With support from residents, a community hospital is improving access to healthcare for local residents

By Sheryl S. Jackson

Stories about small hospitals closing due to financial losses, increased costs and the need to consolidate services at larger institutions have appeared in newspapers around the country since the beginning of 2009.

A very different hospital story is reported in Lithonia, Ga., a suburb of Atlanta.

DeKalb Medical at Hillandale, a 100-bed, state-of-the-art hospital, just celebrated its fifth anniversary. The hospital is part of the DeKalb Medical Health System, which also operates a 627-bed hospital in Decatur, Ga., along with a variety of outpatient service locations and physician practices.

The difference between DeKalb Medical at Hillandale and many of the community hospitals that are closing is that Hillandale was designed from the beginning to be financially sound; it does not serve as a “feeder” facility for the larger hospital. In fact, Hillandale offers top-notch diagnostic and treatment services that mean most patients can stay in the community, and income from their care supports the hospital’s growth. Another key factor in the hospital’s success is the community support that made its construction possible.

A Long Time in the Making
Plans for the Hillandale hospital began in 1974 with the development of a four-phase program for a medical campus that included medical office buildings, outpatient services and a full-service hospital. Forty acres in the Hillandale community area of South DeKalb County were purchased in 1976. What no one predicted was the more than 30 years it would take to work through a myriad of legal and regulatory battles required to prove the need for more hospital beds and demonstrate that DeKalb Medical’s proposal was better than the proposals submitted by competing hospitals.

Dr. Tyrone Malloy (left, who also holds a juris doctor) is chief of the medical staff at DeKalb Medical Hillandale and was involved in the efforts to gain approval for a hospital since he began practicing obstetrics-gynecology in the Hillandale community area in 1981. “I was the only African-American ob-gyn in the South DeKalb area at the time, and my practice grew quickly,” he says. “It was obvious that South DeKalb was burgeoning, with an African-American middle class population that was growing quickly,” he explains, adding that the burgeoning population and increasing traffic, which lengthened travel time to other hospitals, made a hospital in South DeKalb important to ensure citizens had easy access to healthcare.

Even though final approval for Hillandale was not received until 2002 and the hospital did not open until 2005, in 1986 the hospital system moved forward with Phase I of the plan by building a medical campus on Hillandale Drive. In 1994, an outpatient diagnostic and treatment center with laboratory, imaging and rehabilitation services opened on a 40-acre campus in Lithonia, and 10 physician suites were built so that much-needed doctors could move to the area. In 2000, an outpatient facility that included an outpatient surgery center, observation beds and a 24-hour minor-emergency center, as well as a second physician office building, opened in Lithonia..

Zeroing in on African-American Health Issues
Because the area in which the hospital is located is predominately African-American, there are some key health issues on which the medical community focuses, says Clay Fowler, vice president and administrator of DeKalb Medical at Hillandale. “A recent report from the county’s health department shows that the rate of breast cancer for white women in our county decreased by 13 percent between 2002 and 2006, but the rate of breast cancer for black women increased by 1 percent,” he explains, adding that the hospital and physicians are in the early stages of forming a roundtable group of physicians to address the issue and develop plans to improve education and early screening.

“At this point, we don’t know why breast cancer is increasing in our African-American population or why breast cancer is the leading cause of cancer deaths,” admits Dr. April L. Speed (left), a breast surgeon. Speed completed a prestigious breast surgical oncology fellowship with an emphasis in oncoplastics at MD Anderson Cancer Center in Houston, Texas, but chose to set up her private practice at the Hillandale hospital in 2009. Her subspecialty of oncoplastics means she will work with plastic surgeons to perform breast reconstructions at the same time breast surgery for cancer, such as a mastectomy, is performed. This approach to surgery means that women do not have to undergo two separate surgeries.

“I wanted to work here for several reasons,” says Speed. “There is a real need for physician specialists in this area, and I wanted to practice in a community setting.”

