No one knows what will happen, lights flash around the newly victorious presidential campaigners, nervousness and hope is in the air. Some women revel in this new found visibility. While others, thrust into the national spotlight, stand more removed from the intrusions into their lives.
These women are having their first glimpse of the first lady advantage, a sudden national - even international - visibility, status, and scrutiny a woman receives from being part of a winning U.S. presidential campaign team. They start reshaping their personal brands, because its going to happen anyway. They need a plan to define and manage their brand, or someone else will do it for them whether or not they consent.
All the presidential candidates' wives and female candidates are on the campaign trail for a reason. One motivation is obviously political ambition, often both his and hers. Because the longer most people live, they more they realize how much politics matter, and it matters more than anyone really wants to admit.
In the sprint to the campaign finish, Michelle Obama toured to visit the military families, trying to understand the issues affecting them. In spite of her opposition to the war, she brought some recognition to lives often ignored amidst the controversies of war. Her tour probably softened a little angst in military quarters. It also signaled a pragmatic, nudge of acknowledgment to these voters.
Catherine McCain preferred taking a lower profile, but surfaced to emphasize her work and support for two international children charities. She adeptly side-stepped a broader examination of her wealth and beer franchise by leaving it off the table. It is private matter to her, but its a potential conflict of interest should the voter tide turn.
Sara Palin, as candidate for Vice President, received a boost to her political profile. She drew national attention to disabled children and the wrenching choices she confronted when her fetus displayed abnormalities. Thrown into a media frenzy, her ethics were tested by interrogations into activities as governor. Later, her readiness was tested in interviews about economic and foreign policy, where she showed a lack of preparation.
Hillary Clinton, of course, attained her first lady recognition over a decade ago and successfully converted it into a political career. Despite her early brand advantage, she was unable to successfully reposition herself with party voters. From first lady advantage to a northeastern power broker, she never rose above the scandals that people could not forget.
All these women are extending their personal brand into new territory. They started by aligning with family values and charities. It is a safe introduction, but much more is needed.
So how does anyone broaden and strengthen a personal or professional brand? First, recognize personal or business branding for what it is: Your brand is an expression of who you are, but it also depends on how well you communicate it. To other people, its how you look, act and behave, but filtered from their point of view.
But public perception is not the place to begin defining a brand. Author and life coach Brian Lee, of the Covey Leadership Center, believes "The leader who exercises power with honor will work from the inside out, starting with himself." So to build a resilient foundation, you need to know your core self and what you want to achieve before evaluating the opportunities ahead.
Its from our own integrity and personal strength that we build a lasting brand. But, there is much to be learned along the way. "What we actually learn, from any given set of circumstances, determines whether we become increasingly powerless or more powerful." Building a brand is a long term endeavor and learning process that starts from within. Intertwine it around something worthy because it will become part of you.
Mary W. Brophy has specialized in helping people enhance their personal, professional, and business brands for fifteen years. Her special report 10 Tips for Building Your Brand can be requested by email from http://www.id-bag.com/ which offers designer inspired logo bags that reflect your uniqueness and brand with style.
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