Getting personal

No.207: 29th July 2024

Hi, it’s David here.

This week’s School of Athens newsletter is written by a very uniquely named member of our Expert Talent Network, Piggy Lines.

Piggy has not only spent his career helping to differentiate many brands within the automotive industry, but he has also created his own unique approach and brand of thinking that has made both his clients and himself stand out in a sea of sameness.

He has certainly been there, done that, and I’m certainly delighted that he is part of our community.

As always, curious to hear what you think.

David Alberts

Co-Founder and Chief Vision Officer at BeenThereDoneThat

Hi, it’s Piggy here.

Good Morning/Afternoon, students of the School of Athens.

Today, I wanted to talk a little about the importance of knowing who you are.

I now understand how my supply teachers felt as they stood before the class: intimidated, ill-prepared, and more than a little terrified of the chippy kids at the back, who are no doubt already planning my downfall.

To top it all, I’ve got a ridiculous name, and I can already hear the sniggers around the room as I write it on the blackboard. However, I am reassured by a story my aunt told me. She was in the same position when she heard one of the kids mutter something under his breath. She pointed at him and told him to fetch the headmaster. When he arrived, she looked at the head and said, "That boy there would like to know who the f**k I am." I’m told to reset the room quite quickly (my aunt is still not to be messed with).

So, who the f**k am I?

I’m Piggy.

I was a student arriving for my first agency placement in the early '90s, at an agency of about 200 of London’s beautiful and smart young things. I tried my best not to look as terrified as I was when I was introduced to the room as ‘Piggy’. I thought this was a well-kept secret between me and my agency contact. I was mortified, but then an amazing thing happened. By lunchtime, everyone in the agency knew who I was. The name stuck, and nearly 30 years on, I am still Piggy.

As I say in my blog, having a stupid name is a promise to always try to be brilliant because being memorable and rubbish is a poor career path. Over the years, 'Piggy' has become more than a name, It’s become my work alter ego.

The great thing about having a stupid name is that people remember me. It usually works in my favour. Later, it gave me the chance to build a work persona and an identity that has mostly carried me much further than I ever thought it would. Without knowing it, I had accidentally started to build a personal brand. It took years for me to realise this, or to make the most of it. It started with packaging my CV with rashers of bacon, which is more effective than you might at first imagine.

I didn’t pick the name; it was gifted to me. That’s a long and painful story, not nearly as interesting as having a stupid name. Originally, the identity I developed was “The Pig with a Walkman”. But the length of the business card and copyright infringement laws were too much to deal with, so over time it got shortened to Piggy, Pig, or even, on occasion, just P. I had to learn to stand in front of CEOs and CMOs and tell them who I was without apologising.

I can hear the class getting restless wondering where is this all going.

A few years ago, I started working with incredible people. Inspiring brilliant exceptional people. Explorers and mountaineers, world record breakers, sports stars, and the odd famous actor. I realised they didn’t know how to present and package themselves. A team of explorers asked me if I could help get sponsorship and ideally a TV show. Of course, they didn’t know how to navigate the meeting room nearly as well as a mountain range, desert or jungle.

I started helping them think about who they are, their values, what they champion and care about, and what they could talk about with confidence and passion. I developed brand guides and presentations for them. I helped them work with other brands and find synergies they never knew they had. It worked, and the deals started to come.

They suddenly knew why they were exploring and what they were there to discover. It also helped them have conversations about their value, not their price.

This group is amongst the most talented anywhere working, and even for us standing out or setting out our differences is hard. Many of us are trying to make connections, get noticed, or get seen.?

So when you have the time, work on the brand you are the leading expert on — YOU. We are busy helping others do it, so don’t forget to make yourself easy to remember, unmissable, unavoidable and unforgettable.

After all, people don’t buy work; they buy people, but you already know that.?

Thanks for reading this far.

Class dismissed… I’m off to the staffroom for a coffee and a fag.

Piggy Lines

CCO / Commercial Director (Wheel Man & British Villain) and Member of our Expert Talent Network

Supporting Articles

1. David Hieattt: Do Purpose: Why Brands with a Purpose Do Better and Matter More.

If you don’t know the man behind Hiut Denim and Howies then do yourself a favour and visit their website: https://hiutdenim.co.uk/ Buy a pair of their jeans and then read this book while waiting for them to make them for you. You’ll understand the power of a personal brand.

2. Chris Do, Founder & CEO of The Futur, has a thing for hats

3. Blinkist: The Best 14 Personal Branding Books

4. The Power Of Personal Branding For Credibility And Trust

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