Episode 14 - How To Create Your Own Personal Brand To Stand Out

Welcome in to Episode Number 14!

We are back together again talking about personal branding!

Whether you have a product or service based business, whether you are a business owner or are employed, even as a mom, creating your own personal is essential these days.

Personal branding is a word widely used at the moment and many people don't really know what it actually means, how to create a brand and how to use it. That is why Kyla and I recorded this Episode for you.

In this Episode we discuss:

  1. We talk about how to show up with intention - in person and online.

  2. What personal branding actually means.

  3. Why personal branding is so important these days.

  4. How you can create a personal brand by defining your values, your passion and interviewing other people about how they are perceiving you as well as so much more.

This episode will surely help you and give you some food for thought and hopefully help you make use of a brand that actually already exists.

Enjoy the listen and please share it with your friends and co entrepreneurs!

See you next time!

How to create your own personal brand | Emilia Ohrtmann

See the whole transcript below!

Kyla: Hey guys, welcome to episode number fourteen of the Mums in Biz podcast. So today Emilia and I are going to chat with you about personal branding. We had some amazing feedback on episode five. If you go back and have a look, we did an episode called Branding Essentials one-0-one, where we talked about a couple of different styles of branding, but the main feedback we had was that you guys wanted more juice and more information on specifically how to create a personal brand.

So today I'm going to pick Emilia's brain. Actually it will be more like a conversation about this topic and to give you guys some really great tangible tips for you to take away with today to work on your brand, whether you are looking at for your business or personal. So I think the first thing that we want to talk about or I would like some explanation about and obviously you do as well is really diving into what is a personal brand. But firstly I want to welcome in Emilia, she's sitting right next to me again. Hello.

Emilia: Thank you. Hello.

Kyla: So we're going to dive right in guys, because we want to get as much information out of Emilia as we can. So come on Emilia, tell us first of all, what is personal branding?

What is Personal branding?

Emilia: Okay, so let's do a quick little recap of a brand, what a brand is in case you haven't listened to episode number five, when we think about big brands, we, when we think about brands, we think about these big brands. Like Starbucks is always a good example. You know, Exxon Mobile or you know, those big companies. But actually everybody has a brand.

Our businesses have a brand. Every business has a brand and people often forget about that and people think "I just need a logo", which is part of the brand, but it's actually not the whole brand. The whole brand is what other people say about you when you're not in the room. That's a quote by Jeff Bezos, which I love and it is so true.

A brand is how you make other people feel, the feeling that you leave within other people.

Emilia:Really it's, it's not about what you say or do or all the looks, it's everything together that creates a feeling within people. So that's what people want. Companies create, they create a feeling essentially that's their brand. And think about a big brand that you know and think about a brand that you really like and then think about why you like that brand. And it's probably not the color of the logo or the logo itself. It's probably, if you think about a fashion store, for example, you might think about how the customer or the sales people handle, treat you, how they interact with you, what the checkout process is, you know, all those kinds of things are part of the brand.

So tell me, Kyla, do you have a favorite brand that you can think of now,and why you like it.

Kyla: Yeah, there are a few, but I'll stick with fashion. , I love shoes as everyone probably knows.

Emilia: Can I just say her business name is Succeeding in Heels.

Kyla: That's true. Specifically I love branded shoes to be honest with you. But the first brand that I really loved was Jimmy Choo because I loved, again, the way they make you feel, not only when you obviously wear them because they are classified as the most comfortable high heel shoes that you can get in the market. But when you walk into their shop, if you've ever been in, you know, it's pink, it;s gold. Like the box that the shoes come in is pink. You never throw away a Jimmy Choo box. Like that's just, you're like, wow. I would say that people were insane. But you know, you get your little bag and actually the handles are like a pink ribbon but like a dusty, like nice light pink and it makes you feel like amazing. You walk out and I'm obviously the sales people always, you know, very lovely. But you know, it's the whole experience.

