WHO HAVE EMBRACED PERSONAL BRANDING TEN
NOTABLE LEADERS
P.S.
Photos from our favorite Broad Shoulders events this year — we’ve gone NATIONAL!
THE LIFE CYCLE OF PERSONAL BRANDING
BONUS JOURNAL PROMPT FROM INFLUENCE EXPERT LAURA COX KAPLAN
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.
OUTSOURCED BOOKKEEPING SERVICES
CHANGE PERCEPTION, CHANGE YOUR LIFE. THIS MAGAZINE IS DEDICATED TO ALL
THOSE WHO SAY “YES” TO THEMSELVES.
Ten Notable Leaders
ELKA CARROLL
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?
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.
AN UNSIGNED BIRTHDAY CARD AND NAIL POLISH, BECAUSE YOU NEVER KNOW WHEN YOU’LL NEED EITHER! K A T H E R I N E O L I V E R
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
B E H I N D T H E M A G A Z I N E
OR
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.
If 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.
we will hear from leaders who represent several industries, backgrounds, verticals, and job titles Then we will set the tone 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.
whenapplied,
...the ideas and concepts ahead, when applied will bring massive change in your perspective as you drive your career forward.
Here’s to you
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.
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.
TE: Thanks, John for taking the time. Let’s jump in. Tell us about your experience with personal branding.
JD: First off, it’s awkward. The idea of embracing self promotion is not an easy thing to get around.
Second, it becomes natural. The idea of creating an image is really about sharing what you do with the communities you work within.
TE: So true. Awkward is a great word. How would you describe your personal brand?
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.
What about the value add of personal branding in our careers. Do you think personal branding is an asset?
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.
TE: I always say that it “reduces the friction” of ideal outcomes. If they already have a sense of awareness about you.
John, is there anything that surprised you most during your personal branding journey?
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: 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.
Last question!
What advice would you give to others who are considering personal branding?
JD: Get over it.
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.
TE: I’m so happy that we connected and got the chance to work together!
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.
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.
TE: I agree. It’s not bragging to know how GREAT you are! How would you describe your personal brand?
SR: Great question! My personal brand has an emotion behind it and the emotion is:
We deserve to be compensated for our contribution to the marketplace and the business economy.
It’s about purposeful leadership.
TE: Yes. Yes. Yes! I have witnessed this first hand, so you are spot on.
What about the value add of personal branding in our careers?
SR: I think without the idea of personal branding, you don’t really have a career.
If you don’t define yourse others will
WE CAN HAVE IT ALL.
What happens when you are not in the room when decisions are being made? How will they know you are proactive?
You have to give them something to talk about.
TE: What has surprised you most about personal branding?
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.
If you don’t invest in your personal brand, nothing is going to happen. The ROI has exceeded my expectations.
TE: Yes ROI, that’s what it’s ALLLLLLLLLLLLLLLL about. Okay, last question.
What advice do you have for others whoa are considering personal branding?
SR: First and foremost, it’s SO MUCH FUN. It’ll help you get out of your comfort zone and be more confident. make your money by o you are in the market. lp you in the long run
perceptions. He continued, “It's critical for advancing your career and defining your professional identity.”
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.
Let’s get into your personal style! How do you describe your personal brand?
SO: My career spans the travel industry, focusing on sales, marketing, customer experience, measurement, and training.
I later transitioned into technology, giving me a unique perspective on how tech and business blend.
The combination of travel, growth, and tech defines my personal brand.
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.
Now a personal branding pro, do you have any words of wisdom for folks who are thinking about personal branding?
SO: My advice for any corporate leader would be to invest in yourself and ensure the best version of you is out there.
The story behind your career is often fascinating, and we don’t spend enough time on it.
While I can write and develop my brand, there's great value in having a professional strategically articulate d t our image. That's what her team excel at
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.
TE: Right, it’s actions. What you do and what you say. Not just about what you look like. That’s on point.
Do you think 'personal branding' is an asset to your career?
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.
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.
Learning about how others perceive my leadership and care for what I have to say was the biggest surprise.
TE: It’s that subtle look inward. Observation of self.
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.
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. .
y of all choices or decisions I make
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.
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.
business, and government affairs has positioned him as a subject matter expert in the intersection of government, business, and industry.
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 career? Has per branding enhan advanced your
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! Wh t d i d have?
AH: No one success and you It's cru you perceiv m o t n f
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.
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.
TE: Dr. Kornegay, tell us about your experience with personal branding.
EK: Initially, I had no idea what it would take, but I was placed in your hands, and I was hooked!
