What Are People Saying About You?

In personal branding, as in life, the little things matter. Every move that you make and everything that you put your name on reflects your brand.  Brand and reputation are closely linked. Companies are constantly evaluated by the way they are perceived by the competition, the media and their customers. You are constantly being judged based on perceptions as well.

A brand is all about perception, and as frustrating as it might be, you don’t always have control over how potential clients or the public sees you. That said, with the right focus, strategy and consistency, you can certainly influence how your personal brand is perceived. Pay attention to what you are putting out there – everything from how you dress, how you communicate, what activities you participate in and who you choose to work and socialize with, contribute to your overall brand image.

Cultivating your brand means investing time, effort and eventually money into determining what you want to communicate and how you want to communicate it.  Once you have clarity, content and a plan of action, you will be well-prepared to implement it.

Here are four important areas to consider when determining your personal brand strategy and how you might influence perception:

1. Brand Attributes – These are the adjectives or “descriptors” that best describe you. What are the qualities that you want to exude and be best known for? When you make decisions about your brand collateral, website, promotional materials etc., ask yourself if they truly represent the attributes that you have chosen.
2. Brand Identity – Visual continuity is a critical aspect of brand building. It’s important that you create a “face” for your business and that this is replicated in all facets of your image. This not only includes your logo, letterhead, packaging, website, advertising and promotional materials, but also your personal wardrobe and presentation style.
3. Brand Definition – Make sure you clearly define your brand in a way that you want others to perceive you. In one sentence (often referred to as your tagline), you should be able to eloquently communicate what you do and how you can help the other person. For example, my tagline is “I help female entrepreneurs build powerful, confident personal brands with style.”
4. Brand Message – In Politics, one of the Golden Rules is to stay “on message”. This means that everyone on the team understands and is able to clearly communicate the same brand message. A thread of continuity should run through all aspects of your business – from employees to your website and collateral materials. Whether I speak to an employee, peruse your website or receive a letter from you in the mail; I should walk away with a sense of your brand attributes and an understanding of your message.

A strong brand contains an element (or elements) that its target market emotionally connects to and therefore stands out in that consumer’s mind. In order to be memorable – and to influence the emotional connection that a potential client has with your brand, you must be consistent with your brand attributes, identity, definition and messaging in everything that you do.

©Liz Dennery Sanders 2009

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Ten Steps To Star Power

Bill Clinton has it. So do Michelle Obama, Sharon Stone, George Clooney and Cesar Milan, the Dog Whisperer. You don’t have to be six feet tall or have a trail of paparazzi following you to exude that “certain something”, that magnetic charm and appeal that draw people to you like bees to honey (or in Cesar’s case, dogs of all shapes and sizes). 

Why is it that some people draw others to them effortlessly and have a natural, easy way about them? Yes, they probably have superior communication skills and project calmness, confidence and authenticity. But charisma is not just the luck of the genetic draw, it is definitely something that can be learned and put into practice.

Here are ten things you can start doing today to develop your charisma and up your own star power:

1. Exude confidence – Even if you have to “fake it ’til you make it”, smile, stay calm and focus on helping the other person feel comfortable. Watch your posture – keep your head up, shoulders back and walk tall. Imagine that you are on the set of a film (perhaps you are the next Bond girl, or better yet, the lead in the next Clooney film) and it is your job to be confident. You have no choice but to radiate calm, cool and collected.
2. Focus on the person you’re speaking with – In fact, imagine that they are the only person in the room with you. Don’t let your eyes meander over their shoulder to see who just walked into the party. Be interested. People love talking about themselves, so ask friendly, open-ended questions that you think the other person will enjoy answering.
3. Mirror the other person – Mirroring is gently copying the other person’s physical mannerisms, movements and facial expressions when engaged in a conversation. Mirroring happens naturally in social interactions, but when you are conscious of it and are aware of its affects, it can be used as a tool for generating rapport. On a very subtle level, you are helping the other person to feel more comfortable. This will often lead to a very open and friendly conversation.
4. Don’t hog the airwaves – In addition to asking questions, it’s important to allow the other person plenty of time to talk. This means, stop talking. When you feel the desire to interrupt and add something to the conversation, bite your tongue. Talking more doesn’t necessarily mean you’ll be remembered. Statistically, people find those who listen well not only to be the most interesting of all, but the people they will gravitate to most.
5. Be a connector – Make introductions and share your friends and acquaintances with others generously. Be genuinely happy and excited to see people and introduce them to each other.
6. People love the sound of their own name – There are hundreds of tricks out there to remembering names. Find one that works for you and use it. Hearing our name gets our attention instantly and deep down makes us feel respected and important.
7. Remember the Golden Rule – Treat others the way you would like to be treated. Deep down, everyone wants to be a VIP. When you treat others with courtesy, respect, enthusiasm and kindness, you’ll find much more of it in all of your own relationships.
8. Gracious manners don’t cost a dime – You will find that please and thank you go a long way, as does holding the door open for the person coming in behind you or walking up to the woman standing alone at the punch bowl to strike up a conversation. Most people won’t remember what you said, but they’ll remember how you made them feel.
9. SMILE – A genuine smile is contagious and immediately lifts spirits. This one is such a no-brainer that if all you did was smile more, your star power would soar.
10. Have a signature something – whether it’s a haircut, an accessory or your crackpot sense of humor, have something tangible that people remember you by. It could be your handwriting, the way you wrap gifts, your cooking or the way you sign your name. Whatever it is, make sure it’s memorable and is 100% you.

You may not win the next season of “American Idol” or walk the red carpet at the Oscars, but put these tips into practice and your star will surely start to glisten. And you never know what opportunities and adventures will present themselves when you are at your charismatic best.

©Liz Dennery Sanders 2009

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