I INC. Be the CEO of your Brand

By Kate Moodley

In her book on owning your brand, Kate Moodley provides valuable and practical insight into the
world of branding viewed from some of the worlds most powerful brands including a look at actions
that have destroyed brands. You will leave this book stimulated, challenged and with a verve to grow
one of your greatest assets - your personal brand!

• Language: English
• Publisher: BookBaby
• Release date: Jan 7, 2012
• ISBN: 9781483521527

Book preview

References

Chapter 1

Who are You Anyway?

" You’re every bit as much a brand as Nike, Coke, Pepsi or the Body Shop. To start thinking like your own favourite brand manager, ask yourself the same questions the brand managers at Nike, Coke, Pepsi or the Body Shop ask themselves: What is it that my product or service does that makes it different? „

– American author Tom Peters

What do Simon Cowell, Gordon Ramsay, Justin Bieber and Lady Gaga have in common – and what do you have in common with them?

The answer is simple: Simon Cowell, Gordon Ramsay, Justin Bieber and Lady Gaga are not only highly successful people in their own right, but they each have a uniquely powerful personal brand – and you have the same opportunity to give yourself a distinctive and recognisable personal brand of your own.

Quite simply, your personal brand is what other people think of you – when you’re with them, when you part company and when they discuss you when you’re not there. It is also the sum total of the persona you portray. This is made up of many things, including the way you speak, the way you dress, your set of skills and expertise, your experiences, your academic qualifications and your personal achievements. At the same time, your personal brand is defined by your personality, your attitude and the way you approach life.

Dan Schawbel, personal branding guru and author of numerous influential books on personal branding including ‘Me 2.0: Build a Powerful Brand to Achieve Career Success’ defines personal branding as this: Personal branding describes the process by which individuals and entrepreneurs differentiate themselves and stand out from the crowd by identifying and articulating their unique value proposition, whether professional or personal, and then leverage it across platforms with a consistent message and image to achieve a specific goal. In this way, individuals can enhance their recognition as experts in their field, establish reputation and credibility, advance their careers, and build self-confidence.

Consider this: What do people think about Lady Gaga? What does the press say about Simon Cowell? How do you feel about Gordon Ramsay after watching one of his expletive-ridden TV programmes?

Here’s the thing: no matter how you may consider yourself, no matter who you think you may be, the values you may have, the things you consider important; at the end of the day the only person you really are is the person other people perceive you to be.

In a nutshell, you are who other people think you are. That’s all. That’s who you are. And that’s your personal brand. Best you make sure it’s what you want it to reflect.

If you lived on an island, all alone, it wouldn’t make any difference if you walked around naked, neglecting your personal hygiene and not caring what other people think of you.

Unfortunately, we live in a close-knit society characterised by intimate scrutiny. The stark reality is that everyone watches you, everyone appraises you and everyone judges you, all the time.

And your reputation is on the line, every second, every minute, every day.

Are you presenting the public persona you want the world to see?

More importantly, are you confident that the people you meet are thinking – and saying – the right things about you after you’ve left their company?

Are they making snide comments about your bad dress taste? Are they disparaging the car you drive, or discussing your inappropriate conversational topics?

Or are they praising the way you present yourself, the way you interact with others, the way you can be relied upon to deliver on what you promise?

You want people to perceive you in the best possible light, and for this reason you deserve to give yourself your own unique and impactful personal brand. This book will help you achieve that.

Let’s take another quick look at the list of people we mentioned earlier, and explore how all of these people are not only exceptionally successful in their own right, but how each of them has a distinct and uniquely unforgettable personal brand.

Simon Cowell

Known worldwide for his acerbic and sarcastic comments about the skill – or lack thereof – of performers in his televised shows such as Pop Idols, The X Factor, Britain’s Got Talent and American Idol, Simon Cowell was listed by the UK magazine ‘New Statesman’ as being one of the fifty most influential men in the world in 2010.

Cowell is also a highly successful music producer, and contributes widely to charities.

Since he first appeared on American television screens in 2002, he has consistently portrayed the same image, the same personal brand – unwaveringly sticking to his opinions about the quality of performances he is witnessing and commenting upon – and that’s the key to Cowell’s personal brand success. He has remained transparently true to what makes him stand out and has had the courage to put himself out there exactly as he is.

The personal branding lesson we can take from Cowell’s success is exactly that: Find the thing that makes you unique, stick to your guns and make yourself known for that speciality.

