The Brand YOU

By Brandi Kamenar

Branding your company is smart; Branding your company and you is even smarter.

Few companies understand the power of intelligent branding better than Apple. And few CEO’s can match the magic Steve Jobs puts into ensuring that he possesses as powerful a personal brand as his company’s. When you think of Apple, you think of elegance simplified, and when you watch Jobs present - dressed in his trademark jeans and long-sleeved black pullover - you see that same motif repeated in everything he says, every gesture he makes and every product he demos. In fact, it is difficult to think of Apple without thinking of Steve Jobs.

America’s business community is filled to the brim with successful entrepreneurs who have constructed for themselves powerhouse personas that function on a personal level in much the same way as their corporate brands. Another classic example is Donald Trump. When you think of the various Trump enterprises, it is The Donald himself who jumps to the forefront of your mind. The real estate deals and commercial developments that once were the calling card of his business have taken a back seat to the man himself.

Some of this phenomenon can be laid at the feet of our culture’s burgeoning cult of celebrity. Rest assured, though, these powerful personal brands resulted from carefully orchestrated strategies and tactics as sophisticated as any seen in product campaigns. Today, more than ever, branding is essential to the success of your business. Building your personal brand is just as important - perhaps even more so.

Today’s successful entrepreneurs understand that personality can lead to profitability, but only if the personal brand complements the corporate brand. The truth is that most entrepreneurs and executives can pull off heady feats of corporate decision-making in the boardroom. However, most are not equipped for the task of building their personal brands. This is not something you want to try at home; it is a task for professionals. There are a few companies specializing in this critical and often overlooked niche.

Personal branding needs to encompass two key concepts: forward-thinking and fashion forward. Your personal branding strategy should be designed to address every aspect of your appearance, behavior and performance. Be aware of the components that are essential elements of your brand strategy. These include, but are not limited to:

• A personal stylist. This extends beyond the look of your hair and encompasses the fashion aspects of your brand as well. After all, if you are promoting a highly sophisticated or specialized product, you may not want the Trump powerbroker image. The personal stylist analyzes your company and you, defining a wardrobe and personal grooming standard designed to put you - and your company - in the best light possible.

• A business coach. Yes, as was stated before, there is a place for a business coach within your branding strategy. The aim is to ensure that you understand the aspects of your business that are most likely going to be topics of conversation either in the press or the public. You want to be sure that when you speak, you come across with an air of confidence, authenticity and acumen.

• A wellness expert. This might be a fitness coach, a nutritionist or both. Running a successful business means long hours and not much downtime. You cannot afford ill health, particularly with the slate of public appearances that will be coming up. You want to look and feel your best at all times.

• A vocal coach. Public speaking is still the number one fear of the vast majority of the population, including executives and entrepreneurs. However, a talented vocal coach can help you not only overcome that fear, but help you develop a personal style of speech and delivery that enhances your public image.

These are what I would consider the minimum requirements for any personal branding campaign. An agency can also manage public appearances, charitable functions, public relations, product development and marketing campaigns. The point is to make everything count: Be in the right place at the right time with the right look and the right things to say, because when it’s all done right, it is memorable. And you’ll find yourself on the way to becoming an icon.

The key is to remember that your personal brand should enhance your company brand. When the public hears your name, they should think of your company. The reverse is also true: When the public hears your company name, they should think of you. Remember you are the brand as much as the brand is you.

About the Author
Brandi Kamenar, award-winning entrepreneur and CEO of Icon B. Marketing and Publicity Group, has taken Tampa Bay by storm with her creative and powerful marketing and publicity strategies- making an impact no matter the occasion. Brandi is also host and producer of Icon Savvy TV, a news show that highlights Tampa Bay trends, society and style. With a fashion-forward roster of clients, she has a true eye for publicity and knows what it takes to thrive in the fast-paced luxury/lifestyle world.