Flashionista

February 10, 2010


Melissa Cassera Talks About Personal Branding

Personal branding is being talked about as part of the DNA of the 21st Century marketplace.

Melissa Casssera is a public relations and marketing professional. She's been working on brand building for years with businesses and individuals and recently did a personal branding project for herself.

(FL) Why is personal branding important?

(MC) It differentiates you. You never want to be forgettable. I ask my clients, "What do you want to be known for?  You can't communicate it to the world effectively until you know exactly what it is.

(FL) What's your favorite brand?

(MC) Starbucks. Everything they do reinforces the brand from cup design to atmosphere. You always know when you're in a Starbucks.

(FL) How do you get a client started on their branding?

(MC) Think of yourself as a product. What product are you? What does your package look like? What would your commercial be? Who would use you? Strong branding is memorable.

When you start thinking of yourself this way you become more targeted. You realize what your best traits are, which companies you're best aligned with, and who the best people are to help you. You can plan more specific goals.

   

Melissa
(FL) You recently did a project to position yourself as a health and wellness expert and worked with a coach to help you identify your own branding. Can you share some of her techniques for those of us who can't afford to hire someone?

(MC) The product identification is very revealing. If you were a car, what car would you be? What store? What magazine? You'll see parallels between what you pick and a visual will start to unfold. 

My products are Honda Civic, Self Magazine, and Target. My image as a health and wellness expert needed to be colorful, wholesome, accessible, non stuffy, and not corporate.

Another exercise is identifying people that inspire you. Try to assess the traits that make them successful, and why you're so attracted to them. Look for a common theme.

(FL) Who are some people whose self branding inspires you?

(MC) Rachel Ray and Kelly Ripa, I just love their happy brand. Jillian Michaels from the Biggest Loser has a take-no-prisoner attitude in fitness. Everything she does from books, interviews, to articles screams her image.

(FL) Any parting words?

(MC) I think our stories shape who we are. Our image and our stories relate. Branding always starts with a story..

Melissa Cassera-Wellness Expert: Blog

   


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