I’M WITH THE BRAND 我与品牌同在
OVER THE LAST 15 YEARS, discussions of “personal branding” have become ubiquitous in the business world, to the extent that the concept has now been stretched to encompass everything from self-improvement strategies to social media profiles. However, unless I’ve seriously misjudged the target audience for this book, you are not a tube of toothpaste, a cola, or a box of cereal. So when I speak of branding,you should not be thinking of yourself strictly as a commodity—a widget for sale whose chances for success in the marketplace can simply be manipulated through a new and improved formula or a flashy redesign of packaging. For our purposes “branding” really stems from one key attribute: awareness. Your brand is fashioned directly from a clear, honest awareness of your inner strengths (and weaknesses) as well as a focused awareness of your outward presence—the effect and impact you have on those around you in the workplace.
在过去的15年中，“个人品牌”的讨论在商业世界中变得无处不在，其程度已经扩展到涵盖从自我改进策略到社交媒体资料的所有内容。但是，除非我严重误判了本书的目标读者，否则您不是一支牙膏，可乐或一盒麦片粥。因此，当我谈论品牌时，您不应将自己严格地视为一种商品-一种待售的小部件，只需通过新的改进公式或包装的重新设计即可操纵其在市场上成功的机会。就我们的目的而言，“品牌”实际上源于一个关键属性：知名度。您的品牌直接来自对您的内在优势（和劣势）的清晰，诚实的认知，以及对外在影响力的清晰认知，即对工作场所周围人的影响和影响。
You are a uniquely talented, driven individual with an authentic voice and with thoughts and opinions that have been cultivated from your background, your family and relationships, your education (formal or informal), and your personal experiences. This combination of variables has created the person you are today, and the sum of these variables is your personal brand. Your brand is represented in the workplace in the way you consistently react, adapt, and communicate.In this chapter we will look at how to develop your brand through the practices of mindfulness and self-auditing, and how to maintain your brand and “promote” it in the workplace.
您是一个才华横溢，有进取心的人，具有真诚的声音，并具有从您的背景，家庭和人际关系，您的教育（正式或非正式）以及您的个人经历中汲取的思想和意见。变量的组合造就了您今天的形象，这些变量的总和就是您的个人品牌。您的品牌以您始终如一的反应，适应和沟通的方式在工作场所中得到代表。在本章中，我们将研究如何通过正念和自我审计的实践来发展您的品牌，以及如何维护您的品牌并“促进”在工作场所。
I’ve described the “and” of “Yes, and . . . ” as the bridge to your authentic perspective. Your brand is to a great extent the delivery system for your perspective. Your brand pulls together the unique way you have of looking at problems and opportunities, and the particular skill sets you have available to you in addressing those problems and opportunities. Your brand is drawn from your knowledge of what you bring with you to any team or any challenge, and it is equally defined by how you put that knowledge into action—how you conduct yourself in various situations, with ease or difficulty, energetically or lethargically, stress free or DEFCON 1.
我已经描述了“是和”的“和”。。。”作为通往真实视角的桥梁。您的品牌在很大程度上是您所期望的交付系统。您的品牌汇集了您解决问题和机会的独特方式，以及解决这些问题和机会的特定技能。您的品牌是从您对团队带来的成就或挑战中获得的知识而得出的，它的定义也取决于您如何将这些知识付诸实践-在各种情况下（无论是轻松还是困难，精力充沛或嗜睡）的行为方式，无压力或DEFCON 1。
Effective branding is not the result of a more expensive haircut and a better outfit. It really does have to connect with your authentic self. Of course “authenticity” is another one of those currently fashionable buzzwords—one of those slippery leadership training terms that can be defined a number of ways. What I mean by authenticity is pretty straightforward: your brand is authentic if it connects honestly and directly with who you actually are, at your core. You may act differently—and think differently—when you’re hanging out around a tub of beer with college friends at a barbecue as opposed to when you’re working with colleagues over a cup of coffee around the conference table. That doesn’t necessarily mean though that in one of those situations you’re expressing the “real” you and in the other you’re living a lie.
有效的品牌烙印并不是昂贵的发型和更好的服装的结果。它确实必须与您真实的自我联系在一起。当然，“真实性”是当前流行的流行词中的另一种-可以通过多种方式定义的滑溜的领导力训练术语之一。我所说的真实性非常简单：如果您的品牌诚实且直接与您的真实身份联系在一起，那么您的品牌就是真实的。当您与大学生朋友在烧烤处闲逛一桶啤酒时，而不是与同事在会议桌旁喝咖啡时，您可能会采取不同的行动和不同的思维。这不一定意味着在一种情况下您是在表达“真实”的自己，而在另一种情况下您是在说谎。
Given the situation, you may put forward a different version of your brand and each version can still have authenticity because it is an honest expression of who you are in that situation.There is an unchanging, authentic you that can be branded in different ways depending on your circumstances, your “audience,” and your goals. To pull a metaphor from the wardrobe department, a person can be capable of wearing many hats without putting on any masks.
