By ERIC RUTH
The News Journal
03/09/2006
Think of Rolex watches -- you may have never worn one, but chances are you have an image of luxury and status. Think of Volvo cars -- most people quickly associate the name with safety.
Now think of yourself. What attributes do you see? And how do others see you?
Companies routinely spend millions establishing a brand image in the public consciousness, and Jessi LaCosta sees no reason why people shouldn't put some effort into defining their own "brand."
When they do, LaCosta believes, people can finally begin to capitalize on their true strengths and desires, building a self-awareness that often leads to greater personal and professional success.
"It's really about discovering what is the core of you, what your values are and what you hope to deliver to the people in your life who are important," said LaCosta, 36, a communications coach scheduled to speak about "personal branding" Wednesday at the Delaware Center for Contemporary Arts in Wilmington.
In essence, finding your brand means discovering the core essence of yourself -- your best qualities, your worst limitations and the values you respect most. With that focused awareness of your "authentic" self, you can project a more effective and personally consistent image, said LaCosta, whose Wilmington firm, BlueRio Coaching, offers public relations and other communications services to small businesses and individuals.
Ultimately, discovering your true "brand identity" can change your life, she says. By knowing our brand, we will be more likely to pick the right path in life. By raising our own awareness of our true nature and beliefs, we can more accurately see what we need to do, and should do, with our lives.
As a result, others gain a clearer view of us as well.
"We're doing a better job of saying, here's who we are, and making it easier for people to understand us," she said.
WHAT'S YOUR BRAND?
Jessi LaCosta, communications coach and president of
Wilmington's BlueRio Coaching, says people can start exploring their
"personal brand" through these steps:
• Make a list of every word or phrase, good or bad, that describes you as a person.
• Make another list of what you believe are life's core values -- those that are most important to you.
• Whittle these two lists down to some key words and phrases, based on how you want friends or clients to see you, and what their needs are. This is your "personal brand." "It's the essence of who you are," LaCosta said, "and the essence of who you are married with the promises you will be able to deliver."
Contact Eric Ruth at 324-2428 or eruth@delawareonline.com