Community Focus Draws Doctors, Patients
Community is a key word for the hospital and physicians at Hillandale. Throughout the 30-plus years it took to gain state approval to build the facility, community members worked alongside hospital representatives and physicians to lobby for and show support of the hospital. Even today, an advisory board that includes community members offers guidance and feedback for hospital activities.

“The support for this hospital and the physicians who practice in the area [were] key [factors] in my decision to work here,” Speed continues. “I also like being able to tell patients that they don’t have to travel to another hospital for tests or treatments.” Services available on the hospital campus for diagnosis and treatment of cancer include imaging services that range from digital mammography to MRI, radiation treatment, chemotherapy and surgery. “Patients will ask where they need to go for the test I’ve ordered, and I’ll just point to the next building,” Speed says. “I can have everything done here?” is often the response, she adds.

Because the hospital was built only five years ago, it is capable of handling digital records in all areas, including electronic health records that are available to physicians. “The use of electronic records gives me the opportunity to receive lab and imaging results more quickly and to see my patient’s entire record, not just what she may remember to tell me,” says Speed. Also, a computerized physician order entry system used by the hospital improves patient safety because hospital staff members don’t have to “interpret” a physician’s handwriting, she notes.

Speed is not the only highly trained physician to move to the area in the past year. Dr. Augustine Conduah (right),  completed a fellowship in sports medicine at the Hughston Sports Clinic in Columbus, Ga., a  leading institution for orthopedic and sports medicine research, education and treatment, prior to opening his orthopedic practice at the Hillandale hospital.

“Although there are other orthopedists in the area, it is still an underserved area,” says Conduah. “Most of my surgery is performed at the Hillandale hospital, but I can also schedule surgeries at the other DeKalb Medical hospital.”  Patients appreciate having a choice of location, and most do choose the hospital closest to where they live, he says.

Conduah says that even though most residents of the area know there is a hospital close by, not everyone knows how many services are available.. “Community talks about specific types of injuries and treatments are one way I’m helping to educate the community,” he explains. “I’ve also partnered with a local school as the athletic team physician, and I’m participating in the high school mentor program as two ways to give back to the community that supports us and to let people know about the healthcare services here in the area.”

Not only does Hillandale sponsor community talks on a wide range of health topics in the community room of the hospital, but Conduah and other physicians also travel to local retirement communities, churches and clubs to talk about health issues and the hospital.

According to Fowler, Hillandale addresses the high rate of cardiovascular disease in the U.S. African-American population by offering free community presentations and coupons for free peripheral vascular screenings. “We distribute the coupons at physician-led community talks on heart health issues,” he says. “Over half of the people who follow up the talk by scheduling a screening have abnormalities.” Early identification of potential vascular problems enables the patient to see a physician for treatment before he or she suffers a heart attack or stroke.

Sound Leadership Spells Success
“Another reason I like practicing here is the attitude of the hospital leadership and staff,” says Speed. The focus is on meeting needs of the community, and there is no resistance to trying new approaches. “It’s a good place for physicians because we really have an opportunity to offer input, and hospital leaders listen to us.”

Hospital managers and staff members also listen carefully to what the community needs. When the hospital first opened, the emergency department was quickly operating at capacity, says Fowler. As waiting times became longer, the emergency department staff came up with a plan to improve triage and get patients seen by a physician more quickly. “We dramatically improved our service to our patients,” he explains, noting that as more people have learned about the hospital’s emergency department, the numbers of patients continues to grow. “We will see more than 50,000 patients in our emergency department this year.”

Also, the type of patient seen in the emergency department has changed, says Fowler. Five years ago, the majority of patients were seen for minor illnesses or injuries, but as the emergency department’s reputation for being able to handle serious emergencies grew, the majority of today’s patients are truly emergency as opposed to medical clinic-type cases, he says. “The quality of our emergency department physicians and the ability to be admitted to our hospital, if needed, in their own community, have made us the emergency department of choice for people in this area,” he adds.

