Book SummaryOn Brand, by Aliza Licht

1-Page Summary1-Page Book Summary of On Brand

Developing a Robust Personal Brand

Licht's book "On Brand" offers a practical framework for developing and managing personal brand, drawing heavily on her extensive experience in fashion PR and marketing. She argues that having a powerful individual brand isn't just an option anymore but is essential for professional success in today's competitive landscape, regardless of your industry or career stage. Your personal brand makes you stand out, gain opportunities, and makes sure people mention your name when you're not around.

Define Your Brand's Purpose, Values, and Core Attributes

This section emphasizes the importance of introspection and aligning your own brand with your core values and beliefs. Licht stresses that being authentic is key to developing a lasting and credible brand.

Leverage Your Unique Traits to Develop Your Brand Identity

Licht encourages readers to embrace their individuality and leverage their unique traits when crafting their identities. She uses the analogy of "brand DNA," emphasizing that every successful brand has a unique purpose and story. Ask yourself "what defines you." Don't try to be anyone else; instead, identify your unique strengths, skills, experiences, and passions. These distinctive qualities will create the basis of your self-representation and allow it to resonate authentically with your target audience. To discover these traits, Licht suggests two exercises:

1. Diagram Exercise: This tool provides a visual way to identify the intersection between your professional skills and passions, as well as your individual interests and values. The intersecting sections of the Venn diagram indicate the "sweet-middle spot" for linking the various parts of your life, creating a more cohesive brand. Licht provides several examples of using Venn diagrams to analyze the relationship between her roles in the DKNY PR GIRL, writing "Leave Your Mark," and her current work as a brand consultant.

2. Self-Awareness Questionnaire and Peer Feedback: Licht provides a detailed self-awareness questionnaire, prompting readers to examine their strengths, weaknesses, and their perceived public image. She then advocates for gathering feedback from reliable coworkers, friends, and relatives to assess how your self-perception matches external perception. By comparing these two perspectives, you can spot areas for improvement and ensure your brand aligns with how you want to be seen.

Practical Tips

• Share your personal journey through storytelling on social media. Use platforms like Instagram or LinkedIn to tell stories about your experiences, challenges, and successes. This not only humanizes your brand but also allows you to connect with your audience on a deeper level. For instance, if you've overcome a significant obstacle in your career, sharing this story can inspire others and differentiate you from competitors.
• Develop a purpose statement for yourself by reflecting on what you're passionate about and how you can contribute to others. Start by listing your top five values and interests, then combine them into a sentence that encapsulates your drive. If you value creativity and community, your purpose statement might be, "I aim to inspire community connection through innovative artistic expression."
• Host a "Skill Swap" evening with friends or colleagues where each person teaches others something they're good at for 15 minutes. This not only allows you to showcase your skills but also helps you identify and articulate what you're good at, as teaching requires a clear understanding of the subject. Plus, you'll learn new skills from others that might complement your own.
• Create a personal brand mood board to visually represent your unique qualities. Gather images, quotes, colors, and symbols that resonate with your personality and aspirations. This collage becomes a reference for how you present yourself online and in person, ensuring consistency and authenticity in your self-representation.
• Start a trait tracking journal where you note down daily actions that align with the traits you're trying to cultivate. For instance, if you're working on becoming more empathetic, write down moments when you actively listened to someone or helped a friend in need. This practice reinforces self-awareness and the application of your desired traits in real life.
• Start a "mix and match" hobby group with friends or colleagues where each person shares a unique skill or interest. During these gatherings, discuss how these skills and interests could complement each other in a professional context. This could lead to collaborative projects or business ideas that align with the group's collective passions and values.
• Conduct a 'brand audit' by asking friends and colleagues for three words they associate with you. Compare these perceptions with your intended brand image to identify gaps and overlaps. This feedback will highlight areas where your personal brand is strong and where it may need refinement to better fit your 'sweet-middle spot.'
• Create a personal feedback app where friends and colleagues can anonymously submit observations about your strengths and weaknesses. This digital tool could be a simple form created on a platform like Google Forms or SurveyMonkey. Share the link with your network, encouraging them to provide honest feedback. This can give you a clearer picture of how others perceive you, complementing your self-assessment.
• Organize a monthly "Perception Dinner" where you invite a small group of friends or colleagues to share a meal and discuss each other's strengths and areas for improvement. This creates a structured yet informal setting for constructive feedback and can help build stronger, more supportive relationships.
• Engage in role-reversal exercises with a friend or colleague to experience an external perspective. Pair up with someone and take turns acting as each other in various social or professional...

