How Kate Middleton Created Her Professional Brand

Original image of Kate via Vogue UK

 The 7 Ps of marketing is a framework used by companies and brands to sell products or services. Whether you’re shopping for a new shirt, planner or hair stylist, you often experience the story of the product or service as it’s being told through the 7 parts that make up the brand’s marketing. 

Just what are the 7 Ps? They are product, price, promotion, placement, packaging, positioning and people.

Not only are the 7 Ps used in commercials and social media advertising for that pair of shoes you’ve been eyeing, but they can also be used to shape your professional brand. Whether you’re working at a retail store, an engineering firm, a hospital or Buckingham Palace as a Duchess, you have a professional brand. 

Your brand is what allows others to gain insight into who you are and what you do. It’s an extension of your reputation and can be purposefully shaped to ensure that it is telling the best and most authentic story about you. 

Some may think of this as a personal brand since it's about you, but as we consider applying this to our careers, it's helpful to think of it as your professional brand.

Why does a professional brand matter? 
Because your story is what connects you to other people and can help ensure your career journey heads in the direction you want.

Kate Middleton, aka the Duchess of Cambridge, provides endless fashion inspiration for royal fans. However, there is more to her image than meets the eye. Though she is a titled member of the royal family, she, like all of us, has a professional brand. Kate's brand has evolved since her days at university with careful cultivation to make her the Duchess we know today. 

To better understand the 7 parts of branding and how to use them for your own brand, we’ll dive into the key aspects of Kate Middleton’s brand as Duchess of Cambridge. As you read through each of the Ps for Kate, think about what each P means in your own brand.

5 TED Talks for Leaders

Ready to get inspired for your career? Take a listen to these 5 Ted Talks to learn more about topics ranging mindset and grit, to power poses and creativity. With advice from women leading in industries such as science, technology and entertainment, their insights can help you refine your leadership style and prepare your next career power move.

 

Original Photo of Angela via Character Lab

Grit: The Power of Passion and Perseverance by Angela Duckworth

Angela Duckworth began gathering insights on the power of mindset during her time teaching 7th grade math. She noticed that the smartest students weren’t always the ones to succeed. Instead, it was those who chose to embrace the challenge and persevere with grit. Angela continued studying success as a PhD student and scientist and continues to teach us about grittiness. Her TED Talk offers an overview into the idea of grit and its relationship to growth mindset. 

“When I get knocked down, I’ll get back up. I may not be the smartest person in the room, but I’ll strive to be the grittiest.” 

Watch Angela's TED Talk here.

A S'well Story of Female Entrepreneurship

The beauty of florals on a sleek S'well bottle helps make the water bottle a fashion accessory. 

Sleek. Beautiful. Functional. It’s the unexpected fashion accessory that changed an industry while also helping the environment. 

Seeing only wasteful plastic bottles and the clunkier options available for sports, S’well founder Sarah Kauss saw an opportunity to offer a chic and functional alternative. With $30,000 from her savings account and a can-do attitude. Sarah embarked on a journey in 2010 that would result in a brand with global reach by the year 2015. 

Founder Sarah Kauss with an array of bottle prints, including the famous Liberty of London florals.

Sarah envisioned a bottle that would be beautiful to carry, while also keeping drinks hot or cold. Along the way she heard “no,” encountered disbelief and learned to brush off the misguided concerns of others. How could a woman with a stable corporate position as an accountant leave the safety of the corporate world in order to make water bottles? Who even needed another water bottle? 

As crazy as it may have sounded at the time, Sarah took the risk to give herself and her idea a chance. 

Going Forward

Original images of Rachel and books via The HollisCo

What’s good? The sight of a rainbow after the storm, the smell of cookies baking and the sound of a cat purring. The list of all that is good in life is endless, but would we be able to fully appreciate the good and beautiful if we didn’t already survive the bad and ugly?

 

Author Rachel Hollis invites us into the conversation in her latest book, “Didn’t See That Coming.” In it, she tackles this very question as she reveals lessons and routes to recovery for even the hardest of seasons. 

“What’s good will always be good, and one of the most awful, beautiful things about the hard seasons is that unless we experience hardship, we’ll never truly appreciate and remember the good that was always good.” 