The success of DeKalb Medical at Hillandale can be attributed to the community-wide effort that resulted in the expansion of healthcare services in the area, says Conduah. “This hospital has a great future because everyone – community members, physicians and hospital staff – has a vested interest in its success.”

Dallas entrepreneurs share lessons learned in reality TV competition

By Temple Hemphill

Dana Davis, a National Black MBA Association® Dallas-Fort Worth Chapter lifetime member and her husband, Adrian, are co-owners of RAM Surgical and ProLand Properties. Their entrepreneurial experiences helped them devise what they hoped would be a winning plan when they appeared on “The Amazing Race 16,” the CBS reality TV program that features 11 two-person teams that race around the world, competing with each other to win a $1 million prize.

Though Dana and Adrian beat out 30 thousand people to secure a spot on “The Amazing Race 16,” diverged from their plan and were eliminated in the first episode. Native Californians and high school sweethearts, they recently talked about their amazing ride on the program with Black MBA magazine writer Temple Hemphill. Here are edited excerpts of their conversation.

From a business standpoint, what lessons did you learn while working under pressure?

Dana Davis: We understand that there’s only so much we can do individually and collectively that can change an outcome. When you’ve done all you can, cut your losses. Say, “Yes, I made a bad decision, but I’ll go back to the drawing board and try and do it better the second time.”

Adrian Davis: I’m accustomed to pressure; I’m a former collegiate athlete. I’ve been in teams and pressure-type situations where it’s important to execute and make the right move to win.

You both came up with a plan before competing. Do you regret diverting from your plan, which resulted in your elimination?

DD: Yes. We had been on top, but sometimes there are external forces that you can’t control. As a result, sometimes people will change what works for them, and that’s what we did. There were a couple of mistakes that were out of our control. First, the plane had mechanical failure. Second, we got lost because of the taxi driver. Because of those two external forces, we decided to divert from the plan.

AD: Yes, absolutely. Going in, we had a strategy based upon on our individual weaknesses and strengths. We knew I’m adverse to heights, and she was adverse to eating bugs or lifting heavy things. But it was a pressure situation, and we made the wrong decision. (Adrian failed to cross a 300-foot-high cable cord.)

There’s always that question of how “real” reality TV is. How authentic is the race?

DD: It was very, very real. On the show, they know you’re trying to win $1 million, so they don’t want people walking away saying it’s fixed. There were cameras following us around, so we were mindful of that.

AD: “The Amazing Race” is probably one of the most authentic reality TV shows. Being a fan of the show, I’d watched previous seasons, though I’d always say, “The way these cab drivers are getting lost, it’s got to be fixed.” I remember a producer saying that it’s virtually impossible to fix the show, and what [they’ve] found over the years is that it naturally, organically does what it does.

You went through a rigorous background check. Describe that part of the experience.

DD: The background check is intense, from medical to physical, psychological, emotional and more. From the moment we submitted the application until the week we left, there were tons of questions we needed to answer.

AD: We were up to doing whatever it took. They really go through painstaking measures to make sure you’re the right fit for the show.

Describe the emotions you felt when you were on your way home from the competition.

DD: We were both in shock. We had so much faith to get on “The Amazing Race,” so when it ended abruptly, we were somewhat confused. We were in elimination station [a common location where eliminated teams awaited the finale] for three weeks, so by the time we left, we were ready to see our children and family, though we knew we would have to be hush-hush for a few months.

AD: Winning is important, especially since I grew up an athlete and competitor. I don’t like to lose.

How have you transferred your Amazing Race experience to your entrepreneurial efforts?

DD: It has made us believe that there is nothing that we can’t accomplish. We understand there really will be “roadblocks,” “detours,” “U-turns” and “setbacks” along the way that will test our belief in ourselves. It also has taught us to stick to our business plan and to not divert because of pressure.

AD: My entrepreneurial mindset is circular. I think the mentality and drive it takes to be successful in business are the same things needed to go through all the processes to make it on “The Amazing Race.” I call it the success cycle. I try to do things necessary to put myself in a position to be in a winning spot in business, in adventures, in all the things I go after [in life].

