Personal branding specialists' help clients express themselves

By Amy O’Brian | © The Vancouver Sun 2005 | December 11, 2005

"It's like a spa. A spa for the spirit."

That's how Danielle LaPorte describes the rather difficult-to-define process of assigning a client a "style statement" by way of grilling them with dozens of personal questions.

I wouldn't go so far as to describe the process as spa-like -- it's more like a trip to a style-obsessed therapist -- but it certainly is all about you.

LaPorte and her partner, Carrie McCarthy, who might be described as "personal branding specialists," spend about an hour probing clients with questions before disappearing into another room, deliberating for several minutes, and reappearing with two little words that describe the client's "brand essence." The client is then supposed to apply these two words to all aspects of their life -- from buying a shirt to planning for retirement.

The unique -- and slightly bizarre -- service costs $150, for which you get green tea and cookies served in a sun-drenched Kitsilano studio, two words written beautifully on a white card, a personalized booklet that arrives in the mail about a month later, and the distinct feeling that there are suddenly two people in Vancouver who know more about you than most of your friends.

The service is an extension of the concept of business branding -- something LaPorte used to do for a living -- and is meant to help the client express themselves more precisely in everything they do. The idea is to ask yourself every time you make a significant decision if the choice matches your style statement.

LaPorte and McCarthy's website, www.carrieanddanielle.com, says the style statement is "a tool for designing your life.

"When the look and feel of your life reflects the true you, you feel at home wherever you are. You walk taller, think clearer, and the world responds accordingly."

Instead of being swayed by the hundreds of ads we see in a day, LaPorte and McCarthy, who's a former interior designer, say they want to help people get in touch with what they really want out of a wardrobe and their life.

"This is about getting real. We want to counter all the over-packaging," LaPorte says after giving me my style statement.

"Authenticity is sexy."
The two women pick away at clients' shells with a series of rapid-fire questions that are intended to reveal the authentic self.
"Where do you feel most at home?
"What's the best gift you've ever received?
"What's your belief system?
"When do you feel sexy?
"If the sky were the limit, what would your perfect 24 hours be?

Most of the questions during my session were fairly innocuous, but there were a few that pricked a bit and unveiled surprising desires and aspirations that I had never verbalized or even given much thought.

Then there were moments that made me feel like I was playing that dangerous game girls tend to play in high school where you ask your friends to tell you what they don't like about your clothes, your hair, your features. Bad idea.

But LaPorte and McCarthy are committed to focusing on the positives -- highlighting your best qualities rather than focusing on the worst. You can rest assured they're not going to give you a style statement like "crusty bland" or "dowdy rumpled."

Some of the 100 or so style statements they've done so far have included "refined treasure" (which is McCarthy's), "sacred dramatic" (which is LaPorte's), "contemporary exotic," and "traditional feminine."

The first of the two words is given 80-per-cent weight and is considered the foundation word, while the second is considered a "defining twist," meant to reflect a touch of sparkle in your personality.

McCarthy says the litmus test for the style statement is applying it to how you are in relationships, how you are at work, and how you might define a couch you would buy.

I was naturally skeptical that two strangers would be able to define me with any kind of accuracy after only an hour of questions, but was surprised at the amount of information they got out of me with their questions.

Though I was impressed, I still snickered a bit to myself when they left me alone to go into their back office and dream up a statement that was to become my personal brand.

"It's all about the thesaurus," LaPorte admitted as she and McCarthy left the room with their pages of notes.

After 20 minutes of flipping through high-gloss design magazines and staring out the window, I was confronted with my statement. It was a bit like anticipating a medical diagnosis.

After a bit of background explanation from the women, they hit me with it. It's a little vague, but I can live with it.

Whether I invoke the words "genuine vivid" the next time I go shopping remains to be seen.

aobrian@png.canwest.com