
This week we are going to kick off a series on personal branding. This week is about brands, being you, and owning space in someone’s mind.
I can’t remember who told me this, but my favorite definition of what a brand is goes something like this, “A brand is the place something/someone owns in your mind that is uniquely theirs.” If I told you to think about Apple, I’m sure a few things would pop into your mind. If I told you to think of Android or Microsoft, I’m sure you’d think of different words, even though they are all in the tech sector they each own a different piece of real estate. Similarly, if I said Toyota or General Motors, you’d likely have different ideas instantly popping up into your brain. We could play this game over and over again with things like McDonald’s vs Panera, Nike vs. Under Armor, etc. Over time these brands have earned that space in your mind, by communicating AND fulfilling a promise to you. That promise consists of their mission, what they do, and how they do it. The more often they fulfill that promise, the stronger the brand becomes.
What does this have to do with personal branding? Similar to those other brands, I believe someone’s personal brand is the piece of real estate you own in someone’s mind when they hear your name. A person owns that spot in someone’s mind, because they have CONSISTENTLY lived and acted in accordance with their mission. They have demonstrated values and behaviors that align to that mission over and over and over again. When people hear my name, I hope they instantly think something like, “Spark igniting storyteller. He cares deeply for people, is a creative problem solver, keeps it real, brings the energy, and communicates in a way that moves people forward”. I hope at this point in my career I’ve delivered on that promise and those things enough times that I own that space in people’s brains. I didn’t get there overnight. I had to spend time to figuring out who I am, my mission, what I do, and how I do those things. From there, I had to consistently live those things over and over again and continually refine myself along the way.
The challenge: If someone hears your name, what space would you own in their mind? What is your mission? WHAT do you do? HOW do you do it? Do you live those in a way that other people feel them?
Have a jolly good day,
Andrew Embry








