TE&Co. Magazine Issue No. 5: The Life Cycle of Personal Branding

I S S U E

TEN NOTABLE LEADERS

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MAGAZINE

WHO HAVE EMBRACED PERSONAL BRANDING

SALES vs COMMUNICATIONS vs MARKETING:

A VENN DIAGRAM

Photos from our favorite Broad Shoulders events this year —

P.S. we’ve gone NATIONAL!

THE LIFE CYCLE OF

PERSONAL BRANDING

BONUS JOURNAL PROMPT FROM INFLUENCE EXPERT LAURA COX KAPLAN HOW TO

“BE THE BRAND” FROM PERSONAL BRANDING EXPERT MADELINE FETTERLY

THE

DO’S & DON’TS

IN DEVELOPING YOUR PERSONAL STYLE from renowned stylist George Ramirez

INSIDE: Meet some of Chicago’s Top Creative Talent!

The Life Cycle of a personal brand is the iterative process of incorporating one’s personal perspective, experience, and ideas into distinct creative content to get people excited and in the know about your call to action.

ANYTHING IS POSSIBLE WHEN YOU HAVE A CPA FIRM WHO BELIEVES IN YOU

OUTSOURCED BOOKKEEPING SERVICES PAICPAPLLC.COM

CHANGE PERCEPTION, CHANGE YOUR LIFE. THIS MAGAZINE IS DEDICATED TO ALL THOSE WHO SAY “YES” TO THEMSELVES.

Ten Notable Leaders A Letter from the Editor

p. 07

p. 09

The Five Principles of Personal Branding

The Life Cycle of Personal Branding

p. 31

p. 39

How to Be the Brand with Madeline Fetterly

p. 45

How to Build More Influence with Laura Cox Kaplan

p. 49

Table of Contents

ELKA LIVES AND BREATHES ALL THINGS GRAMMAR, SENTENCE STRUCTURE, AND BRAND VOICE. HER EXTENSIVE EXPERIENCE BUILDING — AND EDITING — CORPORATE, CREATIVE, START UP, AND PERSONAL BRANDS COMES BACK TO ONE THING: VOICE. WHEN ELKA IS NOT WORKING, SHE IS SPENDING TIME SOAKING UP THE TEXAS SUN AND RAISING HER TWO TEENAGE BOYS. WHAT’S IN ELKA’S BAG? AN UNSIGNED BIRTHDAY CARD AND NAIL POLISH, BECAUSE YOU NEVER KNOW WHEN YOU’LL NEED EITHER!

ANGELA RYAN > ANGELA IS A CREATIVE VISIONARY AND STRATEGIC THINKER, SKILLFULLY BLENDING DESIGN, BRANDING, AND ENTREPRENEURSHIP WITH HER DEEP FASCINATION FOR PSYCHOLOGY AND NEUROSCIENC. SINCE 2016, SHE HAS BEEN A REMARKABLE EXPLORER OF CREATIVITY, STRATEGY, AND INNOVATION. HER INNATE TALENT FOR VISUAL STORYTELLING AND HER ABILITY TO BREATHE LIFE INTO CONCEPTS EARNED HER ACCOLADES AND RESPECT WITHIN THE INDUSTRY.

KATHERINE OLIVER

KATHERINE OLIVER IS A PEER-EXECUTIVE CONSULTANT AND TRUSTED ADVISOR WHO SUPPORTS BUSY ENTREPRENEURS AS THEY NAVIGATE THE WINDFALLS OF BUSINESS, INNOVATION, LIFE, AND PLAY. SHE IS THE YIN TO EVERY VISIONARY’S YANG AND LOVES ALL THINGS SALES, MARKETING, BRANDING, AND MORE. FUN FACT: KATHERINE IS A PROFESSIONAL HARPIST.

BEHIND THE MAGAZINE

ELKA CARROLL

MEET YOUR EDITOR Tamara Edwards is the Founder and CEO of TE&Co., the holding company of several consultative and servicedriven entities that foster an environment of business development through the lens of Public Relations, Personal Branding, and Communications.

Business, political, and civic leaders — including family offices, investors, and venture capitalists — turn to Tamara to develop highly effective initiatives designed to change and shape the landscape of public discourse.

Whether finding ways to strengthen America’s national security, maintaining a pulse on cutting-edge technology solutions, or solving real time problems for the American public (such as affordable housing), chances are Tamara is somewhere behind the scenes, threading the needle of visibility, awareness, and lasting change.

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I

f you have a job, lead a team, or are in business, you're going to need a personal brand. The good news is that it's easy, when you have a smart on AND offline strategy.

Why you do what you do. Why it matters. Where you show up.

Who it supports.

It's about staying relevant and standing out.

This is what Issue No. 5 of the TE&Co. Magazine, The Life Cycle of Personal Branding, is all about.

Not just the conceptual ideas of personal branding, but the tactical know-how for you to take it, run with it, and explore new heights in your career.

First, we will hear from leaders who represent several industries, Then, we will set the tone backgrounds, verticals, and job titles. Then Later on, with the Five Principles of Personal Branding. Later o we will roll up our sleeves and work through the end-to-end value proposition of personal branding as a skill worth sharpening.

We will also hear from fellow personal branding experts Laura Cox Kaplan and Madeline Fetterly who will weigh in with additional perspectives on the ROI of this work.

Having explored many forms of personal growth and professional investment, from mindset coaching to therapy, conferences, masterminds, courses, workshops, bootcamps, mentorships, and lived experiences, I will always be fascinated with finding ways to move the needle forward.

I have personally benefited and witnessed the change in thousands of our clients, colleagues, and professional partners who have embraced the idea of personal branding.

Call it what you want: Personal Branding. Executive Positioning.

The PR for YOU. Putting Yourself out there in a new way. ...the ideas and concepts ahead, when applied, applied will bring massive change in your perspective as you drive your career forward.

Here’s to you.

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Partnerships.

Deals.

Clients.

Tractions.

Trust.

Pause for a moment, and picture what it would look like if the ideas and visions you have for your personal and professional reputation — and the direction of your career were suddenly in motion in a new way.