What advice do you give others who are considering doing something big but may be a bit doubtful?

DD: Unless you try, you will never know whether you would have succeeded or not on your potentially “big” idea, product or service. Yes, it’s probably more desirable to take calculated risks. However, be creative and find a way to never, ever give up. Also, surround yourself with others who continue to reach for the stars. That creates synergy. Don’t get zapped by doubtful people.

AD: As an entrepreneur, I’ve had several different businesses that have had marginal success. I’ve owned a restaurant, a wellness center, and at a point I was one of a handful of African Americans owning a couple of tanning salons. And all those experiences have [culminated in] the medical company and real estate business I run today. Those things are a result of having a desire to be an entrepreneur and putting the steps necessary in place and [jumping] on opportunities.

Any suggestions about how the show could better set up the competition.

DD: Try to focus on some positivity rather than looking for drama. “The Amazing Race” is considered a relationship show, so people tend to gravitate towards the drama, and of course that can boost ratings. However, there are many people like me who desire an adventurous show like “The Amazing Race,” [that has] twists and turns [and also] inspiration and positivity.

AD: No. I think the show has a formula that obviously works. (“The Amazing Race” is the recipient of eight Primetime Emmy Awards since 2001 — including seven awards for best reality-competition program.) It picks 11 teams that represent the cross-culture of America. It’s not really based on athleticism or physical prowess. It’s based upon a relationship and how you and your partner work well together.

Any last thoughts?

DD: “The Amazing Race” is one huge experience, but it is not our “once in a lifetime” experience. People often give up on their dreams after they think they failed at that “one” shot. It doesn’t have to be. Create as many experiences and take a hold of as many opportunities as you possibly can.

Nothing is out of reach. Anything you can dream or think — [it] can happen.

Footage of Dana and Adrian Davis competing in “The Amazing Race 16” is available at YouTube.

By Scott T. Sterling

The National Black MBA Association 32nd Annual Conference & Exposition comes to Los Angeles September 21-25, and the summer Black MBA Magazine includes a number of ways to “play” in L.A. on your trip.

Not registered for Conference? Click here for more information on the NBMBAA Annual Conference.

Read the main article in the summer Black MBA Magazine

Here are more highlights. Have your own L.A. faves? Share with us!

•    The city’s transportation hub is Union Station, the “last of the great railway stations” dating back to the late 1930s. The intricate architecture and bold lines have made it a popular location in major motion pictures and TV shows.

•    Jewelry shoppers (particularly those looking for engagement rings) swear by the Jewelry District, especially the immensely popular Eli’s Jewelry. It’s a family business that has made their name on quality jewels and settings at surprisingly reasonable prices.

•    Enjoy the glorious sights and smells of America’s largest flower district (www.laflowerdistrict.com). Comprised of two large wholesalers and a slew of storefronts, this historical area dates back to the early 1900s.

•    The Los Angeles Public Library (AKA the Richard Riordan Central Library) is the third largest in the United States. The robust library is heavy on local history, with an extensive archive of photographs and newspapers dating back to the 1920s.

•    Olvera Street is only a couple of blocks south of Philippe’s The Original (http://www.philippes.com/) , one of L.A.’s oldest eateries famous for their claims of having invented the “French Dip” sandwich. This no-frills spot is just as notorious for their homemade hot mustard, which packs a punch closer to wasabi than Grey Poupon.

•    Pershing Square (http://www.laparks.org/pershingsquare/) is a clean, quiet (albeit mostly concrete) public park that also doubles as a concert/event space. In the winter months, the manmade pond is converted into an ice-skating rink. In the summer, they play host to Friday Night Flicks, a free movies series screening such popular favorites as “Sunset Boulevard” and “Escape From L.A.” There is also a Metro line stop that can whisk you away to many destinations both near and far.

