Ancient Secrets of Personal Branding — Anouk Pappers
On a recent storytelling expedition, I traveled to Mexico City and visited the National Museum of Anthropology. The museum stands as a testament to the country’s profound historical depth. While walking through the extensive collection, I found fascinating parallels between the practices of ancient Mesoamerican rulers and modern personal branding.
In the times of the Mexica (aka Aztec), Maya, and other civilizations, rulers branded themselves with symbols and imagery that told a story about their leadership and values. These marks were more than decoration. They conveyed powerful messages about who these leaders were and what they stood for. Each symbol was meticulously crafted, holding significant meaning that resonated with their people and cemented their legacy and authority.
Mesoamerican rulers engaged in various forms of personal branding to assert their power, legitimacy, and connection. They commissioned monumental architecture, such as pyramids, temples, and palaces, as symbols of their strength. The Pyramid of the Sun in Teotihuacan and the Temple of Kukulkan in Chichen Itza are prime examples. They also utilized public art and iconography. Stelae and sculptures depicted rulers in elaborate regalia performing ritual acts. Elaborate ceremonies and rituals showcased their piety and divine favor. Rulers wore opulent headdresses and clothing adorned with symbols of their lineage, further conveying their authority.
Once again, I was reminded that personal branding is far from a modern phenomenon. These practices were reminiscent of what I observed in the Dahomey Kingdom in West Africa. There, kings used visual storytelling to ensure their stories were remembered. The consistency and thoughtfulness in their branding created a lasting impact on their people, similar to the legacy of the Mesoamerican rulers.
Standing in the museum in Mexico City, the parallels between these distant cultures became clear. Personal branding is a timeless concept that has been used for centuries to communicate identity, values, and aspirations. The Mesoamerican rulers and the kings of the Dahomey Kingdom both used it to influence and resonate with their people. Their brands were dynamic, evolving with their stories and adapting to their changing roles and aspirations.
These historical insights highlight the enduring value of personal branding. It’s a powerful tool for positioning yourself — not just for who you are today, but for what you want to accomplish tomorrow. It’s an on-going process, much like how these ancient leaders adapted their symbols and imagery to reflect their evolving stories and aspirations.
By examining how the Mesoamerican and Dahomey rulers used their brands to shape their legacies, we see how powerful and enduring a well-crafted personal brand can be. It’s a reminder that personal branding is a valuable tool for expressing our identity and guiding our journey.
As I left the museum, I was once again inspired by the profound lessons from these ancient cultures. The practice of personal branding, whether in historic Mesoamerica, the Dahomey Kingdom, or today, stands as a testament to the power of storytelling and self-expression. It’s an essential strategy that can help us navigate our paths and make a memorable impression on those we encounter along the way.
A brand anthropologist who has been storytelling for brands since 2002, Anouk Pappers has interviewed over 1,000 CEOs, CMOs and business owners and published 15 books. Anouk’s primary focus is on working with women and diverse leaders to define their personal brands and pinpoint their narrative. Her company, Signitt, enables people to align their online presence with their personal brand, as well as with their organization’s values and mission. This positions them to achieve their next professional goal while at the same time enhancing their company’s image.
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