Mission Entrepreneurship: Branding Yourself for the 21st Century

In case you aren't awake and didn't notice, things are changing in business, in public relations, and in our world. It's an evolution that will challenge the way we think, the way we work and the way we live. Our economic situation is among many factors that have driven the eight-to-five professional into the courageous world of entrepreneurship. Like many pros I know, I took the leap of faith a year ago, and although it's been scary and challenging, it's so exciting to be a part of this trend that I believe is quickly becoming the new reality of corporate America.

Earlier this week I read an interesting Wall Street Journal post titled "How to Succeed in the Age of Going Solo." Dr. Richard Greenwald, a professor and dean of the Caspersen School of Graduate Studies at Drew University, gave these tips:

1. Think Long Term
2. Join a Network
3. Have Your Own Space
4. Think Like an Entrepreneur

It was affirming to read these tips because they closely mirror the path I have taken on this journey as a solo PR practitioner and business owner, but these steps were only the beginning. Earlier this year, I had a very important and life-changing conversation with a professional business coach. In less than an hour, I was able to gain tremendous clarity about where I am in life, and where I am going with my business. I quickly began my homework assignment of developing a mission statement, code of values and business philosophy. And guess what, about a week later, the calls began rolling in from prospective clients.

Greenwald said in his article that consultants are known for the work that they do, and this often means the work they don't do. He touched on the importance of having a business plan and a mission statement. And he's right.

Last week branding guru Martin Lindstrom was featured on The Today Show talking about developing your personal brand. As professionals search for jobs or begin to market themselves as consultants, he says they should follow this advice:

1. Define who you are.
2. Become known for one thing.
3. Create an air of mystery.
4. Create a signature look.
5. Leave a personal mark behind.

Have you thought about going solo or starting a business? Perhaps you don't think this is in your future. But you never know where life will take you (whether you plan on it or not). So I would like to offer these words of wisdom for all of those future entrepreneurs out there.

1. Figure out what your passion is and what gifts and talents you were blessed with. Then, take every opportunity you can to learn about it and become an expert. Take classes, get certifications, or even an advanced degree. These things can be accomplished, even while you're working in a "regular" job. Your company might not pay for it, but think of it as investment in yourself.

2. Every time you interact with anyone, you are marketing yourself. Every interaction is an opportunity to demonstrate your personal brand. So be very conscientious about what you say, how you dress and present yourself, and what your "brand" says about you. These interactions could turn into future clients down the road.

3. Develop a network of professionals in your "passion" field and begin interacting with them. Ask questions, get advice and learn from them. Building these relationships is crucial to your success, not just for gaining clients, but for the knowledge and insight you will gain.

4. Follow your dreams. Life is too short to be stuck in a career that's not suited for you. Everyone has God-given gifts and talents, so I encourage you to stop making excuses and go for it! But have a written plan and build a support network of friends, colleagues, mentors and loved ones.

What are you waiting for? The world will change with or without you.