No one buys vanilla...

Well, not when it comes to your Personal Brand. There is something hugely compelling about those with personality, those with quirks and beliefs and traits. And these people stand out from the crowd, we know who they are, what they do, what they stand for... what makes them unique, memorable.

I was in a consultation with a client yesterday and we were working through specialisation... it is far more effective to be known as an expert in one area than to be seen as a 'jack of all trades, master of none'. The art of building a Personal Brand is as much about attracting the type of interest, business, deals, roles that suit us - as it is in deflecting attention that we don't want.

I like to think of a Personal Brand as the cornerstone of attraction... we don't need to appeal to everyone, to all things. We need to appeal to our target market and eliminate time consuming and often costly detractions.

A word of warning... as with all brands, we need to be authentic, to deliver every time, to be consistent. So what is it that makes us unique? What is it that will act as a magnet to attract what we want, and elegantly repel the rest?

Paris Hilton

In July this year, Paris Hilton was offered $1 million dollars by The Learning Annex to teach a one-hour class on “How to Build Your Brand.” I didn't track whether the offer was accepted, but can tell you that Donald Trump was paid $1.5m for something similar in the past.

Now, like her or loathe her, Paris is a clear example of someone who has worked extremely hard to create her personal brand. And it shows that infamy too can play its part. Paris is no 'accidental tourist' when it comes to her insatiable desire to be famous. And yes, there are scores of teenage girls out there who are happy to buy her products - countered I am sure in equal, if not greater numbers of us who would not touch them with a barge pole.

And once again, this clearly demonstrates that strong Personal Brands do two things... they attract what we want and repel the rest.

Fame & Infamy

Nicola Mendelsohn, Deputy Chariman - Grey London recently hosted a CEW breakfast, the subject 'Brand Fame in Order to Survive - what is fame and why does it matter to you?' Together with her colleague, Karen Ellis, EU Creative Director Beauty, they regaled us with stories of famous women and how their 'infamy' was often the basis of their strong, robust identities.

Just so in Personal Branding... the art is to stand out, to deliver something of value, something unique, with passion, conviction and ability. And in doing so, we create a reputation, something that people can relate to - even if it is based on a sometimes less than orthodox personality.

The old adage, 'people buy people' is truly what it's all about... often warts and all. Paris Hilton, like her or loathe her, was rumoured to have recently been offered $1m to talk about how she developed her Personal Brand.

Not that I am saying that we all need infamy in order to have strong, successful Personal Brands that work for us... but it does help tremendously if we can be human enough for people to relate to us, to identify with who we are, what we stand for and what we can deliver, consistently.

I just have to share some of the fabulous quotes that Nicola and Karen used...

“HOW MANY CARES ONE LOSES WHEN ONE DECIDES NOT TO BE SOMETHING BUT TO BE SOMEONE.” Coco Chanel

“WE MUST BELIEVE THAT WE ARE GIFTED FOR SOMETHING, AND THAT THIS THING, AT WHATEVER THE COST, MUST BE ATTAINED.” Marie Curie

“THE ONLY RULE IS DON’T BE BORING AND DRESS CUTE WHEREVER YOU GO. LIFE IS TOO SHORT TO BLEND IN.” Paris Hilton

“MY NEW MOTTO IS: WHEN YOU ARE THROUGH CHANGING, YOU’RE THROUGH.” Martha Stewart

"THE MOST IMPORTANT THING THAT I HAVE TO SAY TODAY IS THAT HAIR MATTERS. THIS IS A LIFE LESSON MY FAMILY DID NOT TEACH, WELLESLEY AND YALE FAILED TO INSTILL IN ME: THE IMPORTANCE OF YOUR HAIR. YOUR HAIR WILL SEND VERY IMPORTANT MESSAGES TO THOSE AROUND YOU. IT WILL TELL PEOPLE WHO YOU ARE AND WHAT YOU STAND FOR. WHAT HOPES AND DREAMS YOU HAVE FOR THE WORLD... AND ESPECIALLY WHAT HOPES AND DREAMS YOU HAVE FOR YOUR HAIR. LIKEWISE, YOUR SHOES. BUT REALLY, MORE YOUR HAIR. SO, TO SUM UP. PAY ATTENTION TO YOUR HAIR. BECAUSE EVERYONE ELSE WILL." Hillary Clinton

“A LOT OF PEOPLE ARE AFRAID TO SAY WHAT THEY WANT. THAT’S WHY THEY DON’T GET WHAT THEY WANT.” Madonna

“TRUST YOURSELF. CREATE THE KIND OF SELF THAT YOU WILL BE HAPPY TO LIVE WITH ALL YOUR LIFE. MAKE THE MOST OF YOURSELF BY FANNING THE TINY, INNER SPARKS OF POSSIBILITY INTO FLAMES OF ACHIEVEMENT.” Golda Meir

British Summer

I love this - designer humour in the face of adversity! I for one am off to St Tropez... hand luggage only, no liquids, bikini's, kaftans, havaianas, platforms, lots of dresses, a hat, all my credit cards and a necessary fist-full of euro's to ease the way. Then back for a rest while I work out the next escape.