Imagine new opportunities immediately being presented to you.

That promotion.

Industry Recognition.

Awards.

Inbound client “right fit” inquiries.

Control over your image.

THIS is what happens when you invest in personal branding.

In the pages ahead, you will meet ten notable leaders who have embraced the process of being intentional about their personal brands.

From Corporate Professionals to Independent Consultants, Public Speakers, Board Members, and Entrepreneurs who represent a range of industries — from entertainment to international development, finance, and more.

Each one with their own experience, perspective, and strategy.

Just when you thought you knew what personal branding was, in walk these ten notable leaders to bring new energy, excitement, and meaning to Personal Branding.

TEN NOTABLE LEADERS WHO EMBRACE PERSONAL BRANDING 10

John P. DeBlasio is an American businessman who has served in various corporate, philanthropic, public service, and appointed leadership roles since 1992.

Today, Mr. DeBlasio serves as the Chairman of DT Global, DT Institute and Continuity GS where he continues to innovate and expand the thinking of global security and international development industries.

TEN NOTABLE LEADERS WHO EMBRACE PERSONAL BRANDING 11

TE: Thanks, John for taking the time. Let’s jump in. Tell us about your experience with personal branding.

TE: I always say that it “reduces the friction” of ideal outcomes. If they already have a sense of awareness about you.

JD: First off, it’s awkward. The idea of embracing self promotion is not an easy thing to get around.

John, is there anything that surprised you most during your personal branding journey?

Second, it becomes natural. The idea of creating an image is really about sharing what you do with the communities you work within.

JD: What surprised me most was that people didn’t see me as bragging or not humble. I expected the response to be a ‘lack of humility’ by promoting my philanthropy and business endeavors. In fact, it was the opposite.

TE: So true. Awkward is a great word. How would you describe your personal brand?

TE: It’s all about tone and timing.

For your brand, it has been slow, steady, and mostly celebratory of your investments. It’s who you are: proud of growth, success, outcomes, etc.

JD: My “brand” aligns with who I am in real life. Energetic, enthusiastic, and optimistic.

TE: I would agree with all of the above. You are one of the most optimistic people I know. It’s infectious.

Last question!

What advice would you give to others who are considering personal branding?

What about the value add of personal branding in our careers.

Do you think personal branding is an asset?

JD: Get over it.

JD: Yes, absolutely. Credibility is important in the industries and communities I work in and who I work with.

It has also led to immediate business success. I did a TV segment which led to a business outcome.

I think it makes it easier for people to buy in.

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Dr. Sheila Robinson is a Chief Publishing Executive, Keynote Speaker, Corporate Advisor, Author Dr. Sheila Robinson brings levity to the ambitious type — women of all races, cultures, and backgrounds — who are ready to take their career to its highest potential.

“Take the elevator, the rungs are broken” she reminds her audiences and readers in her thought leadership and keynote speeches. She often points out the simple fact that “the ideal corporate ladder — and climb — is a broken system,” and that “the elevator is fully functional.”

There is nothing more that Dr. Sheila wants than to help others realize the full potential of their strengths, capabilities, and impact.

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TE: I’m so happy that we connected and got the chance to work together!

WE CAN HAVE IT ALL.

Let’s jump in. Tell us about your experience with personal branding.

SR: Personal branding is wonderful! It helped me feel good about celebrating my successes.

What happens when you are not in the room when decisions are being made? How will they know you are proactive?

I don’t know if it’s a cultural thing or a feeling of lack — or we think we should not be “bragging” but we as women should be able to celebrate our successes. It’s that simple.

You have to give them something to talk about.

TE: What has surprised you most about personal branding?

TE: I agree. It’s not bragging to know how GREAT you are!

How would you describe your personal brand?

SR: Oh this one is easy. It’s the fact that I have a brand. Not only that, one that I am excited about and can gain a return on an investment with lucrative outcomes.

SR: Great question! My personal brand has an emotion behind it — and the emotion is:

If you don’t invest in your personal brand, nothing is going to happen.

The ROI has exceeded my expectations.

We deserve to be compensated for our contribution to the marketplace and the business economy.

It’s about purposeful leadership.

TE: Yes ROI, that’s what it’s ALLLLLLLLLLLLLLLL about.

Okay, last question.

TE: Yes. Yes. Yes! I have witnessed this first hand, so you are spot on.

What advice do you have for others whoa are considering personal branding?

What about the value add of personal branding in our careers?

SR: First and foremost, it’s SO MUCH FUN. It’ll help you get out of your comfort zone and be more confident.

SR: I think without the idea of personal branding, you don’t really have a career.

It will help you make your money by improving who you are in the market.

If you don’t define yourself, others will.

It’s going to help you in the long run.

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Shane O'Flaherty is the Global Director: Travel & Hospitality at Microsoft.

“Personal Branding is absolutely a tremendous asset.

It elevates your profile and allows you to proactively shape your image rather than being boxed into others' perceptions.” He continued, “It's critical for advancing your career and defining your professional identity.”

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TE: First, thanks for taking time to be profiled in the TE&Co, Magazine!

Tell us about your experience with personal branding?

SO: No problem. When it comes to personal branding, we’re often too busy with family, social, and work life to be introspective about our careers.

Working with Tamara and her team has brought my professional journey to life in a positive, constructive way, highlighting aspects I hadn't considered. This holistic approach helps promote my brand both internally and externally, benefiting my current and future career paths.

TE: Great insights and thank you for the shout out. You’re so right; it’s about carving your own lane.

TE: I learned so much from working with you. Especially about the use of data in how we make decisions.

I’m curious, what surprised you most about building your personal brand?

SO: You know, I've never taken the time to understand all the touch points in my career.

I'm usually forward-looking, but reflecting on and articulating my career story has been so helpful. It benefits not only my personal brand but also the company I work for when these stories align.

TE: Absolutely. It’s a bit of inward too, not just outward.

Let’s get into your personal style!

How do you describe your personal brand?

Now a personal branding pro, do you have any words of wisdom for folks who are thinking about personal branding?

SO: My career spans the travel industry, focusing on sales, marketing, customer experience, measurement, and training.