A global pandemic, death, job loss, betrayal, disappointment...we have all had our share of hard experiences. But as Rachel points out, you either burn up as you go through the fires of horrible events, or you come out newer and stronger. 

Though it may not always feel possible, we each have the power to fight for the life we want and the recovery we envision. Rachel helps walk readers through steps to take today, tomorrow and forever in order to move forward into the next stage of life. 

Portrait of a Woman

Photograph: Untitled (Secretary), 1978 via Artsy

For decades, Cindy Sherman has created captivating photos that are an odd mixture of beauty, mystery and peculiarity. Cindy began creating her works as an artist in the 1970s in New York City. What began as dressing up at home and playing with makeup, turned into the beginnings of her career as an artist, and our invitation as viewers to explore the ideas and identities presented in her work.

Though they appear to be self-portraits with Cindy in front of the lens, we never truly see the real Cindy. Each image is instead a glimpse into the world of the character she has created. 

Top Photograph: Untitled #410, 2003 via Christie’s

Middle Photograph: Untitled #465, 2008 via MoMA

Bottom Photograph: Untitled Film Still #14, 1978 via The Whitney Museum 

Clown. Debutante. Secretary. Washed up film star. Centerfold. Career girl. Housewife. The list of characters explored by Cindy is seemingly endless. Women have been subject to labels assigned by society and the culture of the given time period. By presenting these various types of women in their sometimes cliche or caricature-like forms, Cindy offers a critique of female identities and stereotypes. 

What if Catherine the Great had a LinkedIn

Original painting of Catherine: Portrait of Empress Catherine the Great by Fyodor Rokotov, 1763 via Daily Art Magazine

What if Catherine the Great had a LinkedIn? How would she represent her array of accomplishments like empress, politician, education advocate and writer in a way that would be both credible and approachable? 

What is LinkedIn & Does it Matter?   

Each section of a LinkedIn profile provides an opportunity to tell part of your story. LinkedIn allows users to connect with previous and current coworkers, companies and leaders in every imaginable job field. 

If you don’t already have a profile and you’re asking yourself whether or not you should bother investing in another social media platform, the answer is YES. It’s one of the first places employers look to post jobs, search for potential new employees and screen candidates. 

When thinking about your personal brand and the 7 Ps of marketing, LinkedIn is a must in helping share your story (positioning) and ensuring your professional information is accessible (placement).

The Leading Lady

Before diving into the how-to of Catherine’s hypothetical LinkedIn, let’s meet this leading lady. Catherine ruled the Russian empire from 1762-1796. She remains the longest reigning female in Russian history. Her time as Empress made such an impact that it is often called the Catherinian era and is considered the Golden Age for the nation. Even actress Helen Mirren points out that Catherine “rewrote the rules of governance by a woman, and succeeded to the extent of having the word ‘Great’ attached to her name.” 

Catherine continues to inspire with Helen Mirren portraying the leader on HBO and Elle Fanning on Hulu. Painting of young Catherine via History.com. 

What’s amazing about Catherine is that she wasn’t born into riches and wasn’t even born in Russia. Though born a Prussian princess, Catherine was penniless and given away in an arranged marriage. But circumstances, including having a drunk and idiotic husband, did not dampen Catherine’s ambition. 

Once in power, she led Russia into the European cultural and political scene, expanded the territory, created new cities, spearheaded vaccinations, started a girls school, championed the arts and even wrote artistic works of her own. 

However, Catherine was not without her weaknesses and critics. When married to Peter III, she was unable to provide an heir for nine years. This put her at risk for time in jail, a nunnery, or even exile. Later, a cloud of suspicion hung over her ascension to the throne since Peter’s death followed her strategic coup and his absence allowed her to reign without rival. 

Her collection of lovers may seem like an early illustration of feministic freedom, but the revolving door of boy toys incensed many whispered judgments about the scandalous nature of her relationships. Additionally, she had an ongoing list of great ideas, but some said she did not succeed in truly implementing enough positive changes or systems, including a true education system. 

When creating her LinkedIn, Catherine would obviously leave out any of the criticisms or unflattering portrayals of her character. The goal would be to underscore her strengths and the great things she did accomplish. 

