Earlier this year, I attended the Association of Image Consultants International Conference in Orlando, FL just a stones thrown away from the home of Mickey Mouse.  I taught a workshop called Brand Magic for Image Consultants based on my workbook of the same title, obviously inspired by the magic of Disney World.  I started thinking about the kind of personal brand lessons we can learn from the phenomenally successful Mickey Mouse brand.

The Mickey Mouse Brand has Withstood the Test of Time

Have you ever heard of the Garfield & Scratchy Show or Felix the Cat?  Both cartoons were created in the 1920’s and enjoyed a brief resurgence—but neither could withstand the test of time the Mickey Mouse brand  has for 60 years.  When Walt Disney created Mickey Mouse in 1928, he looked and acted much differently from the lovable character that we now recognize.

Mickey did not wear gloves.  His body was shaped like a pear and he had spindly arms and legs.  At times, people complained that Mickey wasn’t very personable, so Disney changed the character.  When Mickey turned 50 in 1978, Mickey became the first cartoon character to have a star on the Hollywood Walk of Fame.

Branding Yourself in the Marketplace – A Big Lesson We Can Learn from the Mickey Mouse Brand 

The Mickey Mouse Brand is an excellent example of how to utilize diverse vehicles to brand yourself in the marketplace. Mickey was first marketed as an animated cartoon.  After appearing in 15 commercially successful, animated short films that ran in theaters before the main attraction, the Micky Mouse brand easily recognized by the public.

Walt Disney licensed Mickey along with other characters for use in a comic strip in 1930.  In 1955, children and adults were able to visit with the larger than life iconic mouse at his new home in Disney World.  The Mickey Mouse brand became synonymous with Disney.

Your Personal Brand is More than a Logo or Image

The Mickey Mouse Club was also born in 1955 and Mouseketeers entertained youngsters on small black and white televisions who chanted, “M-I-C (See you next week) K-E-Y (Why? Because we love you!) M-O-U-S-E.”  Bring back any memories?  Now, wearing mouse ears, youngsters everywhere sang songs of allegiance to Mickey, who had somehow  become the most famous mouse in history.

So, how did the Mickey earn and retain the affection of so many for so long?  In his book, Walt Disney, An American Original, author Bob Thomas said, “Walt was the devoted guardian of Mickey’s integrity.  Many times in story conferences he said, ‘Mickey wouldn’t do that.’  He had an unerring sense of when the gag men were going too far, or when they were reaching for comedy business which might have drawn belly laughs but would have been at variance with the naturalness of Mickey’s character.

That is why the Mickey Mouse brand not only captured, but retained the world’s affection as no other cartoon character before him, and remained an enormously likeable figure.   

Ask the following Questions about Branding Yourself in the Marketplace

• What is your Personal brand?
• How many vehicles will you use to brand yourself in the market place?
• What attributes can you build upon to keep your personal brand memorable and marketable to your target market?

Related Articles:

• What We Can Learn about Personal Branding from Dennis Rodman
• What 50+ Job Seekers Can Learn About Personal Branding from Lady GaGa
• What We can Learn about Image from DOLLY?

Certified Brand Strategist & Image Professional

Author, trainer and brand coach, Marva Goldsmith walks the talk when it comes to personal branding and professional image.

An electrical engineer and certified image professional, she has successfully merged right-brain logic with left-brain creativity to use proven methodologies to provide tangible deliverables, actionable recommendations and demonstrable results.

Marva uses the following vehicles to assist her clients with image and brand transformation: Her book: Re-Branding Yourself After Age 50, workshops and Personal Brand Coaching.

For further information, please contact me at 301.474.8808 or fill out my online contact form.

Create a great day!

Marva

The Personal Brand Dennis Rodman

Rodman was a leader in his marketplace, the National Basketball Association—a rebounder who would stop at nothing to get the ball. He was arguably one of the best rebounders in the history of the game and he has five championship rings to back up the claim.

Dennis Rodman’s Personal Branding Strategy

What Dennis Rodman did brilliantly, and in a most unconventional way, was gain visibility. He started changing his appearance both on and off the court—constantly altering his hair color, flashing multiple tattoos, and displaying numerous body piercings.

He became a celebrity and began to appear on talk shows—not because he was a fierce rebounder (although that helped), but because of his outrageous behavior and eccentric appearance. Being extreme is what made him different, notable, and very special.

To brand yourself in a way that’s understood by all, you must be consistent in your message.  Rodman was consistent, both on the court as well as off the court which made him a personal brand that people remember.