SO: My advice for any corporate leader would be to invest in yourself and ensure the best version of you is out there.

I later transitioned into technology, giving me a unique perspective on how tech and business blend.

The story behind your career is often fascinating, and we don’t spend enough time on it.

The combination of travel, growth, and tech defines my personal brand.

While I can write and develop my brand, there's great value in having a professional strategically articulate and create your image. That's what Tamara and her team excel at.

Krystal Taylor, President USA Division, Retail Food Group Krystal Taylor is a C-Level global executive and Australian-native who currently serves as the President of the USA Division of Retail Food Group where she leads innovation and growth initiatives for Gloria Jeans’ USA retail food and beverage operations.

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TE: Krystal, thank you for sitting down with us to talk about personal branding. You’ve got a great story, and we can’t wait to share it.

Tell us about your experience with personal branding.

KT: Oh goodness! Personal branding was a foreign concept to me. I saw other leaders that knew who they were and what they stood for and how to deliver their message. As a young leader, navigating new paths can be daunting.

TE: And we love Krystal! Let’s dig into that more. How would you describe your personal brand?

KT: My personal brand is different from other leaders. I show up everyday to be a positive leader for staff, so they can come to work any way they choose that aligns with the mission and job at hand and not as defined by their appearance.

MY EXPERIENCE WITH PERSONAL BRANDING ALLOWED ME TO DEFINE WHO KRYSTAL IS. TE: You are spot on, YOU decide how, when, and where you show up. So, what has surprised you most about building your personal brand?

KT: I will say, I was surprised to learn about simple characteristics that are unique to me and how I represent that to others.

TE: Right, it’s actions. What you do and what you say. Not just about what you look like. That’s on point.

Learning about how others perceive my leadership and care for what I have to say was the biggest surprise.

Do you think 'personal branding' is an asset to your career?

TE: It’s that subtle look inward.

Observation of self.

KT: Absolutely! Personal branding helps establish a distinct voice and style that sets me apart from others, whilst allowing me to be selfempowered and comfortable being me in a crowded room. It also allows you to set boundaries for what you are and are not comfortable with.

Final question! Do you have any words of wisdom for folks who are thinking about personal branding?

KT: Yes! Go for it! You will learn about yourself from a lens that you may have never considered before. Always take an opportunity to grow!

Stella Gaytan is the President of Bell Fuels Service Co., a 100+ year old, womanowned and operated full-service fuel distribution partner that services vital services and critical infrastructure needs in the Chicagoland and midwest region.

Since becoming President of Bell in 2022, Stella has reshaped Bell Fuels to become the most effective, safe, and trained workforce in the fuel distribution industry. Her focus on building a workplace culture that is open, inclusive, and appreciative has transformed the operational efficiency of the company — and led to measurable growth, retention, and recruitment.

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TE: Stella! It is an honor. Thank you so much for taking the time.

Tell us about your experience with personal branding.

SG: At first, personal branding can seem a little weird or intimidating.

But the goal for me is to know that I don't have to be anybody but myself.

Learning how to be genuine and authentic is important.

TE: 100%! The more we show ourselves, the more we attract a certain conversation. The balance is putting out something that aligns.

We’re curious how you would describe your personal brand.

IT’S ABOUT BEING AUTHENTIC AND ATTRACTING THE RIGHT PEOPLE. TE: I’ve observed and agree 100%. I love watching you in action.

Do you think 'personal branding' is an asset to your career?

SG: Yes! It goes back to attracting the right people to me.

When people know who I am, what I care about, and what my values are, I find myself surrounded by likeminded people.

TE: Your vibe attracts your tribe!

What has surprised you most about building your personal brand?

SG: How easy it was just to be myself.

SG: Mine? I’d say genuine, mindful, and insightful of people.

I care about people, and I hope that when people meet me and see what I talk about and learn about my interests, they see that I lead my organization with people in mind — and that they are at the forefront of all choices or decisions I make every day.

TE: Right? There is clarity in freedom. Last question! Do you have any words of wisdom for folks who are thinking about personal branding?

SG: Yes, I do. Don't be afraid.

Don't be intimidated by it. Don't frown upon it, because it really is an asset to building your network and your worth.

Alan Hill is the founder of the J.A. Hill Group, a global business advisory firm that equips globalcentric businesses and industries with high-value insights, strategy, and expertise directed towards high-impact visibility, partnerships, and growth initiatives.

Alan’s 25+ years in public affairs, public policy, business, and government affairs has positioned him as a subject matter expert in the intersection of government, business, and industry.

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TE: Great to be spending time with you, Alan. Tell us about your experience with Personal Branding!

AH: I've been inspired by your work in personal branding for a while.

Watching you establish her (my wife’s) brand encouraged me to suggest my wife, Joy, try it out as she transitioned into consulting. The success and quality of Joy’s brand and content made it clear that personal branding was a no brainer. So, I decided to develop my own personal brand, something I hadn't previously considered. I've been very pleased with the results and received positive feedback on my initial content and videos that I put out.

TE: Okay, the hard part. How would you describe your personal brand?

AH: I engage with people, particularly at the C-suite level, combining strategic planning, business development, government relations, and public affairs.

I strive to create a holistic view for my clients, whether they're associations or companies, on how they want to present themselves to federal government entities or potential clients. I draw on my extensive experience across various industries like energy, telecom, national security, manufacturing, and advanced materials to make strategic connections that help clients achieve their goals.

TE: Bingo. What about your career? Has personal branding enhanced and advanced your career?

PERSONAL BRANDING ENCOURAGES DEEP REFLECTION ON YOUR CAREER EXPERIENCES AND HOW YOU PRESENT THEM. AH: It absolutely has. Personal branding forces you to step out of your comfort zone and broaden your understanding of who you are and what you offer.

It encourages deep reflection on your career experiences and how you present them.

The positive feedback I've received confirms its value. Personal branding has allowed me to expand my professional narrative and share my expertise in ways I hadn't considered before.

TE: I’m so happy to see and hear the positive feedback. Last question! What advice do you have?

AH: No one will care about your success and your brand more than you. It's crucial to ensure that how you perceive yourself and your business matches how others see you, who you are and what you offer.

