Having spent half my business life in the fashion industry, I may have a somewhat jaundiced view of the culture that surrounds it. I was recently contacted by a woman who is following me on Twitter. She writes about fashion and style and explained via a DM (direct message), "If I post anything remotely un-superficial, I lose a few Twitter fashionistas!"
Fashion and style are marketed with great vigour by designers, celebrities and the media, and are widely spread on covers of glossy magazines. Their focus is on what I describe as "Outer Branding" -- that is, image. Unsurprisingly, this is a magnetic draw for those who aspire to improve their appearance, either by acquiring fashionable clothing items, a new hairstyle, makeup, or perhaps even cosmetic surgery. These so-called makeover strategies can provide some people with an improved self image. They can also increase levels of confidence, enhance self esteem, and for many, add another notch to one's sense of self worth. And while these are attributes I fully subscribe to, like most quick-fixes, longevity is never the focus or the intention.
These often pricey image enhancements only represent half of what constitutes a whole Personal Brand. For an individual to have a Personal Brand that's complete, there needs to be equal parts of Inner and Outer Branding. When our Outer Brand diminishes, which is inevitable, having a well developed Inner Brand will augment that which has faded through the ravages of time. Inner Branding came to me when I realised that many of the people I met, and whom I found truly compelling, had a kind of quality about them that transcended appearance, clothes or physical attributes. I remember thinking, "I'd like some of that." Each of these individuals had very similar characteristics, all of which, when cobbled together, constituted a well developed Inner Brand.
Because I spent a great deal of my working life designing and buying beautiful clothes, working in elegant fashion environs, dashing around Europe and North America and only staying the hippest of hotels, clearly, I was spoiled. In saying that, I never felt as though I fitted in with the fashion coterie's idea of what being a fashionable person meant, or was supposed to mean. To say I was an outsider would be an understatement. Although I had grown accustomed to not fitting in as the only Jew at school, I still subconsciously craved to be accepted. And as much as I resisted that pull, I knew in my heart that in the current profession I occupied, I would not be accepted -- not the way I wanted to be, anyway.
I'd be welcomed heartily by all the fabulously elegant vendeurs -- that's how chic female showroom sales assistants were described when I was in the business. One day I'd be attending fashion exhibitions in Paris, then off to Milan for the runway shows, before catching the Rapido -- a non-stop train to Florence that was a kind of entry-level version of the Orient Express -- where I'd attend the Pitti Uomo. In those days, the Pitti Uomo was considered the most elegant high fashion men's clothing exhibition in Europe. Then I'd jet off to New York to see the new wave of American designers. And although I felt all these jaunts were in the interest of appearance, image, even superficiality, I resisted feeling those feelings. But as Jung said, "What you resist persists." That's when my journey to discovering my Inner Brand began. I stopped resisting.
Over time, I discovered who we are on the inside -- to include our passions, personal integrity, what we stand for, etc. -- deeply affects who we are on the outside. And although fashion has a significant part to play as far as Outer Branding is concerned, and by virtue of its existence is ephemeral, our Inner Brand is solid, and truly represents our authentic self. And unlike our Outer Brand, it will never go out of style. Therefore, having a Personal Brand we are proud of as it relates to who we are on the inside is pivotal to our self esteem, levels of confidence and our reputation.
Putting at least as much effort to developing our Inner Brand as we do our Outer Brand is key to what I describe as having Brand Integrity. In fact, given the world we live in, it's our Inner Brand that will give more meaning to our lives, and to the lives of others. Having and projecting authentically the kind of Inner Brand that enables us to be our best selves -- which includes demonstrating enough gravitas so that others look up to us and seek our advice -- is a deeply worthy aspiration.
To learn more about Malcolm Levene, visit www.malcolmlevene.com.
Follow Malcolm Levene on Twitter: www.twitter.com/malcolmlevene
Jonathan Littman: The Path to Enchantment: Success in the Age of Twitter
Jeff Gothelf: How to Maintain Your Personal Brand as a Corporate Employee
Malcolm Levene: Communicating Who You Really Are, Both Online and Off
Malcolm Levene: 9 Tips to Help Develop Your Personal Brand
Personal branding - Wikipedia, the free encyclopedia
I am with you on this. Presently I am re-branding from the inside out. Ways to go yet, but I am enjoying the process.
Self-acceptance is one of the big challenges many of us get to meet. And I think that may be where "Branding" starts.
Best to you,
Anne
Thank you for your comment. Apologies for late response.
Yes, re-branding from the inside out is the best way to go about developing a Personal Brand. And I agree, 'self-acceptance' is a challenge, and in my experience, that's one reason why some people don't get started.
I wish you well on your journey to developing/discovering your authentic Personal Brand.
Best wishes,
Malcolm
'Brand integrity' in the context of one's Personal Brand, is about our personal integrity, which for some tends to be a closely guarded secret. In essence, each of has a Personal Brand... it's what others say about us when we are we are not in the room - our reputation.
And if we stick to our personal integrity, our values, beliefs, what we stand for, etc. and express those characteristics, almost by osmosis, being 'chic or fashionable', (in ways that many in the fashion industry will not uderstand) will manifest via what I decribe as our "Inner Brand."
I do hope this response makes some sense.
All the best to you.
Malcolm
Blessings
Thought provoking and thanks for the insight into he superficial nature of the fashion world!
