Brand You Successful

by Shannon Smith

You either create a brand that is distinct …
or you become extinct.
— Tom Peters, author of In Search of Excellence.

Humans think visually. The saying “I hear what I see” is true. The visual you has the most impact.

The personal brand (image) you project affects others’ decisions about

• your intelligence, character and ability
• whether they want to do business with you
• how they treat you

The way you dress (and act) has a remarkable impact on the people you meet professionally and socially. Clients who dismissed the importance of personal packaging (their personal brand), tell me they have lost promotions, deals have fallen through, memberships were denied and friends have disappeared.

Is your personal brand (image) professional, congruent, attractive and attracting?

Before you sell anything — your product, company or service — you sell yourself. Shift the balance of power in your favour. When you brand yourself, you are perceived as more desirable and in demand. Brand Status increases the bottom line, both personally and corporately.

Large, successful companies understand the power of branding. They spend a lot of time, money and energy to create a brand for their product that is eye-catching and appealing enough to sell through to their market. They want to ensure that the buyer builds a strong connection with that brand.

Do you think of yourself as a company of one?

How much time, money and energy have you spent in developing a personal brand that is unique enough to sell through to your market? Chances are you haven’t even given it a thought. Perhaps, like many of my clients, you too, dismiss attention to personal branding as frivolous, fluffy and superficial until you, like them, hit a brick wall, lose business, that big contract falls through or you fail to get the next promotion.

An individual with a well-defined personal brand has more status and a tremendous advantage over the competition in the marketplace. When you are well-branded, you are pre-sold. That gives you a huge advantage over others selling themselves.

When you want someone to date you, for example, you don’t just stand in the street naked. Instead, you put on the outfit that reveals just enough and covers up just enough to make people want more. To get someone interested in you, just give away a few pieces of information. You want to tease them, wet their appetite and make them drool for more. In the beginning, it is simply style. Substance comes later.

What are you doing?

In the current economy, competitiveness has increased dramatically. Business is more serious and conservative --- not only in attitude but in business attire, business etiquette and leadership skills as well. Companies are concerned and hiring us to train their employees in acquiring the soft skills that lead straight to success. Of course, intelligence, experience and education count. Today, the whole package counts

The hallmarks of successful individuals in a fast-paced global marketplace are their confidence, ability to communicate effectively, manners and poise. Mediocrity is dead — and it’s about time. It is not acceptable to dress inappropriately or do business with the wrong fork. There is a return to formality, elegance, manners and sophistication.

It’s been my experience that an individual who understands the power of perception will make the changes necessary to ensure that he/she creates a powerful, congruent personal brand. To be competitive, have greater influence on others, attract more business and be more successful, it is critical to pay greater attention to personal branding.

Be a smarter marketer. To attract the best, you need to be the best.

Links

• image courtesy of Alessia

Shannon Smith is a leading image strategist and founder of Premiere Image International, the foremost provider of personal brand training. Since 1983, Shannon and her team of consultants have taken companies and individuals from unnoticed to unforgettable. You’ll find more details on the Experion website and LinkedIn.