Original painting of Catherine with her husband Peter III via History.com 

So now that we understand who Catherine was, we can imagine her reclining on a chaise lounge in the Winter Palace with her iPhone, considering how to craft her LinkedIn profile. The brisk Russian weather is offset by a blazing fire nearby, while Vasily Pashkevich’s “Fevey” is playing softly in the background. Letters are on her desk awaiting her review from Grigory Potemkin on the military front, as well as her friend Voltaire. But those can wait, because nothing stands between Catherine and taking action to help her career. 

The Glitter Plan

Oceanside in luxe terry cloth track suits and smelling like couture. Candy colored ads like these became synonymous with the brand. 

Once upon a time, in a far-away land called Los Angeles, there were two girls that dreamed of fashion in the sweetest of colors. It was fashion that felt luxurious, fit like a dream and delightfully came in every color of the rainbow. 

It was Juicy Couture. 

Dreamy ad campaigns that included oversized perfume bottles, pastel pups and stylish grannies were captured by photographer Tim Walker. 

For designers Pamela Skaist-Levy and Gela Nash-Taylor, they didn’t need a business plan. They needed a glitter plan. As they created a world full of terry cloth tracksuits, California style and casual luxury, they didn’t follow the rules. Instead, they embraced a “specifically female, punk-rock style of entrepreneurship.” And in the process, they reshaped the fashion landscape and created a global brand. 

Their story is told in the book, The Glitter Plan: How We Started Juicy Couture for $200 and Turned it into a Global Brand in a tone that is funny, approachable and authentic. The book gives insight into the evolution of their entrepreneurial journey from maternity wear, to t-shirts, to the famous track suit, to a global empire. 

The brand often played with historical references to famous figures like Marie Antoinette. Sky high hair, luxurious fabrics and decadent details made the way for modern-day Marie Antoinette style. Painting: Marie Antoinette in Court Dress by Elisabeth Vigee-Lebrun, 1778 (via Wikimedia Commons).

Queen of Rococo

Marie Antoinette, played by Kirsten Dunst and directed by Sophia Coppola in 2006. Marie entered Versailles in a classic Rococo style pastel gown in a soft shade of blue.

Versailles. A place of luxury, dreams, politics and romance. The palace served as the heart of the French court for over 100 years during the 17th and 18th centuries. 

It was within the palace’s shimmering walls that Marie Antoinette made her home as the Dauphine and then the Queen of France. Ruling the cultural and political scene in the years before the French Revolution, Marie Antoinette became a fashion icon. 

Pictured in collage: Marie Antoinette style on the Thom Browne Spring 2020 runway; Kirsten Dunst as Marie Antoinette; Marie Antoinette 18th century painting by Jean-Baptiste Andre Gautier d'Agoty; interior view of Versailles.

During the Rococo era, Marie Antoinette embodied the stylistic notions of the movement by embracing the romantic details, ornamentation and light hearted spirit in her fashion choices. Rococo fashion often included pastel shades, ribbons, bows and an air of frivolity. 

Pastel confection with luxe layers, feminine details and sky high hair.

If Marie Antoinette was still alive and reigning from the palace of Versailles, she would surely be dressed in Thom Browne’s Spring 2020 collection. The designs were dripping in romance and whimsy. 

Embrace Ambition

Tory Burch wearing a power suit in her brand's signature shade of orange. 

“Am-bi-tion,” noun: A strong desire to do or to achieve something, typically requiring determination and hard work. 

Ambition has long been treated as a taboo or dirty word in relation to women. Though men can make goals, seek promotions and reach for new heights of success, the same actions in women are often viewed in a negative light. And it’s not only men that look down on ambitious women. Other women are just as guilty of making judgments and harboring this gender bias. 

Research has shown that men and women can have the same credentials and produce the same results, yet be perceived differently. A study was conducted at a university where students were given the same case study, but some received a case about Heidi and others about Howard. Though both cases showcased the character as a successful Silicon Valley venture capitalist, Heidi was perceived to be less likable and less likely to be hired, by both female and male students.  

