Soliciting deeply personal feedback is one of the most difficult things you will attempt. It is human nature to act defensively or to disbelieve the feedback you get from your peers, subordinates, or customers. It is not natural to separate yourself emotionally from the way other people perceive you. You have made an emotional investment in your own future and you don’t want to hear that others have an opinion that differs from your own point of view. Yet, you need to make certain that you understand the perception that others have of your personal brand in order to try to influence that perception in the future.
To help make this uncomfortable situation work effectively, view the perception as detached from the reality. To do this, you must first make an agreement with yourself that you are a good person. You must also accept that fact that people may view you differently then you view yourself – and the very purpose of this exercise is to help shape the perception that others have of you. Once you have reconciled this in your mind, you can move forward with the research that is necessary to determine the current state of your brand.
If you approach this task with an open mind, you will find that there are a number of clues that point to the perception that others have of you and your personal brand. More often than not, people are hesitant to give you direct feedback on how you are perceived. Most people – particularly friends – will feel that this type of feedback will harm your relationship with them. Customers are a different story. If you have customers who work with you directly, you will often find that they will provide you with direct feedback on how they perceive you.
If you find that you are having a difficult time soliciting feedback on your own behalf, there is a technique that often breaks down the barrier of discomfort that may exist. Interview your target on behalf of a hypothetical third party. Do not refer to yourself at all during the process.
Let’s say that you are an accountant and you want to understand the perception of your clients to help position your brand and ultimately gain additional financial planning business. Essentially, you are looking to expand your practice beyond tax accounting and into a role as an investment advisor. You could call five of your tax clients (who you know use someone else to help with financial planning) and interview them over the phone. You should start by asking about the services you currently provide and attempt to get feedback directly. Then you should ask them questions about the criteria they use to establish a new relationship in financial planning. Ask them which qualities they find helpful in a financial advisor. Ask them what they like the most about this service and what they would like to see done more efficiently. In this case, you may not receive a great deal of direct feedback about your brand, but this information will be helpful in determining how you could position yourself to others in the future. You can take the answers you receive and extrapolate information about where you are now.
The primary objective for this process is to assess where you are and where you need to be in order to occupy the appropriate space in the mind of your target. You need to find out how you can appropriately position yourself to your customer.