Reliability is the long-termism of personal brand assets

Introduction: This article introduces a field that even people who are familiar with brand marketing may overlook: personal brand. When you market your personal business behavior as a brand, you may gain a brand new perspective. The brand characteristic of "reliability" is the key point of this article.

Warren Buffett once said: "Reliability is a more important quality than intelligence."

If you are just smart, you can make professional money. But if you are smart and reliable, in addition to making professional money, you can also make premium and repeat purchase money.

There are not many smart people, but even fewer reliable people. Reliability is a very high comprehensive quality. Only people with talent can accomplish things, and only reliable people can accomplish reliable things.

Only when we have worked with both very reliable and extremely unreliable people can we truly appreciate the weight of the word "reliable". And how much praise it means to describe a person as reliable.

We often talk about brand assets, but there are also personal assets.

There is corporate brand value and personal brand value. Brand assets determine whether a company can maintain long-term stability, while personal assets determine whether you will be selected, repurchased, and paid a premium.

The core of personal assets is reliability, and reliability is the long-termism of personal assets.

Building brand assets means certainty, and the same is true for personal assets. Because you have certainty, the other party will naturally favor you.

1. So, how do you measure whether a person is reliable?

1. Deliver tasks on time and with quality

Reliability is a kind of certainty, which is reflected in two aspects: time and quality. The best result is naturally to have both, and the second best is to complete one of them, which depends on the emphasis on the two in different contexts. The worst result is naturally to achieve neither.

We often cooperate with external parties, such as specific business service providers and freelancers. When making a selection, we will understand the other party's reputation, whether they can complete the task on time and with quality, and whether they can perform at critical moments.

2. Output stability

Whether I was working for a service provider or brand before, or I am currently starting my own business, I often collaborate with people both inside and outside. The biggest feeling I get is that you must find someone with "stable output".

Only when you really think about it from the perspective of project management, you can truly experience the stability of output. I often meet two types of people. One type has stable output, and most of the time the work is guaranteed to be above 85 points. The other type has unstable output, and very few can achieve 90 or even 95 points, but more often it is 80 or even 75 points.

We prefer to work with people who have stable output, because we all need certainty. The upper limit can be encountered but not sought, and the lower limit should be avoided as much as possible. Quality expectations are an important factor in controlling projects.

3. Strong sense of responsibility

Don't make promises easily, and make sure to fulfill them. One of the main manifestations of responsibility is that you will definitely fulfill your promises, otherwise you won't make promises easily.

Your words and actions should be consistent. Breaking your promise is overdrawing your brand assets. People think by analyzing the present and the past to predict the possibilities of the future. If you have broken your promise many times in the past, the possibility of you keeping your promise next time is very small.

But we often encounter this type of people who make promises with confidence, but when it comes to final delivery, they keep delaying, making all kinds of excuses, and have no sense of guilt.

At the same time, there is another type of people who deliver on time but have extremely low requirements for their works. They have a very low mental threshold and have a mentality of giving up, thinking that they can only achieve this level.

People with a strong sense of responsibility can easily exceed their own limits because the degree of effort is different.

4. Have a sense of teamwork

Some people are very capable individually, but not always so when working in a team.

We found that when a project only requires one person, the person does the work very smoothly. But when it comes to working with others, things start to go wrong. This is a transition from dealing with things to dealing with people, and it has to do with personality.

5. Have a sense of principle

The sense of principle mentioned here is an overview. In addition to the four relatively clear points mentioned above, it also includes some vague elements.

These elements are basic configurations, such as gratitude, solidarity, long-term values, etc., which are equivalent to the basic line of cooperation.

A sense of principle means that sometimes you don't have to make everything completely clear, because you may feel that there are some things that the other party can understand without saying them, and from a realistic point of view, you can't possibly pay attention to everything.

Of course, these five points can also be used as reference for the factors needed to become a reliable person.

2. What’s the use of being reliable for individuals?

1. Repeat purchase issues

We repurchase because we believe the quality meets our expectations. If we recognize a brand, we will repurchase their products. Similarly, if we trust a person, we will cooperate with him many times.

Because of certainty, there is repeat purchase. For individuals, repeat purchase solves the problem of sustainability. Recently, we reviewed last year's projects and found that even if the unit price is not high, if repeat purchases are done well to increase the number of orders, the overall profit is still good.

2. The issue of premium

The logic of premium is that you are willing to pay more for something. Here, you are paying for certainty, because most projects cannot allow mistakes.

3. First-time purchase issues

Most of the first purchases are made because they have some understanding of you, such as having worked with you in a company before, or there is business cooperation between companies.

Subsequent repeat purchases are more likely to be through referrals. Because you are reliable, they will introduce you to more people. After all, as an intermediary, you also bear some risks to a certain extent.

4. The problem of compound interest

Being unreliable only does one-time business, while being reliable will generate compound interest and help you build your personal brand. We often say that birds of a feather flock together, and reliable people will also attract a group of reliable people. When such people gather together, greater possibilities will emerge.

Just like investors choose to invest in projects, they need to find both reliable projects and reliable people.

3. How to quickly determine whether the other party is reliable?

1. Make promises easily but fail to execute them.
2. The product is not responsible and the homework is handed in casually.
3. No sense of time, keep procrastinating, and have no sense of guilt.
4. Simply raising a problem (which everyone knows) rather than solving it.
5. They don't pay attention to word of mouth and will take every order they can. They are the type that rips off customers.
6. No respect for common sense.
7. Proud and without reverence.
8. …

Summarize:

The antonym of reliable is unreliable. If a person is unreliable, things will naturally be unreliable as well.

Chat with smart people and work with reliable people. May we meet more reliable people in 2023 and move forward together.

Author: Zang Feng

Source: WeChat public account "Strategy People Hidden Edge"