在这种情况下，您可以提出不同版本的品牌，并且每个版本仍然可以具有真实性，因为这是您在那种情况下的真实表达。存在不变的，真实的您可以根据不同的方式进行品牌化根据您的情况，您的“受众群体”和您的目标。从衣橱部门的比喻中，一个人可以戴很多帽子而无需戴口罩。
To get a little more theatrical, the comedic improv groups I’ve been part of have always had their own authentic perspective. Take Baby Wants Candy for example. BWC completely improvises hour�long musicals with a full band (the “Yes Band!”). Since 1997 this is the only form of improv we have performed and the only form audiences want to see us perform. This is the Baby Wants Candy brand. How�ever, the specific way Baby presents that sensibility in performance de�pends entirely on context and circumstance.
为了增加戏剧性，我参与的喜剧即兴表演团体始终拥有自己真实的观点。以Baby Wants Candy为例。BWC完全以即兴演奏的形式即兴演奏了长达一个小时的音乐剧（“是的乐队！”）。自1997年以来，这是我们演奏的唯一即兴演奏形式，也是观众希望看到我们演奏的唯一形式。这是Baby Wants Candy品牌。但是，Baby在表现中表现出敏感性的具体方式完全取决于环境和情况。
A completely improvised musical we perform for a church group differs immensely from the improv musical we’d perform in a frat house. At a bare minimum we’d refrain from using profanity or entering into adult humor in front of the family-oriented churchgoers, whereas those comedy blue bombs are not only appropriate with the drunk fraternity kids, they are expected! In a nutshell churches expect a G-rated show and fraternities expect an R to NC-17 rating. However different the show might be,the goal—an amazing, completely improvised musical that results in audience laughter—doesn’t change. The performance though has to be adapted—rebranded—to the particular time and place in which it’s being presented to meet the expectations of that specific audience.
我们为教会团体表演的完全即兴的音乐剧与我们在联排别墅中表演的即兴音乐剧有很大不同。我们至少要避免在家庭导向的教堂礼拜堂面前使用亵渎或成年幽默的方式，而那些喜剧的蓝色炸弹不仅适合醉酒的博爱孩子，而且值得期待！简而言之，教会希望这场演出获得G评级，而兄弟会希望获得R至NC-17的评级。无论演出有何不同，目标（一个令人惊叹，完全即兴创作的音乐剧都会引起观众的笑声）并没有改变。但是，必须根据特定的表演时间和地点对表演进行改编（重新命名），以满足特定观众的期望。
Sorting out your authentic self, best-possible business brand, and appropriate adaptations of your brand requires a high level of candor and self-awareness. One of the most effective ways to achieve that level of awareness is by turning the philosophy of “Yes, and” inward, through a process of self-discovery. So far I’ve spoken of improv as an outwardly directed technique that applies to how you react, adapt, and communicate in small-group, interpersonal contexts.
挑选出您真实的自我，最可能的商业品牌以及对品牌的适当适应，需要高度的坦率和自我意识。达到这种认知水平的最有效方法之一是通过自我发现的过程将“是”和“内向”的哲学转向内心。到目前为止，我已经说过即兴创作是一种外向型技术，适用于您在小组人际关系中的反应，适应和交流方式。
The technique can just as easily, and equally rewardingly, be applied inward to one’s own thinking. In short, one of the greatest obstacles to clear communication may not come from others undermining our authentic perspective; it may come from ourselves undermining our authentic perspective. Sad and true, we are often our own worst nay-saying “Yes-butters.” So one of the keys to successfully developing your personal brand is in getting comfortable with “Yes, and-ing” yourself.
这项技术可以同样容易且同样有意义地向内应用到自己的思维中。简而言之，进行清晰沟通的最大障碍之一可能并非来自破坏我们真实观点的其他障碍。它可能来自我们自己，破坏了我们的真实观点。伤心与真实，我们常常是自己最糟糕的说法，说“是黄油”。因此，成功发展自己的品牌的关键之一就是让自己适应“是的，自我创造”。
If the idea of “Yes, and-ing” yourself sounds complicated or confusing, it doesn’t have to be. The process can begin with a few simple,practical steps:
如果“是的，与人共处”的想法听起来很复杂或令人困惑，则不必一定如此。该过程可以从几个简单的实际步骤开始：
1. Take pride in yourself! If you don’t, no one else will.
2. List five things you’d like to change about yourself at work.
3. Prioritize your list.
4. Baby steps! Take on each action item one at a time. Focus on conquering the first one before moving on to the next one.
5. Be diligent! Hold yourself accountable to make the change happen.
1.为自己感到骄傲！如果您不这样做，没有其他人会。
2.列出您想在工作中改变的五件事。
3.确定您的列表优先级。
4.宝贝的脚步！一次执行一个动作项目。专注于征服第一个，然后再继续下一个。
5.勤奋！让自己负责变化。
6. Ask a peer to hold you accountable as well.
7. Spend five minutes before you get to work to refocus on your goals.
8. Take five minutes in the evening to evaluate your progress.
9. Celebrate your successes with the person who is holding you accountable.
6.要求同伴也对您负责。
7.在开始工作前花五分钟重新专注于目标。
8.晚上花五分钟评估您的进度。
9.与追究您责任的人一起庆祝您的成功。