Black MBA - Winter 2007/2008 - (Page 67) Self-branding can take off much faster if, like Scott Tucker, you are adept at getting yourself in the public eye. Tucker is expanding his public profile as he manages a multifaceted career in part through an extension of ISC Design Concepts, a New York-based full-service production and events management company owned by Tucker and his longtime friend Steven Jones. The two are known for club design, but Tucker is currently receiving notoriety after appearing in a Lincoln Navigator commercial with his furniture. Though the ad was not a part of his business plan, he saw it as an opportunity to go beyond a word-of-mouth reputation. “It was nothing I planned on doing,” said Tucker, who was recently profiled in Essence magazine as a contestant for a date in a competition involving eligible bachelors. Tucker said he is using what he calls “lucky occurrences” as catalysts for other business ventures. In their current project, for example, Tucker and the ISC Design staff are doing stage production with Apollo Circus of Soul at the famous Apollo Theatre. He also is working on a line of household textiles under the company name Ranjiba. Griffith and Tucker are no moonlighters. Theirs is a niche service society, Griffith said, and the would-be selfbrander must find and access “the niche within the niche.” These modern entrepreneurs are taking their talents and making them marketable for those who want customized services. No matter what areas they specialize in, selfbranders are making every effort to become known as leaders in their fields. “You have to be specific,” Griffith said. “You cannot just own a car wash or even own a luxury car wash. You have to own a luxury car wash that only use[s] imported drying towels from Thailand. You have to get that specific to meet the desires of the consumer.” Once established, self-branders may use their platform to venture into other projects. After having built a reputation, you’ll find that people will trust your name and support your new business developments, too. Ambassador Carol Moseley Braun had two successful terms in the U.S. Senate as its first African American female member, and the first African American to be elected as a Democrat. She has parlayed her successful ambassadorship to New Zealand and Samoa into an organic food company, Ambassador Organics™. Ambassador Braun advises that making certain you have a reputation for hard work and a commitment to a set of values is at the core of making any business move. “Young people call it branding,” she said. “But I call it doing the best job I can where I am planted, which has allowed me to move forward. People may not agree with me, but no one has been able to question my sincerity, capacity or competence to do the job. That is the brand.” “The climate of [today’s] world,” Tucker agreed, “shows that people are receptive to positive energy.” In the age of iPods loaded to play only your favorite songs, gourmet coffee shops that offer six pumps of foam and day spas for your dog, there also is a market for your hidden talents that get neglected from 9 to 5. Self-branding identifies, strengthens and sells these skills to improve your bottom line. If Beyoncé can sell a Beyoncé CD, a movie that she stars in, a sweater she designed and even a cellular phone with her name on it, why not you? Why not sell “Brand You” on the subject you know best – whatever it may be? When you’ve created a sharp, engaging and regularly-updated blog, you’ll begin to realize something everyone in marketing knows well: people will pay for goods and services that you might as well provide. Just don’t look to do it through your day job. The company you work for may have a multitalented multitasker on its hands, but it’ll never pay you à la carte for what you do. The rest of the world will, however. It’s up to you to identify the creative talent, knowledge and preferences that extend into other projects and other fields. This is the process that makes you a brand. mba Rashida Restaino is a Chicago-based writer. BlackMBA • Winter 2007/2008 67
For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.