITERALLY the first day of the rest of my life. Everything’s changing. The only world I know is going to be gone (though I’ve still got plenty of debt to remind myself of college). It’s a little terrifying, but it’s also new, which is incredibly exciting. So, instead of mourning four years of my life that will rank as the most enjoyable, wild, and exciting ever, I might as well see the positive sides of graduating.

Congrats, class of 2010! We each get a graduation present: the opportunity for reinvention. The best brands, products, and services adapt based on changes in culture, trends, and technology. Unless you’re Coca-Cola, you don’t stay relevant for so long by being the same. I don’t see any reason why we shouldn’t be able to rebrand ourselves.

Rebranding. Don Draper did it (yes, he’s a TV character. I watch TV. Get over it). Dick Whitman didn’t like who he was and where he was from, so he changed into Don Draper. He took the hidden parts of his personality and projected them. Robert Zimmerman did it, too. Here’s a kid from northern Minnesota who decided there was something better out there, picked up his guitar and moved to New York to become Bob Dylan. Bob Dylan is the best example of personal rebranding I can think of. Musically, he went from folk and blues to protest music to surrealist electric rock to country. And that's only the first decade of his career.Hell, if the Rolling Stones can make a disco album, you can change too. Become someone new. Reinvent. The world is dynamic. Not even your personality should stand still.

Don’t get me wrong, this isn’t whitewashing the past. It’s not even really about looking more appealing to recruiters and higher-ups at your job. It’s about the opportunity to let others see you in a different way. We’re in for a lifetime of first impressions, but in these next few months and years we’re going to be experiencing a TON of them. Make them count. Play around with different sides of your personality, see which one fits. Nobody said you had to figure out who you were yet, so use that to your advantage.

I’m not talking about some extreme, Britney-Spears-shaving-her-head change. This isn’t Urkel making a machine that turns him into a suave, debonair Stephan Urquell (not all the TV I watch is high quality). This is about is taking existing parts of your personality and messing around with the percentages a little bit to let other aspects of your personality shine. Become more outgoing by forcing yourself to speak up at group events, even if it’s a little stressful. Tell more jokes. Argue with people. You’re no longer bounded by everyone already knowing who you are, so there are very few preconceptions about you. Use that. It’s a wonderful gift.

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