Personal Branding Gets Results

Ultimately, successful personal branding leads to a purchase or a decision. Dennis Rodman made movies, appeared on reality TV shows, and wrote two bestselling books. My favorite demonstration of personal brand strength is the commercial he made for milk producers. Wearing a milk mustache, and with his buff chest bared, Rodman sent a message without saying a word. Why would producers of such a wholesome product as milk hire Dennis Rodman? Because their message was clear: Even Bad Boys Drink Milk!

Use these three steps to develop your personal brand: become a leader in your industry such that you are associated with two or three words; gain visibility for your role as a leader; be consistent in your approach to the market.

Certified Brand Strategist & Image Professional

Author, trainer and brand coach, Marva Goldsmith walks the talk when it comes to personal branding and professional image.

An electrical engineer and certified image professional, she has successfully merged right-brain logic with left-brain creativity to use proven methodologies to provide tangible deliverables, actionable recommendations and demonstrable results.

Marva uses the following vehicles to assist her clients with image and brand transformation: Her book: Re-Branding Yourself After Age 50, workshops and Personal Brand Coaching.

For further information, please contact me at 301.474.8808 or fill out my online contact form.

Create a great day!

Marva

LESSON 1: Similar to Lucille Ball, Baby Boomers are entering the job market at mid-life. There are employers that value the skills and experience of seasoned employees (and consultants), even in this economy.

Lucy had co-starred on a radio program with Richard Denning as her husband and when the radio show became ripe for the new media, television, Lucy and Desi pitched the show“I Love Lucy” to CBS with Desi as her husband. CBS officials were concerned that ‘the American public would never accept them as a couple’ and turned down their idea. As a result, Lucy and Desi formed their own production company, took their idea on the road and became a popular stage show. When CBS still refused to consider the show, Lucy and Desi used their own money to film the pilot episode of “I Love Lucy” and it became the most popular television show in America. CBS recognized its value and picked up the show.

LESSON 2: Have you been turned down by employers because you are too old, too expensive or over qualified? While you are looking for a job, take your show on the road! Seek opportunities to obtain visibility for your skills and experience. Let decision makers experience you. Examples: volunteer, consult, teach at a community college, or offer a webinar (more about this idea in a later post).

Over the next 6 year period, one hundred and eighty episodes of ‘I Love Lucy’ were filmed and have since been aired over, and over, and over again. Intuitively, we all know that Lucy Ricardo is merely a character, but who can forget the ‘Vitameatavegamin’ episode, or the infamous candy assembly line? Lucy could always be counted on to get into trouble and you could depend on her to pull her neighbor and best friend, Ethel into most of her schemes. You could rely on Lucy for timeless entertainment.

LESSON 3: The repetition of images of the masterful comedienne sketched in our hearts and minds are of the scheming antics of this playful red-head. Lucy was branded well before the term “personal branding” became popular. You must manage your own personal brands by consistently and repeatedly demonstrating value to your target market. You must also seek multiple sources to gain visibility for your skills in the marketplace.

Your personal brand is what is unique about you, what makes you stand out from your peers or competitors. Strong personal brands consistently deliver value to their target audience. If utilized correctly, personal branding can help you land a job, promotion or new contract by delivering your craft over and over in a consistent manner with the goal aimed towards becoming known for something that supports your career, your art, and your professional desires. What do you want to be known for? What should others rely on you to deliver every time you are up at bat?

The Kelly Global Workforce Index indicates that Baby Boomers are increasingly using tools such as social media to create a personal brand for themselves (which increases their visibility). According to Kelly Services Executive Vice President and General Manager Mike Webster, “Personal branding is taking on a new importance as more people take control of their careers and market themselves to a vast audience.”

Don’t be discouraged if the jobs, contracts or promotions don’t roll in after your first attempt at consistent repetition. Remember, Lucy and Desi took their show on the road to get visibility for their idea after CBS turned them down twice. It wasn’t until they became known for delivering a successful road show, and funding their pilot that CBS picked up the show. The indelible imprint came later, after ‘Lucy and Desi’ were experienced over and over again.

I hope these lessons from Lucy will stick in your mind as you seek new career and business opportunities. Next time, we’ll get a little deeper into the concept of personal branding and review some visibility tactics that you can employ. Until then, create a great day!

If you are in any industry that targets the boomer market, we have the answers and will reveal them on May 14 in NYC. That day marketing mavens come from all over the country and the UK to spill the beans on boomer outreach.

For now, here are the 5 Don’ts:

#1. Don’t use the words “anti-aging.” Watch the cosmetic commercials that use that phrase. The models are all young. My twenty-eight year old son is anti-aging. By the time you get be a leading edge boomer like me you are pro-aging. Think of the alternatives.

