Personal branding
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Personal branding is the process of creating or enhancing a 'personal brand': an individuals total perceived value, relative to competitors, as viewed by their target audience.[1] It has been noted that while previous self-help management techinques were about improvement of an individual, this concept rested with the changing the perception of existing traits and abilities.
It is also the concept of creating a firm impression, perception or image when they encounter the name of an individual.
Most experts agree that there are two types of branding: tangible and intangible [citation needed]. Tangible branding involves tying an individual's name to a specific benefit that people will get from dealing with him/her. Intangible branding involves creating a positive feeling in people about the individual in question..
Creating a personal branding statement starts with identifying the target market and then pinpointing the most important benefit they could receive from the skills or other qualities offered by the individual or by being associated with that person.
Personal branding is similar to what the corporate world does in their branding efforts. No matter what an individual's career title, that individual could be described as the CEO of their own personal service company, and acting accordingly helps establish the personal brand. If each of us is "a free agent in an economy of free agents," then we all must establish our own "micro equivalent of the Nike swoosh."[2][3]
Personal Branding is simply communicating who you are, what you do and why anyone should care to remember you. You are the Brand and the Brand is You! Your brand has a life all of it's own. It is important for you to pay attention to your brand. Very simply, your brand consists of everything that makes you exactly the individual you are. If you don't communicate your brand clearly, consicely, and consistently to the people that matter most, you have an unhealthy brand.[4]
See also
References
- ^ Dan Schawbel (Retrieved on april 6, 2007). "Gain a Competitive Edge by Establishing a Personal brand".
{{cite web}}: Check date values in:|date=(help); Cite has empty unknown parameter:|1=(help) - ^ Tom Peters (August 1997). "The brand Called You". Fast Company. No. 10. Mansueto Ventures LLC. p. 83.
- ^ missingauthor (missingdate). "Origin of the Swoosh". About NIKE. NIKE.
{{cite web}}: Check date values in:|date=(help) - ^ MEL! Epstein (2/01/04). "Brandicapped".
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Further reading
- Daniel J. Lair, Katie Sullivan, and George Cheney (2005). "Marketization and the Recasting of the Professional Self". Management Communication Quarterly. 18 (3): 307–343.
{{cite journal}}: CS1 maint: multiple names: authors list (link) - George Cheney, and Craig Carroll (1997). "The Person as Object in Discourses in and Around Organizations". Communication Research. 24 (6): 593–630.
- Levine, Michael (2003). "The Celebrity brand". branded World: Adventures in Public Relations and the Creation of Superbrands. John Wiley & Sons Inc. ISBN 0471263664.