Can you stand out as a well defined brand that the rest of us can define in 15 words or less? If you do, congratulations, you’ve created a strong personal brand around yourself! If you don’t …well, you may be wondering, “what’s a brand?”
A brand is a symbolic embodiment of all the information connected to a product, service or person and the brand’s purpose is to create associations and expectations around it. A product brand often includes a logo, fonts, color schemes, symbols, and sound, which may be developed to represent implicit values, ideas, and even personality. A personal brand is essentially the same as a product brand, the only difference being that instead of a logo, fonts and symbols you associate your person with certain habits, looks, sayings, nicknames and causes.
There have been lots of books written on the personal branding subject and for most people the idea of self-branding sounds irresistible. But what most of us seem to ignore is the fact that “most people aren’t equipped to be brands, they don’t have it – and they think they do” (Donald Trump). The result: people with annoying behavior. But I won’t talk about that here.
Having a strong personal brand is useful when marketing yourself in this Google, MySpace, YouTube and blogging era, but you must first know how to create your personal brand.
1. Develop – or “borrow” – a Saying
Jim Cramer cemented his brand on CNBC’s Mad Money with his “Boo Ya’s!“. Other famous sayings include “You’re fired!” and “It’s a good thing.” New York Post’s Cindy Adams ends her gossip columns with “Only in New York kids, only in New York.” She didn’t invent it? Well, who cares? She made it her own! You can do that too.
2. Write a Book
Or pay someone else to write it for you. The goal here is to have your work become part of the popular lexicon, like Jack Canfield’s Chicken Soup for the Soul
3. Get a Distinctive Look
Look at Steve Jobs, he has his black turtleneck; Donal Trump, his comb-over. They can be easily identified with their looks.
You don’t have to wear the same outfit every day, but try to keep and cultivate one memorable look. Anna Wintour keeps woman chasing the latest fad as editor of U.S. Vogue, but she hasn’t changed her hairstyle in years.
4. Get a Cause
Preferably one that lends itself to a rock concert. A savvy personal brand is also linked to pressing issues of the day. Al Gore’s star rose after he became the face of global warming. Angelina Jolie gets better press for her work with refugees than she did for dotting her body with tatoos.
5. Encourage Nicknames
Warren Buffett is also known as Sage of Omaha. Sunbeam’s Al J. Dunlap is also known as Chainsaw Al and Rambo in Pinstripes. If yu can’t gt your own nickname, build up your personal brand by giving nicknames to others. New York Times columnist Maureen Dowd has a litany of pet names for politicos.
Anna Wintour also has this point down as she was dubbed “Nuclear Wintour” by the U.K. press.
6. Link up with Stronger Brands
They don’t even have to be your friends. You just need to be in the same general sphere and make the association.
Go to the same parties, compliment them on their latest look, invite them to post on your website or blog or interview them. Your image will then start being associated with their well defined brand and your brand will have a “positive vote” from theirs.
7. Mimic a Popular Brand
This is probably the easiest thing to do. Model yourself as a variation on someone who’s already made it big. Tyra Banks was just a supermodel on TV until someone dubbed her as “the next Oprah” because Tyra admitted she’s making herself in the image of old pal, Lady O.
Find an icon that you can associate yourself with and use it as a model in defining your own personal brand.
8. Create a Personalized Gift Card
Have you considered how little post you get these days? Most of the post received is junk mail, statements and bills, so getting a letter from someone or a card is quite unusual and certainly stands out. Using a personalized gift card will ensure that you stand out from the rest of the crowd and get remembered by your friends and business colleagues.
