Category Archives: Marketing

Five ways to Build a Personal Brand like Martha Stewart’s

MarthaStewart1

Personal branding is a term that is over used yet often misunderstood.  In truth, your personal brand is part of your identity—it is a way to communicate who you are and what you stand for to your professional circle. It is your unique value and reputation in the marketplace. What it is not is a façade or persona you put on to impress.  What makes a personal brand, well, so personal, is how authentic it needs to be to be effective.  It HAS to be about you—your skills, your values, your experience, your interests, your points of differentiation.   Your personal brand can incorporate your mission, but it is in the living manifestation of that mission that your personal brand becomes dynamic.

Personal-Branding

In my last post, I challenged readers to think of 6 or 7 attributes that they wanted associated with them as a foundational step to building their brand narrative.  Getting a clear intention on how you wish to be perceived really gets you thinking critically of the messages you have been putting out inadvertently. For instance, in my last workshop, I had a young man describe one of his attributes as creative, yet he had difficulty articulating how he expressed this trait professionally. He certainly didn’t “look” creative—in fact he looked pretty conservative! Nothing in his appearance or demeanor gave the impression that he had a creative bone in his body. Yet he wanted to be perceived as creative. When your appearance or communication is at odds with your desired brand identity how do you reconcile it?

The simplest way is to act as if the desired trait is an integral part of you. In this young man’s case, I asked a few probing questions: Did he share creative ideas at work? Did he come up with creative ways to solve problems? Was he creative in his pursuit of his career goals? Did he manifest creativity in other ways? With some digging, we did find quite a few creative kernels in his professional life. And because he had a renewed awareness of how important this attribute was to him, he vowed to make it a more vital part of his professional reality. This is what personal branding is all about!  It is about strategically positioning yourself in a way that allows the most salient aspects of your brand identity to be front and center so it is obvious to your peers, clients, managers, co-workers etc. that this is part of your unique value proposition as a brand.

Think about Martha Stewart for a minute. How did she get to be Martha? What makes her a lifestyle maven? Even after a very public setback, Martha Stewart’s brand re-emerged stronger than ever.  How? For Martha it has always been about her branding. Everything about Martha communicates her key brand characteristics of excellence, high quality, traditional American living, trusted friend and advisor and homemaker. Her brand and identity are almost synonymous.

Martha Stewart likely employed many of the following elements as she built her legacy brand. Ask yourself, is your brand:

  1. Memorable? How does your brand engage? What makes you and the delivery of your brand promise unforgettable? What can you do to consistently exceed others’ expectations of uyou?
  2. Authentic? You are the CEO of your brand. Your brand must be built on your true identity. This is core of your brand. What is true and genuine to you? How can you convey that?
  3. Compelling? What is your story? How would you answer, “Tell me about yourself?” Are you reinforcing your brand message consistently by your presence, behavior, communications (online and offline) and performance?
  4. Differentiated? Are you ordinary or extraordinary? Are you a commodity or a brand? What is distinctive about you professionally? What unique skills/talents do you bring to the table? What can you specialize in? How can you add value to the business at hand?
  5. Aspirational? Are you aiming high enough to give your brand the opportunity to deliver in an expansive way? What other strong personal brands can you leverage? What hidden opportunities are available within your company/industry which you have yet to tap into? Be bigger, brighter, and bolder than you are now.

Finally, you must be persistent. Your brand needs time to grow. It should be developed organically. Great personal brands like Martha Stewart’s  have taken years to grow into household names after a long period of dedicated work, sacrifice, courage, and patience to persist. Take your time, don’t give up, believe in yourself, and be patient.

Natalie Jobity is a marketing consultant, business coach, inspirational author and freelance writer and editor. She is the author of the Amazon Best-selling style guide: Frumpy to Fabulous: Flaunting It. Your Ultimate Guide to Effortless Style. 

Does your Personal Brand Pack Punch?

 

personal branding--does it hurt

Recently I gave a presentation on personal branding to a group of young professionals who are members of an association. As part of the workshop, I challenged them to consider how they wanted to be perceived as a brand. Specifically, what did they want people to know about them upon meeting them for the first time.  The responses were as diverse and creative as the attendees, but underscored the importance of thinking strategically about one’s brand persona.  Many professionals don’t take the time to consider how they are positioning one of their most powerful assets—their brand’s identity.

In one of the more interactive aspects of the workshop, I worked with one of the professionals to help him flesh out his brand story. Essentially, I queried him on his skills, interests, values, personality, experience and more—anything that could potentially have a bearing on his brand promise. It was a rich exchange. Before long it became clear to all of us that he valued people and that this was a deep core value for him. It informed his work ethic, management style, the type of purpose he felt he was called to fulfill in his role, his relationships with colleagues and reports and even the way he showed up dressed for work. He was the perfect example to me of the heart of what personal branding is about—getting clear on your unique value proposition –your special points of differentiation from others in the professional arena.

Portrait of businessman holding blank card

Because here is the truth: we all have a brand, whether we leverage it or not, tout it or not. We are communicating messages all the time about who we are, what we stand for, and what we bring to the table. Yet so many professionals do not intentionally craft their brand personas but instead leave it up to the whim of others to define it for them. That approach leads to a weak, ineffective, inauthentic brand. Why leave your personal brand to chance?

“ You have the choice and the power to craft a strong, healthy, vibrant brand that engages, inspires and robustly performs. It starts with getting clear. It starts with intent.”

As a foundational step in building a strong brand, write out 6 or 7 attributes that you want associated with you.  Think really intentionally about each one to ensure it resonates with you. Solicit feedback from your family, friends and co-workers.  These descriptors will be the platform from which you start to create a meaty narrative for your brand. Your narrative is everything about you; all of the salient experiences, interests, skills and aptitudes you possess anchored by your values, beliefs and character.  This is where you will do the heavy lifting defining and shaping your brand so it is positioned for success.

Your brand is very much aligned with your reputation in the workplace. Like a corporate brand, it is your promise of what others can expect from you. Take the time to build a solid foundation, to shape it in a way that propels you forward and helps you achieve your professional aspirations.

Look for part 2 of this post where I will discuss the 6 key features of a strong personal brand.

What 3 words would you want associated with you?

Related Posts:

Five Ways to Use Your Words for Good

Dare to be Brilliantly You

5 Steps to Leverage your Vulnerability for Victory 

3 Ps to Success: Patience, Perseverance and Prayer

Natalie Jobity is an inspirational author, marketing consultant and freelance writer and editor. She is the author of the Amazon Best-selling style guide: Frumpy to Fabulous: Flaunting It. Your Ultimate Guide to Effortless Style.