8 March 2010 25 Comments

Personal Branding: The emotional labour factor

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals


Brand and emotional factordedicationI just took time to read the last edition of Dan Shawbel’s Personal Branding magazine. The cover story actually drew my attention. I am a great fan of Seth Godin because he has achieved what I am trying to achieve despite all the odd in my environment. Most African nations have not come to appreciate knowledge acquisition neither is reading culture part of us. The low levels of infrastructures that will support acquiring knowledge outside the school especially on the internet have not driven enough people to hook up to the net. This statement does not mean I do not value my heritage as I see improvement, but unlike the western world, we are still not there. So anyone with knowledge to share here has to work harder to be noticed.

That is the reason why this interview with Seth Godin really got my attention. Seth defines emotional labor factor as the act of bringing emotion, goodwill and a smile to a situation you do not necessary feel like being in. It is also the acts of giving speech even though you are afraid, and smiling, shaking someone’s hand even though they are shy. For me this is the pointer to success under whatever climate one finds himself while pursuing a goal that is worthwhile. I do believe personal branding project that will excel must be willing to incorporate emotional labor factor to its physical labor. I know most people do not want to blog here because they feel they are not getting enough traffic. I keep saying people here should check the track record of frontline influencers like Seth Godin and many others. Not many of them are overnight success. So there is need to use emotional labor factor to remain afloat. When a person embrace emotional labor factor to his physical labor, he/she will be compensated along the line. I have decided to stick to this.

People should understand today that many live on the receivers’ lane. Especially here. Many want every meal presented to them as a free lunch. The guy who continuously, consistently prepares the meal will one day hit the gold even though he may appear foolish today.  Why did we Africans lose so many discoveries that our fore father made? It was hoarded, never shared? The new age of emotional labor factor is for intending influencers to keep striving for more to share here. In the next five years or more, the equation will have changed.  With emotional labor, a personal brand can make a lot of difference. It can achieve more as a ‘go to person’ than a receiver will. With emotional labor factor, a personal brand will work his ‘ass out’ and crave for more to share even though there is no immediate gratification in view. With the use of emotional labor factor, an individual will step out of the comfort zone; jettison every excuse to drop his thirst for acquisition of knowledge, quality content and sharing that is not immediately valued by audience.

There is a major benefit in embracing the emotional labor factor, the individual’s paradigm usually shift for better. There is no guarantee that he/she would not have made mistakes, been criticized, misunderstood in the process, but what is certain is that such personal brands will eventually be rewarded for making an impact in his/her world. In conclusion, thank you Seth Godin for being such a tremendous influence and let someone out there let him know I heart him, and crave  to share a lunch with him for being a great inspiration.

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