•    Downtown L.A. has become home to some of the most innovative and interesting bars in America over the past few years. Leading the pack is the Edison (http://www.edisondowntown.com), a turn-of-the-century boiler room in the basement of the historic Higgins Building, just across the street from the stately Los Angeles Times Building. This beautifully refurbished room enforces strict dress codes, so you won’t feel out of place in business attire. The J Restaurant and Lounge offers the best of both worlds, with a top-flight menu and a bustling singles scene on weekend nights.

•    The University of Southern California is adjacent to downtown L.A., and home to Exposition Park. The public space contains a panorama of cultural facilities, including the Natural History Museum (http://www.nhm.org/), California Science Center, (http://www.californiasciencecenter.org) and California African American Museum (http://www.caamuseum.org/).

•    The California African American Museum has a vast permanent collection, with a concentration on how African-American first migrated to the western coast of the United States. The other permanent collection is a sobering meditation on slavery in America. There are always thought provoking and smartly curated traveling exhibits on display as well.

•    The Museum of Contemporary Art (http://www.moca.org) is L.A.’s only museum dedicated to contemporary works. Their impressive permanent collection features pieces from such artists as Jean-Michel Basquiat, Jackson Pollack and Robert Longo.

•    The Museum of Neon Art is easily one of the most interesting art spaces in the city. MONA’s mission is “to encourage learning and curiosity through the preservation, collection and interpretation of neon art.”

•    Art lovers will definitely want to experience Gallery Row (http://www.galleryrow.org/), a visual riot of galleries and residences best known as the location of the monthly “Downtown Art Walk” event.  This free self-guided and award-winning tour is a giant but walkable showcase for the more than 40 exhibitors in the area.

•    Music fans will find a home at 2nd Street Jazz (http://www.2ndstjazz.com/), an intimate live music club that also highlights hip-hop MCs and DJ battles depending on the night. Every last Wednesday, the East L.A. College Latin Jazz Orchestra plays to a boisterous crowd.

It’s really quite amazing that this bustling and vibrant metropolis that less than ten years ago was dormant and desolate. The aggressive revitalization of downtown Los Angeles, despite the financial troubles besetting the state of California, is quite the resounding success story.

Sherman Wright and Ahmad Islam, founders of Chicago’s common ground (CG) advertising agency, share their insights.

Islam and Wright are profiled in the summer edition of Black MBA Magazine.

Find your passion, but have a plan.

If you follow your passion and seek opportunities to develop your skill set within that area, you will increase your odds of success. But remember to be strategic.

Figure out ways to translate your passion into an endeavor that makes sense from a business standpoint, and relentlessly pursue opportunities to parlay that passion into a business endeavor.

“Find something that you’re passionate about, go after it, but do it smartly and do it with a plan,” Wright says.

Be seen, and don’t stop networking.

Continue to build your personal and professional network. Get out, attend industry and trade association events and surround yourself with likeminded individuals who can impart wisdom and assist with your professional development.

“There are people out there that will admire the fact that you have taken the risk and jumped out to be an entrepreneur, and will in turn do everything they can to help you be successful,” Islam says. “It’s just about having visibility and awareness of the fact that you’re out there. You can’t do it by yourself.”

Find inspiration in others’ success.

Reading other business success stories is an excellent source of motivation. As an avid reader of success stories, Wright says when you constantly read about how others have made their rise to the top, you can figure out ways to apply those methods to your own journey.

“Not everybody is coming from a place where they have a silver spoon in their mouths,” he says, “but anything is possible.” Two of Wright’s favorite success stories include The Pursuit of Happyness by Chris Gardner, and Sam Walton: Made in America by Sam Walton.

– Emerald Morrow

Photos by Andy Goodwin, Goodwin Photo

Finding the best deals, programs and tricks is a snap on the internet. There’s someone out there who’s either done what you want to do or is trying to do it, too. So hooking up with that group is a great way to share intel and ensure that you’re getting the most from your travel – even if you’re not paying for it. Here are a few places to start finding your travel soul mate:

FlyerTalk.com
Flyer Talk has a forum for every hotel, car and airline loyalty program and is populated by some serious business travelers who keep track of every bonus opportunity, every upgrade trick and every promotion that could score points. Want to get to the next tier on your airline or hotel loyalty program? Check out specific forums on so called “mileage runs” and “mattress runs” – combinations of airport-hopping flights or hotel stays designed for no other reason than to earn the maximum miles possible.

