In Texas there is a great expression “All hat and no cattle“, referring to someone who pretends to be more than he is worth through exaggerated outward signs of wealth and prosperity. Getting the balance right when building your own personal brand is something that will increasingly pay dividends over and over again. Yet most people don’t pay any attention to this aspect of their professional lives.
Last week I had the interesting experience of attending a free seminar for business owners and entrepreneurs. The seminar promised wealth and a “life changing experience”. I’m not really sure why I went, perhaps curiosity got the better of my judgement. Although I rapidly came to the conclusion that this particular “wealth coaching” was not for me; the experience was nevertheless useful because it highlighted several misperceptions about a personal brand that I think are important to share.
The mainly young audience at this seminar was encouraged to “dress up” to impress and many did. There was a display from which you could buy really expensive “power ties”. You could get your photograph taken next to a so called “celebrity figure” (who I had never heard of before). Name dropping successful billionaires and American movie celebrities was the order of the day. Many in the audience seemed unable to withhold their unsupressed desire to become rich quickly. Flying first class, homes on the ocean, a jet-setter lifestyle, owning multiple businesses and brands across the planet. All you need to do is play the part, the rest comes easily. (Not).
I found the whole experience rather shallow and left early. Wealth does not come because you start wearing a suit. But I believe that your personal brand does matter. Here’s why:
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