Personal branding
Personal branding is, for some people, a description of the process whereby people and their careers are marked as brands.[1] It has been noted that while previous self-help management techniques were about self-improvement, the personal branding concept suggests instead that success comes from self-packaging.[1] Further defined as the creation of an asset that pertains to a particular person or individual; this includes but is not limited to the body, clothing, appearance and knowledge contained within, leading to an indelible impression that is uniquely distinguishable.[2] The term is thought to have been first used and discussed in a 1997 article by Tom Peters.[3]
Personal branding often involves the application of one's name to various products. For example, celebrity real-estate mogul Donald Trump uses his last name extensively on his buildings and on the products he endorses (e.g., Trump Steaks).
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[edit] History
Personal branding, self-positioning and all individual branding by whatever name, was first introduced in 1937 in the book Think and Grow Rich[4] by Napoleon Hill. He introducted the idea Chapter 6, Organized Planning, in the section 'Planning the Sale of Services'. He speaks about the "ways and mean of marketing personal services". The idea surfaced later in the 1981 book: "Positioning: The Battle for your Mind", by Al Ries and Jack Trout [5]. More specifically in "Chapter 23. Positioning Yourself and Your Career - You can benefit by using positioning strategy to advance your own career. Key principle: Don’t try to do everything yourself. Find a horse to ride".
It was later popularised by Tom Peters and more recently by Dan Schawbel.
[edit] Social networking
Personal branding has continued to gain in popularity as a tool to manage reputation online, especially through social networking sites like Facebook, LinkedIn and Twitter.[citation needed]
[edit] See also
- Impression management
- Online identity management
- Online Reputation Management
- Reputation capital
- Reputation management
[edit] References
- ^ a b Lair, Daniel J.; Sullivan, Katie; Cheney, George (2005). "Marketization and the Recasting of the Professional Self"Management Communication Quarterly 18 (3): 307–343. doi:10.1177/0893318904270744. http://mcq.sagepub.com/cgi/content/abstract/18/3/307.
- ^ Jeffrey Scott Sherman (2009). Creating a Truly Unique Money Making Asset the Art of Personal Branding
- ^ Tom Peters (August 1997). "The brand Called You"Fast Company (Mansueto Ventures LLC.) (10): pp. 83. http://www.fastcompany.com/magazine/10/brandyou.html.
- ^ Hill, Napoleon (1960). Think and Grow Rich. Fawcett Crest. ISBN 0449214923. http://books.google.ca/books/about/Think_and_Grow_Rich.html?id=wF74Hf7G0XAC.
- ^ Ries, Al; Trout, Jack (1981). Positioning: The Battle for your Mind. McGraw-Hill. ISBN 9780071359160. http://books.google.com/?id=3hjG01OzMGYC.
[edit] Further reading
- Schawbel, Dan (2010). "The Brand Called YOU!". Me 2.0: 4 Steps to Building Your Future. Kaplan Publishing. ISBN 9781607147121. http://www.amazon.com/Me-2-0-Revised-Updated-Building/dp/1607147122/ref=ntt_at_ep_dpi_2.
- Arruda, William (2007). "You Are a Brand". Career Distinction: Stand Out by Building Your Brand. J. Wiley. ISBN 0470128186. http://www.amazon.com/Career-Distinction-Stand-Building-Brand/dp/0470128186/ref=sr_1_1?ie=UTF8&s=books&qid=1259592566&sr=8-1.
- Taylor, Marcus, and Lawrence, Rob. GET NOTICED. ISBN 5800066755044. http://www.wegetnoticed.com.
- Bence, Brenda (2008). How YOU Are Like Shampoo. Las Vegas, Nev.: Global Insight Communications. ISBN 978-0-9799010-2-7. http://www.globalinsightcommunications.com/books.htm.
- George Cheney, and Craig Carroll (1997). "The Person as Object in Discourses in and Around Organizations"Communication Research 24 (6): 593–630. doi:10.1177/0093650297024006002. http://crx.sagepub.com/cgi/content/abstract/24/6/593.
- Klewes, Joachim and Wreschniok, Robert (2010). Building and Maintaining Trust in the 21st Century. ISBN 978-3-642-01629-5. http://www.springer.com/business/business+for+professionals/book/978-3-642-01629-5.
- Labrecque, Lauren I.; Ereni Markos and George R. Milne (February 2011). "Online Personal Branding: Processes, Challenges, and Implications"Journal of Interactive Marketing 25 (1): 37–50. doi:10.1016/j.intmar.2010.09.002. http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B94SX-51M55DN-1&_user=10&_coverDate=02/28/2011&_rdoc=1&_fmt=high&_orig=gateway&_origin=gateway&_sort=d&_docanchor=&view=c&_acct=C000050221&_version=1&_urlVersion=0&_userid=10&md5=c02a06bd9b99c81430e9b981eb165ddf&searchtype=a.
- Levine, Michael (2003). "The Celebrity brand". branded World: Adventures in Public Relations and the Creation of Superbrands. John Wiley & Sons Inc.. ISBN 0471263664.
- Monarth, Harrison (2009). Executive Presence: The Art of Commanding Respect Like a CEO. McGraw-Hill. ISBN 9780071632874. http://www.executivepresencebook.com.
- Perez Ortega, Andres. Marca Personal. ISBN 9788473565578. http://www.marcapropia.net/libro.htm.
- Zara, Olivier (2009). Reussir sa carrière grace au Personal Branding. Eyrolles. ISBN 9782212543186. http://www.reputation.axiopole.info/2009/03/05/reussir-sa-carriere-grace-au-personal-branding/. - Blog of Olivier Zara
