IN EVERY BUSINESS COMMUNITY, THERE ARE
A HANDFUL OF INDIVIDUALS WHO HAVE
ESSENTIALLY BECOME “HOUSEHOLD NAMES.”
HERE’S HOW THEY DID IT.
see Blanca as process-oriented with a
methodical approach and clients are
drawn to her for her passion, energy and
reputation for exceeding expectations.
When you work with Blanca—whose client
list includes New Boston Fund, Rilea
Group and Amadeus North America—you
have no doubt she cares about your business goals and works to achieve them.
In every business community, there are a
handful of individuals who have essentially
become “household names.” Be it through
career success, unique reputations, savvy
marketing, or a combination of factors,
these professionals possess a certain je ne
sais quoi that makes others aspire to work
with and emulate them. In the pages
ahead, you’ll learn how they got there and
the advice they have for others looking to
literally build their brand names.
THE POWER OF PERSONAL
A brand is a promise. It communicates
the essence of who your company is, what
it stands for, and what customers can
expect from it—and we all have one.
Indeed, 92 percent of children under the
age of two already have a digital foot-
print, according to an AVG study. Yet a
Glenn Llopis Group survey reveals less
than 15% of people have truly defined
their personal brand and less than 5% are
consistently walking it out work.
“Personal branding is a way of differen-
tiating your value proposition from other
competitors in the market. Ideally, your
personal brand would stand out from oth-
ers in the industry and separate you by
what makes you most unique,” says Kris
Ruby, a personal branding expert and
CEO of Ruby Media Group. “Building a
personal brand of a commercial real estate
exec does not come out of thin air.”
That’s one definition. If you ask 10 dif-
ferent people what personal branding is,
you’ll probably get 10 different takes.
Despite its simplicity, many people misun-
derstand what personal branding is—and
what’s it’s not. Others don’t give personal
branding the attention it deserves.
Neither scenario sets the stage for a mem-
orable, inspiring brand.
“Personal branding is establishing a
specific image or impression in the mind
of others about you,” says Marlene
Waldock, president of 1st Impressions and
creator of Brand YOU. “Like any other
brand you want to occupy the first rung on
the ladder in the minds of your audience.
You want to be the first person they think
of when seeking help.”
Amid the many definitions of personal
branding, there is one common thread
upon which marketers from all walks of
from thought leaders in marketing and
branding, I gained valuable insights which
enabled me to understand and fully
embrace that building my brand would be
critical to my success.”
During the height of the Great
Recession, a daring Blanca left Cushman
& Wakefield to fly solo, and has seen con-
sistent growth ever since. With a strong
team to support her, she’s known among
her peers as one who shares insightful