Non-verbals — The Secret Ingredient to a Powerful Brand
- May 7, 2021
- 5 min read
Written by: Sonja Denovski, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
Our brand, whether personal or professional, reflects on our reputation and drives how people view us. It differentiates who we are and provides our clients with insight into our authentic individual and professional excellence. Controlling nonverbal messages we radiate can influence other people's responses to what we do, increasing (or decreasing) the value of our business.
There are many misconceptions about the meaning of “brand.” It is often perceived by many as a visual identity, logo, or even as a product. But it is none of the above.
A brand is created around our identity and reputation. It is what other people think about us. It is other people's gut feeling about what we do. The more positive an opinion they have, the more valuable our brand is. And while we cannot control what people think of us, we can influence it. How? By offering an extraordinary outcome that will differentiate us from the competition. By being passionate about what we do and, last but not least, nailing our skills. Our personal brand can increase trust and help us on our leadership journey. That is why we need to be aware and conscious of the nonverbal messages we convey.
Nonverbals represent more than 80% of our overall communication. We focus so much on our plain words that sometimes we forget that we influence people much more with things we do not say. Our brain is subconsciously reacting to visual stimuli, and, like it or not, we react and judge each other based on the appearance we see.
But what are nonverbals? The way we walk, the way we talk. The way we dress to impress and the way we decorate our offices. The way we smile at each other, how we listen, and how our gestures emphasize our words—the tone of your voice while we are speaking and the environment where you organize your meetings. And since social media has managed to blur the line between public and private, the posts we share even in our personal time are nonverbals that could positively or negatively affect the value of our business. Therefore we must pay attention to what we are silently communicating.
Envision these two very opposite scenarios of arriving at a business meeting with a potential partner. You are approaching the first business premises and are forced to park your car in a random parking lot away from the building. It is dark, and the lights are flickering. While you walk alone towards the building, your steps echoing behind you, you can see dirty windows, and a strange smell reaches your nostrils. On the other hand, at the second business, you could park your car in front of the building entrance, where an organized visitor parking space is waiting, and an employee is there to greet you and accompany you to the meeting room. Everything is lit and clean, and you are overwhelmed with the kindness they show you. These two scenarios exemplify the image we create in our minds based on first impressions, whether it is personal or professional. Aesthetics are associated with comfort and respect, and we are there to make our clients, peers, and business partners comfortable and respected.
The sooner we realize that this is our stage, and we are in complete control of how we want to be perceived, the sooner we will be on the right path to rise.
Be outstanding
While we are all ambitious and have our dreams and hopes, we need to understand that just dreaming and hoping is not enough if hard work is not involved. If you dress to impress but don't have the skills required to nail the overall experience, you will likely fail.
If we don't set our goals high, we risk drowning in this oversaturated world we live in. We risk settling for average. And average is not good enough. But, embracing the current best in each situation and focusing on continuous learning is just one step further towards your mastery.
You must know that you are in control. Striving to mean better "competing" with your yesterday’s self. This will lead you to step out of your comfort zone and help you embrace your individuality. And that is the main point. You are competing with yourself and yourself alone. Not with anyone else. And this gift of being authentic will help you focus on things you love, the things you enjoy and are good at. When we do what we love and love what we do, the work stops working and becomes a passion.
When I emigrated to Switzerland, I had trouble finding a job in my field of expertise as my German language level was not good enough. But that didn't stop me from believing that that day will undoubtedly come and that while walking on the steps that are leading me closer to my goals, I should work on expanding my skillsets and mastering them. So while I was wiping tables in restaurants and improving my language knowledge, I practiced my body language, consciously working on my posture while greeting guests. I was present in every moment, maintaining a good attitude and behaving like this was the job of my life. This experience eventually paid off, opening doors to meet the people who would help me transition to the work I do now.
The point is, I did not settle for average. I never would. I did not lose time complaining about how life was mistreating me. There was not a single doubt that I would not achieve whatever I set my mind to. And as you focus on a positive outcome, your mind will radiate positive vibrations and attract opportunities. Hoping opportunities will present themselves is not enough - you must firmly believe that they'll come.
Focus on what sparks passion in you. Arm yourself with competencies, knowledge, skills, and embrace your superpowers. Your brand is based on authenticity. It is not about creating a false image for the outside world. Use your uniqueness to make that positive difference and match your nonverbals with your words to gain trust. And follow your gut. Every interaction you have is an opportunity to share your best version of yourself. If we focus all of our energy on creating rather than complaining, your development will take a higher road.
When we take control and proactively develop relationships, credibility, narrow our focus, and align everything with our behavior, we can build trust and attract the right opportunities. At the same time, our brand is becoming more effective and likable.
Without establishing a clear vision of where we want to go, people will start building their own assumptions around our business, creating an accidental brand – this is what we want to avoid. Creating a positive experience with you, either as a personal brand or company, improves your relationships with customers and increases the probability of your clients coming back.
The same way we are experiencing the influence, we are influencing others. And that is the part we can control as we can choose how to behave. We can create the picture we want to share with the world as long as this picture reflects our true, authentic selves.
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Sonja Denovski, Executive Contributor Brainz Magazine
Sonja Denovski is a visual and nonverbal communication specialist, brand empowerment guru, and leadership coach. She graduated with honors and holds a master's degree in Visual communication. As a creator of a unique Personal Empowerment methodology combining three approaches - Leadership Coaching, Nonverbal Communication, and Brand Tactics, she is committed to encouraging minds of all walks to overcome insecurities and guide them in their development to strengthen their brand and become exceptional leaders ready to achieve extraordinary things. She is incredibly driven and dedicates her spare time to continued learning and traveling.
