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What is Your Brand?
I’ve been watching a few episodes of the new “Piers Morgan Tonight” show on CNN, and I can’t help but notice how often he brings up someone’s brand. It happens so often that I’m half tempted to create a new Technotini game out of it: “Tweet every time Piers says “brand!” (And you probably thought I was going to say “drink.” That’s also a good option and well-within my “brand.”)
I find his constant use of the word “brand” so striking because it is unexpected in a non-marketing setting. Piers’ show airs on CNN (“CNN=Politics”) not the business-centric CNBC or Bloomberg TV. Buzz words typically repeated on CNN are “strategy,” “narrative,” “conversation,” not “brand.” And yet it works.
Why does it work? Well, let’s look at what a brand really is. For companies, it’s the distinguishing characteristic that sets them apart from the competition. This holds true for individuals as well. So, if you think about it from a human interest standpoint, asking someone about their personal brand creates a very interesting conversation-starter, particularly for someone legendary. It doesn’t necessarily open a window into the deep, dark and personal crevices of their soul, but it does shine a light on their forward-facing successful persona. It allows us to see how their focus on a particular area has made them a leader and a stand-out figure. What do they consider their personal brand, how do they see themselves? And does that match the actual public perception? Do they deliver on their brand?
Let’s look at the interview with Oprah Winfrey; what do you think her brand is? Media mogul? Self-help guru? Philanthropist? Nope, Oprah’s brand is love. And when you think about it; it’s true. Everything she strives for: all of her self-help themed episodes, her Angel Network, her African school for girls, all of her philanthropy, it all comes down to love. That’s not a bad brand to portray.
So dear readers, I ask you-What is your personal brand? How do people see you? Are you “love” like Oprah or maybe laughter or leadership? Are you “the closer,” “the peacemaker,” “the “comedian,” “the matriarch,” “the boss,” “The Situation” (just wanted to see if you were still paying attention)? I’m the Cosmopolitan Digital Media Guru, but I’m also the Outdoor Diva (love all things outdoors…in good weather).
I know January is almost over, so before we close out the month, let’s be introspective one more time and think about our personal brands for 2011. I’d love to hear from you so please leave a comment about your personal brand. I leave you with this toast from Marlene Dietrich: “Glamour is what I sell, it’s my stock in trade.”
“Piers Morgan Tonight” can be seen weeknights at 9pm ET on CNN.
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HI! I’m a Shana, self-proclaimed Media Mixologist, wife, and mom to two little girls. I love to mix up cocktails of crafts, recipes, wellness, family and business with just the right amount of sparkle to help you shine everyday. So, grab a glass, and let’s celebrate the cocktail of life!
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