But I want you to say something as well. We just recently went to New York a couple of months ago for a conference it go listen to that episode number 10. But your favorite brand is somebody. So you should tell them why you love that brand so much. Cause we went into her shop.

Emilia: Yeah, I really like Anine Bing, look her up. I didn't, I'd never been to an actual store so she's probably not my favorite designer because I had actually never been to a store. I only followed her on Instagram and got her emails and that. It's also the feeling that she creates with those pictures. Really. She sends out an email newsletter constantly and I usually unsubscribe to people who sent me constant newsletters, but she just sends out a few images and they are fantastic.

It's not only the fashion that I like, but it's, I like her. It's a lot about her. The designer, I just like her. She's a mum as well. She's also, you know, has blonde hair. She's a foreigner who lives in America, so I resonate with her as well. A lot actually. So it's not, it's that, that she stays young, the designer with her clothes, it's this little rock style, you know, that you wouldn't expect of a person like her. So I really like that. Yeah. That whole feeling. I liked looking at those pictures. They give me like a quick break in my day. I look at the pictures and I take away and I really wanted to go to her store and see. And the fashion when I wear it makes me feel young in a way.

Kyla: Interesting. Yeah, she did buy a few things, by the way. Yeah.

Emilia:I'm thinking when I'm talking. Yeah. So it makes me, yeah, it makes me feel young and a bit different to what I usually buy. Mm. I guess.

Kyla:And it's interesting that you're getting her news letters, which obviously showed you like encapsulated what her brand was in the pictures, but I remember you going, we have to go into her store because you did you want to see like whether it matched up?

Emilia: Yes. I wanted to see a real store and not only the online store or the online world, I wanted to just,see her in person as well. Okay. But we got a bit of track here.

What I wanted to say with this, I wanted to show you with this is it is about the feeling and this is exactly what you can create with yourself. So when you think about other people, not companies that same, think about other people. Think about how they make you feel. And we, you know, talk about a person that has, there's always positive or a person that is always negative. And of course we don't think about it as that their brand, but in a way it is. That is their brand.

So a person who is always positive and likes to wear like bright colors for example and is a bit quirky maybe, maybe sometimes dies her hair pink. Yeah. I'm thinking for example about, the social media person here in Dubai. She's called Alexandra. Her company is House of Social. She is a very specific personal brand as well. She has pink hair sometimes and sometimes yellow having and sometimes talk wise that she makes you feel happy and, and, and funny and you know, she uplifts you.

She does that with intention. Other people don't do it with intention, but why not do it with intention. And this doesn't only need to be for a business owner because I realized for my business I will in the bit, in the beginning I created a brand for my business. And then more and more I realized how much the brand is actually me that people were booking me, that they liked me as a person. They liked my, me being reliable as a German. They liked how I interacted with people, how I treated my clients, how and then obviously also my style. So I realized people were actually booking me and not my company. That's also why I changed my name later on. Or one of the reasons why I changed my business name into my personal name because this was, we knew about me.

And as this past podcast is about moms in business, it is especially important because as a small business owner or as a business owner in general, you are always representing your brand. You are your brand, you can meet your clients or customers anywhere. Really. I always say you can even meet them at the pool or the beach, you know, so wherever you are, represent and be your brand.

So when I go to school, I am representing my brand. I am my brand anyway. So the way I show up at school, for example, is important because I could be meeting customers, their clients there. So if I am, for example, a reliable class mom, people will know, okay, she's reliable. She's probably also reliable when she does or designs websites, so it starts by wearing your product.

If your product based business by using your products, by representing your products, by showing them basically all the time, and it continues by using the same language, by being as friendly to everybody as you would be when you're selling, as offering the same kind of service and really creating the same feeling you would create if you were just now in your store talking to a customer.

Because as I said, you never know where you can meet your customer or clients and I always also say that you should look like your brand. Of course not everybody needs to do that, but if you look and talk and speak and behave and everything like your brand. It's all one people will feel connected to you and essentially also your business.