Taking the time to build and develop your personal brand is an investment in your professional future.

Janice Corley is a global business entrepreneur, investor, and founder and CEO of RE/MAX Collection Premier

by Janice Corley.

This is a Chicago, IL based real estate brokerage firm with offices throughout the Chicagoland area and Houston, TX. In her 34+ year career, Janice has been responsible for over 5,000 residential, industrial, and commercial properties and has earned over $1 billion in sales volume. She specializes in luxury markets.

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TE: Janice, it’s so great to see you.

You have a dynamite personal brand. I’m excited for our readers to get to know you.

Let’s dive in. Tell us about your experience with personal branding.

JC: Exploring personal branding was a wonderful experience. It is essential to your success these days because it allows you to exhibit and showcase to others what you want them to know and see about you.

TE: How would you describe your personal brand?

JC: My brand is authentic, transparent, disciplined, focused, fashionable, funny, relentless, and obsessed.

TE: Obsessed is perfect. You are a sharp leader, I love it.

What about 'personal branding' as an asset to your career?

JC: It is an asset, yes. Most people want to understand who you are, what you represent, and what you stand for. You can't hide behind another brand or name. You have to show who you really are.

TE: Agreed, it’s about being front and center.

Janice, what has surprised you most about building your personal brand?

JC: What surprised me most is how interested people were to really hear about me, my story, and my background — and how important it was for them to understand.

People were surprised by some of my successes that I hadn't originally put at the forefront.

TE: So many stories. You are a pioneer, an inspiration. I want everyone to celebrate and know YOU. Last question, do you have any words of wisdom for folks who are thinking about personal branding?

JC: Yes. Make the commitment to your goals. Behind those goals, have a follow-up plan to achieve them.

Let your clients, colleagues, and coworkers know who you are, what you stand for, and be transparent and disciplined about it.

Dr. Kornegay is the Executive Director of the Center for Poverty Solutions

TE: How would you describe your personal brand?

EK: It is still forming and very raw.

The initial experience made me think about what my personal brand is exactly.

What is the fastball I could carry through any event? I'm still working through that, thinking about the different hats, but there has to be one in particular that I can carry all the time.

TE: What surprised you most about building your personal brand?

EK: How hard it is to talk about yourself and the lack of attention I ever paid to focusing and harnessing the power of a personal brand.

It's surprising how power-packed your personal brand can be, and having someone to unlock that is essential.

TE: Dr. Kornegay, tell us about your experience with personal branding.

TE: Do you have any words of wisdom for folks who are thinking about personal branding?

EK: Initially, I had no idea what it would take, but I was placed in your hands, and I was hooked!

EK: Never dismiss the need for a professionally created public profile and don’t settle for just anyone to handle your image.

It was an amazing experience to be handled professionally by someone who knew how to tease out what needed to be said to make you comfortable with exposing yourself.

Value the opportunity.

Don't think that who you are is too small or too unimportant to have a brand. Everyone should see it as a personal asset.

It can be very vulnerable when you're talking about who you are and what you believe in.

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Nesha Pai is a CPA, business owner, author, and keynote speaker with a passion for numbers and a heart for courageous business.

TE: What has surprised you most about building your personal brand?

NP: That I have been living it all along before formalizing it.

TE: Right, a big part about personal branding is the simplicity of observing (and celebrating) yourself.

I believe agencies and services exist to help create that environment of opportunity to reflect.

Last question! Do you have any words of wisdom for folks who are thinking about personal branding?

TE: Lets jump right in! Tell us about your personal brand as it stands today.

NP: It is a NEED, not a WANT, if you want to differentiate yourself from everyone else, and if you want to be considered a thought leader.

NP: My personal brand encompasses 4 core areas that I am passionate about: Extra-Ordinary Leadership, Giving Light & Love, Nourishing Encouragement, and Dreaming Bigger and it also incorporates my favorite color, hot pink (way before Barbie made it popular!

This is not just for business owners, it is for anyone who wants to rise the ranks in Corporate America as well.

TE: Before we go, tell us about your keynote address that you deliver all around the world.

TE: Barbie pink, love that! Do you think 'personal branding' is an asset to your career?

NP: It’s called “Courageous Dreamers Win: Harness the Power of A Big Life Vision.” We all face obstacles, but it is all in creating a big vision for our lives that helps us get through the obstacles to reach the big dreams we desire.

NP: Absolutely. It has given me a pathway to become a thought leader that separates me from my business, as well as creating collateral that is unified with a color palette and logo, which gives me an edge taking me from average to luxury.

People can follow me at neshapai.com.

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Alexandra Frumberg is an American businesswoman, serial entrepreneur, and loving mother to her young toddler, Georgie.

Chief among Alex’s professional achievements is the success of her nationally recognized digital marketing firm, ALX. To date, ALX has served over 500 businesses and brands in their pursuit of accelerated growth through data driven creative, brand, and digital communitybuilding services.

In addition to owning and operating ALX since 2014, Alex also acquired and became the CEO of botanical skincare brand, 5th Dimension in 2023.

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TE: ALEXANDRA IN THE HOUSE!!!

Alexandra, I’m so excited for people to read your story. Tell us about your experience with personal branding.

AF: I’m excited. You and your team guided me confidently from behind the lens of my business, to center stage.

It was time for me to step in front of the brand I've built over the last decade and establish myself as the industry leader I have become.

SING YOUR SONG, BE YOUR BEST SPOKESPERSON, AND SHARE WITH THE WORLD WHAT YOU HAVE CREATED.

Thanks to your expertise, love, and guidance, I have developed a clear path forward which includes a personal brand identity to support the next stage of our journey.

TE: You have such a clear view on what it takes to serve your clients.

TE: So right, it’s all chapters, and your ten years is certainly a major milestone.

Curious, what has surprised you most about building your personal brand?

AF: My brand is strong, informed, grounded, and covered in love.

AF: How much fun I would have with it. It is empowering and helped me step into the power of what I've developed.

TE: Yes!! Love was a big word for you throughout our process.

Do you think 'personal branding' is an asset to your career? If so, how?

