The Power of Personal Branding to your Business

By: Natalie Jobity

What is it about Oprah, Suzie Orman, Katie Couric and Martha Stewart that make them household names worldwide? It’s the effectiveness of their strong personal brands! You are your own walking billboard, which markets and conveys information about the value of your business’s brand.

At the very heart of your brand message is you—the personal manifestation of your business’s brand. What brand image are you conveying by your visual presentation of your brand? Getting clear on this helps you develop a Unique Value Proposition that positions you for business success.

Your personal brand includes your image and marketing but it is also hinges upon establishing a reputation for yourself, showcasing what differentiates you from your peers, and leaving a lasting and unforgettable impression.

Every element or aspect of your personal brand needs to communicate your overall brand message.

This includes:
· Your image
· The way you communicate
· Your marketing materials
· The way you relate to people (approachability, likeability, trustworthiness etc.)
· The level/type of service you offer
· Your business’s mission and vision
· Your online identity (website, e-newsletters, blogs, etc.)

An effective personal brand helps you:
· Establish yourself as an expert
· Reinforce a clear and powerful ‘business’ brand message
· Market your services
· Establish credibility
· Engender trust and loyalty with your clients
· Differentiate your business
· Exert your ‘influence’ (your point of view, message, etc.) with those you interact with

Get clear on your brand promise. Think about what your target market needs and expects from you. How do you deliver against that in a way that delights them? How do you want your customers/clients to experience your brand? What images does your brand personify? Are your marketing materials and your own appearance congruent with this image?

Examine your personal brand in these key areas. Is it…
· Memorable?
· Well differentiated?
· Original?
· Sustainable?
· Credible/Authentic?
· Influential?
· Relevant?

All these areas need to be successfully conveyed otherwise your personal brand will be ineffective or non-existent. You must be very clear on who you are, what you do, and what makes you the best provider of your product/service to your clients. A strong, authentic and successful personal brand is easily identifiable and tangibly felt. This is why we unequivocally equate Oprah with generosity, compassion, positivity and personal enrichment. Her mantra, ‘live your best life’ and her look (bright, cheerful, happy colors/ soft, feminine silhouettes), reinforce these brand attributes.

Developing a strong personal brand takes effort, focus and tenacity. Play to your strengths. Take the time to build a strong foundation for your personal brand. Once established, make every effort to reinforce its message in everything you say and do. Remember that every interaction a person has with you is an opportunity to build or undermine your brand message and strength.
Re-examine your personal brand against the list of metrics above. I’m sure you have some work to do to refine and tweak your personal brand strategy.

Copyright Élan Image Management

Natalie Jobity, a wardrobe/ image consultant and President of Élan Image Management LLC, an image consulting firm, coaches women on how to look their best by helping them discover, define and project their own unique signature style, personal brand and an image that positions them for success. Visit her website and blog at www.ElanImageManagement.com