White space: the empty, negative space around the elements of a design.

Designers use white space to make their key pieces pop.

They draw the eye exactly where they want it to go.

So can you.

For the visual aspects of your brand—your logo, marketing collateral, website, book art—hire yourself a top-notch graphic designer whose work you adore (do not scrimp here) and let them loose.
                                                                                                                                  But why stop there?

The real estate mantra—location, location, location—comes in handy when defining your brand.

Instead of just looking at competitors, think about the neighborhood you’d love to live in, if houses were brands.

Would you be jonesing to live next to Nike? Would the cult of sports performance and celebrity draw you in?

Lady Gaga got it right: “You’re on the right track baby, you were born this way.”

She has raised integrity branding to an art form—by being exquisitely attuned to who she is, the music and costumes she wants to create, how her big idea serves the world and the “little monsters” who are drawn to her.

Ready to channel yourself some Gaga?

Start with this: what lights you up? Not necessarily what clients demand of you or what has made you gobs of dough, but what gets you so jazzed you can’t wait to get to work.

Remember the scene? Oprah, resplendent in red, jumping up and down screaming “Everybody gets a car! Everybody gets a car!”

She gave away 276 free cars that day. And yes, Pontiac covered the taxes too, so they truly were free.

But even in a giveaway (Pontiac donated the cars), Oprah’s team stayed true to her brand.

The audience was carefully selected. It was packed heavily with teachers, the unsung everyday heroes that Oprah celebrated. And not just any teachers, but those who desperately needed a new set of wheels.

It’s that time again (Spring comes early here). Our thoughts turn to lightening up and cleaning out.

Apparently, professionals are no exception. Last week, I received more than a few requests to react to on-line personal marketing. From those just dipping a toe into social media to sophisticated pros looking for a fresh perspective.

Some of what came across my virtual desk:

A self-proclaimed social media consultant. Unfortunately, she had a Twitter following of five and a sum total of three posts, all political rants. Her Facebook page gave the same impression.