AF: Yes, I am a leader in my space — and without marketing myself as such, no one will know who I am or what I've done. Branding myself legitimizes my business, and in turn drives sales.

TE: Last question! Do you have any words of wisdom for folks who are thinking about personal branding?

AF: Sing your song, be your best spokesperson, and share with the world what you have created.

There is only one you, and the world needs to hear from you!

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The Concept of Personal Branding wove its way into everyday business vernacular thanks to renown management expert, Tom Peters in his (now famous) Fast Company article, “The Brand Called You.” In his article, Peters reiterates the “inescapable” nature of this personal branding as both a choice and an opportunity to stand out.

“Big companies understand the importance of brands. Today, in the Age of the Individual, you have to be your own brand. [...] and be the CEO of Me Inc.” He continued, “A career is now a checkerboard. Or even a maze.

It's full of moves that go sideways, forward, slide on the diagonal, even go backward when that makes sense.

(It often does.)”

“A career is a portfolio of projects that teach you new skills, gain you new expertise, develop new capabilities, grow your colleague set, and constantly reinvent you as a brand.”

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Today, in the very loud digital era and fastpaced circulation of information, technology, data, promoting “this,” “that,” and “the other...” ...how do you double down on your value proposition and voice to stand out for the right reasons AND remain authentic to your personal interests and style?

On the other hand, what about those who take the leap of faith and say “yes” to themselves? ...the ones who set time and energy aside to sit still and explore personal branding as it relates to their personal and professional lives, experiences, vision, goals, and otherwise: they win.

They are the ones that are ahead.

Unless it checks those four boxes, it’s not going to happen.

They are winning.

By investing in themselves, they have gained a competitive advantage that the ones who hesitate, pass, or save it for later or turn elsewhere for this type of work.

REPRESENTS VALUE PROPOSITION IS TRUE TO VOICE FEELS AUTHENTIC

It is against this backdrop, that we as Personal Branding practitioners have identified Five Key Principles of Personal Branding. Namely, these Principles were designed as the prework of personal branding; a mindset shift to recognize and honor both the integrity of this work and your integrity as a person in the professional arena who takes themselves seriously.

REFLECTS PERSONAL STYLE I always notice when people make the mistake of neglecting to focus on their personal branding. Common “reasons why not” include the time investment, the uncertainty of the outcomes, and individuals not wanting to come across as bragging or vain.

Time and again, I’ve heard all the excuses.

These Five Key Principles are a combination of hard truths, encouragement, and recognition that the idea of personal branding doesn’t necessarily simplify your ambitious nature. In some ways, it complicates it. Most importantly, however, it should be seen as an upskill intended to enhance and revolutionize your thinking.

Seeing yourself as a brand means that from this moment on, you are taking yourself seriously by virtue of letting go, putting in the work, and very soon will be enjoying the results on the other side.

It’s you.

Personal Branding is not a quick fix.

It’s a game changer.

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Principle No. 1: Be Resilient.

Congratulations, you’ve done the personal branding work. Now, everything will get easier.

Wrong.

Principle No. 2: Be Okay With Discomfort.

If I had to choose a favorite, this one may be the one.

It doesn't magically get easier.

Personal branding, and the worldly recognition and rewards that come along with it, often mean more responsibility.

Discomfort is a barometer.

This work can be uncomfortable.

That promotion you’ve been eyeing?

More responsibility.

Hear me out.

You standing out WILL make other people uncomfortable.

That dream press article that perfectly captures and editorializes you as a founder, CEO, and the work you do?

More phone calls.

Not surprisingly, many will celebrate your newfound visibility, but some just won’t.

Doubling down on your why? More opportunities to create, serve, and lead your vision forward.

The question remains: Why stay uncomfortable for the comfort of others.

In their book, 10X is Better than 2X, Dan Sullivan and Dr. Benjamin Hardy double down on this question, pressing forward the idea that discomfort is actually other people's problem, not yours.

Personal branding is about rolling up your sleeves and becoming the most resilient person you know.

The challenges will not disappear. It’s your job to improve how you handle them.

Why carry the fear of being judged?

Let them judge. Let your work speak for itself, and win.

More specifically, this is about managing the volume of intake of new interest, inquiries, and inbound.

So, no more hesitation. No more worrying about the eye rolls or naysayers.

By virtue of personal branding, you have raised your profile to create new inbound interest.

We all hear those voices. There’s no escaping it.

The practice is all about maintaining a sharp focus of your time, energy, and priorities.

But the rewards in your life, career, and bottom line outweigh the risks.

Be resilient. Stay resilient.

How will they know unless you tell them?

In the end, the ones who do support you are the ones that matter.

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3

Principle No. 3: Be You.

Life is too short to not be yourself.

In a world where we have to pull different parts of ourselves into different situations, why not prepare?

It can be tempting to hold back from taking action and wait for that elusive perfect moment.

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What does your voice sound like?

What are you willing to fight for?

What are you worried about?

What can you do proactively?

Create your own perfect moment by leading, setting the tone, and being yourself. Channel who you are in everything you do.

4

Principle No. 2: Be Your Own Publicist.

Promoting yourself is part of personal branding. Point. Blank. Period. It’s not about vanity or fame seeking, it’s about raising your profile in a way that makes sense for your call to action, professional interests, and bottom line.

Principle No. 4: Be Everywhere.

It’s about being in service to your audience.

When it comes to personal branding, you cannot hide from anyone. In fact, why not include everyone?

You are the only person who will drive your message, ideas, and brand forward. In order for it to be effective, this has to come from you and be in your voice.

Your boss, clients, colleagues, friends, family, community, etc. People you know and people you do not yet know.

Some, you may never meet.

PR is about knowing how you differentiate from others in your industry, being clear about your message, and creating momentum to include others in the conversation.

Personal branding gives you the ability to communicate to a wide audience.

You must share your vision.

You must include others.

You must seek guidance.

You must maintain strong relationships.

This can take shape in many ways: Media interviews, promotional campaigns or initiatives, launches, anniversaries, celebrated announcements, and more.

And P.S., send thank-you notes on a regular basis.

