December 03, 2012

Personal Branding (Part II)



“Simply put, a brand is a promise. By identifying and authenticating a service, it delivers a pledge of satisfaction and quality.” – Walter Landor, Advertising Legend.
The second part of this entry could not have been done without the help of a tweet from a friend, and also attending a leadership workshop by leadership coaches Bobby Ummar, Carol Gover, and Karimah Hudda on looking for that “Something Else” in your life. Prior to this workshop I was naive to just think that branding was simply an all-out saturation and bombardment of strategic iconography and consistent graphics. After that workshop (which coincidentally attended RIGHT AFTER writing the first part), my views began to change.

Branding is really about representing and telling others your story, who you really are and what you are really good at. Every successful brand has been associating their product or service with quality customer service and satisfaction. The same thing goes with an individual – what are you consistently good at and what you can offer to people, and how will you want to be remembered.

You might be thinking that I`m crazy giving the tips to graphically representing your personal branding. However, there is one more thing that a any brand must maintain a strong link to the positive experience and service that makes customers, relationships, and networks postively remember you.

Branding can be done graphically, but that`s not the most important part – it`s ultimately about the positive behaviours and experiences associated with who you are as an individual, and the anticipation or expectation of others who do business with you. Keep your relationships feeling good - and behold you are personally branding yourself to others! Showcasing yourself authentically in a positive light, the graphics become secondary.

Without a positive relationship established with your clients, networks, peers, colleagues; without the valued behaviours placed backing up who you are as an individual – the visual identity and brand will have a negative connotation to those around you, and your personal branding becomes lacklustre.



To enhance your brand and make it align visually (portfolio, resume, business cards, e.t.c.), you must really evaluate who you are, your strengths, your skills, your values and tastes before you establish an iconic visual. What is your story and purpose? What do you want to be known for? How will you be remembered? How will you be authentic? The graphics are secondary.

Stay Classy and Fresh,
The Underdog Architecture Student 


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