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Life’s too short to blend in. Paris Hilton

When the opportunity came up to work with Paris Hilton some years ago, our fledgling PR agency had to think twice. We had founded our company image on looking after serious, corporate brands. Paris Hilton’s brand was neither corporate nor serious. But there was no doubting her X factor.

We took the gig, mostly out of curiosity. Paris was, and remains, iconic when it comes to personal branding. She mastered the art of building a brand profile almost from thin air. Granted, she started out with a prestigious surname, some good looks, and a good bit of cash. However, plenty of other contenders blessed with similar good fortune have nothing on her in terms of profile-building.

When she swept into Australia, the recipient of a last-minute invitation to launch a new label for a local business identity, we had no doubt the media coverage would follow. Sure enough, the paparazzi that arrived to greet her at her secret exit door at Sydney airport were "the largest ever seen," as one cameraman told me breathlessly. I had the task of meeting Paris behind the scenes to inform her that the media had discovered her arrival time and her whereabouts, despite our sincere efforts to meet her request for anonymity on arrival, and to reassure her that she need not pander to their demands.

She was surprisingly low-key in the flesh, very softly spoken and almost shy. When I broke the news about the media frenzy, her face gave little away: “How many?” she asked, quietly. Nervous of appearing to renege on our agreement about a private arrival, I played it down. Maybe thirty? However, it was more likely at least sixty photographers and reporters that had gathered outside by now. While small by global standards, it was impressive for Australia.

It was then that I witnessed Paris Hilton, the media brand, move into action. “Let’s go,” she said to her two male minders, a smile on her freshly-frosted lips: the Paris Hilton parade was in play.

She flipped down her sunglasses, tossed back her hair, squared up her shoulders and began pushing her luggage trolley (yes, she pushed her own) towards the entrance.

From there, my recall works in slow motion. Paris Hilton, one of the world's biggest walking brands, strode elegantly forward into the foyer of Sydney Airport with the grace of a runway model and the radiance of a summer’s day.

Every move, every tilt of her head was perfect for the camera; however, she appeared natural, authentic, just a girl, going about her business at a busy airport.

The media pack that was grumpy, aggressive, and scornful before her arrival seemed as enthralled as I was. A gracious calm had descended on the media group. There was little jostling for position, no rude questions, or heckling. Paris gave each cameraman what they needed. Then she left.

The show was over in minutes. Paris had given us a photo opportunity, nothing more. No one complained. To my amazement, the camera crews and journalists simply just packed up their equipment, and headed back to the office in an orderly manner.

They say those who have mastered a craft pull off spectacular acts without appearing to exude much effort. For a PR specialist who had built a career working with corporate executives, observing Paris in motion with the media was like viewing high art.

And why wouldn’t it be? It was the media that allowed her to build her brand in the first place and that kept her employed. It was her job to keep them happy, with a subtle game of cat and mouse, and not being too available, or too inaccessible.

Paris Hilton may have come from a wealthy family, but she set out with great intention to carve a name and a space for herself in the public mind—and she has generated significant independent income from that opportunity. Long before social media influencers arrived on the scene, Paris was one of the first celebrities to make money simply from making appearances—literally, from just being visible.

As superficial as that may seem, that was and is the Paris Hilton phenomenon. Hers was, and is, a highly-successful personal brand built with both focus and skill.

Many others have followed in her footsteps, applying her formula - now with the advantage of social media. The same year I met Paris, the now ubiquitous Kim Kardashian, often cited as being “the most famous person (for being famous) in the world,” had tagged along as a little-known sidekick to whom Paris lent her profile in numerous, joint photo opportunities.

What can we learn from Paris? That intention, focus, and confidence are some of our most important assets when it comes to the business of building a personal brand.

As a society, celebrity both fascinates and magnetises us. High-profile people often serve to magnify our secret hopes (or fears) of being recognised for our talents and achievements, or of attracting wealth, social status, or public adoration.

Celebrities don’t just get personal brand—they survive and thrive on it. In many ways, they created the concept.

We may not agree with all their life values, and we could debate the authenticity of some, but there's no denying their courage and confidence.

Celebrities and high-profile influencers are our modern-day superheroes. Part of their power lies in their courage to stand in the spotlight and to be seen, despite their human flaws. In contrast, it’s the fear of visibility, or a lack of confidence, that is the single barrier that holds many people back from greatness.

I have worked with (and helped to create) hundreds of celebrities over my years in public relations and have observed, firsthand, some of the best and worst examples of personal brands in action.

Everyone has their own motivation for desiring a personal profile, and only you can determine the focus and authenticity of your message when you get into the spotlight.

This book is about helping you to achieve your personal profile brand in the most powerful way possible. Doing so will require a clear intention and commitment as well the willingness to build new skills.