If you think you’ve heard more buzz about the need to build a “personal brand” recently, you’re not imagining it: Google
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searches for the term have increased nearly 50% over the past five years. But how to go about building your brand, especially while working within organizations rather than as an entrepreneur, can be a mystery. Enter Aliza Licht, a former communications executive for Donna Karan, Alice + Olivia, and Warby Parker, who taught herself how to authentically tell a brand’s story and foster a passionate fan base around it before rebranding herself. In her latest book, ON BRAND: Shape Your Narrative. Share Your Vision. Shift Their Perception (Union Square & Co.; April 18, 2023), Licht breaks down what she’s learned working for retail brands and for herself and lays out a roadmap for individuals coming from any industry who want to define and, yes, promote your personal brand.
It would be hard to speak with Licht about the influence of her fashion background on this book without acknowledging the new standard she set for brands using – or not yet using – social media when she created the now-famous DKNY PR GIRL persona on Twitter in 2009. Indeed, when I interviewed her this month, Licht laid out how much of what she’s learned about building brands came from her time at Donna Karan and as the voice of DKNY PR GIRL.
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