Don't Upstage the Boss!
By Catherine Kaputa, founder of SelfBrand (
www.selfbrand.com), a brand strategy company that works with people, products and companies.
An interesting news story last week (at least in the New York tabloids) was Donald Trump saying "You're fired!" to his Apprentice co-star, Carolyn Kepcher. No doubt some of the contestants who got the boot from Trump's firing squad helpmate on the hit show felt a tinge of glee as the self-proclaimed straight shooter self-destructed and had the tables turned on her.
So, what happened? According to one insider quoted in the media, "She became a prima donna. Being on 'The Apprentice' went to her head. She was no longer focused on business. She was giving speeches for $25,000 and doing endorsements." According to other insiders, Kepcher was not as dedicated to her main job running the Trump National Golf Club in Westchester, New York as she was to building her personal brand, though her friends point out that all the travel was done on her own time.
I suspect that the real issue was Kepcher was playing too close to her boss' turf and getting a little too much of the limelight for a boss with a ego like Trump. After all, Trump is all about self branding, and he's a master at it. And Kepcher was starting to get a lot of attention in her own right. She wrote a best-selling book, "Carolyn 101: Business Lessons from 'The Apprentice's Straight Shooter." And she admits to angling for the open spot on "The View" and other TV opportunities. Kepcher even kept Trump waiting for four hours when she had trouble getting back from a speaking engagement according to reports. Not a smart move when you report to the Sun King.
There is a moral here for anyone who works for someone whether it's a difficult boss or easy-going one. Always remember the familiar adage, "Don't upstage the boss." If you work in a company, your boss is your number one target market. Your boss has the most control over your self-brand (unless you have an internal network that's better than your boss, and practically nobody does or the boss would be reporting to you).
Here are 5 tips on how to successfully build recognition for yourself when you work in an organization from my book, "U R a Brand, How Smart People Brand Themselves for Business Success":
- Focus on low visibility tactics like volunteering to lead high-profile projects, serving on industry panels, being an expert to the media, and speaking at key events.
- Recommend your boss for high visibility venues like high profile media interviews and keynote speeches (some may be passed on to you in any case).
- Make the media story about your team, the project or company initiative, not about you when you are interviewed by the media.
- Play down your efforts to build your image. Don't volunteer that you've hired an agent or personal PR person. (Others in the organization will use it against you as was the case with Kepcher).
- Keep an eye on your boss and the business at all times.
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September 1, 2006 Vol.2, No.9
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U R A BRAND
How Smart People Brand Themselves for Business Success.
By Catherine Kaputa with foreword by Al Ries.
Order from
Amazon.com
bn.com
In Bookstores
April 1, 2006
Click to find out more
Who We Are
Catherine Kaputa is a brand strategist, speaker and author. She is president of
SelfBrand, a marketing consultancy that works with companies and individuals
who want to unlock the optimum marketing focus and game plan.
Speaking and Workshops: Visit www.selfbrand.com
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