Introduction
Do you know that one person in your life that you wonder about and ask, “How did they become so successful?” or “How did they do it?” In a world were we see so many people doing many things, accomplishing stuff, I learned that everyone’s story is a unique one and there is no linear way of making it to the level of success that you want to achieve.
“To me, the model of success is not linear. Success is completing the full circle of yourself.”
— Gloria Steinem
One person I admire in the digital fashion industry is Tracy Greenan. Our paths first crossed online through LinkedIn, where we supported each other’s work from afar. We didn’t meet in person until April 2023. Tracy is more than just a fashion designer; she’s a visionary leader, a savvy businesswoman, a philanthropist, and an inspiring mentor. She embodies the idea that one can wear many hats—successfully balancing multiple roles—while staying true to their personal brand and business goals. Tracy’s ability to pivot when necessary and her relentless work ethic have shown me the true essence of what it means to achieve your goals.
Recently, I had the privilege of sitting down with Tracy Greenan, CEO & 3x Founder of A.U.R.A., Game Changing Style, and other ventures, to discuss personal branding—a topic that is increasingly crucial in today’s digital age. If you’re a new or aspiring entrepreneur struggling to identify your personal brand, build your business brand, or simply seek inspiration from someone who has successfully carved out their niche in the digital world, keep reading.
Interview with Tracy Greenan
Q: How would you define your personal brand in one sentence?
Tracy Greenan: I am involved in many brands, but all of them focus on having a strong professional presence that solves a specific need for a large demographic.
Q: What were your initial steps in building your personal brand?
Tracy Greenan: Probably researching the market, evaluating costs, and identifying the need/problem. Don’t create a product because it is something you like to do, but rather, build a product that fills a need or solves a problem. If you are good at doing something, see if you can shift your talent so that it solves a problem or fills a need in the market and provides proof of concept and budget. Have a solid business plan. Find a mentor. Read case studies. The Acquired podcast (acquired.fm) is a great platform to learn the stories of some of the most successful companies. They dive deep, excavating backstories, and you would be surprised to learn the modest beginnings behind some of the biggest brands in fashion or brands in general.
Q: How do you use content creation (blogs, videos, social media posts) to enhance your personal brand?
Tracy Greenan: I am so bad at this. I dislike social media, so if you see any posts, it is likely someone else because it is not something I enjoy doing! I would avoid using AI for posts; AI is still in its early stages, and most people can spot it when something reads like it’s been done in AI, so it’s best to stick to good old-fashioned brain power in this case!
Q: What’s one thing you wish you had known when you first started working on your personal brand?
Tracy Greenan: The importance of networking. You’ve got to get out there, build relationships with people, and maintain them. It’s so important in business. I used to be a painfully shy individual, and I knew when I started almost thirty years ago that I had to change my mindset and get out of my comfort zone, at least in business, to get where I needed to go, and it really helped. The more you do, the better you are at it. I attend as many business events as I can.
Q: What advice would you give to someone who is just starting to build their personal brand?
Tracy Greenan: So much to know! The most important thing would be not to go bankrupt trying to get your business off the ground! Don’t go down the rabbit hole of getting into piles of debt and wiping out your savings and the savings of your friends and family for the sake of your business! Learn how to bootstrap, collaborate with other start-ups, hire interns, and prioritize what is important.
Prepare to have a thick skin getting into business. Being an entrepreneur is not for the faint of heart; you work long hours, 24/7, with a lot of heavy stress. Don’t take things personally when someone critiques your personal brand; good or bad criticism is always helpful to improve your bottom line. Never hire friends and family; how are you going to fire your mother if she’s doing a crap job? Working all day and all night with a loved one is a surefire way for the two of you to quickly get tired of each other.
Always keep up to date on the business world. Read the newspapers, and be prepared to shift your business to align with consumers’ tastes and trends and stay ahead of the curve. Tech evolves fast. Being an entrepreneur can be very lonely, so find others like you to build a supportive network to lean into where you can comfortably vent and bounce ideas off.
Conclusion:
I hope this interview has provided you with valuable insights and practical advice. Tracy Greenan’s journey is a powerful example of how personal branding, when done right, can pave the way for long-term success. Whether you’re just starting out or looking to refine your brand, her experiences offer a roadmap for navigating the complexities of the digital world. Remember, there’s no single path to success—your journey is your own, and with the right mindset, tools, and hard work, you can achieve the goals you’ve set for yourself in digital fashion.
To learn more about Tracy you can check her website out here and her other businesses here: A.U.R.A. and Game Changing Style
