Personal Branding: What it is and Why it matters

 If you are a working woman in a business world who is looking for new clients or aiming for a promotion, the competition is tough.  It's important that to be seen as the right person for the job or the project, you are showing up as the right person each day. I've talk ad nauseum about the impact of what you wear and that when you show up, you need to be dressed for the job and life you want, not the one you have.

Personal Branding is incredibly important in life, but especially if you are working in the business world.  You may be thinking "I know what branding is and what a company brand is, but what is a Personal Brand?".

Personal Branding is all about intentionally shaping how you are seen by others, highlighting your skills, experience, and values.  It is the conscious and strategic process of crafting and influencing the public perception of an individual.

When a person is developing a Personal Brand, there are 3 key aspects to be aware of:

1. Personal Branding is NOT accidental. You requires strategic and very conscious planning. It takes effort and it's important that you deliver a consistent message.
2. Public Perception is key.  Whether it's your potential clients, employers, co-workers, or your online community, you have to consider how the things you are saying doing (and wearing) are being seen and perceived by others.
3. It highlights your Expertise and Values.  Your Personal Brand showcases the things that are uniquely you: your blend of skills, experience, and the core values that drive you.

Personal Branding is a differentiator. It is your online reputation, your 30-second elevator pitch, and your personal marketing strategy that helps you to stand out from the competition and establish yourself as a trusted authority.

These days, having an authentic and strategic personal brand is non-negotiable if you want to move up, make more money, and increase your impact.  

If you aren't already convinced that developing a strong Personal Brand is important, take a look at these statistics:

• When it comes to clients, a company's brand image matters. 82% of customers trust a company more if the senior management has a strong personal brand (LinkedIn).
• 70% of hiring managers say that a strong personal brand is more important than a strong resume when evaluating candidates.  Particularly important for entrepreneurs who are seeking funding or partnerships (LinkedIn).
• By establishing yourself as a leader in your field, you open more doors to promotions, speaking engagements, and new ventures. 
• 60% of consumers are more likely to do business with a company with a strong personal brand (Branding Strategy Insider).

Outside of how you treat others, your work ethic, and how you show up online, what else makes an impact on a person's personal brand?

The MAGIC Secret Weapon: YOUR STYLE

Whether we realize it or not, we all communicate through our clothing choices. The clothes that you put on your body should reflect your personality, your values, and your level of expertise. If you take nothing else from what I am sharing with you today, know this:  a disconnect between your style and your personal brand creates confusion and weakens your impact.  If your style does not reflect the level of knowledge that you have or does not come across to show you put effort into it, clients, management, and co-workers will subconsciously be confused. They may not be able to "put their finger on it", but something will seem off and you will be passed over for the job, the promotion, or the sale. 

How a Personal Stylist or Image Strategist can Partner with You to Create an Aligned Image

• A personal stylist will help you to clarify what your personal brand message should be. You will discuss what your lifestyle dictates about your style as well as what the expectations are at your place of business.  If you work in a Lawyer's office, wearing a creative style would appear out of place in a conservative environment. On the flip side of that, if you work as a Graphic Designer, you would stand out like a sore thumb if you work a suit and tie!
• A personal stylist will help you to develop a style that speaks to what values are important to you and also what your true style personality is and how to dress to that authentically.
• A personal stylist helps you save time and money because she will clear the clutter that does not fit your personal brand from your closet, help you shop for pieces that DO, and create looks that convey a powerful brand message. You won't waste money on items that no longer serve you.
• A personal stylist gives you the confidence you need because she uses her expertise to work through all of the magic steps to bring your style, values, body type, and lifestyle together in a cohesive way. When you are wearing pieces that feel good and you KNOW make you look good, you stand taller and you get an instant communication upgrade because you are more assertive, approachable, or polished.
• A personal stylist helps your closet become a place of joy because there is more versatility inside of your closet, and even on your "off days" you can still appear on-brand.
• A personal stylist can help you to create a power look for an important meeting or a special event.
• A personal stylist can help you to communicate your personal brand message when you have updated branding photos taken.

Are You Sabotaging Your Personal Brand?

• If your style lacks a clear direction, the perception is that you are uncertain or that you lack focus.
• If your clothing doesn't fit properly or is poor quality, you appear unprofessional.
• If the clothes you are wearing are dated, you lower your credibility and appear out-of-touch.
• If your clothes are unkempt, you send a message that you have poor attention to details
• If you are showing too much of your body at the office, it's distracting and inappropriate and draws the wrong type of attention.
• If you wear too many accessories, you will appear cluttered.
• If you only wear neutrals, you will blend into the background and it makes it hard to be "seen" for that next promotion or as a stand out to win the client.

Your clothing choices contribute to your personal brand in a major way and it's important to strategically project the image you want to cultivate.

The Hidden Costs of Ignoring Your Personal Brand Image 

• Missed Connections. When you don't have a clear brand image, ideal clients or hiring managers may pass you over.
• Networking Stumbles. If your personal brand does not match your level of expertise or the job you say you have, networking can become awkward and ineffective.
• Not an Expert. An ill-designed brand image may not allow you to be seen as an authority which can impact partnership opportunities.
• Financial Drain. Without understanding your personal brand image, you will waste money on impulse clothing buys that do not align.
• Time Tornado. Trying to figure out all of the aspects of your personal branding with everything else you have on your plate will not only confuse you, but take a long time to do. When you hire a personal stylist, you save precious time with someone who knows what they are doing. It allows you to stay in your own zone of genius.
• Negative First Impressions. It's hard to change a first impression, so those first 30 seconds are do-or-die. Humans determine if they trust someone within the first 30 seconds of meeting them, so you must get the appearance part right!
• Client Confusion. I've said it before, but if part of your skillset is organization and attention to detail and you are showing up to a meeting with a wrinkled shirt and low quality clothing, it may be the one thing that makes something "just a bit off" and they sign with someone else.
• Imposter Syndrome. If your image does not match your expertise, internally, you may struggle with your confidence.
• Presentation Anxiety. If you aren't confident in what you are wearing or the clothing is uncomfortable or pulling and tugging or gaping in the wrong places, it's impossible to walk out on a stage and give your all.
• Lowered Perceived Value. If you aren't effectively communicating your personal brand through what you are wearing, it may be difficult to pull in the rates that you are asking of clients or the raise you are asking your Manager for.

Do you now understand how important a Personal Brand is to your future and even your own self-worth?  The time to make a change is NOW! It's time to invest in YOU. When you choose to partner with a personal stylist, she becomes part of your team of trusted advisors. If you do not hire a personal stylist, it is likely costing you  MORE than the investment you will make to hire her. 

If you are READY to increase your impact and co-create a strong personal brand, I would love to help you!  Head over to my website and see which of my 1:1 Styling Services works best for you. I promise, you won't regret it!

Stylishly Yours,