Negative perceptions of women in power and leadership persist like those from the case study, as well as more tangible disadvantages such as lack of mentors and access to key networks. Knowing this, Tory Burch has stepped in to help close the “ambition gap.” 

Original photo of Tory in her office via toryburch.com

Girl, Make Your Move

Original book image via Amazon

“It’s time to stop apologizing for who you are. It’s time to become who you were made to be.” 

These are the final words of Rachel Hollis in Girl, Stop Apologizing. Though used as a conclusion, they also serve as the perfect start to the journey with her book. 

Rachel speaks to the reader as a friend, sister and mentor. The words are at once open and honest, as she lays out key mindsets, actions and skills that are needed to help you reach your full potential. Whether you dream of becoming a CEO, a hairdresser, an event planner or mom of the year, the book is full of insights ready to help you soar. 

“I believe deeply in what you’re capable of. I think you can achieve anything you set your mind to, but you’ve got to set your mind to it. You’ve got to be relentless in your pursuit and flexible in your methods.”

The Sparkle of Success

Kendra Scott's power suit includes a white blazer with jeans and an accent of animal print.  Image of Kendra via Forbes.

 

Her first business failed. She was pregnant and on doctor’s ordered bedrest. The circumstances did not hint at the success that was to come if only approached with passion, grit and determination. Kendra Scott refused to let past failures or current obstacles shape her future. Instead, she gleaned the lessons she could from any trials and used them as seeds of knowledge in her new venture. 

Confined to her bed during her first pregnancy, Kendra used the time to act on a long held passion of jewelry making. After having her first child in 2002, Kendra hit the pavement with her toddler in tow to convince local Austin, TX boutiques to carry her handmade jewelry. Business thrived, that is until the financial crisis hit in 2009. 

As sales plummeted by 40% and the boutiques carrying her jewelry closed their doors, Kendra had a choice. She could have either accepted the downfall as the end of her dream, or as an opportunity to evolve and continue pressing forward. Thankfully, she chose to continue moving forward. 

With her mind set on opening her own boutique, she refused to let the numerous turndowns from banks regarding her loan application deter her. She continued to approach banks until she found one willing to say yes and lend her the money for the first Kendra Scott boutique.

Before opening her store, Kendra recognized how women shop for other products in stores. When going to a department store or boutique for a new outfit, you expect to be able to touch the clothing, try it on and interact with the products. There is an emotional connection when women get in the fitting room and try on the right bra, shirt or dress. That is where you find the right fit, fabric and style. 

Knowing this, Kendra chose not to use glass cases or packaging that would restrict customers from interacting with the jewelry. She also included a Color Bar like the one above that would empower customers to design their own unique pieces. 

Her bold choices to open a store in the midst of a recession and reimagine how the store would be configured were well worth the risks. Over the years, Kendra’s brand has grown from her original $500 investment in her spare bedroom, to a company with 100 stores valued at $1 billion. Talk about a great return on investment! 

Kendra Scott leads the way in a stylish neutral colored power suit. The silky fabric adds a touch of glam to the classic style. 

Even as success has multiplied, Kendra has remained true to her core values of Family, Fashion and Philanthropy. Some of the amazing programs the company embraces include a Buy One, Gift One program to give jewelry to breast cancer patients, as well as the in-store fundraising efforts through the Kendra Gives Back program. Philanthropic investments are not limited to funding or products, but will also include leadership development through the UT Austin Kendra Scott Women’s Entrepreneurial Leadership (WEL) Institute starting in Spring 2020 to help develop female leaders. 

Kendra’s journey shows us that nothing is impossible and that though failures or setbacks can feel like the end of a story, they are merely a part of a chapter. As the chapters unfold, lessons are learned, strength is gained and positive change becomes possible. 

Image Sources

Original Images of Kendra Scott & Kendra Scott jewelry via Instagram @kendrascott

Sources and Further Reading

1. “The Entrepreneur Hit Rock Bottom Before Buliding a Billion-Dollar Jewelry Empire (With only $500)" on Inc.com 

2. “How Kendra Scott Built a Billion-Dollar Jewelry Company” on Forbes.com 

3. “Designer Kendra Scott: Success Doesn’t Always Look the Way You Expect it To” on Thriveglobal.com 

4. NPR's "How I Built This": Kendra Scott 

Girls Who Run the World

Who runs the world? GIRLS. 

