SheBrand Superstar: Amber Naslund

Every week we’ll be featuring a smart, savvy female entrepreneur we think is just great. These are women who are out there in the trenches each and every day, making things happen and affecting other people’s lives for the better. So pull up a comfy chair, grab a cup of coffee and meet this week’s SheBrand Superstar. We can all learn a golden nugget or two from each other.

Name: Amber Naslund


Occupation: President, SideraWorks (a social business consultancy)

Twitter Handle: @ambercadabra

1. What are three words that best describe your personal brand?

You know, I’m not a huge proponent of the “personal brand” thing, because to me it implies that I’m intentionally contriving something. But if I had to guess three words that other people would use to describe me (which is about as close to a “brand” as I’d consider myself), I’d go with outspoken, determined, and a little raucous.

2. Tell us why you’re awesome in two sentences or less?

Because I can fold a fitted sheet properly, and because I have a daughter who is an amazing little person and makes me better for it. But that’s a lot more about her than me.

3. What are your three biggest indulgences

1) Wine

2) Books

3) Music

4. What is your biggest pet peeve?

Willful ignorance.

5. If you could have dinner with anyone (living or not) who would it be and why?

Richard Feynman. Because quantum physics is awesome, and he was brilliant and funny and would provide no end of fascinating dinner conversation.

6. Why is having a powerful personal brand important to you?

It isn’t. Is that the wrong answer here? Let me explain.

Like I mentioned above, I’m not totally bought into the “personal brand” hype. I feel like too much focus on the “branding” part makes people put all this effort into crafting a persona or a facade and all the glitz of marketing, and they don’t spend nearly enough time becoming better at what they do.

Ultimately, I’m much more of a fan of cultivating a powerful professional reputation that’s built on accomplishments and the recognition that comes with those. I think my professional reputation comes down to what other people think of what I’ve done and how I’ve gone about it. It doesn’t matter what I have to say about myself if the people around me don’t respect me or my work.

It’s much more important to me to leave behind a legacy of achievements and a track record of working my butt off than the trappings of some kind of personal marketing campaign.

I know many disagree, but it’s the way I’ve tackled my work from the very beginning and it’s worked beautifully for me.

7. What is your #1 marketing tip for fellow female entrepreneurs?

Be the best at what you do. Work your hardest to get better all the time. The best marketing in the world is to be absolutely, awesomely indispensable to the people you work with – your customers, your clients, your investors, your partners.

The rest takes care of itself.

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