Millennials Spearheading Our Own Brands

Most millennials grew up learning about other companies and brands in school. We learned about big-business, the impact certain companies and brands had on history, as well as the men and women who created them. For the majority of us millennials, we probably had parents who worked for a company, a brand created by someone else. More than likely, our parents spent the majority of their working years at that company, lending time and dedication to help build and strengthen the business and brand of someone else's company. As millennials, we were uniformly instructed to go to school, excel in our studies, and graduate so that we'll be marketable to join a company upon graduation - again, someone else's brand. But, studies show there's been a shift between baby boomers and millennials, which is redefining how we, millennials, work and how we're reshaping the future. To clarify, there's nothing wrong with working for a company, however, I'm saying that most millennials aren't looking to solely work for another company - in addition, we're wanting to build something of our own; something that we're personally passionate about. Coming of age along with the advancement of technology, we, millennials, are venturing the path less traveled by our parents and are taking the initiative to spearhead our own brand names - which for some, it has become their primary source of income.

What is a brand name? What is a brand?

Before we move forward, to ensure we're clear on the difference of the two, a brand name is essentially the name signifying the company, person, product, or service (Ex: Target). A brand refers to the perception of the company, person, product, or service by others (Ex: affordable chic merchandise). With the rise and development of technology, it has become easier than ever to create a brand name and work to develop a brand for ourselves. Because social media is so prominent, it is one of the easiest ways to begin developing a brand and establishing brand recognition - which is what many millennials are doing.

Leveraging social media to develop and establish a brand.

We all have a brand whether we like it or not because people have their own perceptions on who we are. However, it's important that we don't aimlessly move forward and not take control of how we are perceived, instead, we need to be very strategic and intentional in what we do to help mold and shape our brand into how we want to be perceived. Leveraging social media is a great way to do so, which is an opportunity that didn't exist 15-20 years ago but presents itself to all, for free!

We've all seen the Instagram, Facebook, and Pinterest pages of social media influencers - whether in tech, fashion, music, food, or business - we've seen them all and are following at least one or a combination of the bunch. Social media influencers are all people who started off posting and sharing content that they're passionate about. Through investing time and money (maybe) in the brand name they've established for themselves, their consistent efforts evolved over time and began to gain recognition and interests amongst others who share the same passion. Today, there are numerous millennials who have taken their brand name on social media, grew it, and it has become a main source of income - indulging in their passion has become their livelihood.

Dapper Daryl (@dapperdaryl)

I grew up in a family where we were taught how you carry yourself, how you present yourself, and how you engage with others matters. We were especially taught to maintain our appearance because it's what people see first - from a distance and before you speak. Growing up I had great examples what it looked like to maintain a decent and presentable appearance all the way from my grandparents to my older brothers and other family members in between. I think as I grew older, I naturally gained an interest in fashion and learning how to present myself in a gentlemanly order.

When social media came along, I eventually created an Instagram account in 2011/2012 and of course my handle had to be @dapperdaryl (to this day it's never been anything different). However, when I first created it, I didn't understand Instagram and thought it was a waste of time so I never posted. It wasn't until about 2014/2015 when I saw and understood the value and possibilities with leveraging the opportunity to my advantage. Since then, I've created my personal blog, dapperdaryl.com, and still maintain my Instagram account as well with quality fashion-related content.

Through consistency, I've began to see "Dapper Daryl" become a brand and build recognition. About a year ago, I was in Best Buy and a gentleman approached me and asked, "Are you Dapper Daryl!?" I've never had that happen before but it was pretty cool! Additionally, more people are starting to associate my name to fashion/photos/modeling etc.. I recently had the opportunity to model some promo photos for an exhibit at the Toledo Museum of Art, shot by a good friend, Justin Camuso! The photos were on social media, billboards throughout the city, and was most recently added to a two-page spread in the annual Toledo Year-in-Review book by the Toledo Regional Chamber of Commerce (see below).

Additionally, I had the opportunity to be featured in the Style Sense section of the Toledo City Paper. And in the coming months, I'm looking forward to shooting some promo photos for Ticknors Men's Clothier! In addition, I've had other opportunities present itself to me just through being consistent with sharing relevant content that I'm passionate about. If you're on social media, I urge you to be intentional and strategic on how you use it and take advantage of the tool.

Millennials not being pigeon-holed.

Wrapping this up, as mentioned, millennials are not against working for a company, however, in addition we're just taking the initiative to build something of our own that is a personal passion. I work in marketing/communications in corporate america (which I love my job), but I also have other passions that I - and also most other millennials - believe doesn't have to lay dormant. Millennials don't believe we can only do one thing, we don't believe our identity is solely tied to our 9-5, and we don't believe in being contained to one box. Instead, we are all about exploring and merging the various boxes together.