Charulata shows it’s never too late to brand yourself

Charulata Patel is the 87 year old who shot to fame after pictures of Virat Kohli visiting her in the stands went viral. Pepsi immediately capitalised on this in a new ad. Pepsi and Charulata are benefiting from the rub-off of the huge star value of Virat Kohli. According to Duff & Phelps, his brand is valued at $170 million.

How can you build your brand value to at least a fraction of that? Celebrities work very hard on their image, with punishing work-out schedules and even harder visibility plans. You have to be out there and visible all the time, whether you have any real work or not. Many build their point of views and further burnish their image with social work. Advertising, apart from being a source of income, gives them that essential booster for brand value – reach. That is very close to what professionals have to do too. Have a point of view and then “work it” with an omni-channel strategy that includes articles, speaking opportunities, and a social media calendar.

I spoke about this at the launch of Dell Women’s Entrepreneur Network (DWEN) Chapter in India. And as always there were questions about the appropriateness of blowing your own trumpet. Should your work not speak for itself? My POV is that yes of course you need to be good at what you do. But in today’s cluttered world you need to work on making it easy for people to know what you’re good at.  You should be easy to find in the medium that most people these days use to find professional resources. Another reason to build your brand is that it helps open doors when you want to do something different. Last week I wrote about how we should plan for multiple careers in our lifetime. A high brand value will help you access those exciting opportunities.

The deck I used at the DWEN event will help you make a brand blueprint for yourself. And, yes, you guessed right, I do enjoy public speaking 🙂

This week we’re getting our teeth into (metaphorically of course) a lovely project that involves creating a compelling brand story for technology transformation. If you’re looking for B2B content-at-scale talk to me.

Monday will see me in Udaipur to participate in the AGM of Bajaj Consumer Care as an independent director. I’m there for just a day so please tell me one unique food I should try or sight I should see.

See you on the other side!

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Jessie Paul is the Founder and CEO of Paul Writer, a firm she founded in early 2010 to raise the bar for marketing in India. Previously, as Chief Marketing Officer of Wipro’s IT business and as Global Brand Manager at Infosys, Jessie has been recognized for her contribution towards putting the Indian IT industry on the global map. With over 18 years in services marketing, including a stint with Ogilvy & Mather Advertising, Jessie is considered an expert in brand globalization and has been named one of the most influential business women in the Indian IT industry.


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