Esther Mahlangu is a living icon when it comes to personal branding done right! I believe that your personal branding is built from who you are when no one is watching, when no one is paying attention/paying you for it or when no one even knows you exist. We are living in a world where audiences are becoming more critical of a brands- the consistency between a brand’s identity (self proclaimed) and the brand image (how audiences view the brand), as well as the value that a ‘brand’ adds back into the community. Therefore, as one works on her/his personal branding, bear in mind that it has to be something that you can do repeatedly without breaking a sweat over a period of time.
Dr Mahlanngu is internationally recognised as an ambassador of the South African Southern Ndebele heritage art, with 3 car art projects to her name (BMW 525i in 1991, BMW 7 series in 2017, and the most recent Rolls Royce Phantom, where she added her touch) and many other international projects that included painting wall murals, museums in ‘foreign lands’ and at one time painting the tail of a British Airways plane…wow, talk about taking up space!
Steve Jobs once said “This is a very complicated world, it’s a very noisy world and we are not going to get the chance to get people to remember much about us, so we have to be really clear on what we want them to know about us.”
Below are a few personal branding notes I made from her career (feel free to add yours in the comments section):
1. A brand is not built over a day, it’s a product of consistency, passion, hard work and time. Be patient with yourself, okay!
Dr E. Mahlangu started painting in 1945, and got her first ‘breakthrough’ recognition in 1986 by researchers from Paris.
2. Stay true to your story, and be able to share it consistently. It also produces your purpose and values.
In every interview, Dr Mahlangu tells her story so passionately narrating how her roots and upbringing shaped her career and her desire for the culture to be preserved and upheld by everyone.
3. It’s important to have a mentor to learn from, and to mentor others too when you have mastered your craft. Someone should be able to do your duties in your absence.
Mam’ Mahlangu learnt from her grandmother and mother, now she has opened an art school in her backyard in order to pass on the culture to the younger generation.
4. A distinguished brand voice, tone and personality, can make you likeable and unforgettable.
Dr Esther Mahlangu has been called to feature and to partner in many art events internationally, she addresses people in Isindebele (with a translator by her side) and she is always dotting her traditional, colourful tribal outfit (yaaas, fry us Dr Mahlangu, we your onion!). Not to mention that she still uses chicken feathers to paint as she learnt from her grandmother and mother. Never for a second think language is a barrier that may impede the growth of your personal brand and do not be afraid to stand out because you speak or dress differently.
One of the predicted consumer trends for 2020 is the need to belong, therefore whenever a brand resonates with a source of identity in its audiences, it is warmly welcomed and supported. People are moving closer to people who are like them and shutting off ‘others’ who are different. Therefore, align yourself with “your people” you are guaranteed support. Everything you need to start working on your personal brand is in you already. Be bold and let the world experience who you truly are!
Pictures from Solomonstar.live