2/26/2015
Young Grower: Cultivating Your Personal Brand
Crystal Cady
It’s no secret the future of our industry is rapidly changing—from the various segments, products and individuals that comprise the horticulture field to what our customers want and how they identify themselves as gardeners. As the generation of current leaders begin to retire and the torch gets passed down to the next generation—followed by the generation of those “Emergents” just entering and establishing themselves in the industry—it’s important to stand out from your peers and present your personal brand in a way that will influence your success in the industry.
When I first entered the industry at age 15 I was wet behind the ears, but loaded with passion and a dream. Just over 15 years later, as I reflect back on where I’ve come from, where I am today and where I plan to go, it’s very clear the personal brand I’ve cultivated for myself has grown me into the young leader I am today and became the foundation upon which my success in this industry has been built. Whether you entered horticulture with the goal of having a fulfilling career or to dive into entrepreneurship, it’s important to cultivate the ideal brand for yourself. Your brand is your identity. It not only affects how you market yourself to others, but how others perceive you and your abilities.
Are you ready to start cultivating your personal brand? Here are six strategies to help ensure you build a purposeful and effective brand identity.
Discover your passion and area of expertise. Passion is one of the strongest forces in life that not only keeps you driven towards your goals and dreams, but also draws others to you, allowing you to share your message with them. What you are passionate about becomes your story—it’s what makes you unique and sets you apart from others. The industry is brimming with individuals competing against each other. Your passion guides you to your niche—what you want to be known for—and allows you to develop and establish your area of expertise. When you develop your specific niche, you’ll quickly be able to identify your strengths and weaknesses, which will in turn open the doors to available opportunities.
Create value, seize opportunities. As a young professional just entering the industry, it can be very intimidating to take the first step and put yourself out there. When building your personal brand, you’ll come across countless opportunities to grow yourself—be it meeting someone new, attending a conference or trade show, or joining an industry group or association. These opportunities allow you to gain insight, experience and knowledge, along the way creating value for your personal brand.
Don’t be afraid to try something new. These opportunities (events) are the stepping stones to your goals. When coming across these events think about the possible outcomes and the ways in which you could respond. Choose that response that helps you grow as an individual and professional; it will pay dividends in building your personal brand.
Network, engage and build your contacts. Surely you’ve heard the saying, “It’s not what you know, it’s who you know.” In today’s world, who you know is more important than ever. Through making connections and networking with other individuals, you’re creating opportunities to share your talents. Your peers are a tremendous resource to help get you where you’re going in life. Networking, however, isn’t just about what they know and can do for you, but also what you know and can do for them. Take a genuine interest in making the most of each connection. In doing so you’ll watch your network and your personal brand exponentially grow.
Start contributing, give to others. As a young professional, you’re likely well educated with a vast portfolio of volunteer and work experience. One of the best ways to contribute and build your brand reputation is through sharing your abilities and expertise, be it in person, in writing or even speaking. If you can find opportunities to share your knowledge and skills with others in ways that are helpful to them you’ll quickly become the expert source of information in your field. Look for ways to share what you know locally via gardening classes, blogs or publications. As you connect with new audiences and gain their trust, you’re likely to be the source they go back to and the source they recommend to others.
Refine your social media presence. Just as a company is a viewed and trusted brand, you as an individual are perceived the same way. It’s important your image and reputation are seen as competent and reputable. Ensure any details people can find out about you online or through social media updates reflect your values and convey a message that reinforces your brand. The Internet is the fastest-growing way to get your name out there. Do use it to market yourself and your work; just make sure you’re authentic and professional.
Nurture your brand. Think of your personal brand as a garden—you reap what you sow. Your brand is your promise to people—it’s what they think of when they want to buy. As you continue to grow your personal brand, it’s important to nurture and maintain it. Consistently put out your best effort, invest in yourself and your growth within the industry and always seek to deliver value in everything you do. Above all, believe in yourself and exude confidence. You’ve got this.
GT
Crystal Cady is the owner and founder of Sunflower Acres Farm & Garden, a new garden center and farm coming to Salem, Oregon. She can be reached at crystal@sunfloweracresfarm.com.