There’s a lot of media attention being paid to the new wave of being ‘nice’. In fact, The Sunday Times Style section tells us "It’s Cool To Be Kind Right Now.” You may be asking ‘what’s that got to do with my Brand?’ Well, just about everything.
When I read that Victoria Beckham is doing “charity work in Kentucky”, I realised that, like the New Black is Colour and 50 is the New 40, All About Us is the New All About Me. Hooray! It’s fashionable to be kind, generous and nice. I like that. And one part of me is delighted that common decency, thoughtfulness and kindness is now considered fashionable. However, having spent years in the fashion business, I’m wondering how enduring this new trend will be.
Following the hottest trends can be mildly addictive. I know, because, when I was in the fashion business, much to my chagrin, I fell into that trap on more than one occasion. After pitching up at a handful of fashion shows, ranging from New York to Barcelona, one can get carried away with the fashion cognoscenti swooning over a designer’s, often un-wearable collection. Think Christian Lacroix’s failed, loss-making, couture-fashion business. The top fashion buyers bought it and loved it. However, that was it, customers didn’t. Sadly, his brand didn’t have any commercial recognition or appeal. In part, that’s because it was hugely expensive, beyond exclusive and out of reach for mere mortals. In addition, the brand was too ephemeral.
Any brand, even a personal brand, cannot afford to be known as ephemeral. And in order for your Personal Brand to be strong, impactful and lasting, it has to be able to tell and sell a good story. Here, I’m referring to the ‘inside story’, or your Inner Brand. An Inner Brand that tells a good story needs to be congruent, authentic and credible. And achieving that wiil largely depend on who you are on the inside: what your Inner Brand stands for. Think about it, the people we most admire or warm to, aren’t always the most beautiful on the outside. Think Mother Theresa, Susan Boyle, Ugly Betty, the character of the title, Vera Lynne. What about Madeleine Albright, the first woman to become a United States Secretary of State?
So, in order to create a Personal Brand that’s authentic, congruent, impactful and sustainable, follow these 9 Tips:
1. Reject quick fixes and replace them with patience
2. Be generous to others, both in word and deed
3. Think positive thoughts, even when you feel less than positive
4. Be grateful for what you have, rather than focusing on what you don’t have
5. Be prepared to make sacrifices in order to have the life you want
6. Remove prejudices and replace them with openness & learning
7. Offer unconditional compassion and empathy to others
8. Be a good listener
9. Remember, giving is the new getting
As Dr Robert Holden, Director/Founder of The Happiness Project, said recently in The Sunday Times: "I think of kindness like an antidepressant”
With the minimum of effort, just a few brush strokes conveys the identity of the person above. Now that's what I call a powerful, iconic Personal Brand...
Although there are differing opinions about how much time we have to make a positive first impression, in my considered opinion it’s about 10-seconds. This brings me to my Webinar on Personal Branding, hosted by former Dragons’ Den panellist, Rachel Elnaugh. The event was a success because the subject is very important right now. I believe that’s a symptom of our times and people’s need and desire to distinguish themselves. It’s a kind of riposte to the sameness we seem to experience in the world; whether that homogenization appears in fashion, use of language, physical attractiveness, behaviours or attitudes. Or, even in the way we communicate with each other.
It seems to me that in order to stand out from the crowd, we need to develop a strong, positive personal brand. We all have a Personal Brand, whether we know it or not. Our personal brand is what people say about us, not what we say about ourselves.
In case you missed the Webinar, here are the main points I covered. These are the all-important components for a congruent Inner and Outer Personal Brand.
Your Outer Brand is the way you ‘package’ yourself. Here’s how to convey unquestionable professional polish:
Excellent grooming
Upbeat body language
Good steady eye contact
Attire that is appropriate to the business culture and says something about you
Smiling – it’s contagious
A firm handshake – it sets the tone
Excellent manners - treating others as you would like to be treated
Communication – in-person, by phone or email, one congruent communication style
Be engaging and know how to build rapport
Your Inner Brand, in essence, is your Reputation. Here are the attributes that will contribute greatly to your Inner ‘brand promise.’
Energy
Optimism
Passion & Enthusiasm
Reliability
Empathy/EQ
Humility
Humour
Excellent listening skills
Integrity
With these attributes in place, your Personal Brand will be given a significant upgrade. Moreover, whether you’re a CEO, a spouse or entrepreneur, your value and collateral as a human being will increase exponentially. You’ll also be considered by others as being someone who’s authentic. Moreover, some of you will know who really are, perhaps for the first time.