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How are you going to stand out to your ideal client?

How are you going to stand out in your role or company?

Add value to their needs.

Share and socialize your ideas internally within your organization.

How are you going to stand out in your industry?

Understand and promote exactly how you differentiate.

How are you going to stand out as a viable, growing business?

Share growth metrics.

How are you going to stand out in your community?

How are you going to stand out in your industry or region?

Show up and be part of your community.

Bring people together and build a coalition.

Just Start!

PERSONAL SIDE OF BRA R E ND H T O ING E H T

Attract the right conversations Sharpen your executive profile Stand out in your industry Harness your ability to influence

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The LIFE CYCLE OF

PERSONAL BRANDING

BY TAMARA EDWARDS

The life cycle of a personal brand is the iterative process of incorporating one's personal perspective, experience, and ideas into distinct creative content and continuous processes and strategies in order to get people excited and in the know about your call to action.

If you’ve made it to this section of the magazine, my guess is that you fall into one of four categories: Corporate Professional CEO, Founder, Consultant Sales Person Creative Spirit No matter your vantage point or what outcomes you are working towards, the NUMBER ONE objective of Personal Branding is to flip the script and raise your profiles to create inbound interest.

WHY

LIFE CYCLE OF A PERSONAL BRAND

MOBILIZE & AMPLIFY

TOOLS

the business needs — recruiting, retention, branding the company, or expanding the footprint and visibility of your brand FOR the company’s bottom line.

Your why, is the focus of the beginning of this work.

The first stage of personal branding.

Contrary to popular belief, it’s not the ‘worldly’ deliverable — or medium — that we focus on first; the podcast, the blog, the book, the YouTube channel, the PR strategy, etc.

For the Sales Person, this is about getting in front of as many people as possible to increase your probability of closing the deal. It’s also about making sure you are clear on the value of the product, service, or tool you are selling.

It’s about taking a step back to be crystal clear on our value proposition, so we can properly position YOU as a brand that will cut through the noise.

And for the Creative Spirit, this is what’s burning at the core, what you want people to know and think more about — and with you as the person leading this discussion.

So, why you? Who are you trying to reach and why? What shaped that perspective?

What is the vision to bring your brand to life?

Clarify Your Why This initial step is an inward, you & you, conversation.

For the Corporate Professional, this may be focused on your own internal visibility, the best interest of the company, or standing out in your industry.

On the next page, grab a pen and follow the below chart and answer each question as it relates to your why.

For the CEO, Consultant, or Founder, this may be focused on

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YOUR WHY

AUDIENCE

THE WHAT THE VALUE

YOUR STYLE

WHY YOU

YOUR INTERESTS

YOUR MESSAGE STRENGTHS

YOUR POV EXPERIENCES

YOUR ABILITIES THE SOLUTION

YOUR VISION THE PROBLEM

TOOLS

Do you know the fundamentals of sales?

What is your elevator pitch?

Gone are the days of the resume as your only form of capturing your career, experience, and story.

What situations will you be in where you will have the opportunity to position your brand for increased visibility and opportunities?

Have you considered professional media training to study and strengthen your ability to speak in front of an audience?

To operate an effective personal brand, you must consider not only the tools of the trade that you may need along the way — your biography, branded photos, and key talking points — you’ll also want to ensure that you are well rounded to orient your ideas to deliver and amplify them in all situations.

Who is your core audience that you are speaking to?

What core stories or talking points will you come back to?

Talking points often come from the question around what shaped our perspective on a particular idea, mission, vision, or purpose. Can you remain consistent in this core vision?

It’s about being prepared.

What tools do you have? What needs to be built or further developed?

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The below summary is the core of what moves the needle for future steps of personal branding.

TOOLS TECHNIQUES SKILLS

You’re going to want to be prepared BEFORE you raise your profile.

BIOGRAPHY + BRANDED PHOTOS + TALKING POINTS SALES + PROJECTION + SITUATIONAL AWARENESS MEDIA TRAINING & CONSISTENCY

Mobilize & Amplify Where, how and when will you show up?

Given your busy schedule, you likely don't want personal branding to add to your workload. I couldn’t agree more.

So ask yourself: What do you want to do with your time?

Where is your audience, and how will you engage with them?

Instead of aimlessly scrolling and sharing unengaging content to the wrong audience, let’s build a sound strategy. When you communicate with intention, you save time, money, and energy.

This is an on and offline game.

It's about socializing your ideas, creating opportunities, and boldly sharing your expertise as a thought leader.

This type of clarity and direction cannot be outsourced. Too often, we see folks hire social media management firms to take over — which is great — but it’s not the first step. The most successful personal brands are directed by the person themselves.

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Mobilize & Amplify

CEOs, this is now part of a new practice for you to step in as the face of the brand.

Keep going and make it your own.

What do you want your audience to know more about?

What is your digital strategy beyond just posting?

Creative Spirits, the floor is yours. Go big.

How are your garnering interest, emails, and inquiries?

Sales People, maintain stamina in the many new conversations you will be having. Relationships are key.

DIGITAL Activate social media posts & engagement Host Webinars Send an email newsletter (round up) Write a blog

INTERPERSONAL Colleague & Client 1:1s Share your ideas & vision with leadership

Personal Branding is about building an audience, a brand, and a domain in which you become recognized — and it will be synonymous with what you want to be known for.

So, what comes next?

Seek guidance & mentorship Thank you notes

If you are a consultant, you may want to consider creating a menu of services.

SOCIALIZE

Contact Tamara Edwards

Build a community Group gatherings & hosted events

Email: tamara@tamaraedwards.co

Explore public speaking Advocacy Start a task force

Subject: Magazine No. 5 — Developing Your Core Services” and I’ll send you a FREE worksheet.

Host workshops & focus groups around your ideas

THOUGHT LEADERSHIP Informative video, blog, or audio series Publish a magazine Write a book Create a Youtube channel Explore your creativity 44

Learning how to personal branding expert

e t r t l e y F e

Madelin

with

A personal brand is a unique set of characteristics that you emphasize again and again.

