What’s your Brand? & Chocolate-Hazelnut Bars

fabAlmost fifty years ago, Joe McGinnis wrote a book on the marketing and selling of Richard Nixon. At the time, the whole idea of branding a politician like a tube of toothpaste or a fast-food burger was revolutionary. It seemed more than a little strange. After all, we went to the polls to elect a president, not buy a can of soup.

For better or worse, we’ve come a long way. Throughout 2016, the pundits and newscasters talked a lot about the candidates’ brands. It didn’t shock or even surprise us. In fact, these branding discussions made sense. While a politician’s brand may be a simplistic measure, it gave us instant insight into his or her stance on a number of issues. Love him or hate him or something in between, our new president presented a brand that combined business success with brash, tell-it-like-it-is populism. Not everyone believed him but about sixty-three million voters bought into his brand.

But enough about politics; what about you? What’s your brand? And if you don’t know, how do you figure it out. (And, if you don’t like what you got; can you change it?)

Your personal brand combines what you do with how you do it. You’re not just a grandmother (among other things); you’re a fun loving and kind Nanna. You’re not just a plumber; you’re a trusted advisor when it comes to my pipes. Plus, you’re wicked cool and play a mean bass.

So, the first part is probably pretty easy. You know if you are a butcher, a baker or a candlestick maker. You’re probably a bunch of other things as well, Mom or Dad, golfer, gourmet cook, poet, painter or volunteer. Next, and more difficult, is to figure out the how. Are you thoroughly dependable, happy-go-lucky, creative or analytical?

This last part, the dependable or creative part; it stays with you at work and play. It doesn’t matter if you are working with colleagues and customers or hanging out with friends and family, your brand will shine through. Of course, you will tone it down or amp it up based on the circumstances but you is what you is. If you’re a nasty son-of-a-gun at the office, you’re probably just as nasty on the golf course.

So now you may be wondering, “Is this brand thing set in stone?” Is it possible that you could be stuck – forever – playing the nasty son-of-a-gun, class clown or prim miss. I’m optimistic. I think anyone can change. Just so long as you realize, when it comes to your personal brand, you have to change from the inside out. If you want to become a tough guy; you have to earn it. As I understand it, the tough guy brand requires, among other things, wearing shorts in the middle of winter, never being wrong and lifting weights.

A few weeks ago, I suggested kindness might be a good 2017 resolution. Maybe you’re willing to go so far as to adopt a new kinder brand. You need to beware, the kindness brand requires more than a few nice words. You actually have to become a nice person. Otherwise, people will see right through you. But don’t worry it’s not that difficult. After all, you don’t need to wear shorts in a blizzard or spend hours at the gym. Be positive, smile and, when in doubt, assume the best about people.

That should get you started. Bon appétit!

Chocolate-Hazelnut Bars
Every baker needs a few brownies and bars. Perhaps you’ll add this one to your repertoire. Enjoy!
Makes 24 bars

Shortbread Base
2 cups all-purpose flour
1/2 cup light brown sugar
1/2 teaspoon salt
1 1/2 sticks (3/4 cup) butter, cut in small pieces

Preheat the oven to 350 degrees. Butter and flour a 9×13 inch baking pan.

Put the flour, sugar and salt in the bowl of a food processor and pulse to combine. Add the butter and process until small lumps form. Transfer the dough to the prepared pan and firmly press into the bottom of the pan.

Bake the shortbread in the middle of the oven until golden, 15-20 minutes.

While shortbread is baking, prepare the topping.

Chocolate-Hazelnut Topping
1 egg
2 tablespoons bourbon
1 teaspoon pure vanilla extract
3 tablespoons heavy cream
1/3 cup brown sugar
1/3 cup honey
1/2 teaspoon salt
About 1 cup (6 ounces) roughly chopped hazelnuts
12 ounces dark chocolate, chopped

Put the egg, bourbon, vanilla and cream in a large bowl and whisk to combine. Add the brown sugar, honey and salt and whisk again until smooth. Stir in the hazelnuts.

Pour the nut mixture over the hot shortbread. Return the pan to the oven and bake until set, 15-20 minutes.

Remove the pan from the oven and sprinkle chopped chocolate evenly over the top. Return the pan to the oven for 1 minute. Spread the melted chocolate over the top. Cool in the pan and cut into bars.

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Or Click Here! for a complete list of and links to all the recipes on this blog!

What about you? What’s your brand? Feel free to share!

Want more? I’ve got links to lots more to read, see & cook. © Susan W. Nye, 2017

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