Personal Brand

Every successful business has a “brand” that is known by its customers and sets it apart from competition. The brand is the combination of all of the little (and big) things that sets a business apart and that conjurs up an image of the business in the mind of anyone coming in contact with the business. The “brand” can range from how merchandise is displayed, to logos, to signage,  to cleanliness and conditions of company vehicles, to how the phone is answered. Everything a customer sees, smells, hears, and touches about the business contributes to the brand in the mind of the customer (or potential customer). More about company brands in a future blog.

But what about personal brands? Each of us forms an image in what we say, what we do, how we dress, and how we present ourselves to everyone with whom we come in contact. As small business owners, it is often impossible for our personal brand to be differentiated from our company brand. If we have spent thousands on a logo, had the best graphic artist in town design our website, and have a unique product, none of that will matter if personally we come across as unkempt, or do not communicate well.

So, how do we improve our personal brand. We need to really look in the mirror and try to see ourselves as others see us, or better, as we want others to see us. Is my hair neatly trimmed? Are my clothes well pressed? Do I exercise good personal hygiene? Are my shoes polished? Is my cologne or perfume too strong? Do I look others in the eye when I speak to them? Do I really listen to what others are saying or am I just intent on what I am saying to others? Do I write thank you notes? Do I keep my word? Do I follow-up? All of these, and more, work toward making our personal brand.

I was reminded last night by a friend, Mark Madere, that exuding a personal brand is critical in publicity and public relations. Mark, a professional photographer, produced my professional “head shot” photograph that you see at the top of my blogs. This enhanced my own brand significantly over the quick home-made photo that I had previously used. I would recommend Mark to anyone in the Cleveland area who wants to upgrade their image. See Mark’s web site at www.spectralight.com.

Often a personal brand can be greatly enhanced by just a small investment in a photograph, or wardrobe enhancement, or just a good shoe polishing!

Will Limkemann
Limkemann Business Advisors
440-871-0976
www.neobizadvisor.com