On Brand Summary Leveraging Digital Platforms and Appearance

Licht explores the specifics of harnessing digital platforms and visual aesthetics to further elevate your individual brand. She recognizes the anxieties surrounding maintaining an online identity; however, she emphasizes its essential role in amplifying your brand's reach and impact.

Leverage Online Platforms to Build Presence & Community

Navigating the digital landscape can feel overwhelming, but Licht presents a framework for leveraging social media to establish a purposeful online presence and community.

Create a Consistent Identity and Platform-Specific Approach to Content

First, determine your aim for social networking engagement. Are you seeking to network with industry colleagues, attract potential clients, or establish yourself as an authority in your domain? Identify your specialization and focus areas, leveraging the earlier overlapping circle exercise to determine steady communication themes.

1. Content Categories: Licht explains the concept of "content buckets" to organize your approach to social media. These buckets represent distinct themes or categories aligned with your strengths and target audience. Bucket examples include inspiration, education,...

On Brand Summary Reputation Management and Crisis Response

Licht recognizes the power and importance of reputation management. Navigating the digital landscape can be treacherous.

Proactively Manage Digital Reputation

This section highlights why it's crucial to be proactive in building and protecting your reputation.

Conduct a Self-Brand Audit and Address Issues

1. Online Research: Begin with a thorough internet search to assess existing online content concerning you. What's the general consensus? What articles or mentions appear? Are there negative reviews or comments? This research provides a baseline understanding of your current reputation and identifies areas for improvement.

2. Past Behavior and Communications: Reflect on your past behavior and communication, both on the internet and in person. Have you made mistakes that could negatively impact your brand? What might former coworkers or clients think of you? Are there any skeletons in your digital closet, like old tweets or social media content, that need addressing? Proactively deleting material could attract unwanted attention, so consider drafting prepared statements to address potential concerns if someone raises them.

3. Create an Advisory Team: Establish a...

On Brand Summary Building Relationships and Advocating for Your Value

Licht presents strategies for strengthening relationships and confidently advocating for your value, emphasizing that these go hand-in-hand.

Develop Authentic, Mutually Beneficial Professional Relationships

Approach every interaction with care.

Adopt a "Giver" Mindset to Enhance Relationships

1. Reciprocity is Key: Authentic relationships thrive on reciprocity. When asking for favors or introductions, consistently offer something in return, demonstrating your willingness to contribute to the relationship.

2. Show Appreciation and Gratitude: When someone makes an effort for you, genuinely thank them, completing the cycle and sharing positive outcomes. Demonstrating appreciation reinforces their willingness to assist you down the line.

Context

• This concept is rooted in social exchange theory, which suggests that human relationships are formed by the use of a subjective cost-benefit analysis and the comparison of alternatives. Reciprocity is a fundamental principle in this theory, emphasizing balanced give-and-take.
• Consistently showing appreciation can enhance your reputation as a considerate and respectful individual, which can lead to more...

Shortform Exercise: Exploring Unique Traits for Personal Branding

This exercise helps you delve into your unique traits to develop a strong personal brand identity, inspired by Aliza Licht's approach in "On Brand."

Reflect on a few experiences that showcase your unique strengths or skills. How might these shape your personal brand?