Kassandra (Kasey) Berns has been selected as one of 50 accounting students nation-wide to participate in the Deloitte Alternative Spring Break-United Way program to be held in Atlanta, Georgia.  Kasey underwent an intensive selection process, which included an essay submission and a lengthy telephone interview.  Deloitte received over 700 applications from 30 campuses across the country.  During Kasey’s week-long program, she will be working side by side with Deloitte professionals and recruiters to motivate and encourage high school students to seek higher education.  Congratulations to Kasey and thanks to Professor Amy An for bringing this opportunity to Kasey’s attention.    

I met a Tippie student named Zach Heffernen last Friday.  He told me a story so interesting that I asked him to write it up for posting as my guest blogger.  Here it is:

The Meaning of Personal Branding

By

Zach Heffernen

It was an early winter afternoon during Fall Semester 2010, and I was on my way to class.  I sat in the middle of the giant lecture hall, and class began normally.  About halfway through lecture my professor stopped dead in his tracks and looked me square in the eyes.  His normal cheerful and sarcastic disposition quickly transformed into an indignant rage.  “What are you wearing!?” I looked down at what I was wearing and thought “Big deal.  So my shirt has some bad language.  Who cares?”  My professor continued, “You will either take that shirt off right now, or put your coat on.  That is not acceptable in here; is that really how you want to represent yourself?!” So I put my winter coat on and sweated heavily the last 20 minutes of class, while my temper elevated in tandem with my body temperature.  I went home and told my friends and roommates what had happened and, being my friends, they all quickly agreed with me – my professor was unreasonable. 

I harbored bitterness for quite some time after the incident, and it was not until about 6 months ago I had an epiphany.  I was going through my dresser and stumbled upon the t-shirt.  It reminded me of the incident, and I thought about it for a bit…and I realized….my professor was right.  And I was the unreasonable one.  I disrespected him that day.  I acted unprofessionally and represented myself in an immature manner. Suddenly, a wave of guilt came over me.

I went in to see my professor in his office hours this past Friday.  I retold him the story, apologized for my actions, and then thanked him.  I thanked him because no one – not my parents, professors, advisors, or colleagues – had confronted me about my behavior.  He told me I had made his day, and that I had had a, “Complete Brand Image Resurrection.”

Everything you do conveys your brand image; it represents your character, and who you are.  Remember that when you are putting on your clothes in the morning.

Guest Blogger Zach Heffernen