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Express Yourself

By: William Arruda

For nearly 20 years, William Arruda has been working with some of the world's most valuable Brands, including KPMG, Lotus, IBM, and Primark Corporation. Combining his brand experience with his passion for people, William founded Reach (, the world's first brand management company for organizations and individuals.

A member of the International Coach Federation (ICF), William holds a Master's Degree in Education, and has lent his expertise to audiences around the world. He has published articles in publications ranging from the Wall Street Journal to and is the author of two upcoming books: You: Brand New - Three Steps to Successful Personal Branding; and Health without the Health Club. You can reach him at

Madonna was doling out some great branding advice when she sang 'Express Yourself. Don't Repress Yourself.' Known for being the chameleon of show business, Madonna is one of the world's strongest brands and someone who understands the value of clearly and consistently expressing herself.

Successful branding requires that you communicate what makes you unique and differentiated to your target audience. There are hundreds of ways you can express your brand. Here are five to get you started.

1. Write.

Whether it be an article, a newsletter or a book review, writing will help you get your message out. Consider e-publishing articles that connect your brand with a timely topic. You can submit them to relevant web portals with links back to your web site (if you have one). You can also write for your internal corporate newsletter or for your clients' newsletters if you are a consultant. Writing provides you with a great way to express yourself so that you can increase your visibility.

2. Speak.

A great way to enhance your visibility and communicate your Brand is through public speaking. And remember, presentations are most effective when they are authentic - delivered with your true voice. Volunteer for speaking opportunities at your office or with professional organizations. Also, participate in informal meetings. You don't need to be on stage to speak up and express yourself.

3. Refine.

Take a look at your existing communications tools and ask yourself if they accurately express your brand. For example, you can refine your e-mail template to include your photo, an appropriate image, a brand tag-line, contact details, or some other information important to expressing your brand. You can do the same with your voice-mail greetings, too.

4. Volunteer.

Volunteering is a great way to give to your community or to a national or international cause while expressing your brand. Your choice of organization and the assignment that you choose within the organization express a lot about who you are to those around you.

5. Dress…

…for Success. And success means making sure that your clothes and physical appearance communicate your brand. Just the clothes you are wearing and the way you carry yourself says a lot about who you are. Ensure that your fashion reflects your brand, and is equally appropriate for your target audience.
There are numerous other ways you can express your brand. Identify those that will work for you and put a plan in place to clearly and consistently communicate your brand. So, take some advice from the material girl herself and 'Express Yourself' and watch as your success expand!

© William Arruda, 2004

Books by William Arruda

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Other Articles by William Arruda

The author assumes full responsibility for the contents of this article and retains all of its property rights. MarcommWise publishes it here with the permission of the author. MarcomWise assumes no responsibility for the article's contents.


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