Wardrobe Malfunction

Rather fun lunch yesterday with a few friends and the subject of wardrobe malfunctions came up. Much hysterical laughter and blush inducing embarrassment even though none were as public as Janet Jackson's or as common as Britney's... a few of my favourites:

• FL in Boujis in a plunging navel revealing neckline chatting and bopping away - the dress had shifted neatly revealing one breast... needless to say, she is now a great fan of tape;
• Recent shopping with LE parading a dress on the shop floor wondering whether it would stay intact if she moved around - we suggested that she wriggle around a little, which she did. Only problem was that she had forgotten to tie the back and it ended up around her waist - shock, horror (from the sales assistant) and howling laughter from the rest of us;
• Me on the dance floor in a white wrap skirt that fastened with poppers... one spin too many and it landed up in a puddle around my ankles - the chap who I was dancing with had eyes like saucers, I think he thought it was a party trick;
• KB in a public loo with her skirt neatly tucked into her thong about to make her exit when someone piped up 'I just can't let you leave like that' (we nicknamed this kind stranger 'the saving grace';
• On my way to a meeting on a very warm and humid London summer morning (yes, we used to have them) when my body lotion melted and one of my hold up stockings started to lose its grip and slide down my leg ... I had to stop and pull it off with a flourish to the amazed expressions of fellow commuters;
• AJ swimming at the gym... she got out of the pool and made her way to the showers, removed her swimming costume and proceeded to do the hair and body washing routine, only to open her eyes and realise that she had a large audience - she was using the public shower next to the pool... someone kindly handed her a towel.

Couldn't think of many that men have apart from the old zipper / flies problem, which is just way too common to mention...

Have any of your own stories to add to these? Feel free to post a comment!

Competitive advantage

Bunch of stimulating meetings yesterday, one of them with a Mentor / Coach after my interest in Vistage, the global executive business coaching organisation. Then a follow up session with a Personal Branding client. Great to see him implementing a number of small, but powerful changes in various aspects of his day-to-day.

The key in managing your brand is to focus on what it is about you that is unique and compelling... work it out and then 'publish' it, live it, communicate it. In every possible way. And the art is in knowing how best to do this with each individual or group that has an influence on your success. This particular client has a reputation for 'doing all the work'... what others are not getting is all the strategic stuff he does. So a change in language, in format, in how he communicates that, and so his brand and the resulting opportunities will change too. The aim: 'high work ethic, strategic approach'... a first step up from 'worker bee'. His feedback... he feels that he is actively taking control of his career again, and from all accounts, enjoying it tremendously.

Sun seeker...

After a crazy week of summer extravaganza parties held in the driving rain... had a mad dash for the real thing on Friday. Crete did the trick and a couple of days lying on a lounger, reading and floating in the sea - yes, so salty one can float - feeling a little revived.

Brings up the question of body beautiful once again... the worst thing about living in the cold is that horrible moment standing in your hotel room, lilly white body, squeezing into new bikini, realising that the only hope is a tan. Yes, brown wobbly bits are somehow much more attractive than white wobbly bits. The only glow in the dark people who look attractive are of the tall, lean variety... actually, I can only think of one. Nicole Kidman perhaps? So easy to become body unconscious when you are usually clothed head to toe trying desperately to keep warm.

Thankfully got back to a session with Hayley, the Nutritional Therapist who has got me focused on health, the natural way... will just have to spend more time on a beach for the rest of it.

Personal Branding

I get so many questions about Personal Branding... usually starts with a startled expression at the phrase as if I've just mentioned an alien landing, then a slow nodding, and when the lights come on, an expression of delight. Well, usually.

And no, we are not brands, we are Louise or Peter or Margot... However, our public persona is a brand, so to speak. We can either manage it or have it managed for us. It has to be consistent to have any value, and if its not authentic, well, who will trust it?

In a branded world, Personal Branding is more than just a hot topic... We all brand ourselves and each other constantly. Each time we ask who someone else is, the response usually follows the same lines... "that's Joe Bloggs, he is a banker/lawyer/writer, interesting/dull/strange/fun guy..."

We can't avoid it. All sorts of people are fast becoming aware of the need to create and manage a consistent public persona. One that is authentic, one that works for them, one that delivers a competitive advantage.

persona, pl. personas: The role or facade that one assumes or displays in public or society; one's public image or personality, as distinguished from the inner self.

Size 0 vs love handles...

When I think of models, I don't necessarily think healthy. The two don't seem to go together somehow. Its difficult enough for us ordinary mortals struggling with those last 3-5 kgs strapped to our hips and thighs like unwanted baggage... never mind the extraordinary effort and self control it must take to be a size 0. And then I met Hayley Darby who stepped out of the modeling world four years ago to go back to university and qualify as a Nutritionist.

She, and a collection of ex-model friends are keenly aware of what it takes to be body beautiful, have clear complexions and to get those energy levels up. They are all offering complementary therapies - nutrition, acupuncture, hypnotherapy... I see so many clients who struggle with their weight, with feeling healthy - it's almost always the first thing that comes up in an Image Consultation. So I have booked myself in for a session with Hayley. The proof is in the pudding - or in my case, the love handles - got to give it a go, right?

Miller's Academy of Arts and Science

Miller's Academy was founded by Martin Miller, publisher of Millers Antique Guides, designer and owner of several hotels, and founder of an award winning drinks company. The Academy's aim is to create an inspiring, informative, relaxed environment where lecturers, members and their guests can enjoy a learning and social experience around a series of lectures and courses drawn from all areas of the arts and science. And all in an eclectic setting recalling the atmosphere of literary salons of the past.

Lecture series will cover such topics as 'Ten great philosophers', 'Investing in contemporary art' as well as one-off lectures covering subjects from 'Face transplants: the ultimate plastic surgery?', 'Witchcraft: the naked truth' to Peter Bergen on his latest book on Bin Laden. Other evening formats will range from 'Conversations with?' leading authors, artists and personalities to 'Head to head' debates.

Founding Membership closes on the 16th July, so if you are interested in combining the social with the stimulating, this is something you should not miss.

You can join online www.millersacademy.co.uk or call +44 20 7229 5103, and feel free to mention my name as your referral.