Its metaphor clearly illustrates the 3 parts of a brand: A brand is ultimately the impression left on other people’s minds (“the scar”). We influence it through our communication (“the branding iron”), based upon our intention (“the icon”).
We’ll explore p’Brand perception and communication in other articles. Here we’ll explore a part of your personal brand intention, that is, your Persona. Your persona is how you want to be represented. You shouldn’t be fake. You don’t have to be like anybody else. You just have to be – in the immortal words of Cosmo Kramer – “more you... than you’ve ever been.”
Have you seen a movie or read a novel where the characters seem stereotypical or shallow? They lack authenticity and depth. To create a trustworthy persona, we have to craft all 3 dimensions: our Competency, our Charisma, and our Character.
Basically, our competencies are our knowledge, skills and relevant experience. It showcases our economic, rational and functional worth. It’s often expressed through our résumé, curriculum vitae (CV) or job description. We’ll explore your distinctive expertise in other articles.
Our charisma is the magical or spiritual connection we conjure with others. It’s beyond “rational” emotions. Charisma is our charm. We all have this ability; some are better than others at wielding it, of course.
Charisma is the most unique p’Brand factor we’ve got. Still, there are 4 common bases of charisma. In later articles, we’ll also explore specific actions to develop the three levels of charisma.
Our “white wires” are shown through our character. Typically, self-development gurus define character as our principles, values, and morals, like integrity, honesty, etc. Of course, practice all that stuff. But I’m no preacher.
Furthermore, you may need to convey distinct principles and hobbies to exemplify your own persona. For example, Trump embodies “rugged individualism” like Horatio Alger. And Madonna and J.Lo embody sexiness as a virtue. You may believe in values that many don’t. Remember, controversy is a double-edged sword.
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