Women & Business Branding yourself for Success By Mya Padmore I


t is not by coincidence that brands such as Coca-Cola, MTV and Nike have achieved phenomenal global success. Tese corporate giants real-


ised long ago that their consumers are not buying products; they are buying the experience. Coca-Cola’s wide association with music is not just selling a beverage, rather it is selling a lifestyle. An advertis- ing spot on MTV, for example, gives your brand instant credibility as an authority on the latest trends in popular culture. When you purchase a pair of the latest Air Max Nike jogging shoes for a hundred or more US dollars, it is not because the air-cushioned soles will provide shock absorbance while you train to qualify for the Olympics, but because of the notion of excellence and winning that you seek. Brands exist in people’s hearts, not in their heads. Branding is about how products make you feel.


So how can people brand themselves? There are many similarities between product branding and personal brand- ing. Packaging of a product or service establishes attributes in the minds of consumers in the same way that a per- son’s physical appearance creates a per- ception of his or her characteristics and qualities; however, the two concepts part paths when it comes to time and money expended. While product branding can be a time consuming and very expensive venture, personal branding is neither a lengthy nor a costly process. Unless your aspirations are to win the next political election, become a pop star, or steal the show at the Cannes Film Festival you do not have to budget for extensive publicity campaigns.


66 | NEW AFRICAN WOMAN | AUTUMN 2011


Here are some tips on dressing for success:


Select clothing styles that will play up your assets and minimise your flaws.


Wear vibrant and flattering colours that will enhance and energise your face.


Ensure that all aspects of your personal appearance are neat, clean, polished and cared for.


Watch out for fallen hems, rips, missing buttons, stains and wrinkles in garments.


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