The Brand.
What is your brand?
You may read this and think “I don’t have a brand,” but everyone involved in medicine does have a brand. The way you shape, refine, reinforce, and change your brand will have an impact on your professional career.
For the young innovator out there, searching to find your spot, I think we can give you some guidance on creating the best brand to help you be successful. In this Chairman’s Corner, it is important to give you advice on building and maintaining an optimal brand that reflects your goal. While this is a unique and tailored journey, there are some basic rules that should apply to each person reading this newsletter.
- Visualize what an ideal brand is for you going forward in your career.
- Consider the sacrifices, work, and professional demands it will take to achieve this brand in a way that will be impactful.
- Set a series of goals for creating the brand, and think about measurable endpoints to make sure you are on the journey you seek.
- Practice excellent and patient-focused medicine. This is the most important step in the brand creation.
- Create a look and culture in your practice that reflects the image you want to project. Look professional, maintain your health, and create an image that is what you want others to see as the optimal you.
- Be respectful and professional on social media. If you use social media for branding your practice, ask others for objective insight on your presence on each format. Remember what you say on a personal private account may be very different than the comments or thoughts that are patient-facing.
- If you are a researcher or writing publications, use those successes to build the brand. For example, if you have been doing research on neuromodulation, you can use that work to highlight your expertise.
- Consider changing your brand as your practice grows, evolves, and improves. A brand doesn’t have to be static; make changes that keep your brand impactful.
- If you sense your brand has gone a direction that is not what you envisioned, use your behavior, networking, research, and social media to find a new direction.
- Be nice to those around you and humble in all that you do. This will make your brand stronger and more durable.
We have used this concept in building ASPN. For example, South Beach, Miami, Florida, seems like a simple decision for our Annual Meeting. Great facilities at the Fontainebleau, amazing learning opportunities, great meeting space, terrific weather, easy access to networking, and terrific social activities. Over the past several years, we have used the meeting in this great city to launch a family of healthcare professionals and industry members who have made July at the beach a tradition to launch and plan a year of research, work, partnerships, and new innovations. I think we could all safely say that South Beach has become part of our brand.
At the same time, we have focused on Poster to Podium, Young Innovators, and a focused mentoring program to establish another brand. That being the brand of bringing up the field by bringing up others. No egos. No superiority, just a desire to enhance the field by making each other better.
The brand of ASPN is the Ohana, the Hawaiian term for family. If you are part of our family, we will embrace and work to improve you. We will lean on you, and let you lean on us, mentor you, and ask you to mentor others. Most of all, we will drive the field forward by disruption and innovation to improve patient care and access.
See y’all in Miami in July. Get your room now as we expect an amazing meeting.