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.
It can be very vulnerable when you're talking about who you are and what you believe in.
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: Do you have any words of wisdom for folks who are thinking about personal branding?
EK: Never dismiss the need for a professionally created public profile and don’t settle for just anyone to handle your image.
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.
TE: Lets jump right in! Tell us about your personal brand as it stands today.
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!
TE: Barbie pink, love that! Do you think 'personal branding' is an asset to your career?
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.
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?
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.
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.
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.
People can follow me at neshapai.com.
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.
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.
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: So right, it’s all chapters, and your ten years is certainly a major milestone.
AF: My brand is strong, informed, grounded, and covered in love.
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
SING YOUR SONG, BE YOUR BEST SPOKESPERSON, AND SHARE WITH THE WORLD WHAT YOU HAVE CREATED.
TE: You have such a clear view on what it takes to serve your clients.
Curious, what has surprised you most about building your personal brand?
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: 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!
PERSONAL BRANDING
The Concept of Personal Branding
y ks to pert, mous) ates of this h a y to nd the day, in you nd. [...] . ” s now a maze. on the rd ew tise, grow s
IS TRUE TO VOICE
FEELS AUTHENTIC REFLECTS PERSONAL 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.
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.
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.
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.
JUST START.
Principle No. 1: Be Resilient.
Congratulations, you’ve done the personal branding work. Now, everything will get easier Wrong.
It doesn't magically get easier. Personal branding, and the worldly recognition and rewards that come along with it, often mean more responsibility.
That promotion you’ve been eyeing? More responsibility.
That dream press article that perfectly captures and editorializes you as a founder, CEO, and the work you do? More phone calls.
Doubling down on your why? More opportunities to create, serve, and lead your vision forward
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.
More specifically, this is about managing the volume of intake of new interest, inquiries, and inbound.
By virtue of personal branding, you have raised your profile to create new inbound interest.
The practice is all about maintaining a sharp focus of your time, energy, and priorities
Be resilient. Stay resilient.
2
Principle No. 2: Be Okay With Discomfort.
If I had to choose a favorite, this one may be the one.
Discomfort is a barometer.
This work can be uncomfortable.
Hear me out
You standing out WILL make other people uncomfortable.
Not surprisingly, many will celebrate your newfound visibility, but some just won’t.
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
Why carry the fear of being judged?
Let them judge. Let your work speak for itself, and win
So, no more hesitation. No more worrying about the eye rolls or naysayers.
We all hear those voices. There’s no escaping it.
But the rewards in your life, career, and bottom line outweigh the risks
How will they know unless you tell them?
In the end, the ones who do support you are the ones that matter.
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.
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.
Principle No. 4: Be Everywhere.
When it comes to personal branding, you cannot hide from anyone. In fact, why not include everyone?
Your boss, clients, colleagues, friends, family, community, etc People you know and people you do not yet know. Some, you may never meet.
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.
And P.S., send thank-you notes on a regular basis.
Principle No. 2: Be Your Own Publicist. 5
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.
It’s about being in service to your audience
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.
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.
This can take shape in many ways: Media interviews, promotional campaigns or initiatives, launches, anniversaries, celebrated announcements, and more.
How are you going to stand out to your ideal client?
Add value to their needs.
How are you going to stand out in your industry?
Understand and promote exactly how you differentiate.
How are you going to stand out in your community?
Show up and be part of your community.
How are you going to stand out in your role or company?
Share and socialize your ideas internally within your organization.
How are you going to stand out as a viable, growing business?
Share growth metrics.
How are you going to stand out in your industry or region?
Bring people together and build a coalition.
Just Start!
THEOTHERSIDE OF PERSONALBRANDING
Attract the right conversations
Sharpen your executive profile
Stand out in your industry
Harness your ability to influence
LIFECYCLEOFThe 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 LIFE CYCLE OF A PERSONAL
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.
BRAND
WHY
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
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.
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?
ClarifyYourWhy
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
the business needs recruiting, retention, branding the company, or expanding the footprint and visibility of your brand FOR the company’s bottom line.
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.
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
For the CEO, Consultant, or Founder, this may be focused on
On the next page, grab a pen and follow the below chart and answer each question as it relates to your why.
AUDIENCE
YOUR WHY
YOUR STYLE
YOUR INTERESTS
STRENGTHS
YOUR ABILITIES
YOUR MESSAGE
THE VALUE
WHY YOU THE WHAT YOUR POV
EXPERIENCES
YOUR VISION THE SOLUTION
THE PROBLEM
TOOLS
Gone are the days of the resume as your only form of capturing your career, experience, and story.