Twitter
It’s not crazy – the people who run different travel sites read this stuff. Got a problem? Post your note with the right hashtag and you could get someone to help you faster than you could actually reach a customer service agent. Going somewhere? Post a note with the tag for the hotel or airline, and some hotels have even started to contact guests about pre-arrival requests. Some airlines also run specials, and watching the right travel gurus like FareCompare.com’s Rick Seaney or AirfareWatchdog.com can save big bucks.

BoardingArea.com
Looking for success stories, rants and other info from regular business travelers who blog? Boarding Area is filled with blogs from regular business travelers who share stories of great perks and promos, big problems and the basic experiences involved in day-to-day business travel. Curious to know if that boarding pass for your iPhone or Blackberry actually works at the airport or just want to commiserate with someone dealing with the same problems, it’s here. And if you’re enterprising, you can apply to start your own business travel blog.

– Elaine Richardson

Willing to move…a lot? Your Career door may be wide open

By Tamara E Holmes

In the summer Black MBA Magazine: Beyond Borders looks at how opportunities abroad can boost your job cred back home.

Some professionals angling for an international assignment may have a dream location in mind; while some may limit their search to places they perceive to be significant for business. But that could be a mistake, because a willingness to go anywhere and to move anytime can expedite the climb up the corporate ladder.
“A lot of times Black professionals fall in love with a city, but the more open you are, the more options you have to move up faster and get different experiences that will add to your portfolio,” says Kevin M. Warren, Chairman, President and CEO of Xerox Canada, Inc.
Many firms are looking for what’s commonly referred to as ‘career expats,’ those willing to travel to a multitude of locations over a period of time. “A lot of times, we’ll see rotational assignments,” says Crystal Abbey, manager of the consulting group for workforce development firm Cartus. “Companies will send consultants from one project to another.”

Typically, Abbey says, such assignments are short-term – anywhere from three to 12 months, though they could be longer. There is also typically a set period of time that a professional will relocate frequently. “Usually they go out on a rotation for one to three years, and then they’ll get in a location where they will settle into,” Abbey says. “It might not necessarily be their home location.”

Personal Factors Key
While many top international assignments are reserved for senior-level employees, rotational assignments may be best suited for someone who is younger, less experienced and less likely to be tied down by family obligations.

“I think you’ve got more tolerance, and you have more of a sense of adventure the younger you are,” says 38-year-old Andre V. Branch, vice-president of global marketing for UK-based wine and spirits manufacturer Diageo. “As you get older, you’ve got family obligations and people don’t want to move their kids around. Maybe you’ve been in a neighborhood for a long time and you’re just not as open to the idea. It becomes a tougher decision the older you get, because you’re starting to accumulate so much responsibility.”

Indeed a 2009 survey by the Association of Executive Search Consultants (AESC) found that of employees willing to consider relocation, 47 percent cited relocating family as their top area of concern. Because many rotational assignments tend to be so short, a number of companies do not encourage those professionals who do have families to bring them along, Abbey says. On the one hand, the career expat doesn’t have to worry about getting the family acclimated to a new environment, but on the other, he or she won’t have regular personal interaction with their family.

For a professional without a family, or one willing to travel frequently despite having a family, rotational assignments may also be easier to get than some other international positions simply because many professionals will choose to not subject their families to the traveling lifestyle.

Regional Rotations Count
Being willing to relocate frequently to multiple international locations isn’t the only way to jumpstart your career. Many companies place a high value on employees who are willing and successfully able to relocate regularly on a domestic level, where they complete short-term assignments and show they can work with different groups of people.

“One thing companies look for in people to promote is interpersonal skills,” says Dr. Charlotte B. Broaden, associate professor of International Business and Organizational Leadership at Southern New Hampshire University. “How do you work with other people?”