Then I hope that makes sense, but it doesn't have to be only for a business owner. It's also for an employee, a mum or dad. Anybody can be with intention. So this is about how you dress, how you speak, how loud your voice is, for example, what kind of words you use, how your mood is, how you treat other people and how whether you put makeup on or no makeup. All those kinds of things are part of your personal brand.

So we all automatically judge people. We always do, whether we do it with intention, you know, or unintentionally. But we have, we see somebody, we interact with somebody and we immediately have an opinion. Really we have a feeling that is created with us, within us. And honestly that doesn't only happen for us. That even happens with my kids. They like somebody or they don't like somebody and often they can't even explain it.

When I asked my kids, you know, maybe my one of my kids was invited to a play date and he doesn't want to go and I'm saying, why? Why don't you want to go? And he says, I just don't want to go. So that's kids, that they feel that they like somebody or they don't like somebody. We would then be so specific and say, okay, I don't like the way they have talked to me or I don't like the tone of their voice or I don't like how they dress or what effort is.

But that is essentially all personal branding and you can do this with intention and you can do, you know, you can dress a certain way. You can say, I want to be young and always dressed fashionable for example, or I want to dress in bright colors or how I dress with intention in white. It's, you know, it came without any intention. But then it started to be more and more intentional because people were commenting on it and I said, yeah, it's actually my brand stands for whites or I stand stand for white, for being open, honest, peaceful, all that's like the color of white.

And also that, I cannot remember the name of the moment, but he always has yellow, orange shoes on. And it also started with just like a pair of orange shoes that he wore and then people started commenting on it.

And now it is his trademark. Yeah. And he does it with intention so that he is always remembered, he talks to people and many people don't remember his name or remember his behavior or what he said, but people remember that he wears the orange shoes. And the other thing is people will, I said that said that right now, but people will not remember what you said or what you wore maybe, but they will definitely remember how you made them feel.

Kyla: No, I love that. I love that quote now the other thing I really want to dive into because I think it's very important to clarify is why is it so important? Why is it so important to have a personal brand? And especially in the digital world, everyone is online now. It's super overwhelming. We know when you go out there and look.

Kyla: So why is it so important?

Why is it important to have a personal brand

Emilia:Yeah, actually I would say because of this digital world, I think it's it probably has always been important, but the, the, the term personal branding only really came about with all these influencers now and everybody being online and creating instead of a brand, they're creating a brand because it's all about them.

And I would say so that's one of the key reasons why it is important and actually not only for a small business owner who has a business account on Instagram that for anybody, because if you are being hired by somebody or if you changed jobs for example, or if you start a new job, you know, if you're coming out of school and you start a new job or if you're changing jobs, people would always look you up online. There's so much you can find about people online.

It is crazy and it's scary. I would say that's why it's so important to show up with intention online to actually see what is out there and how do you come across online. There is two parts obviously, how you come across online and how do you become across in real life. And it should match obviously but start with the fact that people will check you out online and that you want to be a brand online with intention really.

So that starts with Facebook that you might not want to show your drunk pictures from the party when you were 18 you know, partying with friends and that then ends really with LinkedIn where you are a brand essentially.

Kyla: Yeah, I mean LinkedIn is a key one, especially for me when I was starting out, you know, my picture had to be professional and the content on there had to match that. And it's very interesting actually because I think LinkedIn is becoming more and more popular over the last, I reckon six to 12 months. You know, coming a little bit like Facebook, but it's still, I still look at it and think it is a professional website and a social network. You can't be putting pictures that you do on Facebook, on LinkedIn.

