Stanford's Allison Kluger Shares The Secrets Of Personal And Professional Branding

Stanford's Allison Kluger shares the secrets of personal and professional branding and growth. Hint: Mind your digital world.

Stanford’s Allison Kluger

Why do we put ourselves through our paces every year as the calendar turns? The resolutions. The desire to do something different. The recalibration of our minds and bodies. Stanford’s Allison Kluger (allisonkluger.com), a lecturer in its graduate business school, has a ready answer. “We feel we can make a concerted effort to reflect and review the past year and anticipate and plan for what we want to change or evolve in the year ahead—I think it’s healthy,” she says. “Still, pivoting, rebranding and challenging ourselves in new ways can be done any time of the year.” Kluger’s CV is impressive: 25 years of broadcast media experience, including network TV (a producer on Good Morning America, original producer at The View, host and producer at QVC) and consulting with Al Gore and Joel Hyatt to launch Current TV. She currently oversees a media consulting business; at Stanford’s Graduate School of Business, she co-created a reputation management class for successful communicators. Here, Kluger discusses everything from fine-tuning personal brands to what not to do on social media.

Whether it’s Instagram or LinkedIn, social media has made us all hyper-aware of our images. What’s the fallout?

Psychologically, these public posts help keep us accountable and can also create momentum. As a society, vetting has become the expected way to prepare for a call or meeting. We Google, check LinkedIn and read blogs and articles. We research and get a sense of a person before investing in them, advocating or deciding to pursue a relationship.

It’s all about personal branding.

Reputation is inherent in how we position ourselves online. This is also why it’s important to stay on top of what our digital reputation says about us when others are researching us.

Are we aware of [everything] representing us as a brand, as human beings and as changemakers? [We need to be] proactive and curate who we are by sharing proof points, accurate stories, visuals and accomplishments in discoverable ways.

I encourage people to control their narratives and anticipate pushback. More importantly, be consistent in what you say and do. This way, no one can make assumptions about you.

Is there a maxim you often repeat when it comes to this subject?

I borrow this from Tyra Banks, with whom I taught personal branding for three years. Tyra says, “Different is better than perfect.”

This is because what makes our personal brands strong and memorable is also what differentiates us. If you do everything great and perfectly, it’s almost like being neutral. There’s no texture. But when you introduce unexpected qualities and experiences about yourself, you stand out in a competitive landscape of sameness. You build trust and admiration by having personal stories that illustrate the core of who you are and explain the why behind your actions.

Are there any other maxims?

If not you, then who? You need to opt in and embrace the limelight. Tell people who you are, and don’t let people make assumptions. There’s only one you, and that’s a good thing. Stop wasting time trying to copy others; instead, double down on what makes you memorable and unique. Quirkiness is a positive.

Are there any examples of rebranding that worked perfectly?

Let’s start with corporate rebranding. Dunkin’ Donuts removed Donuts and just became Dunkin’—the goal was to broaden its appeal and not just be about donuts. Its coffee and drinks menu is probably more well-known than its actual donuts. Its tagline, America Runs on Dunkin’, emphasizes the brand’s accessibility and popularity among everyday consumers. Many of these branding techniques also apply to personal branding: Knowing your audience, telling a story and being memorable.

Is there a celeb rebranding story that stands out?

Snoop Dog, who came to fame as a gangster rapper from Long Beach. Thirty years later, the “Gin and Juice” hip-hop legend straddles many genres, from commercials to movie appearances and even a cooking show with Martha Stewart.

In a New York Times article, Snoop shared how he stays relevant: ‘The easiest thing you can do is just do you.”

Kluger says being authentic is one of the keys to personal brand management.

What steps can people take to rebrand their professional image authentically?

I encourage my students and clients to assess their strengths and superpowers by listing past jobs, internships, volunteering and passions and hobbies.

With this list, mark down the skills you have learned and excelled at with each unique experience. Once you have your list of positions, with each indicating the concrete skills and experience, circle the words that keep showing up over the years.

We hear the word authentic a lot. What does this mean when it comes to branding?

To be authentic, you must dig deep and align yourself with your values and how you engage in the world.

For example, my husband is a food entrepreneur focusing on natural and healthy foods and beverages. He pivoted during Covid into the cannabis industry. But to stay true to his brand, he was working on natural solutions via cannabis to help insomnia, anxiety and weight loss through tinctures, creams and vapes. He knew when he returned to food, he wanted to be consistent about what he stood for.

Consistency is key. And if your brand is very different from your past offerings, it just means you need to tell a compelling, true story of why your brand changed and how this will benefit others.

What are some of the no-nos when it comes to image rebranding?

Don’t copy others; find a differentiating factor that makes you stand out. Borrowing aspects of another’s brand is fine if you stay true to your beliefs.

Don’t be inauthentic. Your personal brand should reflect who you are and what you stand for. Trying to be someone else will come across as inauthentic and could hurt your reputation. Tyra Banks is very good at ensuring that whatever she does in her career always shines a light on diversity and embracing different backgrounds and perspectives.

Don’t try to be everything to everyone. Highlighting and demonstrating your strengths and accomplishments is important, but don’t overdo it. Being humble and passionate about what you’re trying to accomplish is compelling.

Don’t ignore your online presence; it’s as important as your offline presence. Be strategic about what platforms you use, and ensure your messaging and visuals are consistent. Make sure you present a professional image on social media and have a strong online portfolio or website.

Don’t ignore your reputation—it’s intertwined with your personal brand. Be aware of what others are saying about you, and take steps to address any negative comments or reviews.

What is the best career advice you ever received, and who gave it to you?

I will paraphrase how I interpreted this advice I received when I was 21 and starting at Good Morning America. A senior producer named Sonya Selby-Wright saw me crying at work one day. She told me, ‘Allison, you can’t cry at work. Do you know why? You’re young, attractive and female, and nobody will think you’re reliable, and they won’t trust you to do the job. If someone asks, say you’re having a great day because nobody wants to hear you’re having a bad day.’

That straight talk taught me something invaluable. I needed to show up every day as someone reliable and capable. I wanted to be perceived that way. It was a watershed moment for me because I consciously became unflappable. I curated a reputation as someone easy to work with, smart, innovative and dependable.

I reinforced this reputation daily by showing up strategically and consistently embodying these qualities. I started getting jobs producing live remotes, being on air and managing the control room—and it became authentic.

I’m still a very sensitive person, and I still cry, but to be the leader I wanted to be, I had to act like the leader I wanted to be. So, act like the leader you want to be is my favorite advice to give others, and it was what I interpreted as Sonya’s advice to me.

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