By going to multiple domestic locations and building teams within each, you’re demonstrating to managers that you can work through different types of problems and manage different personalities, she says.

Domestic rotations can also expedite your access to international positions becaue they can give employers some insight into how well you’ll manage different teams. With domestic workplaces becoming increasingly diverse, employees can also gain some insight into cultural nuances that can help them prepare for cultural differences on a larger level.

The bottom line: the more successful assignments you have under your belt, the more evidence a company has that you will perform well in the most prestigious international assignments that come up.

With companies footing the bill for training, housing, travel and a host of cost-of-living expenses, they are highly selective about who they choose to send out.  “International assignments are expensive,” Branch says. “They’re only going to spend that money on someone they really believe in.”

No matter what your branding statement says, there are some basic wardrobe items that all people should have in their closets according to Sheila P. Coates, creator of B.Y.O.B.-Be Your Own Brand.

Essential items for women:

*Great black shoes – pump or slingback
*A white shirt
*A black shirt
*A black dress
*A black belt
*A pair of black slacks
*Black or white camisole
*A cardigan or v-neck sweater
*A jacket
*A fabulous overcoat

Essential items for men:

*Perfect white shirt
*Black shoes
*Athletic shoes
*Jeans/khakis
*Good black belt
*Black slacks
*Two ties & two pairs of socks, one basic and one with personality
*A good suit
*A good watch
*White & black t-shirts

Common mistakes sabotage image

By Sheryl S. Jackson

We’ve all done it. Picked up the sweater, the tie or the shirt because it’s the newest color or style for the season. There’s nothing wrong with trying on the latest trend in clothing, but don’t buy it if it doesn’t support your branding statement, says Sheila P. Coates, creator of B.Y.O.B.-Be Your Own Brand.

The value of developing a branding statement is that it helps you shop in a cost-effective manner. “You only buy what you know you will wear,” she explains. Following fashion trends that don?t fit personal images is not the only mistake people make that negatively affect their “brand.”

Most common mistakes:

You Segment
Don’t divide your life into different segments such as work, social and family, and then choose to follow your branding statement in one but not the others, says Coates. Be consistent and you will not only feel more confident in all areas of your life, but it will be easier to sustain your brand.

You Follow trends
It may be the latest fashion trend, but if bright purple doesn’t convey the message you want to convey, pass by that tie, shirt or dress, says Coates.

You Imitate
The pink sweater with blue spots might look great on your friend but be realistic about how it looks on you, suggests Coates. Make sure that everything you wear, including jewelry, reflects your attributes and your branding statement.

You Overlook accessories
Branding involves more than just clothes, points out Coates. Accessories can be an important part of communicating your attributes. Briefcases, jewelry, ties, scarves and other accessories should be chosen carefully, keeping your total message in mind.

You Ignore Your Body Type
“Accept your body type,” says Coates. “We are not all the same size or shape and clothing won’t make our body type change,” she says. It’s not just about weight either, she points out. “Demi Moore’s body type immediately says strong and Jessica Simpson’s body type says damsel in distress,” she says. “Recognize what your body type says and dress accordingly to fit your branding statement,” she adds.

Personal branding statement sets stage for success

By Sheryl S. Jackson

A “brand” is defined as a name, sign, symbol, slogan or anything else that is designed to distinguish any product or organization. When created and promoted correctly, the sight or sound of a particular brand immediately makes an audience think of the product, business or service in a positive manner. According to Sheila P. Coates, creator of B.Y.O.B.-Be Your Own Brand, people should also identify and promote their own personal brand.

“Whether you like it or not, other people make assess and form an opinion of you within the first 30 seconds of meeting you,” points out Coates. Because the first impression is based upon appearance, it is important to make sure your appearance projects exactly who you want people to think you are, she says. “You are your own brand, so you should control what your brand says about you.”

