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What Is A Personal Brand


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A definition and some practical advice on what is a personal brand, and how to create one that positions you as an expert in your marketplace.

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What Is A Personal Brand

  1. 1. What is a Personal Brand Personal branding describes the process by which individuals (employees and entrepreneurs) differentiate themselves and stand out from a crowd by defining and describing their unique value proposition. Their unique selling point. This can be professional and/or personal traits. Once defined, the personal brand is then leveraged across platforms, presenting a consistent, clear message and image to achieve a specific goal. This strategy enables individuals to enhance their recognition as experts in their field in the minds of others, as well as establish reputation and credibility, advance their careers, and build self- confidence. An article by management guru and author Tom Peters, ”We are CEOs of our own companies: Me Inc.” appeared in the August 1997 issue of Fast Company Magazine. This is thought to be the first time the idea of the personal brand and is believed to have first appeared To be in business today, our most important job is to be head marketer for the brand called You.” Personal Branding consists of three elements: • Value Proposition: What do you stand for? • Differentiation: What makes you stand out? • Marketability: What makes you compelling? If any of these 3 messages are missing, your brand will not bring
  2. 2. What is a Personal Brand Why do you need a Personal Brand A strong, consistent, and specific association between the individual and the perceived value they offer is created with a well-executed personal branding campaign. Personal branding is common among sports figures, entertainers and politicians . In business, individuals such as Donald Trump, Oprah Winfrey, and Richard Branson have created enormous personal visibility and success by actively promoting their personal brands. Donald Trump will show you how to get rich. Oprah Winfrey will show you how to look good. Richard Branson will show you how to setup a business. Personal branding typically begins with establishing what interests you that you excel at and come up with a list of core competencies, expertise, demonstrated abilities, and existing level of recognition, backed up with market research and feedback. When you are creating your personal brand, the questions to be answered revolve around who needs to know about you, what need are you best-positioned to fill, and what differentiates you from others in your field or space. Personal Branding for Professionals takes you through that process step by step. The process was developed by Colette Mason. For more information on how to create a strong, successful personal brand, here is a step by step process for setting up your personal brand. Why Bother Blogging? To Build Your Personal Brand, Of Course! When I first started blogging, I’ll be honest, I wondered what earth I was doing, had no clue about what to write about and thought it was a load of hyped up old nonsense. Having now run one since 2009, I can see the benefits. There are lots of valid reasons why you should have a business blog, including to: • Keep learning You have to come up with new ideas to talk about which means you have to keep your finger on the pulse of your industry • Share your knowledge Sharing knowledge is a great way to build trust. You can feel like you’re giving too much away for free but given that the internet is full of characters trying to scam the unsuspecting, the more honest, open and trustworthy you appear, the easier it is to come across as credible and
  3. 3. What is a Personal Brand • Be a thought leader Always strive to create a new perspective on a topic when you talk about it. Combine a couple of principles together and come up with a new one, unique to you • Generate awareness in the market of your products/services/your personal brand Blogging and commenting on other people’s blogs is a great way to get your face in front of your online customers • Get to know other thought leaders in the space By engaging with high-profile bloggers and backing that up with social media connections, you’re well on your way to being associated with those people in the minds of others. • Obtain feedback from your audience (readers, customers, etc.) on new products and services I always end a blog post with a call to action asking people to share their thoughts and feelings with me so that I can understand them better and help them more. • Make sure your blog appears for specific terms on organic search Blogs are often ranked highly in search engines, and a keyword targeted blog post can bring thousands of people to your website each month. Also adding fresh content to your website helps your search engine results page ranking • Differentiate from the ‘big guys’ One of the things about big business is it is less soulful, attentive and human than a smaller business. Your blog is a great way to highlight this • Create and manage your company perception A blog is different to other communications media in that it can be more relaxed and have a different angle to more formal communications like an annual report or printed brochure. It can be more “editorial” in tone and can be used to express your opinions. • Increase personal value; a way to self-brand I use my blog for this all the time. People can find out what I am doing in my work life, and also learn more about me and the unique things I offer • Demonstrate to your customers and users that you are capable of adapting and that you are willing to try new things Participating in social media and blogging is a great way to show you’re a progressive business/entrepreneur • Represent a form of transparency that many companies do not have when it comes to their communications Blogs are often synonymous with “telling it like it is”, “no BS”, “the real deal”
  4. 4. What is a Personal Brand For more information in building a strong, effective online personal brand, visit and check out I look forward to seeing you there soon! To your success!