I still believe that even though it's now, you know, this is getting a bit more casual but you just can't, it's the first thing employers go look at a lot of small businesses are using it to get business online and to get more clients into in their doors. Whether you are like Emilia a website and branding consultant or like me as a business coach, photographers, you name it, people are getting business on that platform. It's so important in how you show up, you know, and making sure that everything is polished to be honest with you. Yeah,

Emilia:And people know that about LinkedIn I would say. Are you saying it's becoming more and more social, but people know. I think that they have to have a professional photograph there and that photograph should obviously match or be with intention again, but it is also important.

People don't only look you up online, people look you up, whatever you do, they look up your Facebook accounts, their Instagram accounts, what charities you support. If you are a sporty person. So when you Google my name you will see some signups for triathlons or sport events that I participated in.

All of that is part of your personal brand and actually it's good if you do it right because I like that that is coming up because if I, let's say I would interview for a job but they will probably ask me about this, about my triathlon and that's a good topic to talk about.

So that is all good. But go do go and check what comes up when you Google your own name, see what comes up and whether you want that to be to come up and if not change it. There are ways because it's not only who we are professionally, it's also who we are as a person. People are hiring people.

And then to add to that, when you are working for a company and you are essentially part of their brand, you are representing their company. So you might dress in a different way and let's say you are lawyer, you automatically, you probably wear suit and maybe you are totally different in private life. And also for,anybody who's working for a company, you are representing that company and you're also representing yourself.

Your company doesn't define you. You define yourself. So never forget that, that you have your own personality and yeah, you can show that with or be that was intention.

Kyla: Yeah. I think so. I liked how you said like, you know, ensuring that you're the same online as you are offline because I think that that's the comments that we get quite a lot that we are the same person whether we're, you know, posting perfectly manicured pictures, which I don't have any.

But you know, online too, like when, that's the one comment we get all your exactly the same. But even like our photos like look the same apart from when you know when we feel a bit tires. But we look the same, right? We act the same, you know, we look the same and I think that's really important cause then again, that's shows what, you know, you, we always say, especially you when you're talking about branding is that authentic self coming through because people want to do, like you said, business with people.

And you have to be their authentic so people can see right through it, right?

Emilia: Yeah, but even if you're a mom and not a business owner, you, why not? Why not brand yourself and be true to yourself. Or if you are being perceived as somebody who's always stressed out, let's say as a mom, change it, change it, do it with intention, think about it, why you are appearing that way and change it. Maybe speak calmer, become calmer, talk less about your stress. Put more effort into what you're wearing. Whatever it is. It's just examples.

But think about it. Maybe even ask people how they perceive you. Speak to your friends. How are you being, what do they think about you? What adjectives would they use to describe you? You can take all that and then you can say, yeah, that's exactly the way I want to be perceived or not. And then you can change it accordingly. And you can do that by addressing, like I said before, you even jobs like image consultants or personal shoppers, you know, they can help you shop the right clothes so you can do everything with intention there.

Create your own Alter Ego

And something else that I wanted to talk about today was it's a book that we have actually both read and it's called the "The Alter Ego effect" by Todd Herman. And it talks about putting on an alter ego. So let's say you have to do a speech and you don't like that, you don't like speaking in public and you have to make yourself feel powerful and feel that you can do it. You put on an alter ego, you know, kids like to put on their Superman costumes and they make, or they think they can suddenly fly. Create an alter ego that is another person that you step into for speaking on that stage.

The author , for example, always appeared when he started his, his journey as a coach. He always looked very young, was very young.He was Blonde. He wasn't very tall I think. Yeah. And what he did then he changed, first of all, he used his second name or his middle name, which just to make himself feel different. And he put on glasses without prescription glasses inside, which made him look older.

So that was his alter ego. When he stepped into his job, he put on these glasses which made himself few older, which made an appear already feel older because the way you feel you will project to the outside and already people will think you're older, not just because of the looks of the glasses, but because he felt older because it was his own feeling that he had within himself.

