Winning the Mvb (Most Valuable Brand): Insight, Strategy, and Tactics from a Passionate Personal Branding Strategist

Chapter 1

Attaining MVB Status

In professional sports leagues, the most prestigious individual award an athlete can win is the Most Valuable Player (MVP). This designation is usually restricted to one or two people per season. Unlike sports, the Most Valuable Brand (MVB) status is not restricted to an elite few—every one of us can attain it!

How does one identify MVB winners? Here are ten characteristics, in no particular order, which they exhibit:

(1) They have a growth strategy for their brand in place. They are not just winging it or going through the motions. They have a mission with short and long-term objectives. MVBs take a strategic approach.

(2) They are authentic and always stay on brand. No matter what happens, MVBs remain true to themselves. They celebrate their individuality and consistently bring their strongest brand attributes to the forefront.

(3) They are happy at work. This doesn’t mean they never have a bad day—everyone does. On the whole, they like going to work, enjoy the company of those around them, feel comfortable with their level of responsibility, and are compensated properly.

(4) They rank well in a search. Whether it’s LinkedIn, Google, Yahoo, or Bing, when you enter an MVB’s name in any search, you’re not going to have difficulty tracking her/him down, because they’re going to pop up frequently. And no matter where you click to get more information, your first impression is going to be a good one.

(5) They have a strong social media presence. When you visit any MVB’s social presence, you come away with a clear picture of who they are and what they stand for. They say and do the right things and stay in contact with their followers appropriately.

(6) They learn new skills. Never the type to be complacent, MVBs are constantly learning new skills, taking courses, and garnering certifications. It’s not just for show; they apply the newfound knowledge whenever possible to bolster their performance.

(7) They have a valuable, growing network of contacts, followers, and friends. MVBs have significant professional networks. They have high-level contacts who know, understand, appreciate, and engage with their brands. The number of quality contacts grows consistently over time.

(8) They give back. MVBs give back in many ways; they are active in the local community, with their former alma maters, and/or with charitable organizations. They are the first people to support causes when they can and participate because it’s the right thing to do. They also garner significant respect in the process.

(9) They try new things without trepidation. MVBs relish new opportunities to grow value and create opportunities for themselves. They follow trends in marketing and technology and are not afraid to be at the forefront of something new, even if it means being the first among their peer group to try something out.

(10) They are prepared for anything. If a huge new job or other professional opportunity suddenly presents itself, MVBs are ready to pounce on it without hesitation. On the flip side, if a sudden, unexpected turn for the worse takes place on the job front, it’s just a blip on the radar for them. They are fully prepared to move onto the next opportunity and have all the resources in place to get them there quickly.

MVBs are the rock stars of the professional world. And they reap the benefits of this status. My own mission is simple: to help all of you attain this status.

Chapter 2

My Story

For the purpose of this book, my story starts on a cold evening in January 2012—one of the best nights of my life. I was honored with a major award at my former company, which was handed out to only the top 1 percent of the past year’s performers. Along with about fifty other employees, I was honored at a beautiful ceremony on the forty-fourth floor of our building in midtown Manhattan. My boss made a beautiful speech (you can read a transcript on my LinkedIn profile), and my wife Stephanie was invited to be on hand, which meant the world to me. I was given a spot bonus and told that I was a major part of the company’s future. After the ceremony, I was given carte blanche: Take Stephanie out for dinner, anywhere you like, on us. In retrospect, I wish I had taken her to Nobu or Jean Georges instead of the neighborhood sushi joint.

I can look back on this night and objectively say that it had an incredibly positive effect on me. The honor didn’t go to my head, and I was motivated as hell to prove that the designation was no fluke. I wanted to win it again, worked my ass off, and did some of the best work of my life in the next year and a half.

Fast-forward to Wednesday June 5, 2013 at 3:00 P.M. I answered the phone in my office to find my friend from human resources on the other line.

Mike, it’s Mary. Do you mind coming down to my office for a moment?

Sure, I responded, suddenly aware that my life was about to change dramatically.

I was promptly let go, after twelve years, from a company and a job that I loved. I felt only days removed from the glory of winning my award.

The story behind being let go isn’t important at this point. Was it unfair? Hell