You are the brand
Pros share tips on how to stand out
Lakeshia Artis
Inside Business - Hampton Roads
Monday September 17, 2007
You only get one time to make a first
impression. So make it a good one. Better yet, make it an opportunity
to deliver a personal brand.
“A brand is how people know you,” said Joel Rubin, president
of Rubin Communications Group, a public relations and marketing firm in
Virginia Beach.
Personal branding is similar to how Nike, Target, Coca-Cola
and other major companies market themselves to stand out among
competitors. Finding a niche, a look, a personal style provides people
with an opportunity to stand out among their peers.
When fitness guru Jim White, president and owner of Jim White
Fitness Studios in Virginia Beach, started his business, he wanted to
brand his company the way celebrity fitness trainers, such as Denise
Austin and Gunner Peterson, do.
After consulting with marketing executives on a name, White
said, “I was told, ‘Jim you are the brand. That is why people come to
you. It’s your unique training style, personality and nutritional
values.’ ”
“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.”
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