#2. Don’t use the word Senior. That is a person who is always at least 5 years older than your target market, even if they are 80!

#3. Don’t patronize, marginalize or kid. Older adults are smart, sexy and sassy. Don’t make a pitch until you truly believe that.

#4. Don’t think of Baby Boomers as brand loyal. Save us money, show real value, compete for our $$$. Or, give us better service and you have us with “hello”. Put a hard benefit in your ad.

#5. Use diverse images. Baby Boomers come in all colors, shapes and sizes…all 78 million of us.

I hope that you can join us at the Beyond Boomer Conference. Mention that you are a FOM — Friend of Marva — and receive 10% off the registration fee.

The name of the student playing barefooted in a formal gown was Stefani Germanotta, more commonly known as Lady GaGa. Since that NYU concert in 2005, GaGa has sold 4 million albums and 20+million singles tracks.

What led to her meteoric rise? And, what can 50+ job seekers learn about Personal Branding from personalities like Lady Gaga?

Personal Brands are Built on Distinguishing Attributes

There must be something that separates you from the herd. In order to build a lasting personal brand, you must also take on a “leadership” role (you have to be good at something!)  Clearly, GaGa has a great voice, is a talented songwriter and a sensational (if not sensationalist) performer. But, we can name at least a dozen other performers in this venue that have similar attributes (think Christina, Madonna, and even Lil’ Wayne–who was a child prodigy).

Lady GaGa started playing piano at the age of 4, attended a private Roman Catholic school in New York and at age 17, gained admission to NYU’s Tisch School of the Arts.  She honed her skill and is technically competent. As 50+ job seekers, even at mid-career, we must continue to hone our skills. What is the latest technology or advances in your field? Are you aware of the trends affecting your industry?

Vintage Lady GaGa at NYU

The Lady GaGa Personal Brand Experience

You may not like the costumes, but you must admit, when Lady GaGa is in the audience or on stage she gets attention. She understands the value of enhanced visibility. Her outlandish, burlesque-style costumes are a part of the GaGa personal brand experience. So, how are you gaining visibility for your skills, talents and experience? How are you setting yourself apart from the crowd of others clamoring for the same position? Are you writing, blogging, volunteering or just waiting for the phone to ring?

Consider Marva’s Personal Brand Coaching Program to learn more lessons about personal branding from Lady GaGa and others to help you strategically position yourself for your next career or new business.

You are the Chief Marketing Officer in charge of the PERSONAL BRAND called YOU!  Are you an indistinguishable product, or have you created yourself as a desirable personal brand in a crowded marketplace?

Certified Brand Strategist & Image Professional

Author, trainer and brand coach, Marva Goldsmith walks the talk when it comes to personal branding and professional image.

An electrical engineer and certified image professional, she has successfully merged right-brain logic with left-brain creativity to use proven methodologies to provide tangible deliverables, actionable recommendations and demonstrable results.

Marva uses the following vehicles to assist her clients with image and brand transformation: Her book: Re-Branding Yourself After Age 50, workshops and Personal Brand Coaching.

For further information, please contact me at 301.474.8808 or fill out my online contact form.

Create a great day!

Marva

Well, I am no different than most. So, here is my list of fresh ideas and new approaches for the New Year:

* Use talking avatar to spiff up my newsletters
* Expand branding services to small businesses and entrepreneurs.
* Collaborate with a friend to write a niche book on networking.
* License my 3-act play for college students (It’s a dialogue about language–the good, the bad, and especially the ugly.)
* Seek opportunities to conduct workshops in resort and exotic locations. Know of any? Call me

Okay, that is my short list of business ideas (another list of personal ideas and thoughts). How about you? Please post your thoughts. What fresh ideas or new approaches will you take into the New Year?

Happy New Year!

MARVA
(301) 474-8808

Please read the attached article, then share your story:
Years Can Be Assets in a Job Hunt

What’s in the book?
………………………………………………………………………………………………..
* The 50 Most Common Teacher Interview Questions and How to Answer Them
* Information, Tips, and Advice about the: 

Teacher Interview Process
* What to Include on Your Teaching Resume
* Secrets to Making your Cover Letter stand out
* Sample Resume, Cover Letter, and Thank You Letter
* All About References and Letters of Recommendation
* Seven things you should avoid saying at an interview
* How to Prepare and Present your Teaching Portfolio
* Go inside the minds of two interviewers as they describe what an interview committee looks for, what they notice, and how to impress them.
* A candidate describes her struggles and successes throughout the job hunting process. She explains what worked and what didn’t!
* And lots, lots, more!

In the MEANTIME, consider Teaching!