"We decided to come up with Jim White Fitness Studios and make my silhouette a brand,' he said. "It's been a good choice."

Working nearly 24/7, White keeps his name in the public eye by writing fitness columns for INSIDE BUSINESS, Tidewater Women and Lifestyles 50 + magazines. White said this keeps his name in the community, which is always good for business.

Personal style also says a lot about the credibility of a person. Impeccably dressed individuals are taken more seriously than people who dress poorly.

"The sum total is greater than all its parts," said Sandy Dumont, president of The Image Architect, an image consulting firm in Norfolk.

"The way you look and dress announces the outcome other people will expect from you," Dumont said. "If you get a mousy person, you think mousy results. I help a person create a dream-come-true image. The way you look and dress announces how you feel about yourself."

Not everyone can afford an image consultant. And hiring one may not be necessary.

"You don't have to spend a whole lot of money advertising yourself," said Rubin of Rubin Communications. "Image advertising is good, but it has to be authentic."

A personal brand shouldn't just be on the surface. "People want to do business with a person who has character, integrity and honesty, someone who will follow through on what they say they are going to do," said Rubin. "I always tell people to get out there and do whatever you're going to do and do it well."

Going out and doing it well is what Dennis Ellmer, president of Priority Auto Group, aims to accomplish on a daily basis. To differentiate himself from other local auto dealers, his program Priority for Life offers customers free oil and filter changes and state inspections for the life of the car.

He's also famous for the "I just want to thank you" commercials.

Amazed at how well these were received, Ellmer said, "We had no idea we would have the success we've had. I guess if they didn't love our commercials, we wouldn't be doing what we're doing."

When asked about what makes him stand out, Ellmer, chuckling said, "I think my gray hair makes me stand out."

"Some people think I make a fool of myself," he said. "I think its part of my personality. I like to have fun. I enjoy people and don't take myself too seriously."

Although personal branding can get an individual noticed in business circles, it's still important to be a savvy business person.

"You have to be good at what you do," Dumont of The Image Architect said. "Or you will waste money going to a specialist."

"When people come to me, I tell them, 'You probably are the best in your field and all I'm going to do is make sure that when they look at you, they know it,'" Dumont said. "The first thing you have to do is make yourself good at what you do. And then figure out how you can let your brand be slightly different and distinguish yourself."

The flip side of personal branding is that overexposure may damage the reputation of your business.

Jim White of Jim White Fitness said his company is not in the business of soliciting clients and spends little money on advertising. There are different ways to get the brand out there, he said.

While running a marathon race shirtless, White decided to write his company name on his back. It was his way of getting the company name out there.

"I don't think I overexpose myself," White said. "It helps them recognize the brand."

At the end of the day, individuals are judged by their reputation.

"If you don't have character, you won't be successful in any business or endeavor," Ellmer of Priority Auto Group said.

"It's the only thing you got," he said.

And don't forget, Ellmer said, "The next time you buy a car, make it a Priority Plus."

Source: InsideBiz.com
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