Build Your Brand
Another excellent column by Mark
Lapidus (“Take Charge of Your Personal Brand,” Sept. 7).
These days I only work part-time
in radio but I’ve been thinking of my personal brand for years, even if I didn’t
use that terminology. My big break in radio was when Shadow Traffic came to New
York City. In 1979 this was a new idea. I was lucky enough to be on drive-time
radio in the No. 1 market at the ripe old age of 23. I didn’t know it then but
that decision helped to lead me to my brand today.
After being a traffic reporter on
stations such as WINS and WABC I ended up working in the public sector in the
transportation world. I wasn’t the greatest traffic reporter, and I certainly
didn’t have the transportation expertise of my co-workers, but I did have a
unique blend of the two that became my brand.
Twenty-three years later I
unexpectedly found my way back on-the-air doing traffic reports. As with many
broadcasters I do voice work, but thinking about my brand, I’ve focused on
doing transportation-related voice work. Because of that, I’ve been able to
land jobs as the voice on the NYC subway, the AirTrain at Newark and JFK
airports and radio and TV spots for NJ Transit, among others.
Because of my experience and the
connections, I’ve been able to grow my personal brand and enjoy some success. I
think nearly everyone should consider their personal brand, whether or not they’re
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