The Beginning: Discovering Your Foundation Every personal branding journey begins with introspection, a moment of clarity amidst the chaos. Like a seed planted in fertile soil, discovering your voice is the foundation upon which your brand will thrive. It's about discovering your passions, values, and unique quirks—the raw materials that shape your narrative. This first stage starts the process of self-awareness and recognizing who we are and our distinctive story.

A smart personal brand is one that you are in control of. Part of being in control of your brand is to recognize that it has a distinctive life cycle.

Mirrored in our experience as humans, your personal brand changes and evolves over time.

Wild and Free: Cultivating Your Identity

In a world full of information, learning how to stand out isn't just a challenge — it's a necessity.

Cultivating your identity is characterized by experimentation with a period of trial and error as you refine your message and image. From crafting compelling content to curating your online presence, every action is another stepping stone in narrowing down your identity. It's about embracing authenticity, letting your true self shine through the digital surface, and fostering connections that resonate with your audience.

Personal branding isn't a buzzword; it's the essence of finding your niche in today’s digital world, a journey of selfdiscovery mixed with strategic storytelling.

Let’s dive into the life cycle of personal branding and navigating the ebbs and flows of crafting an authentic voice that resonates.

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The Middle: Navigating Growth Pains Just as adolescence is marked by growth spurts and awkward transitions, so does your personal brand undergo periods of refinement and evolution. This phase is characterized by honing your expertise, expanding your reach, and weathering the inevitable setbacks along the way. It's about embracing vulnerability, learning from failure, and pivoting with grace in the face of adversity. Like a butterfly emerging from its chrysalis, this stage is a metamorphosis — a testament to resilience and the power of self-discovery.

Growth: Establishing Authority As your personal brand matures, so does your authority within your niche. Building your career is about cementing your expertise, solidifying your reputation, and becoming a trusted professional in your industry. It's about leveraging your platform to inspire, educate, and empower others, paying it forward to the next generation of trailblazers. Like a beacon amidst the storm, your brand becomes a guiding light—a testament to the transformative power so does your personal brand undergo periods of refinement and evolution. This phase is characterized by honing your expertise, expanding your reach, and weathering the inevitable setbacks along the way. It's about embracing vulnerability, learning from failure, and pivoting with grace in the face of adversity.

Like a butterfly emerging from its chrysalis, this stage is a metamorphosis — a testament to resilience and the power of self-discovery.

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photos: personal branding workshop

Washington, dc | May 2024 48

IS YOUR JOURNAL PRACTICE HELPING YOU BUILD MORE INFLUENCE?

HOW TO BUILD MORE

NO FILTERS

IN F LU E NC E WITH LAURA COX KAPLAN Invest in your influence by having a committed journal practice

LAURA COX KAPLAN

is the creator of She Said/She Said Media, a multimedia platform for women who strive to live their best lives with intention and are seeking insight and inspiration through thoughtful conversation and content focused on women.

Laura has spent the last three decades working to understand (and master) the art of influence in government, advocacy, communications and media.

What she has come to realize is that influence, while completely attainable, is often not well understood.

In her globally ranked podcast, She Said/She Said, Laura unpacks the dimensions of influence — what it means, why you need it, and how to apply it to your own life — and provides tools and strategies to leverage your strengths, to reimagine your journey, and to build stronger relationships, while also helping you boost your personal brand.

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Is your journal practice helping you build more influence?

One of the most important ways that I consistently invest in my own influence is having a committed journal practice.

My journal guidelines: no filters.

I intentionally refer to my journal practice as an investment, because that’s exactly what it is. I’m setting aside time several times a week to pause and think — and to give myself a few minutes to level-set the type of day I hope to have.

Journal when you feel stuck.

When I do make time to journal, I give myself the time and space to reflect in the few minutes I have, most often, after my morning routine of my kids days going and a bit of exercise.

So, why journal to gain more influence?

Journal when you catch yourself spiraling around an issue in your head.

Journal to sort out your ideas.

Journal to become more intentional.

Journal.

Prompt #1: What windows of time will you set aside to journal?

I find early morning weekend days are best.

Prompt #2: What are your core values as a person?

Prompt #3: Write down anything that is on your mind. Anything.

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Prompt #4: Take a moment to reflect on something you have learned lately.

Prompt #5: What story have you been telling yourself lately? Consider your own capabilities and strengths. This includes negative or positive self talk.

Prompt #6: Is there any part of your story that needs reframing? I find that when I reframe parts of the story, it helps me feel much more in control of any given situation.

Journaling is a tool can help you dig deeper into your own ability to clear your mind, stay focused, and influence others.

When you use it consistently, it can help you notice more quickly when your core values are becoming misaligned with where you are spending most of your time and mental energy.

Building real and lasting influence and having the impact we hope to have in our lives requires that we make consistent personal investments both in ourselves and in those people and projects that are most important. That means we have to create the space to listen to and hear our own voice — and the voice that may be calling us toward something even bigger.

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SALES VS. MARKETING VS. COMMUNICATIONS: A VENN DIAGRAM

LES FUNNEL THE SA s nes are Aw

In many ways, the core functionality of sales, marketing, and communications are focused on building: brand awareness, reputation, and growth.

The starting point, however is where each one of these verticals differentiate.

st ere Int

Growth in visibility.

Growth in relationships.

Growth in numbers.

Growth in leads.

Growth in customers.

The three must also work together.

It is important to understand the sales funnel.

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ion cis De

Great communication sets up a clear brand identity and content to propel marketing forward.

Then, marketing “hands off” to the sales function to close the deal.

ch Pit

Sales, marketing, and communities are all strategic in their own lanes and are intended to solve each of their respective problems.

COMMUNICATIONS Focused on core brand identity, messaging, identity, and reputation Influences marketing and sales content Top of the Sales Funnel Intended to leave the audience with a desire to learn more about valuesof the brand ROI focused on awareness and relationships relevant to business

Both Sales and Communication thrive in communication

Utilities various communication channels and content to convey message to a wide audience

A constant pursuit/ no “off switch”

Top of Sales Funnel Brand Awareness, Reputation & Growth Focused on attracting more leads Middle of the Sales Funnel Intended to follow and create leads Marketers, content creators, graphic designers, and social media specialists The delivery of effective messaging Measured by website traffic, lead generation, and engagement, and brand awareness ROI focused on lead generation Serving and satisfying customer needs

Middle and End of Sales Funnel Leverages CRM

MARKETING

Smaller, very specific audience focus Focused on converting leads into customers End of Sales Funnel Sales reps, account managers, and sales leaders Measured by sales volume, conversion rates, revenue, and customer retention sales focus on closing deals and generating revenue. works directly with prospects to reinforce the value of the company's solution to convert prospects into customers.

