Written by Hana Razvi
Building Your Own Personal Brand Workshop with Cesar Vizcarrondo
Personal branding is a culmination of the experiences, skills and values that ultimately make up an individual. It is arguably the most important element in separating yourself from others when it comes to job applications, performances, targeting an audience and personality.
Cesar Vizcarrondo began building his own brand during his early college years. From hanging out with his friends in Rucker Park, NYto becoming the Director of Brand & Fan Development for the Chicago Bulls—his journey was no easy feat. The determined basketball player for Alabama State University took many leaps of faith in order to get his name out there in what he calls the first phase of personal branding: exposure.
Vizcarrondo identifies three self-proclaimed phases that make a successful personal brand. As previously mentioned, the first step is exposure. For instance, showing up to important events and social gatherings attests to your commitment and truly displays how much you value visibility. If done correctly, the exposure phase will allow you to successfully put your name out there and be seen and heard in the most authentic way possible. If your aesthetic is not based on individuality, then it becomes a lot more difficult to differentiate between a personal brand and a standard brand.Vizcarrondo identifies three self-proclaimed phases that make a successful personal brand. As previously mentioned, the first step is exposure. For instance, showing up to important events and social gatherings attests to your commitment and truly displays how much you value visibility. If done correctly, the exposure phase will allow you to successfully put your name out there and be seen and heard in the most authentic way possible. If your aesthetic is not based on individuality, then it becomes a lot more difficult to differentiate between a personal brand and a standard brand.
A few examples of the exposure phase include showing up to red carpet premieres, staying after a concert to meet the artist or band, or simply forming connections with people early on and seeing where that connection can take you. As an example of one of his early connections, Vizcarrondo mentions he attended the same university as the American rapper “2 Chainz”, also known as Tauheed K. Epps. This aided him in forming stronger connections to other rappers and individuals, such as Jermaine Lamarr Cole (J. Cole).
Vizcarrondo identifies three self-proclaimed phases that make a successful personal brand. As previously mentioned, the first step is exposure. For instance, showing up to important events and social gatherings attests to your commitment and truly displays how much you value visibility. If done correctly, the exposure phase will allow you to successfully put your name out there and be seen and heard in the most authentic way possible. If your aesthetic is not based on individuality, then it becomes a lot more difficult to differentiate between a personal brand and a standard brand.Vizcarrondo identifies three self-proclaimed phases that make a successful personal brand. As previously mentioned, the first step is exposure. For instance, showing up to important events and social gatherings attests to your commitment and truly displays how much you value visibility. If done correctly, the exposure phase will allow you to successfully put your name out there and be seen and heard in the most authentic way possible. If your aesthetic is not based on individuality, then it becomes a lot more difficult to differentiate between a personal brand and a standard brand.
A few examples of the exposure phase include showing up to red carpet premieres, staying after a concert to meet the artist or band, or simply forming connections with people early on and seeing where that connection can take you. As an example of one of his early connections, Vizcarrondo mentions he attended the same university as the American rapper “2 Chainz”, also known as Tauheed K. Epps. This aided him in forming stronger connections to other rappers and individuals, such as Jermaine Lamarr Cole (J. Cole).
The third and final stage is referred to as the attractive phase. This is when the new job search became more of a hunt than a hole. There are more options for which companies to work for, which roles to choose from, and what you want from the company rather than what the company wants from you. In this capacity, Vizcarrondo worked as the Director of Brand & Fan Development for the Chicago Bulls. As a former basketball player, he highlights this role as one of the greatest successes of his career.
“It was like making it into the NBA”, Cesar Vizcarrondo said.
During the workshop portion, Vizcarrondo displays a diagram entitled “Brand Architecture.” In this model, there are 10 different aspects of personal brand building that gives an individual the ability to start creating their own trademark. First, the search for your key skill and the need to master it and how that key skill ultimately creates your ultimate brand. A few of the other steps in this process includes foundation work, strategic partnerships, imagery management, the importance of public relations and event planning. Foundation work ensures that you give back to the community that built your foundation; for example, visiting your old high school to speak about your personal and professional journey. Public relationships and planning events eventually lead to further exposure of your brand and allow people to have up close and personal access to you. Lastly, strategic partnerships ensure that you trust dependable individuals or companies with your brand, whether that be a product, your likeness or an endorsement.
Currently, Vizcarrondo is the Chief Brand Officer for The Grind Session, the first-ever winter circuit elite prep high school league. Many future collegiate and professional basketball players emerge from this program. Vizcarrondo smiled wide as he talked about the rewarding and enriching work he gets to do with kids. It is certainly inspiring to see him speak passionately about the importance of personal brand building and encouraging each student to go out in the world and make their own future.
Edited by: Maggie Bond, Olivia Daly, Annie Stockwell, Nicole Borras, Adele Hoinacki, and Lauren Veum