YOUR Personal Brand: Be Authentic

Branding today goes far beyond the Nike “swoosh”, a trainer’s logo on your tack trunk and cooler or your personal monogram on your saddle pad.  It now includes YOU.  We all know the value of a first impression when a competitor trots into an arena, but what is the impression that you give when you walk into a new environment?

Your brand is more important than you think.  In the January 2015 issue of More Magazine, Judy Robinett explains why you need to brand yourself, “ A brand increases your influence. Your ability to persuade and your ability to make things happen for yourself and others.  It expands your options and choices in life by communicating to others that you are a person they would want in their circle-personally or professionally.” 

Your brand is composed of many elements including your physical presentation, your reputation through actions and your voice in social media.  While the first two attributes are easy to understand, the latter is more difficult because today’s world is becoming increasingly more connected and transparent. Even if you think you are not involved in social media, most likely you are through friends, family and organizations that are mentioning you in their online posts. 

To assist us with tips on managing your brand online, we have turned to social media authority, Kristina Lake, the marketing ninja behind Ogilvy Equestrian, to provide insight from her own experience managing one of the best known equestrian social media campaigns.  

Our goal is for you to take this information seriously. Through my advanced education and long career specific to business branding, I have witnessed the rapid transition of technology impacting personal reputations. If you have not already, the time is now to ensure that you are in control of your public persona!

    Salut!

Below are Kristy’s recommendations for navigating your reputation on social media channels, including Facebook, Linked-In, Instagram and Twitter:

• Be Authentic:  First and foremost, as scary as it may be, you must be confident in yourself and comfortable showing the real you…unique quirks and all.  Do not try to fashion a persona that you think people will like just because you are trying to avoid rejection.  There will always be someone who will not care for you, so save the trouble of creating a false personality and let the real you shine!  

• Exhibit Genuine Enthusiasm.  In my opinion, when you are true to yourself, you are a kinder human who can genuinely celebrate the success of others without a trace of jealousy. This is a great space to be in.

• Be Inclusive. To me, being inclusive is a core value. It is about being a good person and making people feel comfortable.  Everyone wants to feel like they belong, so engage with your friends and followers and encourage participation.   Help people out.  When people feel involved and valued by you, they care more about your success.   Also, make a point of stepping outside of your “friend” comfort zone and connect with someone new.  You never know what may come from the experience.

• Mind Your Manners.  I cannot tell you how many times I have cringed as I have read comments that intend malice posted on a Twitter, Facebook or Instagram timeline. Between unprofessional comments made by brands to personal comments juggled by two or more people, I unfortunately shake my head at least once a day.   Just because you can type it, does not mean you should.  Also note, sarcasm can be very hard to detect in written form, so please make sure that what you post cannot be intepreted the wrong way.  Be polite, kind and cooperative and you will build a network that knows you are a reliable, respectful and professional person.  

• Nobody is perfect. If you make the mistake of posting something that is disrespectful, slanderous or just plain mean, then delete it. Remember that the post may have been shared or a screenshot captured before it was removed. Be sure to act swiftly and explain, apologize and move on. 

Sonya Teclai perfectly captures my philosophy, “Life is all about perception. Positive versus negative. Whichever you choose will affect and more than likely reflect your outcomes.”  Ultimately, remember the way people view you and the way you present yourself is the impression you leave behind, so leave them with the best impression you possibly can!

ABOUT KRISTY LAKE

 As the North American Sales and Marketing Manager for Ogilvy Equestrian, Kristy is responsible for the social media frenzy that earned the brand’s customized pads the spot of one of the most of sought after pieces of riding equipment in 2014. With over a decade of experience in sales and marketing, she has an impressive background generating sales for prominent action sports brands including Hurley andBurton Snowboards. You might also know her as the founder of Dapple Gray, a unique equestrian boutique the she launched, grew and sold for a profit in less than two years!