He then coached a lot of professional athletes and often they have the problem that their step on their field of play, how he calls it. And are losing, although they are really talented tennis player or football player, whatever player they are, but something affects them and they wanted to diminish this effect and and could create it in alter ego so they own Superman where everything else was left aside and he could only concentrate on stepping on the field of play and being that person, like the fierce warrior that they wanted to be on that field who's only about winning, not feeling sorry for his opponent for example, because that happens.

Like as a tennis player for example, it has happened to me, I'm not a good tennis player but still is how it happened to me. You're winning maybe and then you've suddenly feel sorry for the opponent.

There are people, I think he said in the book actually there are people who do that a lot and then they start losing you change changes, it messes up with your mind. And he created like alter egos for those athletes. When they step on the field of play, they would never have this sort of feeling sorry for somebody else, which is actually a nice thought. I mean you can do that but not in a competition when you want to win.

He also told the story about Beyonce who created an alter ego unintentionally for herself when she started out in her career, right?

Kyla:Yes, she did. She I think I heard this years ago, but he did like put that in the book as well, but she created a alter ego called Sasha Fierce and you probably know already if you follow her that's how she is so dynamic on stage because I think in her personal life she's actually quite reserved, a little bit shy. I think she's confident as a woman and I don't think we should get away from the fact that this is still ensuring that you still have the authentic side there. It just made her perform at a different level. That's what we want to talk about. So with her creating the alter ego of Sasha Fierce it made her then come out on stage in a bigger way and then basically then performing at the more than, you know 1000% that she has been performing. And I think she's been doing that since she was with Destiny's child.

Emilia: Yeah. And then and then at a later stage, she did cause she had, she was able to let go of that alter ego because she was that person.

Kyla: She was, yeah, she's built that confidence.

Emilia:She's good and confident. It was always within herself but she built that confidence. So if you want to do public speaking for example, to go back to that example, it is in yourself somewhere.

But you need to build that confidence and let go of this feeling that I can't do it. I can't do it. All those hundreds of people watching me in my sweaty hands or whatever, you create an alter ego. He said, step out on that stage and just deliver your speech and later on it becomes a habit. Speaking for example. And you are so confident that you don't need the alter ego anymore. And a lot of people do it unintentionally.

Emilia: They put on their power high heels as, as a woman or their power suit or the perfect makeup or the big earrings or whatever it is that they put on, which gives them power, makes them feel powerful. So we always ask our guests on this podcast, what is your power outfit? And a lot of women said, okay, my my power outfit is a red color, for example.

Another good example of this is Tiger Woods. Did you know he's a golf player and he's a professional, very good golf player. You might, you probably know him, but did you know that you're always on his last day of tournaments? He wears red?

Kyla: Oh no, I didn't know that.

Emilia: Yeah. Every tournament, whether he had a really low and he didn't play well for years, but he always wears red on the last day of his tournament. Which is sort of his power color and it's become part of his brand.

How to create your own personal brand

So that's part of personal branding and to help you define your own personal brand. I wanted to give you a few questions on personal branding. So grab a pen and paper and write down those questions and then later on you can sit down and just brainstorm a little bit about it so that you can create your own alter ego or your own brand for whether that's for your business or your private life or whatever it is. How you want to show up. How you want to be perceived. How you want to make other people feel.

The first one is write down your personal or business or values for your whole life. What are your values? And you can write down your top three or two top five or you can write down all your values, but write down what your values are.

Because by knowing your values and what you stand for, you know what is important to you and how you can incorporate that into your brand, into your personal brand, into your business. Really. So I talked about being reliable a lot.

So I am being perceived as reliable. And also that is one of my values. I mean, I honor reliability. It's really important for me. It's not only because I'm a German, I think it is one of my values being honest or reliable, trustworthy and showing up with integrity really. And then you write down why that is important. What is the meaning? What does it mean for you? So for me, I mean, I talked about it in this podcast, what it means for me and my business. But write down what it means for you and your business.

And the next one I would love for you to write down is What is your passion?

