I met “Praneet The Cake Prince”, a passionate cake artist and educator at the Cakeology Exhibition in Mumbai. He’s an Instagram sensation who conducts online master classes on buttercream icing techniques. He started at age 14 and has over 3 lakh Instagram followers, plus a team of 20 staffers. I raved to Sharma (name changed), my senior from IHM Mumbai, who recently retired as a Hospitality Manager from a PSU. We marvelled as Praneet’s students surrounded him for selfies.
The Pain of Being Unnoticed
Sharma painfully lamented, “I have so much knowledge, skills, and experience but I didn’t know how to market myself.” I felt her pain. I know many reliable professionals who work hard, yet are rarely recognised or rewarded. The money lost or lack of fame hurt. But what hurts most is they feel unfulfilled as their talent was undermined and underutilised. All because they didn’t know how to market themselves. Ted Turner, Founder, CNN, says it brilliantly, “Early to bed, early to rise, work like hell and advertise.”
Building Yourself Into a Brand
Interestingly, Sharma had missed my seminar at Cakeology on how to ‘Build Yourself into a Brand’! As a brand, your work is recognised and respected, and you get more opportunities. Increased opportunity, respect and recognition motivate you to work better – and the cycle continues. Personal Branding is not an option; it’s a much-needed value-add for yourself and your organisation.
Hiring the Right Brand Impact
Let’s say you hire a reasonably priced but excellent and hardworking Chef to build a chain of restaurants. Will he make it easier to raise funds, attract a team, onboard consultants, and market the brand? Imagine you take on Vikas Khanna, Ranveer Brar or Vicky Ratnani; sure, they would cost a lot more, but all your tasks would be simplified.
Step-by-Step Guide to Building ‘Brand You’
Name as Brand – Your name is your Brand Name but if necessary, play around with it to make it easy to remember or cool. My paragliding instructor’s name was Tanaji – he shortened it to TJ.
Positioning – Identify your strength(s) that would attract your Target Audience. Chef Sanjeev Kapoor targeted young housewives inexperienced in cooking by presenting simple Indian recipes. He consciously avoided exotic ingredients and intricate dishes. As marketing expert Harry Beckwith says, “To broaden your appeal, narrow your position… You cannot be all things to all people. You must focus on one thing.”
Visual Identity and Personality – Your look should be distinctive. Consistently dress, speak, and stand up for your values. Late artist MF Husain carried a long brush that doubled up as a cane. He walked barefoot and, despite being denied entry to elite clubs, refused to wear shoes.
Online and Offline Presence – Leverage your LinkedIn and Instagram profiles by posting about your projects. Like, share, and comment on relevant posts. I suggest you get an expert to advise you, as social media is not as simple as it may appear, yet it has immense potential and power. Network with people online and offline. Attend seminars, workshops, social gatherings, and talk about your work.
Delight People – Go the extra mile with guests, vendors, your team, and friends. Go beyond the scope of your product or service. For instance, you could assist a colleague with an internship opportunity for their child, or arrange tickets to a sold-out Ed Sheeran concert.
Attention To Detail – You may sell a product or a service; however, all products are ultimately a service. A lock manufacturer sells security and peace of mind. A car manufacturer sells fast, safe, comfortable transportation and self-esteem. Services are made tangible and memorable when we deliver them without even minor flaws. A small stain on your clothes or tea served in a chipped cup will erode your brand value.
Pro Tip: Emotional Connection – Successful brands create an emotional bond that defies logic. Why else would a person willingly pay in lakhs for a pen or T-shirt? Or in multiple crores for a handbag or a car? To connect emotionally, tell them your story, but ensure it is authentic. For instance, I became a trainer as I love to guide hardworking kids in hospitality, who have little or no education or technical certification. I tell them not to push for tips or increments. Instead, they should take on responsibilities, learn to use tech, and aim to be promoted to Managers and General Managers. This way, they benefit and so will their organisations and the industry too.
Don’t Miss the Brand Bus
My friend Sharma may have missed the brand bus – you ensure you don’t. Start today, build Brand You! I’ll see you at the top!
(Dominic CostaBir, Director, Hospitality Training Institute (HTI) and Woosh Biz, is a first-generation entrepreneur. A veteran with 30+ years of experience and India’s best known hospitality trainer, in ‘Third Eye’, he provides a perspective beyond plain sight).