Beyonce confirmed this fact in her 2011 song and author Diana Kapp proves this again in her recent book, “31 CEOs Who Mean Business: Girls Who Run the World.” With colorful illustrations from Bijou Karman and insightful writing from Diana, the book introduces readers to 31 women changing the face of business. 

Jenn Hyman from Rent the Runway

With women from industries that include fashion, food, science, technology and companies like Stitch Fix, Spanx and Farmgirl Flowers, the profiles are presented in a relatable and insightful story format. Readers get to know more about these amazing women through a question and answer section, before diving into stories of starting up, floundering and find their way to success. 

Branding Queen

Alexander McQueen Fall 2013

Queen Elizabeth I continues to be recognized as one of the greatest leaders of her time. She ruled as a single woman on the throne of England from 1558-1603 in what has been labeled the golden era. While serving as Queen, she revolutionized the religious system by establishing the English Protestant church, resisted expectations to marry simply based on protocol, helped the arts blossom, expanded the territory and led one of England’s largest military victories. 

Though historians can look back on leaders and analyze what they did to make them memorable or worth studying, Elizabeth was recognized within her lifetime and soon after her death for her greatness. What about her leadership style helped people of the Elizabethan era see the strengths of their Queen? 

Cup of Ambition

What started with a conversation and a united group of women inspired music, a movie and a movement. In the 1970s, when a few women began to share their work experiences with one another and their feelings of invisibility and disposability, they found an opportunity to come together for change. 

Karen Nussbaum described to NPR how she and other women created an organization called 9to5. In era when men dominated the workplace and women were often limited to the role of secretary, such a step forward took courage. The group inspired the now classic movie “9 to 5” and the ubiquitous theme song by Dolly Parton. 

The song became an anthem for working women in a way that still holds power almost 50 years later. Though advances have been made by women in the corporate world, progress is still needed. Lyrics such as "They just use your mind and they never give you credit" and "They let you dream just to watch 'em shatter/You're just a step on the boss man's ladder" are still true for many women.

The 7 Parts of Your Professional Brand

Brands are all around us. We are fed marketing pitches, ideas and feelings on TV, social media, in magazines and across the internet. Marketing professionals use the 7 Ps of marketing to piece together a story that connects with key customers to help their companies sell products and make money. Each combination of product, price, promotion, place, packaging, positioning and people has the power to appeal to the senses and make you the next paying customer. 

Just as companies use marketing to communicate a brand image, so can you. You can harness the power of the 7 Ps to create a professional brand that gets the attention of the right people, in the right place and at the right time. 

Some may call this a personal brand which can also be true, but I'll refer to it as your professional brand since the goal of using this strategy will be to leverage your strengths and story to land the job of your dreams.

The idea of professional branding may seem daunting, unnecessary or self-indulgent. However, given the variety of ways in which you, your image, words, resumé, etc. can be viewed, a coherent professional brand strategy is necessary. It’s important that a potential employer see a consistent message whether they are meeting you in person, reading through your LinkedIn profile or doing a Google search with your name. 

You have a brand, whether intentional or not. The choice to cultivate a brand you are proud of and one that truly represents you is a choice. 

Whether you are in college and beginning to build the foundation for a future career, searching for a new job or happily plugging along at work each day, a professional brand strategy can be a game changer. This isn’t just about filter selection for flow on your Instagram or setting your Facebook to private with a public-appropriate profile photo. Your strategy moves beyond these online presence basics to help you streamline your goals, articulate your platform and shape your career path. 

So where do you begin? That’s why I’m here to help. I’m going to break down each marketing concept from the 7 Ps and then apply it to the professional branding of a celebrity to see how she uses it to strengthen her career. With these powerhouse women as the starting point, you can then start brainstorming how to use the framework for your own professional brand.

History of the Power Suit

When we hear the term “power suit,” images of 1980s female executives charging into the boardroom with broad shoulders enhanced by shoulder pads quickly come to mind. 

However, the history of the power suit and power dressing started well before Melanie Griffith cemented the iconic image in her role as Tess in the 1988 film “Working Girl.”