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Pioneering Brand Strategist, Speaker, Author and Founder of Reach Personal Branding

William Arruda

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For Profit Hopefully, every business you encounter is focused on profit. 

They should be.  After all, why are they a business in the first place?

Yes, it’s important that you love what you do.  It’s important that you have the skill set to be good at what you do.  Still, at the risk of sounding cold and calculating - profit is the reason. 

How cool is it if you can love what you do, enjoy who you do it with and make a profit?

In a meeting yesterday, a gentleman in the banking business shared his experience at the workshop.  He was saddened to get the feedback that the general consensus of the attendees is - that bankers are the ‘bad guys’.  They were described as cold, heartless and only centered on profit.

There are times when our personal brands are tainted by the industry we’re in.  How many employees of BP can hold their head up high and proudly say they work for “BP” right now?  They might be stellar people but for right now anyone associated with the company is tainted by the horrible perception that people have for the company and their oil spill debacle.

And, there are many corporate entities where the corporate headquarters and ivory tower executives have garnered a bad reputation but the local, hard working people in the branches, local stores or representing the company/organization are really good people.

How do you overcome that and an individual? How do you take your personal brand further and farther than or in a different direction than the current perception of your company or organization?

This gentleman, Michael, from the banking business said it best – focus on profit.  Yet, not the word profit in the sense that you know the word.

He used an acronym – P.R.O.F.I.T. 
People Remain Our Finest Investment Today


Whatever storm your organization is in you can weather it best if you remain focused on PROFIT (the people that you work with, the help you, that you help and that are truly the difference of whether your company will make money or not).   The people that you work with or directly associate with will determine your PROFIT.

Stay true to them and you’ll do well.  Even when you’re no longer with your current company, you will take profit with you if you focus on PROFIT.

Have you done something to focus on PROFIT today?

Cross-posted on TheBuzz101

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Elena Duron Maria Elena Duron | chief engagement officer is co-founder of #brandchat, a weekly conversation on Twitter.  Join us weekly as we discuss all aspects of branding.

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More Stories By William Arruda

Dubbed 'The Personal Branding Guru’ by Entrepreneur magazine, William Arruda is a pioneering brand strategist, speaker, author and founder of Reach Personal Branding. He is credited with turning the concept of personal branding into a global industry.

William delivers keynotes and workshops on the transformative power of personal branding for some of the world’s most successful companies. He energizes and motivates his audiences—and his private clients include some of the world’s most influential leaders. As a thought-leader, William is a sought-after spokesperson on personal branding, social media and leadership. He has appeared on BBC TV, the Discovery Channel and Fox News Live and he’s been featured in countless publications, including Time Magazine, the Wall Street Journal, Forbes and the New York Times. William is the coauthor of the bestselling book Career Distinction. He is a member of the International Coach Federation and the National Speakers Association. He holds a Master’s Degree in Education.