A good friend of mine once told me, “You better get to the point quickly or you’re gonna lose me.” This article has to do with creating a personal brand that will quickly attract the right clients and business associates by utilizing essential elements from your OWN life that larger companies couldn’t possibly use.
When it comes to creating a recognizable brand, there are countless considerations. To name a few: How memorable is the image or slogan after it’s been seen and heard a few times? How does it affect the intended audience’s thoughts and feelings? Most importantly, how well does it connect with, and attract, your target audience?
Sometimes an image or a phrase successfully pulls it all together and creates an iconic, instantly-recognizable brand. When someone says “Just do it,” you immediately know the company associated with that phrase. The same can be said for a quick glance at the Golden Arches. These brands are, without a doubt, instantly-recognizable. So how can you create your own personal brand, using images and phrases that are just as effective, if not better, than the ones used by mega-corporations?
Most of us don’t have millions of dollars to throw at an advertising campaign, but when it comes to personal branding, that actually doesn’t matter: The key ingredient lies in your story, in your personality, in those aspects of your brand that uniquely reflect you, 100%.
I’m going to share 3 quick examples of people who have created successful personal brands. At the end of each example, I’ll pose some questions to explore why these brands work so well.
The Ring Tone
My wife, Amanda, recently met with a prospective client, a real estate agent, named Jill. They were engrossed in a conversation when Jill’s phone rang with a Gimme Shelter ring tone. Without even thinking about it, Amanda began bobbing her head in time with the beat, humming along with the familiar tune. After a moment, Jill silenced her phone and apologized for the interruption. My wife said, “I LOVE the Stones.” Jill said, “Me, too. I’ve loved the Stones since I was a kid! And this song reminds me of why I sell real estate–to help people who’ve been through a tough time find a safe place they can truly call home.”
Let’s see how this personal ring tone is part of Jill’s personal brand:
How is it memorable?
What are your thoughts, feelings, and associations when you discover the song’s special meaning for Jill?
Whom do you imagine Jill prefers to work with?
How might this ring-tone be integral to Jill’s authentic personality?
Pink Pumps
I was recently having coffee with a prospective client (whom I will call Rachel) who works in the financial services industry. Needless to say, the mode of dress for someone in this business tends to be on the formal/conservative side. (Most of us feel more comfortable with less-edgy individuals handling our money. Seeing as first impressions are powerful, people in this industry generally adhere to that premise.)
At first glance, Rachel fit the bill–sporting a tailored skirt suit with an elegant cream-colored blouse, modestly accented with silver jewelry. All of this was standard fare, and I didn’t think anything of it. But when we sat down and Jill crossed her legs, ALL I could look at was her hot-pink, spike-heeled pumps, which did NOT round out the tasteful, professional ensemble! These shoes took the phrase “wardrobe disaster” to new heights, and I couldn’t resist asking: “What is the story behind those shoes?”
She beamed brightly and explained: “I’m a 7-year survivor of breast cancer, and I always rock my pink pumps as a reminder.” I smiled at her and said, “Good for you Rachel! That’s AWESOME!”
Let’s look at how Rachel’s hot pink pumps are a part of her personal brand:
How are they memorable?
What are your thoughts, feelings, and associations regarding those hot pink pumps when you discover their special meaning for Rachel?
Who do you imagine Rachel prefers to work with?
How might these shoes be part of Rachel’s authentic personality?
Going Tie-Less
Not long ago, Will Turner and I were fine-tuning the details of an upcoming workshop we were leading. As we were wrapping up our discussion, I asked him what he was planning to wear, wanting to make sure we didn’t end up looking like twinsies. He told me he’d be wearing a peach-colored dress shirt.
“What about your tie?,” I asked.
He looked at me, annoyed, and said, “I don’t wear ties, and I don’t want to work with anyone who expects me to wear one. It’s not who I am anymore.”
The fact is, Will wore a suit and tie to work every day for 25 years, and after some life-altering decisions in 2009, he realized he was dressing formally simply to fit in, to project professionalism, and to play a part he thought was expected of him. The new-and-improved Will is still professional, but is more interested in showing his playful side, being more authentic and less concerned about what others think.
Let’s take a look at how not wearing a tie fits into Will’s personal brand:
How is it memorable?
What are your thoughts, feelings, and associations towards informal attire (in a business setting) when you discover why Will makes that choice?
Whom do you think Will prefers to work with?
How might this be part of his authentic personality?
Developing your own personal brand can be a lot of fun and will set you apart in a sea of competitors. It’s important to note that the ring tone, the pink pumps, and the lack of a tie are not gimmicks; these choices are unique to the individual, and convey a message that has less to do with the person’s profession and more to do with who they are. These choices are intentional, unique, and meaningful!
Take a few moments and jot down a phrase that captures a unique personal message, one that genuinely represents who you are, and would likely resonate with the kinds of people you want to work with.
Now think of a unique way to deliver that message. Your style of dress? Your ring-tone? Your company slogan?
Keep at it until you develop your own, fearlessly-authentic brand!
