What's the deal with branding?

A trader walks into a bar at a conference. Inside, a group of allocators are standing and talking. The trader walks up to them. They say hi to him and, when they discover that he's an emerging manager, they ask him what makes him so special. He says, "I trade just like John Henry."

He's toast.

What Is branding?

By design or by default, a brand is who you are. It's an intangible; it's your "persona", your uniqueness, what sets you apart from others. It is what people think when they hear your name or the name of your firm. It's how you show up, how you introduce yourself. Lida Citroen, founder of LIDA360, a personal branding and reputation management firm, says, "'Reputation' might be a better word. What are you going to tell the marketplace about who you are and what you stand for? Are you responsive? Are you empathetic? Do you value certain traits? What makes you different? What makes you valuable? Are you articulate?Can people trust you?"

Why do you need to brand?

According to Lida, branding is the story, the connection, the way you'll represent yourself in the market. She stresses that your reputation precedes you. It's what people say about you online; whether they refer you or endorse you. Lida cautions; an online reputation is permanent. What you type into an electronic device is permanent and public. Think of how you'd feel, she says, if you viewed a LinkedIn profile of a celebrity only to find, when you meet them, they're really quiet, shy and non-communicative. There's a mismatch; an inconsistency. That's not good branding.

Your branding is your fingerprint; it's your DNA in the industry. It's a combination of the strengths and weaknesses of both you and your company. Knowing how to recognize them, capitalize on them and cultivate them so they can help you stand out from the rest of the other traders will put you in much better pos......................

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This article was published in Opalesque's New Managers a top-down monthly analysis, news and research publication on the global emerging manager space.