Personal branding

The term personal branding comes from English and basically means marking relating to the person or the marking of a person as a brand or, somewhat shortened, the marking of people . However, the expression branding sounds more catchy with people .

To this day, there is no uniform definition of personal branding. With the large number of primarily American books, innumerable magazine articles, blogs , websites, magazines and other media sources, the definitions of the term from author to author can vary greatly.

As far as the traditional approaches of personal branding are concerned, Hubert K. Rapersad formulates it like this from today's perspective: "Most traditional Personal Branding concepts focus mainly on personal marketing, image building, selling, packaging, outward appearances, promoting yourself, and becoming famous" . Dan Schawbel states what personal branding is not: "Changing who you are in order to fit others' expectations". The explanations from the beginnings to today range from the marketing of purely external appearances to the use of psychologically relevant approaches.

The definition of the first personal branding author comes from Tom Peters . In his 1997 FastCompany article, he uses the term personal branding but does not define it as such. Peters writes of himself as the inventor of the term Brand You, which is used synonymously for personal branding . "My modern-language (aka Peters-Speak) term for this ancient, self-reliant, networked, word-of-mouth-dependent, distinguished craftsperson: Brand You". "Brand You = Who You Are". He also writes that this is a pragmatic, commercial idea that is about survival, but also about opportunities - and about self-definition.

Dan Schawbels definition reads: "Personal branding describes the process by which individuals and entrepreneurs differentiate themselves and stand out from a crowd by identifying and articulating their unique value proposition, whether professional or personal, and then leverage it across platforms with a consistent message and image to achieve a specific goal. In this way, individuals can enhance their recognition as experts in their field, establish reputation and credibility, advance their careers, and build self confidence ”. His short version of this definition is: "How we market ourselves to others".

literature

Arruda, W. & Dixson, K. (2007). Career distinction: Stand out by building your brand. Hoboken, NJ: John Wiley.
Gad, T. & Rosencreutz, A. (2002). Managing Brand Me: How to build your personal brand (1st ed.). Dorchester, UK: Pearson Education.
Kaputa, C. (2006). UR a brand !: How smart people brand themselves for business success (1st edition). Mountain View, CA: Davies-Black.
Montoya, P. & Vandehey, T. (2008). The brand called you: Create a personal brand that wins attention and grows your business (1st ed.). New York: McGraw-Hill.
Peters, TJ (1997). The brand called you. Fast Company, 10, 83. Accessed September 8, 2009
Peters, TJ (1999). The brand you 50: Fifty ways to transform yourself from an “employee” into a brand that shouts distinction, commitment, and passion! (1st ed.). New York: Alfred A. Knopf.
Rampersad, HK (2009). Authentic personal branding: A new blueprint for building and aligning a powerful leadership brand (1 ed.). Charlotte, NC: Information Age.
Schawbel, D. (2009). Me 2.0: Build a powerful brand to achieve career success (1st ed.). New York: Chaplain.
Seidl C. & Beutelmeyer W. (2006) The ICH brand: How to develop your personal strategy for success - now with the Herold principle. Redline Verlag 4th edition
Setty, R. (2006). Professional branding for technology professionals: Distinguish yourself and thrive! Accessed July 10, 2009
Wüst, P. (2006). Self branding for managers: Or the art of positioning yourself better. Zurich, Switzerland: Orell Fuessli.

Individual evidence

↑ Rampersad, HK (2009). Authentic personal branding: A new blueprint for building and aligning a powerful leadership brand (1 ed.). Charlotte, NC: Information Age, p. XII.
↑ Schawbel, D. (2009). Me 2.0: Build a powerful brand to achieve career success (1st ed.). New York: Kaplan, p. 5.
↑ Peters, TJ (1999). The brand you 50: Fifty ways to transform yourself from an “employee” into a brand that shouts distinction, commitment, and passion! (1st ed.). New York: Alfred A. Knopf, p. 25.
↑ Peters, TJ (1999). The brand you 50: Fifty ways to transform yourself from an “employee” into a brand that shouts distinction, commitment, and passion! (1st ed.). New York: Alfred A. Knopf, p. 10.
↑ Schawbel, D. (2009). Me 2.0: Build a powerful brand to achieve career success (1st ed.). New York: Kaplan, p. 4.

[1] Rampersad, HK (2009). Authentic personal branding: A new blueprint for building and aligning a powerful leadership brand (1 ed.). Charlotte, NC: Information Age, p. XII.

[2] Schawbel, D. (2009). Me 2.0: Build a powerful brand to achieve career success (1st ed.). New York: Kaplan, p. 5.

[3] Peters, TJ (1999). The brand you 50: Fifty ways to transform yourself from an “employee” into a brand that shouts distinction, commitment, and passion! (1st ed.). New York: Alfred A. Knopf, p. 25.

[4] Peters, TJ (1999). The brand you 50: Fifty ways to transform yourself from an “employee” into a brand that shouts distinction, commitment, and passion! (1st ed.). New York: Alfred A. Knopf, p. 10.

[5] Schawbel, D. (2009). Me 2.0: Build a powerful brand to achieve career success (1st ed.). New York: Kaplan, p. 4.