How to Create the 'Gucci Effect' in Your Personal Brand
Cheryl A. Pullins
Personal Brand Strategist | Turning Invisible Potential into Iconic Impact. Empowering ambitious women to become industry leaders.
Ripped from the brand headlines: Gucci Just Made Your Childhood Jelly Shoes Luxury
For the past few fashion seasons, Gucci has been releasing their version of the “jelly” shoe which they have named the “Rubber Fisherman Sandals.”
Let’s do a little history on this shoe.
The funny thing is that if you follow the Gucci “jelly shoes” conversation on social media people will have you thinking that this shoe originated at PayLess.
The jelly shoe was first developed in the 50s for french fishermen. They were inexpensive and easy to clean.
Fast forward to the ’80s and the shoe was transformed into a fun and fashionable shoe sold in Parisian boutiques. Even some of the world’s most notable stylists started designing the popular jelly shoes.
The famed jelly shoes hit the United States in 1983 by way of luxury retailer, Bloomingdales and have been part of high-end fashion ever since.
So now that we have framed the history of the jelly shoe, let’s talk about how Gucci infused the authentic parts of their brand into a shoe made of PVC to elevate its value to $490 a pair, and how you can do the same with your personal brand.
Create a Maximalist Visual Identity
This only fits if it’s authentic to your personal brand. You could be somewhere on the minimalist/maximalist scale. How does that look when it comes to a personal brand?
It can be anywhere from the Apple executive uniform of black on top and denim on the bottom to the over-the-top fabulousness of Iris Apfel.
A maximalist visual identity embodies boldness, creativity, and more.
Embrace Your Individuality
When it comes to building your personal brand it’s your innate individuality that sets you apart. Differentiation should not be something you have to manufacture. By natural design, you’re already different, but it’s up to you to embrace and highlight your quirks and peculiarities instead of hiding them.
Step boldly into what truly makes you who you are and it will authentically attract ideal clients and opportunities.
Define Your Signature Image Aesthetic
Believe it or not, people associate your brand vibe with having a signature image aesthetic. This doesn’t mean you have to wear your brand colors every time you show up, however, it does mean that you should be intentional about defining a signature aesthetic that personifies your personal brand essence without you having to say a word.
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Your signature image aesthetic has a vibe that speaks to how you want to be perceived and positioned in the mind of your audience.
A few examples of an image/style aesthetic:
Defy trends
When it comes to your personal brand, defy the trends. Don’t make a habit of following what everyone else is doing. Just because a trend is working for one person doesn’t mean that it will work for your personal brand.
Discover your own path and blaze your own trail. Access the courage to step into unchartered territory, just like the high-end jelly shoe. Everyone won’t want your brand of awesome, but the right people definitely will want to be a part of it.
Assess a Value to Desire
I have never been a follower of the “charge your worth” school of thought. My belief is more about having the confidence to set pricing based on what your brand brings to the table and how it clearly solves the problem or more importantly fulfills the desire of your audience.
Oftentimes the “worth” assessed to what you bring to the table is determined by what it’s worth to YOU instead of being determined by the “value” it brings to the ones who have a desire you can help fulfill.
Since we’re talking about the Gucci Effect, let’s look at the jelly shoe.
We know that the $490 price tag on the jelly shoe is not totally about the shoe itself. It’s about the combination of reputation, craftsmanship, and the value of desire.
The primary Gucci buyer segment is under the age of 35 and Gucci has found a way to speak to their desire, even when it comes to plastic shoes.
Now, it’s your turn.
How can you implement the ‘Gucci Effect’ into your personal brand in a way that leverages all the authentic pieces of you to position yourself as the only one who can fulfill the desire of your audience and price your offerings based on the value of that desire?
Join this global conversation. I'm looking forward to connecting with companies and communities about how personal brands can position and impact business brands in the new global economy.
Connect with me via my LinkedIn profile?for more about how to build a personal brand that leaves a legacy.
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"Your personal brand is a reflection of your essence; remember what Jeff Bezos said, 'Your brand is what people say about you when you're not in the room.' ?? Let's elevate it to iconic status, just like Gucci! Speaking of making an impact, did you know about the upcoming sponsorship opportunity for the Guinness World Record of Tree Planting? It could be a remarkable addition to your brand story! Check it out here: https://bit.ly/TreeGuinnessWorldRecord ????"
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1 年I find myself wanting to be somebody better than who I feel that I am. I am working on embracing who I am and not just who I desire to become. We can become by first accepting our Individuality. That makes it easier for us to define ourselves and begin to defy trends.
Speaker | Brand Extraordinaire | Show Host | Thought Leader | Mentor
2 年Cheryl thank you for sharing the article. It's spot on for having an iconic brand.