Ferran Adria and Tony Bourdaine each have a brand. So do you.
In case you haven’t heard yet, you have a brand. You began building it the first time you accepted a job in a kitchen and added to it every time you moved on.
Perhaps you accepted jobs in professional environments under demanding chefs who were not always kind but gave you a rigor which guarantees your next employers or investors the combination of focus and skill they need.
Or you began work in busy locations with high demands on organizational skills and strategies and continued to ascend the ladder of responsibility while you added management and crisis solutions to your tool chest.
Brands are individual. The more common word would be reputation, but you have a brand by the time you take your third or fourth job. If you are wise you have followed your best skill set to achieve and maintain your brand, most likely forgoing selling out early. Smart, I say, because you’re your brand is the cornerstone of your career, your satisfaction and your life including your success in the future.
Building and caring for your brand means giving thought to where you are going next before you have to go there and having the long view toward your final goal. It means making choices, sometimes difficult. At some time you will decide or it will be decided for you whether your brand is that of a detail oriented hotel chef or as a master of food for a small audience. If you are a grand manager and organizer but aspire to a cuisine that will put your name in lights, you need to realize that the two career directions are probably mutually exclusive. Choose one.
Some brands – bad boy chef or media monster – tend to come with karma or crafty planning, but there is always an element of fate in anyone’s career path. And, of course, there are undesirable brands such as the screamer or the coke head, but that’s not really what we’re talking about here. We are talking about the reputation you want to project.
Most of the time your brand will not be a theme like Asian or Latino, but it can be, just as it can be comfort or modernist cuisine, although many people who begin in a tightly defined theme desire to expand at some time.
Maintaining your brand demands choices of location and title. If your goal is to be in fine dining and there are no chefs positions in the area where you want to be, then your concessions are going to have to include decisions to relocate to places where the positions you need for your profile are available, take a subordinate position where you want to be or lower your expectations.
I am opposed to the last option. I have seen too many chefs sacrifice their futures because they have a relationship requiring more free time, want to live where housing costs less, or value compensation and title over reputation. By the time we speak a few years later their chances of returning to the arena they originally chose are extremely limited. I find it a pity that some people give up something they have worked so long to develop. The industry is unforgiving.
In other words, keeping your profile and your future desirability not only requires choices but may require sacrifices. Life gets in the way of career, and I would be the last person to suggest that family – children, sick parents, just family in general – is less important than career. It’s not.
The good news, however, is that you only need about ten years to set your reputation in stone, then you can generally choose or open your own location. What you do during that period will, I promise pay off or exact payment. I am tempted to say It’s your choice, but the fact is that you have to make it your choice. Life is tough, but most of the time you can bend it to your desires.