I think you are absolutely right - anyone wishing to be successful while not trading their soul needs to combine external and internal branding. Unfortunately, lots of people are jumping on the bandwagon and trying to make it sound harder than it really is.
For me, it boils down to 4 simple questions:
1. Who are you customers?
2. What are their needs?
3. What's your message?
4. Why does it matter?
Individuals and organisations who make these questions a consistent part of everything they do seem to have little problem with internal or external branding!
Of course, your 4 'simple questions' are highly relevent. However, it seems to me that many people do not ask these 'simple' questions. Which, in a way, prevents them from having a Personal Brand that has any meaning.
I agree, your '4 simple questions' are pivotal to anyone selling anything to anyone. In a business and personal context, your questions are likely to evoke more authenticity all round.
Best,
Malcolm
Yes, the journey to discovering our authentic self is 'cool', it's also very challenging. And for some, the cost is such, that they'd rather not 'go there.'
Thank you so much for your support and warm words.
I wish you well in your endeavours.
Malcolm
You are so right about it being the 'inner journey'. The words, 'Personal Branding', in my opinion can mean different things to different people... For me, aspiring to be my 'best' continues to be a journey to defining my brand, so that my (brand) repuation is congurant with who I am on the inside.
In saying that, on a commercial/material note 'Personal Branding' is highly topical in the business world I occupy. Therefore, it's an appropriate 'vehicle' for me to use, in order to get my message across.
I'm pleased you 'love' what I'm saying. The part of your tagline, 'Express Your Essence' can be for some a journey of self discovery. I know it has been for me. Being commited to discovering who we really are, not only works for us, as you say, it does so for 'others, and in the world.'
I wish you well in helping others being 'their quintessential self.'
Malcolm
I agree, some people do take Personal Branding too seriously. To a degree, I think that's a symptom of not clearly understanding what it really means to have a brand that enables one to feel confident and gain a stellar reputation. In essence, having the kind of Personal Brand I believe is worthwhile, entails shedding anything that's false, superficial or ego driven.
I hope that makes sense.
All the best,
Malcolm
I am approaching my latest project with the prow of branding.
Many friends encouraged me to start a blog. I did. It seems that, to meet more friends via sharing my life in cyberspace, germinating a social network is advisable. I like to write, but social networking is something I had historically shunned. Now that conversation is almost extinct and volleying monologues is in vogue - count me in.
I did choose an esoteric avatar and a bilingual pseudonym. For some reason that personality is much more gregarious than I ever was.
Thank you for posting a comment. My approach to Personal Branding is as you say, 'about balance and the ultimate value of having a congruent' Personal Brand. I couldn't have put it better myself...
Best,
Malcolm
The concept of "inner branding" is incredibly vapid, and the fact that anyone would write an article seriously promoting this idea in any way is not only deeply disturbing, but it is disappointing and sad.
I may be mistaken, but I think branding precludes corporations and goes back to somewhere around when man first put a chunk of iron in a fire. Yeh! That's not a very pleasant past, but words morph and are ultimately defined by context. I know of an elephant and a donkey that may be supported by corporations, but are political brands and almost everyone understands a big red cross.
I like the word vapid - short and to the point; good synopsis of your opinion.
Yes, a (Personal) Brand is all about 'reputation.' My approach to Personal Branding is based on the pemise that each of has 'a brand.' And more often than not, it's what others say about us when we are not in the room.
Best,
Malcolm
Your points are well taken - I am truly sorry that you consider the concept of Inner Branding 'vapid,' 'disturbing' and 'sad'. Clearly, my explanation of what the words mean to me, didn't 'do it' for you.
By the way, I was absolutely Not in any way, trying to 'promote' the idea. My only intention and purpose was to share a personal story, and to do so authentically.
Best,
Malcolm
For me, it's about being super conscious of what, why and how you sell you. And more importantly, it's Not about selling your soul, but enabling others to buy who you really are.
Best,
Malcolm
Malcolm – I really like the personal journey of discovery you went on but my question is do you think you know yourself yet?
Essentially what you are writing about is the evolution of self-awareness and the returning to a natural balance of knowing the “real you”. Once achieved, surely it removes the need for and importance of an “outer brand” because the newly realised “self” is confident, is proud, has high self-esteem? The person could be dressed in anything and that does not change the “self”.
The real meaning of this fabulous journey is that in fact once realised, the inner brand as you call it, or “self” as I call it, needs for nothing externally. It does not need an “outer brand”. But until that “self” is fully realised the “outer brand” will indeed provide additional confidence and whatever other positive definitions you want to pin to it.
The need for both “brands” only demonstrates the lack of knowledge and belief of ones self. Let’s work towards not needing a brand all together and just being our happy “selfs”.
Great article and will resonate with many but for me, you are only half way on the most incredible journey. Enjoy it!
Craig Ing
www.craiging.com
www.blog.craiging.com
Thank you for your thoughtful, helpful comments.
In answer to your question, I continue to discover who I am, almost daily. I agree with you about there being no need for 'an outer brand', once the 'self' is realised. However, as you suggest, I'm 'only half way' there. Therefore, my need to attire myself in ways that support who 'I am now', serves to bolster aspects of me that I aspire to reach... Hopefully, in this lifetime.
Once again, thank you for taking the time, to write such top notch comments - I appreciate it.
Best wishes,
Malcolm
I'm pleased you enjoyed my post.
Best,
Malcolm
So pleased you found my 'view' on Personal Branding enjoyable.
Malcolm