There is no wrong age, gender, or profession when it comes to developing your brand, says Coates. “I’ve spoken to ninth graders and told them to start thinking about what makes them unique,” she says. Whether you are just finishing school and looking for your first job, seeking a promotion with your current employer, looking to make a career change, or trying to expand your professional network, becoming your own brand can do nothing but help you meet your goals, she adds.

Becoming your own brand is more than a simple makeover, explains Coates. “I don’t like makeovers,” she says. “Your hair, makeup and wardrobe are all done by a professional so you might look wonderful but it’s a look you can’t recreate every day by yourself,” she says. The reason you can’t capture the look every day is that the look doesn’t reflect who you are, she says. “The first step toward creating your brand is to identify your own unique attributes that you want to communicate.”

Coates uses a lengthy questionnaire to help her clients identify their message. “I ask clients to people to identify an attribute with one word,” explains Coates. Most people want to write an entire paragraph describing their attributes but by asking them to reduce the descriptions to one word, Coates forces people to think carefully and more closely examine the attributes they want people to see. “Some people take two days to come up with their attributes, others take two months,” she says. Examples of attributes that might be used include confident, bold, creative, thoughtful and caring.

The second step of the self-assessment process is to list the three words that come to peoples’ minds when they are meeting the client for the first time. “I ask if these impressions match the attributes that they want to communicate,” says Coates. It’s often not until after they have identified their attributes and compared them to actual impressions that her clients realize why they have not received the recognition they deserve, gotten the job opportunities they wanted, or conveyed the message about themselves, she adds.

The next step is to take the three or four attributes and develop a branding statement, says Coates. A statement such as “I am a confident, creative, bold woman with style” not only becomes a branding statement but also becomes an affirmation, she points out. “I ask people to live with their branding statement for a couple of weeks, repeating it to themselves, and making sure it is exactly who they are,” she says. “You have to believe in your own brand before anyone else will recognize it.”

When you believe your branding statement, you develop more confidence in yourself and your self-esteem increases, says Coates. “This confidence leads to the right choices for clothing, hair, and overall appearance,” she adds.

Finding a way to outwardly portray your brand is the next step. “First, know your audience,” says Coates. A person who wants to be perceived as creative or bold will do so in different ways for different settings. A female judge has to balance her creative and bold attributes with the conservative environment in which she works. “She could wear a simple black dress with a wide, boldly colored belt, or carry a burnt orange briefcase, and still convey her attributes,” she adds. As women climb the ladder of their careers, they often try to look like the men against whom they compete but it isn’t necessary to give up their unique attributes, she says. “You can wear the business suit and add a great ring or other piece of jewelry that shows you know your audience but you are still your own person.”

Although some people may initially think that maintaining your brand means costly shopping trips, becoming your own brand can actually save you money, says Coates. “When you go shopping with a clear vision of what is right for your image, you are less likely to purchase clothes that you’ll never wear or wear only one time,” she points out. “In today’s economy, this is another benefit of branding.”

It is important to realize that buying expensive clothing doesn’t always mean you are buying the right clothing, warns Coates. “You don’t have to be the best-dressed person in the room, you have to be the best you in the room,” she explains.

Another of Coates’ clients came to her because she was frustrated that she’d attend networking events and never really talk to or connect with people. “She wore expensive clothes,” says Coates. “She had on nice pants and a fuzzy, fashionable sweater, but her outfit said ‘comfort food’ to me,” she explains. After talking with the client, Coates discovered that she was very intelligent and very business savvy. Coates shared her initial impression that the woman looked “nice” but not “powerful” with the client. “When people attend a networking event, they want to meet other people who will be good business connections,” she says. “If you just look ‘nice,’ people will pass by you.”

One reason Coates wants clients to live with their branding statements before working on their appearance is the need to make sure the image is sustainable. If your brand truly represents you there will no problem maintaining the appearance, the actions and the confidence that present the image you want, Coates explains. This doesn’t mean that you should never change your brand, she adds. “You should constantly re-evaluate your branding statement because we all change,” she explains. “Do check-ins with yourself and spend $100 here and there to update your brand.”