Why do you get out of bed every morning? What is your passionate life? And this can not only one passion, but you know, few passions. So this can be sport for example, or music or art or what is your passion? How can you incorporate that again into your personal brand?

My passion, one of my passions besides for example, triathlon, which I also mentioned already, or any kind of sport really, and art like it's obvious, I guess. One of my passions is helping other people. I found out that I love doing that. Hence I started this podcast. I have my blog, I have lots of, you know, YouTube videos, you know, all those kinds of things. That's how I incorporated that and I love it.

And think about what you would do if money wasn't an issue. For example, what would you do all day long? So if money wasn't an issue, I would still love to do this. I just love it. It's one of my passions. This podcast is a passion for me.

And then obviously write down how you want to look and your appearance and why you want to look that certain way. How does it match your business and your brand? But in addition to how you want to look, write down how you want to appear. Do you want to appeal always friendly or strict or

Not so friendly? Not so approachable. I don't even know why you would want that, but you know, approachable, these kinds of things. Write down words how you want to appear

And I would honestly say you should interview people for that. Interview other people, what they say about you. Ask what? How do you, how do you think I appear? How do you think I come across? Why do you like me? What do you think my strengths are? Why do you, you know, buy from me. This can be customers, can be friends, as can be family, just anything that you can learn from other people is, is great.

And then write it down and see if that matches how you want to be perceived and where you might want to change. Or maybe they are saying some things that you didn't think about and that you can use for your business or your brand and your personal brand.

And then you can also write down 10 adjectives how they, how people describe you. So 10 adjectives, how you are appearing right now, how you're showing up.

And also 10 adjectives how you want to show up, how you want to be perceived and then there are things you can write down like what are your next steps for your brand, you know, what you want to do. I always talk about accountability partner. Maybe you could even appoint an accountability partner and say, okay, please help me, hold me accountable on doing this and this for my brand.

You know, you can do lots of things but most importantly, one last thing you should do. Google your name, Google your name, we talked about the online world, see what comes up and then show up online with intention. You can change things online. You can create, you know, videos or posts or open up an account on LinkedIn or whatever you need to do.

Show up with intention online and always remember one thing or two things. Actually remember that it is never about you yourself. It's always about the other people, what they say about you when you're not in the room, how you make them feel. Cause that's what they remember and yeah, their perception about you actually personal branding is your reputation. And secondly, show up with consistency. Consistency is the key to a great brand. And I always say that do things with consistency because the more you do it with

Consistency, you will get known for that. You will build a reputation for something and that's how you build trust. That's really it.

Kyla: Right? No, I love that. I think it's such a huge topic. We talk about this a lot and I think it's, it's a huge topic that we could go on and speak on for hours and hours and hours. But you know, giving you this 30 to 40 minutes of you know, advice and some snippets of some tips for you to take away with you is the best way to get you started if you've started creating a personal brand or if you're wanting to redefine that your brand as well. So today's episode, I hope you really enjoyed it and got some takeaways.

I definitely loved what Emilia is saying about people will never remember what you say, but they remember how you feel and that's definitely a big takeaway.

Emilia: And the next episode will actually tie into this topic and it will be an interview with an image consultant, which is obviously is huge part of personal branding, so join us again in two weeks time and listen to that interview.

Kyla: Can't wait. It will be amazing. Thanks so much for being with us and we'll see you soon. See you soon.

Emilia: Bye.


Connect with Emilia and Kyla

Emilia Ohrtmann
Website Designer & Consultant
Website: www.emiliaohrtmann.com
Instagram: www.instagram.com/emiliaohrtmann
Facebook: www.facebook.com/emiliaohrtmannco
Youtube: www.youtube.com/channel/UCfo4H-IQ91K7WrjbOwn34ig
Pinterest: www.pinterest.com/emiliaohrtmann

Kyla Neill
Business Coach + Mentor
Website: www.succeedinginheels.com
Instagram: www.instagram.com/succeedinginheels
Facebook: www.facebook.com/succeedinginheels