As Cowell says, I think you have to judge everything based on your personal taste. And if that means being critical, so be it. I hate political correctness. I absolutely loathe it.

Cowell also clearly understands the importance of working on promoting your personal brand every second of the day. He says, I work very, very hard and I expect people who work with me to do the same. I don’t believe in a five-day week or an eight-hour day. I believe in 24/7.

Gordon Ramsay

Gordon Ramsay is a hugely successful celebrity chef with a string of highly successful restaurants around the world and a number of television shows eagerly watched by millions. His skills in the culinary world have been recognised by being awarded 13 Michelin stars and he holds an OBE – the Order of the British Empire.

Some of the programmes that have rocketed Ramsay to fame include Hell’s Kitchen, The F Word and Ramsay’s Kitchen Nightmares.

Ramsay is famous not just for his frequent expletive-filled outbursts but also for his passionate dedication to delivering food of the highest quality, no matter what it takes. He is distinctive, authentic and daring, and as a result his personal brand is hugely impactful and lastingly memorable.

Controversial as he may be, Gordon Ramsay is not afraid to be seen to be himself and to stand up for what he believes. As he puts it, I have a very assertive way. It’s wake up, move your ass or piss off home.

And he’s quite clear about his commitment to excellence: I maintain standards and I strive for perfection. That level of pressure is conveyed in a very bullish way and that’s what cooking is all about.

Justin Bieber

Canadian pop and R&B singer Justin Bieber is the first artist to have seven singles from a debut album chart on the ‘Billboard’ Hot 100, and the music video of his worldwide top-ten single ‘Baby’ has become one of the most viewed and discussed videos on YouTube.

Teen idol Bieber won Artist of the Year at the 2010 American Music Awards and was nominated for Best New Artist and Best Pop Vocal Album at the 53rd Grammy Awards.

In addition to consistently portraying the same image of himself, staying true to his own identity and coming across to the public in the same way at every media opportunity, Bieber has also skillfully used social media channels such as YouTube and Twitter to promote his personal brand.

In addition, he associates himself with other successful people such as Kim Kardashian and Usher, which has helped to boost his worldwide appeal.

His carefully crafted public persona has ensured that not only do teenage girls around the world swoon in his presence but also that he has one of the most influential social media presences with over 24 000 new people following his Twitter updates daily.

Bieber’s personal branding philosophy is simple and refreshingly honest. He says, I’m telling you, people. Everyday we wake up is another blessing. Follow your dreams and don’t let anyone stop you. Never say never.

He firmly believes that anyone can achieve their dreams if only they believe in themselves. He says, My message is you can do anything if you just put your mind to it. You were born to be somebody, maybe a vet, maybe a hero, maybe a caregiver. Whatever it is, you were born to be someone special and if you believe you can achieve.

Lady Gaga

American singer and songwriter Stefani Joanne Angelina Germanotta, better known as Lady Gaga, is famous as much for her exceptional music skills as for her outrageous and in-your-face performances and public behaviour.

Her number-one singles ‘Just Dance’ and ‘Poker Face’ took the world by storm, and with sales of over 23 million albums and 64 million singles she has won numerous Grammy and MTV awards and has featured in the ‘Time 100’ list of the world’s most influential people.

Whether it’s being known for wearing outfits made entirely of meat, or for being a dedicated supporter of charities and humanitarian concerns, Lady Gaga is very clear about the importance of promoting your personal brand by being the person you want to be. She says, You have to be unique, and different, and shine in every way. Don’t you ever let a soul in the world tell you that you can’t be exactly who you are.

Her commitment to building a successful personal brand has been clear from the start of her career. I had a boyfriend who told me I’d never succeed, never be nominated for a Grammy, never have a hit song, and that he hoped I’d fail. I said to him, ‘Someday, when we’re not together, you won’t be able to order a coffee at the @%$# deli without hearing or seeing me.’

Controversial as she may be, there are many personal branding lessons we can take from Lady Gaga. As she says, It doesn’t matter who you are, or where you come from, or how much money you’ve got in your pocket. You have your own destiny and your own life ahead of you.

So, even if you’re not planning on becoming world-famous, you can build your own optimum personal brand, just like Simon Cowell, Gordon Ramsay, Justin Bieber, Lady Gaga and so many other successful and influential people.

This book is intended to help you craft your personal brand to its full potential, ensuring that the way you portray yourself gives you the best chance of success in your private, social and professional life.

I hope that this book helps you find your perfect personal brand.

Chapter 2

Are You Unique? If