Sell Yourself

To create a brand, know what you want to sell.

Most people in the world can recognize Dolly Parton. They know her as a country-music star who wears lots of makeup and a giant blond wig. Dolly Parton created this signature look at the very start of her career and has used it to sell her music, movies and even an amusement park. Her look is central to her brand, and she consistently delivers on it every day. In fact, only immediate relatives have ever seen her without her wig and makeup.

A successful brand combines three actions: intentional creation, consistent delivery and selling yourself to the public. However, you have to know what kind of brand you want to embody before you sell anything.

You probably have many positive, sellable attributes that could work as a brand. Start with narrowing down those traits and interests to the ones that matter most and choosing a single message. If you try to sell two seemingly disconnected brands at once, such as a computer salesman who also has a personal fitness side hustle, you will end up sending mixed messages and dilute your brand’s power.

Instead, look for ways to incorporate...