Icelandic personal branding expert Rúna Magnusdottir was in Malta last weekend to help a small group of businesswomen reinvigorate the characteristics and passions that made up the uniqueness they brought to their organisations.

You are a brand. Be authentic

By the end of the three-day Brandit workshop held at Paceville’s The George hotel, business owners and managers operating in sectors like hospitality, education, recruitment, environment protection, media, and personal fitness, were armed with a personalised marketing tool that included an elevator pitch, video footage, and photography.

The Brandit programme was brought to Malta by the International Vocational College; the local event was the project of Enterprise and Entrepreneurship student Stephanie Camilleri.

Ms Magnusdottir and her business partner Bjarney Ludviksdottir, a model agency owner and casting director, led the women to examine their personal qualities and strengths, and understand how others perceived them before they turned their focus on their external image.

Both certified coaches and facilitators of the Passion Test, the concept of New York Times best-selling authors Janet Bray Attwood and Chris Attwood, they invited women to identify their work passions and core passions, and understand why they were so important to them.

Businesswomen were encouraged to identify the characteristics of a project and the related emotions that made them feel truly engaged at one specific point in their lives. They were later asked to list 10 things that made their life at work ideal. The women’s lists included leadership, trust, mentoring, work-life balance, and freedom of expression.

Ms Magnusdottir said personal brands were built around these characteristics – work and core passions were vital both in business and life situations. Janet Bray Attwood advised people to choose in favour of their passions whenever they were faced with a decision, choice or opportunity.

“You are a brand,” Ms Magnusdottir stressed. “How you are perceived in the business world will come back to you. Be authentic. We buy products and services from brands we know, like and trust. Maya Angelou, the author and activist, says people will forget what you said, people will forget what you did, but people will never forget how you made them feel. What are your strengths? Think about the impression you leave people with. Refine it.”

Ms Magnusdottir told participants to use their mind power, believe in it, and be positive. She encouraged them to think ‘intention, attention, no tension’ – clarify their goals, think about their strategy, then relax and let it simmer at the back of their minds.

She recalled how, when pressed by her own personal coach, Ms Magnusdottir casually mentioned one of her ambitions was to appear on Oprah Winfrey’s show. The coach challenged her to realise the dream.

Ms Magnusdottir did appear on ‘Oprah’ months later, after submitting her profile – her personal pitch – on the show’s website, thinking nothing would come of it. The phone call from a producer came unexpectedly after a few days while Ms Magnusdottir was in ‘no tension’ mode.

During the workshop the participants were asked to determine to which extent they were living their work passions and to set targets for improving others which needed more focus. They were also given time to think about their own long-term vision and where they were truly heading in two, five and 10 years’ time.

To evolve from ordinary business person into a powerful brand, Ms Magnusdottir said women had to think about how they wanted their customers to think of them and what it was that differentiated them from competitors. They were to ask themselves: How could they position themselves in the market? What was their niche? Why were customers loyal? What was their story?

Most importantly, women had to shape the answers to these questions into their own personal brand.

As a way to build their personal legacy, Ms Magnusdottir encouraged women to think about how they would like to be remembered.

Brandit, she explained, had originally been set up with a third partner, Mary Schnack. A public relations expert and speaker, Ms Schnack passed away on February 20 after losing her eighth battle with cancer in an ordeal spanning 16 years.

Her legacy was so strong, she was still talked about on the international business circuit, remembered and admired for her perseverance and generosity.

Ms Schnack had worked hard to promote the capabilities and strengths of women in Africa and had supported efforts to ensure they had access to trade channels. A scholarship has been launched in her memory and a US company has carried on her legacy to promote trade with Africa.

Personal branding was both visual and verbal: Colours and fonts had to be chosen carefully to denote flair, characteristics, and personality, Ms Magnusdottir added.

They also had to be in tune with the women’s communication plan and elevator pitch which, in a few words, had to describe who they were, what they did, why they were unique, and their goal. Each of the participants was guided to write a pitch that would be used in a marketing video, shot by Ms Ludviksdottir.

Ms Magnusdottir also cautioned participants to use social media wisely, avoiding the pitfalls of careless or hasty posts that could damage their personal brand or taint their image.

She warned against reacting to news or opinions in anger, and encouraged women to share positive messages and constructive, useful information that would say more about what they were passionate about and how they wanted to perceived.

It was crucial, she added, that women identified their target audience and the results they wanted to achieve from their social media activities.

Footage from the Malta workshop has been uploaded on YouTube and the Maltese women’s marketing tools will make it to the Brandit website magazine.

After the workshop, participants were visibly elated at the results and were grateful for the opportunity to put serious thought and effort into building their own personal brand and be able to promote their strengths.

As they spread the word, Ms Magnusdottir told The Times Business this week, growing interest in the event could lead to another Brandit programme being held in Malta for young entrepreneurs.