There’s a lot of talk about branding and personal branding these days, and many businesses (and freelancers) invest a lot of time and money in creating a strong brand.
But there’s also something much more personal that we are doing all the time, without even thinking about it, and that is creating a public identity. We literally build an identity with others by our actions, and by what we say. You can also think of your public identity as the “listening” other people have for you.
For example, I used to have a few of my friends complaining that I didn’t answer my mobile ‘phone (usually because I forget to take it off silent mode). I then found myself being described as someone who “never answers his ‘phone.” A public identity of me as a man who doesn’t answer his ‘phone had been built very quickly by a few simple occurrences.
This works both ways. For instance, I also am someone who generally responds very quickly to e-mails, and so in that domain, my public identity could be said to be that of someone who is reliable.
Or, if you consistently say no to offers, you may find that people start to see you as someone who doesn’t say yes. I had a friend years ago, and whenever we had a party and invited her, she would always decline – she always had some “good reason” not to attend, but she always declined. And, eventually, people stopped asking her to parties.
The thing about this is that other people base their relationships with us, and their future actions on that identity.
The old cliché of, “If you want something done, ask a busy person,” is a good example of this in everyday life. How long would you continue to call someone who “never answers his ‘phone”? How many times would you continue to invite someone to a social event if they always declined? Whom would you rather trust to get a quick answer from by email—someone who responds quickly, or someone who doesn’t? Whom would you be more likely to do business with?
Now this may or may not be “fair”—you might argue that these things are superficial, or that we shouldn’t make such assessments of people, but the thing is that we do. We are always making assessments, sometimes usefully (as in the case of an interview where I need to assess your capacity to do a specific job), and sometimes less usefully.
Public identity is closely connected with trust – we literally shape the reputation we have with others, and that builds, or diminishes, their trust in us. In their excellent book “Building Trust“, Fernando Flores and Robert Solomon identify three separate elements we consider when assessing whether or not to trust someone:
1) Sincerity – do I assess that you mean what you say?
2) Competence – do I assess that you can do what you say?
3) Reliability – given our history, do I assess you as reliable? Have you done what you will say do in our past transactions?
Public identity is based on reliability, or lack there of, in any given domain – if you always say ‘no’ to invitations, then I will eventually make the assessment that you cannot be relied upon to respond to invitations, and will stop asking you. Or, if you never return my calls, I will assess you as unreliable in communication, and that will weaken my trust in you (and therefore, for example, my willingness to do business with you).
Clearly, it is helpful to be aware that, to some extent, we create how others experience us, and that maybe we shouldn’t be surprised if opportunities don’t come our way if we keep saying no!
And of course, we can change our public identities—we are not “doomed” by them, they are not set in stone.
There are a number of ways to change this public identity—one is simply to develop new habits. For example, I can pay more attention to whether my ‘phone is in silent mode when it doesn’t need to be. I had to put up with some teasing from my friends when I first started answering it right away, but now the identity of me as “someone who never answers his ‘phone” is diminishing.
Another might be to make a public declaration of a new identity (maybe as someone who is available to go to parties, etc., to go back to the example of my friend above). Of course, you will need to follow up the declaration with actions to build a different identity and it might take time and application.
Or, you might need to do some work on yourself to change a way of being that you assess doesn’t bring you the identity you wish to create. In my case, I also have had a history of being seen as “difficult” (not without good reason unfortunately), and that required some work on myself, including some coaching and workshops. It’s starting to pay off, too—some of the people who’ve known me a long time have told me that I am a lot less “difficult” than I used to be.
Reflections:
• What public identity do you think you create in different domains of life?
• How are you seen by others?
• How does that impact on your success?
• On your effectiveness?
• On your connection to others?
• What aspects might you wish to change?
• What practices might you adopt to support building a different identity?
Coaching can help you build the public identity you want. To find out more, contact me.