Men Only - Outer Brand - Grooming Tip in London: a great haircut at a good price is to be had by Carmelo @ Melogy. He's very talented and also a really nice guy. Here's his website: www.melogy.com
Women Only - Outer Brand - Makeup Tip: Several of my female clients are thrilled with the products from the CHROMA makeup studio in the heart of Beverly Hills. Their high quality,well-priced products can't be found on the high street. For a unique experience, now you can order easily online: http://www.chromamakeupstudio.com/chromamakeupstudio/Chroma.html
Rachel Live with Malcolm Levene, Personal Branding Guru and Business Coach
Join us for a Webinar on August 20
Space is limited.Reserve your Webinar Seat Now at:https://www2.gotomeeting.com/register/352273682
I look forward to speaking to some of you on Thursday!
Here are the facts: recent research makes it clear that up to 93% of how we communicate is down to body language, facial expressions, voice, language, enthusiasm, energy, grooming and clothing. Only seven per cent is represented by our content. Ignoring this fact could make the difference between nailing it at a job interview and leaving disappointed. In addition, in almost any situation, be that business or personal, knowing that you’ve made the effort to address the 93% is a great confidence booster and self esteem generator. Furthermore, others always recognise and admire those who make an effort.
Having spent much of my working life in the world of fashion, image and style, I’m highly attuned to the pitfalls of ignoring the 93%. Think of yourself as pieces of a jigsaw puzzle, each particle making an important contribution to the whole. So when even a seemingly small piece of the puzzle is missing, the picture appears incomplete. That’s how we look when we ignore the 93%. The word ‘together’ is oft used when people remark on how someone looks, or how they come across or conversely, when they observe someone who looks ‘un-together’. In both cases the viewer is making a judgment, perhaps wrongly. However, if you ask yourself how you’d like to be described, I know which description you’d go for.
So using together as an outcome of getting the 93% right, how does one begin to develop a personal style or, as some describe it as a personal brand that’s both appropriate for them and that conveys something authentic? Of all the famous people I’ve met, some of whom I dressed, so to speak, those who embody the best of the 93% never followed fashion, although they acknowledged its existence. They did, however, convey a strong personal style. Keeping up to date with trends be they food, architecture or the arts seems to strike a positive chord; people who do this are often thought of as sophisticated. But people who pay too much attention to fashion and image are often seen as superficial and vacuous. Personally, I think those who summarily dismiss the fashionista as someone whose contribution is worthless do so because they are intimidated or perhaps even a little jealous.
When I was in the business, I never followed fashion, although I was highly aware of what was in, what was about to come in and that which was considered to be on the way out. This awareness was very helpful to me; it acted as a cultural barometer, something that kept my eye sharp and my mind alert. As far as the 93% is concerned, it’s worth considering what percentage of that might be responsible for grooming and clothing, my guess is that it’s about 50%. That leaves 43% for everything else.
As many of you know, we have 10 seconds to make a positive impression; it would be churlish to ignore the fact that our appearance is integral to the impression we make. However, when I come across people both in business and in social circles who don’t think that image is worth discussing or given any credence to, it is odd to me. Maybe it’s a British thing, you know, we just don’t talk about things like that, it’s far too personal. You bet it’s personal and that’s why it’s relevant. Think of it as a personal preference, something you believe in, perhaps even value. In a way, values are a good place to get the ball rolling. Ask yourself what your personal values are. Maybe integrity, optimism and equality are important to you. If so, do any of those characteristics manifest when people meet you? Ask yourself if your inner values match your outer personal style? In short, is there a connection between who you are on the inside and who you are on the outside? For most, the answer is usually ‘no’ or ‘I hope so.’
This quote from Oliver Sacks seems prescient – “Style, neurologically, is the deepest part of one’s being, and may be preserved almost to the last, even in dementia.” I agree with Mr. Sacks. In many ways that’s why I want to bring this subject to your attention. I firmly believe if we continue to develop our personal style our lives will improve measurably. Knowing that your inside matches your outside is both reassuring and empowering. That’s because it improves the most important relationship in our lives, the relationship we have with ourselves.
