In a recent workshop I facilitated, I met Kevin Watkins—a senior manager with Protiviti who taught me an unexpected lesson about personal branding. When Kevin walked in wearing a striking Stetson hat, I immediately commented on it, mentioning that it reminded me of one of my favorite TV programs, “Yellowstone.”
With a smile, Kevin explained that the cowboy hat was actually a deliberate choice—part of his strategy to “rebrand” himself professionally. His reasoning was brilliantly simple: at the numerous industry conferences he attends, he faces a fundamental challenge that many professionals encounter—standing out in a sea of sameness.
As Kevin put it, these events often feature crowds of people who look alike, say similar things, and offer comparable products and services. His solution? Become “the guy in the big Stetson.” Even if people forget his name, company, or hometown, they’d remember the distinctive hat.
This encounter perfectly illustrates what I’ve long discussed in my workshops and written about in my blog regarding memory and personal connections. We naturally use mnemonic devices to remember people—whether it’s through rhyming words (in my case, like “Alana Banana”), similar-sounding phrases (like “Atlanta without the t’s”), or distinctive characteristics (like “the brunette from Kansas City”).
Kevin’s strategy leverages this natural memory process intentionally. In our increasingly crowded marketplaces and networking spaces, personal branding isn’t just about crafting the perfect elevator pitch or having an optimized LinkedIn profile—it’s about creating genuine memory hooks that help you remain in someone’s mind when it matters most.
The beauty of Kevin’s approach lies in its authenticity. He didn’t create an artificial persona; he chose something that represented an aspect of himself he wanted to highlight. The Stetson becomes not just a fashion choice but a conversation starter, a memory aid, and a subtle statement about who he is.
Wondering how you might follow Kevin’s lead? Consider these ideas:
- Find your “Stetson.” Identify something distinctive that authentically represents you and can serve as a visual or conversational anchor for people to remember you by.
- Embrace memorability over conformity. In professional settings where sameness is the norm, thoughtful differentiation creates valuable mental real estate in others’ minds.
- Make connections easier for others. By providing clear memory hooks, you’re not just helping yourself stand out—you’re making it easier for potential connections to find you again in their mental Rolodex.
In today’s professional landscape, where digital presence dominates discussions about personal branding, Kevin reminds us that sometimes the most effective branding elements are tangible, present, and distinctively human.
Happy Networking!
Thank you Alana for your time and the genuine and authentic connection. You will be in my network for the years to come!