Finding Your Signature Brand, It’s all about the 4P ' s
What is a brand? For most of us, it’s a line of apparel, a type of smartphone, or your favorite cereal. But a brand goes way beyond just products and extends to people. Some of you will remember the Apple ad that showcased a Bill Gates type (guy in a jacket and tie, looking dull and corporate) against a Steve Jobs type (hip, casual, smart). You get the point. And, so did the audience — Microsoft blah, Apple, cool. It worked!
Who are some of the most visible people with personal brands? Kim Kardashian comes to mind. But if you are interviewing for an executive position at one of the top 5 consulting firms, hers is not the brand image you want to bring to your first Zoom call or in-person interview.
Oprah Winfrey owns her personal brand. She welcomed discussion about body image, changing her own from big to slim to big again and never losing her credibility. She dressed for her position, for the occasion, and for her image. She never looks sloppy. She’s crossed the Rubicon from entertainment icon to business mogul but never lost the Oprah brand.
Princess Kate Middleton has gone from girlfriend of a prince to a princess, mom, and a leading figure in the world of outreach to children in need. As her style has evolved, she’s been able to communicate her brand through personal acts and a personal style that remains young and hip.
Today women head some of the biggest U.S. corporations. Here’s just a few….
Susan Wojcicki, CEO of YouTube
Lynsi Snyder, CEO, of In-N-Out Burger
Marillyn Hewson, CEO of Lockheed Martin
Mary Barra, CEO of General Motors
Whitney Wolfe Herd of CEO of Bumble
They may not have the same instantaneous brand recognition as the Kardashians, Oprah or Princess Kate, but to achieve the positions they have on the highly competitive playing fields in which they operate, they all had to create something unique — a personal brand.
Branding with the 4 “P’s’
It’s a familiar strategy for experienced marketers. Let’s say you’re launching a new brand of lipstick or changing a trusted brand with new packaging or a new message. You start by thinking through your brand strategy using the 4 P’s:
Product: A product can be either a tangible good or a service that fulfills a particular need for consumers. Whether your product is a brand of potato chips, a household item like dishwasher soap, a hotel chain or a university, it’s essential that you have a clear grasp of what makes it unique before you can successfully market it.
Price: Once the product offering is established, you can make pricing decisions. Price determinations will impact profit margins, supply, demand and marketing strategy. Products and brands may need to be positioned differently based on varying price points.
Promotion: Once product and price are established, it’s time to promote it. Promotion looks at
the many ways advertisers market to consumers and includes includes: advertising, public relations, social media, emails, search engine marketing, videos and more.
Place: Successful brands are all about putting the right product, at the right price, at the right place, at the right time. The mission is to convert interested consumers into actual customers. Today, the initial place potential clients engage is online.
Now, create your own brand using the 4 P’s
You are the PRODUCT, so begin by evaluating what makes you special. Ask yourself:
Q. Are you dressing for your body?
A. Tall or short, thin or curvy, here are some pointers:
- If you have big chest, go for a v-neckline time. It will flatter and not give you that uniboob effect
- If you’re curvy and you love yoga pants, check out your booty in the rear-view mirror. This look may not be for you. And it’s only for weekends, working at home and the gym. Not everyone can pull off a sophisticated yoga pant look.
- No matter what the occasion: job interview, business trip, night out with friends or going to your kid’s soccer game, the items you pull together should communicate the same message. “There goes Susan; she always looks fabulous.”
Q. What colors work best for you?
A. Navy or black works on just about everyone; here’s a few ways to make it yours:
- If you’re going for a job interview, neutral is best. But a pop of color is a great way to express your personal brand. Whether a lush pink shirt under a dark blazer, a red velvet shirt with a black sweater, a dress accessorized with a fun pair of sneakers (only if you can pull off the look), or fun pair of pumps, your signature brand will emerge as you try things out and focus in on what works for you.
Hair can be a fantastic branding tool. If you’ve been blessed with a gorgeous mop, go with it. Hair is one of our best weapons. If you want to call out your inner artiste or you play in a rock band, pink or blue hair is okay. But it’s definitely not for everyone. Some work places, like design agencies, hair salons and big tech firms are amenable to this look. But if you work in a bank or a law firm, probably not. If you simply have to try it, there are always extensions. Remember, the look has to work on you. If you can pull off something like this, go for i
Let’s talk about PRICE
What PRICE are you willing to accept for your talent, your contribution and your time?
When I worked in marketing at a big corporation in my early 30’s, I met a woman who was hired to be a copywriter. She was actually a former agency owner and had a lot more to offer. The guy who hired her put her in a huge, open office setting where she wrote copy for retail projects such as in-store banners and such. She left after 2 weeks, but she also left an impression.
So, he called her back to see what it would take to hire her. She was polite, but firm. She said, “I’ll need my own office. I want to be paid twice the hourly fee you paid me, and I want to bring in my own creative talent (writers and designers) to work with.”
Done. She got what she asked for. Why? Because she knew what she was worth and had the confidence to ask for it.
Promoting yourself is a tricky business
PROMOTION today is about establishing your online presence. As we’ve seen lately, the cancel culture is a force to be reckoned with. And by that, I mean be careful with the topics you choose to address. It’s easy to be mocked, doxed and dropped from social media — all it takes is one wrong comment.
According to Forbes, “Your personal brand should be an easy daily filter that you create content and reach out to your audience with.” The article quotes Jason Wu, founder of CoinState. “Be the master of your craft, skillset or industry before starting a personal brand. Then your content will amplify who you are.”
In other words, avoid mistakes like the one made by Olivia Jade. She’s the daughter of actress Lori Loughlin who did prison time for getting her kids into college through false claims and a financial bribe. Olivia was a successful online fashion and culture blogger until her mother’s deceit landed on her. Then she made the mistake of using her social media platform to say that she really wasn’t at USC to attend classes. In the end, she lost followers, endorsements and a lot more.
The point? Have some experience under your belt before promoting your personal brand.
Have you found your PLACE?
It’s pointless to tell digital natives to avoid social media until they achieve some maturity. But, as the story above illustrates, social platforms are eternal, and establishing a trashy personal brand while young can come back to haunt you. So, parents need to keep a watchful eye on how kids are promoting themselves, knowing that colleges look carefully at this content.
When it comes to establishing a personal brand, there are tons of articles out there on how to do this. You can spend a day on Google and find lists like this:
What motivates me?
What am I good at?
What is unique about my personality, talents and style?
What do I excel at?
What bores me to tears?
What do others say drew me to them?
All good and well. But here are a few constants we all encounter on the road to the true self:
Failure happens. You will lose jobs, face financial insecurity and have to reinvent your career. Some of the most successful women I’ve met in my life have transformed themselves as a result of loss. It’s only failure if you don’t get back up and re-start your engine.
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Next blog Jan 31: Doing Business By Doing Good
About Daisy Malek-Shadid
As a little girl, I would be asked what I want to be when I grow up. I would confidently reply, I want to be a clothing designer and a respected leader. Fast forward 30 years, after working in the corporate world, traveling, getting married and having children, the aspirations of my youth inspire me today. I want to create clothes that make women feel both feminine and powerful, beautiful and strong, sophisticated and elevated. It takes a moment to make a first impression. Dressing well sets the tone, so one can own that moment.
It is important to La Jolie MLN to give back to the community, to women who don’t have the same opportunity as others. And, for that reason, 10% of every purchase will go toward our goal to donate 100 dresses to Dress for Success, a non-for-profit organization that supports underprivileged women to achieve economic independence by providing various services - one
of them professional attire for interviews and new employment. For more information about “Dress for Success” please visit their website at dressforsuccess.org.