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.
It’s about being prepared.
Do you know the fundamentals of sales?
What is your elevator pitch?
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?
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?
What tools do you have? What needs to be built or further developed?
The below summary is the core of what moves the needle for future steps of personal branding.
TOOLS
You’re going to want to be prepared BEFORE you raise your profile.
BIOGRAPHY + BRANDED PHOTOS + TALKING POINTS
TECHNIQUES SALES + PROJECTION + SITUATIONAL AWARENESS
SKILLS
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.
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 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.
So ask yourself: What do you want to do with your time? Where is your audience, and how will you engage with them?
This is an on and offline game. It's about socializing your ideas, creating opportunities, and boldly sharing your expertise as a thought leader
Mobilize&Amplify
What do you want your audience to know more about?
What is your digital strategy beyond just posting?
How are your garnering interest, emails, and inquiries?
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
Seek guidance & mentorship
Thank you notes
SOCIALIZE
Build a community
Group gatherings & hosted events
Explore public speaking
Advocacy
Start a task force
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
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.
Creative Spirits, the floor is yours. Go big.
Sales People, maintain stamina in the many new conversations you will be having. Relationships are key.
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?
If you are a consultant, you may want to consider creating a menu of services.
Contact Tamara Edwards
Email: tamara@tamaraedwards.co
Subject: Magazine No. 5
Developing Your Core Services” and I’ll send you a FREE worksheet
personal branding expert Learning how to
A personal brand is a unique set of characteristics that you emphasize again and again.
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.
In a world full of information, learning how to stand out isn't just a challenge it's a necessity.
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.
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.
Wild and Free: Cultivating Your Identity
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.
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.
photos: personal branding workshop
IS YOUR JOURNAL PRACTICE HELPING YOU BUILD MORE INFLUENCE?
INF U EN L HOWTOBUILDMORE
WITH LAURACOXKAPLAN
Invest in your influence by having a committed journal practice
LAURACOXKAPLAN
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.
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.
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.
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.
My journal guidelines: no filters. So, why journal to gain more influence?
Journal when you feel stuck.
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.
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.
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.
SALES VS. MARKETING VS. COMMUNICATIONS: A
VENN DIAGRAM
In many ways, the core functionality of sales, marketing, and communications are focused on building:
brand awareness, reputation, and growth.
Growth in visibility.
Growth in relationships.
Growth in numbers.
Growth in leads.
Growth in customers.
The starting point, however is where each one of these verticals differentiate.
THE SALES FUNNEL
Awareness Interest
Sales, marketing, and communities are all strategic in their own lanes and are intended to solve each of their respective problems.
The three must also work together.
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.
It is important to understand the sales funnel.
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
Utilities various communication channels and content to convey message to a wide audience
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
MARKETING
Middle and End of Sales Funnel
Leverages CRM
COMMUNICATIONS SALES
Both Sales and Communication thrive in communication
A constant pursuit/ no “off switch”
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.
let’s talk fashion.
from renowned stylist George Ramirez THE IN DEVELOPING YOUR PERSONAL STYLE
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.
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.
EASYWAYSTO UPGRADEYOURLOOK
Women
Shop for the season.
Stock up on core accessories. Bangles & bracelets Earrings Rings
Have a sense of order in your wardrobe.
Men
Shop the right shoes. Make sure your pants fit appropriately. Show off your assets. Don’t skip on accessories.
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.
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.
Hairstylist of the Year
Marina McRoberts
Stylist of the Year
George Ramirez
Photographer of the Year
Hannah Schweiss
Makeup Artist of the Year
Alyssa Cruz
Videographer of the Year
Tyler Furlan
Designer of the Year
Collaborator of the Year
Collaborator of the Year
Best Makeup Artist
Brooke Adams
Ty Dups
Ali Stone
Best Makeup Artist
SukyVee
Adam Downs
Vanguard Tamy Bobbitt
Vanguard Eia Scott
Vanguard Rachel Larson
Best Photographer
Andres Ortiz
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.
#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.
(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.
(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.
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.
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.
Broad Shoulders Atlanta hosted by Omotunde Oguntoyinbo, Emilie Hill
Broad Shoulders X Williams Sonoma (Chicago) with special guest Dr Sheila Robinson
Founded in 2018, Broad Shoulders is a non-membership organization dedicated to creating curated experiences, popups, and programming for professionally-minded women.
Tia Ewing speaks at Broad Shoulders Chicago International Women’s Day.
Broad Shoulders Orange County
Broad Shoulders Washington, DC
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
