Defining your craft isn’t an overnight thing.

How long has branding been important? A long time. In fact, the Guinness World Record for the oldest brand packaging is held by Tate and Lyle’s Golden Syrup, which has had the same packaging since 1885.

In 2016, however, the fact of the matter is that branding can be make-or-break not only for organizations, but also for individuals looking to stand out. Helen Todd, founder and CEO of Sociality Squared, is one of four panelists who will be discussing how to successfully create a personal brand that effectively communicates their craft.

One of the first questions I asked Todd during our conversation is how exactly this moment arrived; how did personal branding become so important? In response, she highlighted two important factors.

First, she discussed the changing nature of the workforce as a driving factor in this development. “There’s a statistic,” she said, “that by 2020, 40 percent of the work force are going to be independent contractors.” With the number of people rooted under the umbrella of an organizational brand shrinking, it’s only logical that personal branding has become a vital tool in the professional toolkit.

Second, she articulated a second important characteristic of contemporary professionals: the prevalence of what she refers to as “side hustles” which, she said, many want to “leave their jobs to pursue full time.”

Todd’s second statement is complemented by the distinction she draws between a person’s job and their craft. “A job is just something that you’re paid to do and your craft is that what you’re meant to do,” she said, “where that spark happens inside, and you lose track of time, and it’s a bonus that people are paying you to do what you do.”

Sounds nice, right? There is, however, a significant obstacle for many who seek to find and develop their craft: our culture’s tendency to be driven by instant gratification. One of the goals of her panel is to encourage people to move past a fixation on the now. “A lot of our panel is giving the audience permission to slow down, to unplug, because defining your craft isn’t an overnight thing,” she said.

The importance of time in the search for a craft should come as no surprise. The “Zen Diagram” (pictured right) developed by Todd and her fellow presenters neatly encapsulates the complex interplay of ingredients that must come together for a craft-seeker to arrive at their goal. One look at the diagram makes her statement that finding your craft “is not an overnight, a-ha moment by any means,” ring with truth.

Successfully finding a craft, however, is only half the battle. Having a craft without a corresponding brand is like having a boat without a paddle, and Todd emphasizes the importance of branding as a tool for communicating both the essence of a craft and its value. She also points out that a brand is a comprehensive entity: “It’s the look and feel, the vibe, and how people perceive your craft,” she said.

Given all that Todd has to say, finding a craft and creating a brand seems quite the arduous task. It is. Fortunately, however, we exist in a time when undertaking this task is quite conceivable. “There are so few barriers! I think if the want is there the tools are there. I’m a strong believer that if there’s a will there’s a way,” Todd said.

The inevitability of stumbles on the path to cultivating a craft and brand is something Todd resolutely recognizes. She emphasizes that one of the great values of her panel is that she and her fellow panelists can all speak to this fact: “All of the panelists are living their crafts and we’ve all stumbled a ton so we can share our stories and hopefully people will leave inspired.”

When and Where:
Sunday, March 13
5-6 p.m.
Hilton Austin Downtown – Salon J/ 500 E. Fourth St.

Find out more: Stay True to Your Craft and Online Brand