Personal branding
Personal branding is the process of enhancing someones total perceived value, relative to competitors, as viewed by their target audience. [1]
It is also the concept of creating a firm impression or fixed image that comes to people's minds when they think of you, or a mental picture that people conjure up when your name is mentioned.
Most experts agree that there are two types of branding: tangible and intangible. Tangible branding involves tying your name to a specific benefit that people will get from dealing with you. Intangible branding involves creating a positive feeling in people about you.
Creating a personal branding statement starts with identifying your target market and then pinpointing the most important benefit they could receive from a person in your position. You then create reasons why people should believe that you will deliver on your benefit promise.
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]
See also
References
- ^ Dan Schawbel (3/19/07). "Personal Branding Spokesman". personalbrandingblog.wordpress.com.
{{cite web}}: Check date values in:|date=(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.
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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.