I am the past chair of a local Chamber of Commerce and today they had a “passing of the gavel” ceremony where past chairs help to induct the new Chairman. Yes, it’s a bit corny as we really do stand in front of 250 people and pass the gavel from one to another, but it got 12 different past Chairmen in the room. And I admit, I am a WAY past chair, having had the honor 15 years ago.
It’s sad to say, that while that organization helped me in the early years of my business, about 10 years ago I moved on to the larger regional Chamber. So, I am no longer (nor my staff) actively involved with the organization.
Going to the event brought back many memories and I enjoyed seeing some old friends and meeting new people. It also helped to remind me that having a personal brand pays dividends in so many ways.
What is a personal brand?
A personal brand is basically developing the image and impression you want people to have about you and your company and sticking to it. No matter how you present yourself, in person, in writing, social media, business or social settings, your “brand” should be consistent.
Everyone is different, thank goodness. I’m a suit/jacket kind of gal. I started my career in New York City in a much more formal time and feel most confident in a suit type ensemble. It’s part of my personal brand. Others may prefer to wear embroidered shirts or as one woman did today, always wears a hat. It’s part of their personal branding.
Tell Your Story Consistently
It’s also the story we tell about ourselves and our companies. Today I was happily reminded that I’ve been consistent with my personal branding for a very long time.
On more than one occasion someone I hadn’t seen in years offered to introduce me to someone new. Of course, that’s why I’m there, right? I didn’t have to remind or correct them on any aspect of their introduction of me. They even hit one of my signature benefits from the start – creative promotional solutions. After not seeing me for several years it was nice to know that my message had staying power.
Personal Branding Through all Your Communications
But, it wasn’t just a great memory, most still receive my monthly newsletter, read my blogs or have heard me speak at events. And I try to be consistent in all.
One person that used to say they’d buy a book if I ever wrote one, came up to ask if I had written that book yet. I told him not yet, but that I had contributed chapters in two bestseller books. And he wasn’t surprised and asked that I send them to him (they are available on Amazon).
At one point in my career I didn’t want to “toot” my own horn, but now I recognize it’s important for my personal brand. It’s all part of expanding my credibility and showing my unique value to my clients and potential clients. And again, the message in these chapters continues to tell “my” story in a consistent, albeit different, way.
Personal Branding Increases Referrals
Another great advantage to having a positive personal brand is the referrals. I get referral calls regularly. Most have been referred by people I haven’t seen in years, but they are still confident that their referral will be well taken care of.
If you haven’t put much thought into your personal brand, now’s the time. Your brand should be a true reflection of who you are and what you stand for (professionalism, fun, creativity) and reinforced in all that you do.
Danette Gossett is the founder of Gossett Marketing, co-founder of Promotions Rescource LLC and co-author of the best-selling book “Transform” with Brian Tracy. Danette utilizes her more than 30 years of advertising agency and corporate marketing experience to develop effective promotional campaigns and products for her clients. Visit GossettMktg.com or SalesPromo.org and follow us on twitter @MarketngTidbits.