SISTO BRANDING
The end of year raises many emotions for people. And while 2019 is not quite over, my final post for the year always has me reflect on the lessons I have learnt from my clients, friends, suppliers, family and the world around me.
As a personal branding coach, I am privileged to work closely with a diverse range of individuals and teams.
People share their business and personal reasons for wanting to build their brand. And while there is no shortage of information on how to build a brand, the most stand out message I wish to leave you with is this…
When building your brand - Be authentic.
While this advice may seem a little trite, let me share with you why I settled on this particular message.
Over 12 months ago one of Australia’s most loved icons was tragically killed in our beautiful Melbourne CBD.
The outpouring was so real and prolific, it felt like thousands of Australians had lost one of their best friends.
Who was this icon?
Sisto Malaspina
Sisto, along with his business partner Nino ran Pellegrini's Espresso Bar since 1974. Sisto, with his bright coloured jacket and signature cravat became a Melbourne icon, not because of his media or social media activities, but because of his genuine love for his customers.
All that knew him said that all human beings were equal in his eyes.
Sisto knew the stories of his customers’ lives.
His staff were quoted as saying “You always looked after us like family”.
He honoured his suppliers as he did his customers.
The Salvation Army’s Brendon Nottle said “He was a guy with a great heart, he always looked after people and it was amazing to see people from all walks of life really warm to him.”
When asked by his son why he worked so many hours, Sisto’s response was always the same “my customers”.
Nino, his business partner shared how he and the family received a “mountain of condolence cards” from Australia and around the globe. They were from celebrities, politicians, tourists and regular customers.
So, when I suggest that people be authentic when building their personal brand, I often refer to Sisto.
When you stay true to who you are and genuinely put your customers and staff front and centre, your brand will grow.
Not because you manufactured it.
Not because you posted on social media.
Because you genuinely care.
In a 2018 Forbes article Goldie Chan wrote about the 10 Golden Rules Of Personal Branding, her second rule was “Be Genuine” and her 10th was “Leaving a Legacy”. Leaving a legacy is the outcome of being true to your offering.
She says “Once you’ve built your personal brand with a reputation and community behind it, the next step is to think about the legacy that you’ll leave behind.
A personal brand is a lifelong project that constantly evolves and changes. Even the experts who build or enhance the biggest brands in the business know that there are no hard-set rules for creating a personal brand”
While Sisto didn’t set out to build a personal brand that would leave a legacy, his 44 years of being authentic is what still connects hundreds of customers to visit Pellegrini's every day. A legacy he never planned on leaving, yet genuinely earned.
When reflecting on how you want to build your brand in 2020, dig deep and think about who your customers are, how you can be of service to them and what you want them to be left feeling after they interact with you.
Your Small Act that is sure to have a Major Impact is to think of the genuine nature that Sisto brought not only to his business, but to our city.
Thank you, as always, to my clients, friends and family that continue to support my business and life.
May your new year be filled with joy, happiness and all that you desire it to be.
Until 2020
Stay Fabulous.
Happy New Year.
With Gratitude
Leora Givoni.