SALES 54

PERSONALBRANDINABOX.COM

let’s talk fashion.

THE

DO’S & DON’TS IN DEVELOPING YOUR PERSONAL STYLE

from renowned stylist George Ramirez

George Ramirez is a Chicago-based personal stylist who is dedicated to working with fashionforward — yet busy — professionals, influencers, and everyday people to elevate their experience with how they show up in the world.

His personal philosophy, and key to success, is to “build off of the basics” to transform a look, wardrobe, and overall personal expression.

George prides himself on creating a loving environment for all budgets, body-types, and beauties to enjoy the luxury of elevating their personal style.

A holiday in George’s book is creating new energy and excitement around your vision for your styling projects.

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DO

DON’T

Have fun with your personal style.

Pick a genre/ a vibe of what you would like to project.

Use pinterest & social media to curate your look.

Put together a mood board for the season, reason, or project.

Start with basics: jackets, trouser shapes that look good on you, accessories, tops, skirts, etc.

Feel free to intermix classic and trendy styles.

Love your body.

Be shy.

Worry.

Hide.

Talk yourself out of it.

Wear all of the trends.

Wear items that look and feel cheap.

Skip on the details — exa: seams, steaming, and ironing.

Ignore your judgement — if you don’t like it, then say so. If you do, then rock it out. It’s about your personal style.

Underestimate the power of accessories.

Don't feel like you have to wear logos or brand names.

EASY WAYS TO UPGRADE YOUR LOOK Women

Men

Shop for the season.

Stock up on core accessories.

Bangles & bracelets Earrings Rings Have a sense of order in your wardrobe.

Shop the right shoes.

Make sure your pants fit appropriately.

Show off your assets.

Don’t skip on accessories.

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Every winter, we turn on our channels and wait for viral moments to make their ways to our news feeds during the all-too-reliable #AwardsSeason.

The purpose of any awards ceremony is to check in with the industry and celebrate the accomplishments, direction, and trends taking place within.

In January 2024, TE&Co. decided to celebrate the TOP CREATIVE TALENT that we have the pleasure of working with in sweet home, Chicago.

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Together, our collective effort has brought hundreds of brands to life through creative mediums — whether it be aesthetics, styling, graphic design, videography, photography, copy editing, business strategy, collaboration, scheduling, and so much more.

It truly takes a village.

We were joined by over 30 friends, clients, colleagues, and creatives who collaborate, create, and represent the true heartbeat of what goes into our business.

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Hairstylist of the Year Marina McRoberts

Stylist of the Year George Ramirez

Photographer of the Year Hannah Schweiss

Videographer of the Year Tyler Furlan

Makeup Artist of the Year Alyssa Cruz

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Designer of the Year Brooke Adams

Collaborator of the Year Ty Dups

Collaborator of the Year Ali Stone

Best Makeup Artist Suky Vee

Best Makeup Artist Adam Downs

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Vanguard Tamy Bobbitt

Vanguard Eia Scott

Vanguard Rachel Larson

Best Photographer Andres Ortiz

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Navigating

Influence

TRUST YOUR VOICE

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In the past few months, Broad Shoulders has made her way from coast to coast — from Huntington Beach, CA to Washington, DC, Atlanta, GA, and sweet home Chicago, IL.

(4) We all worry. No matter how confident we appear to be, seasoned our resumes, or how high we’ve achieved academically/ personally/ professionally, fear and worry are part of the human experience. Opening up (in general) is freeing. Opening up in an environment of people who can relate is empowering.

(5) We’re in this together. The people who attend, host, and participate in Broad Shoulders commit to the community. We don’t have signs or hard core rules.

Rather, a consensus of values of openness, kindness, and come as you are.

#BroadShoulders events have brought over 300 professionally minded women together — and we’ve noticed a few common threads in our shared experiences: (1) It matters. What we are experiencing on an INDIVIDUAL LEVEL matters. It’s hard to see through the forest through trees when the challenges feel like roadblocks. Often, the fix is a simple shift in perspective, approach, or expectations. Either way, it’s very real and it matters.

We wanted to take a quick pause, share some of our favorite moments, and say: HERE’S TO US, the women of #Broad Shoulders.

Broad Shoulders is a collective of ambitious, career centric women who build each other up, strengthen connections, and enhance conversations.

(2) There are great people out there. There is magic in bringing people together who all have good intentions for themselves, for their families, colleagues, industries — for their lives — and who come together in community, comfort, and conversation.

Founded in 2018, Broad Shoulders is a non-membership organization dedicated to creating curated experiences, pop-ups, and programming for professionallyminded women.

(3) We must celebrate the wins.

Too often, we are onto the next thing, only to pass by the big wins.

Broad Shoulders can be found online at https://www.bebroad.life and via instagram @be.broad.

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Broad Shoulders Atlanta hosted by Omotunde Oguntoyinbo, Emilie Hill Broad Shoulders X Williams Sonoma (Chicago) with special guest Dr. Sheila Robinson 66

Founded in 2018, Broad Shoulders is a non-membership organization dedicated to creating curated experiences, popups, and programming for professionally-minded women.

Broad Shoulders Orange County

Broad Shoulders Washington, D.C.

Tia Ewing speaks at Broad Shoulders Chicago International Women’s Day. 67

A SPECIAL THANK YOU LYNN YATI PHOTOGRAPHY LISSA KLEMM HAIR BY MARINA ROBERTS ADAM DOWNS MAKEUP EXOTIC SPECIES BRAND & DESIGN STUDIO BROOKE AND MORTAR ELKA CARROLL

I S S U E

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MAGAZINE