What exactly is a personal brand? That’s the question the Junior League of Charlotte, Inc. (JLC) aimed to answer at the most recent Training Tuesday with guest speaker and owner of Blue Tide Creative, Erin Breeden. The formal definition of personal branding, according to Erin, is “the conscious and intentional effort to create and influence public perception of an individual by positioning them as an authority in their industry, elevating their credibility and differentiating themselves from the competition, to ultimately advance their career, widen their circle of influence and have a larger impact.” However, she describes a personal brand as “showing the world who you are as a person, professional, etc., in a way that feels good to you and also represents the lasting impression you want to leave on others.” Having a personal brand allows an individual to control the narrative about oneself and make sure it’s a positive narrative that lets them stand out from the pack, creates opportunities for advancement and garners trust and relevance. Most importantly, in the age of TikTok and other short video reels on social media, a personal brand captures people’s attention quickly since the average person’s attention span is eight seconds.
Breeden brands herself as the “Head Mermaid” and CEO of Blue Tide Creative. Her company’s mission is to make sure “your message matches your mission” and take your message from “the shallows to the deep blue.” How she arrived at the company’s name and her unofficial work title took her back to her childhood. Despite having a fantastic paying job with great benefits, she was ultimately unhappy and overworked. During a trip home to visit her mom, her mom asked what she’d do if she could own her own business. She didn’t want to name a business after herself since her last name was about to change after a divorce, so she thought back to when she was eight years old. She remembered loving the ocean and wishing to become a mermaid at that age. So, she came up with Blue Tide for her love of the ocean and the head mermaid title as her biggest childhood wish.
Breeden’s Tips for Creating Your Personal Brand
- What’s your story?
Think of things that resonate with you and with others; find your niche. You can get creative in sharing using different media but don’t overshare and don’t be a copycat. Everyone is too fabulous to hide behind someone else’s story. - Focus on one thing at a time
You can’t be everything to everyone so don’t try to please everyone and lose yourself in the process. Differentiate between the professional and personal image you want to project and ensure that the goals are consistent and sustainable. - Authenticity
Ask if you recognize yourself in your brand. Be genuine and live the story that you tell. - Legacy
Keep in mind how you want to be remembered. It’s not about perfection but creating a positive impact that allows you to evolve. The most important thing is that there’s only one you.
