Personal branding
From Wikipedia, the free encyclopedia
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 also been described as an attempt to make direct, clear, and persistent bonds between symbols and products or services and 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.[2]
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."[3][4]
[edit] See also
[edit] References
- ^ Dan Schawbel (Retrieved on April 6, 2007). Gain a Competitive Edge by Establishing a Personal brand.
- ^ Daniel J. Lair, Katie Sullivan, and George Cheney (2005). Marketization and the Recasting of the Professional Self. Management Communication Quarterly 18 (3): 307–343
- ^ Tom Peters. "The brand Called You", Fast Company, Mansueto Ventures LLC., August 1997, pp. 83.
- ^ missingauthor (missingdate). Origin of the Swoosh. About NIKE. NIKE.
[edit] 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.
- 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.
