| While brands were once limited to products, goods and even services, today there is a trend toward personal branding. Personal branding is an aspect of social marketing in which individuals brand their careers and selves even. But personal branding is not limited to branding alone but also involves, most typically, an extensive self marketing campaign.
The term itself is thought to have first been used by Tom Peters back in 1997. The notion of personal branding is a concept that was derived out of the self-help movement and, from within this context, is said to consist of the following four elements: personality, personal (physical) appearance, competencies and differentiation.
Personal branding can be either tangible, in which an individual’s personal brand is associated with some specific advantage the individual is presumed to offer in his or her particular marketing niche, or it can be intangible. In the intangible case the personal brand is broadly generalized. The personal brand can also be associated with a particular product or service, which is often the case, though not absolutely necessary.
Brands are endemic—just take a look around. From the bottled water one drinks to the clothes one wears, the big companies have surrounded us and branded us. We all want to be associated with certain brands because those brands make a statement that, in some way, whether small or great, says something about us or our lifestyle. We are all essentially walking billboards today.
The big corporations understand the importance of such branding and have for many years. Today, many individuals as well are catching on to the importance of branding and thus the emergence of the personal brand. Individuals, especially those engaged in social networking and/or social marketing of any sort, e.g., real estate, absolutely need a personal brand.
Personal branding is, at heart, all about what makes one special…what makes YOU special. So, what is different…what is special about you? What makes you stand out from the pack? Once you can answer these questions thoughtfully and clearly, you have the basis for your self-branding. Of course such questions must be taken seriously and answered, as stated above, very clearly. There are, most likely, many individuals offering the same product, service, etc., that you are offering yourself so you need to distinguish yourself from the others. Once you do this you have your brand.
Starting today, no longer think of yourself, as, let’s say just a real estate agent but rather start thinking of yourself as brand no different from Coke, Pepsi, McDonald’s, etc. Take a moment after reflecting on the above (What makes you stand out from your peers and competitors?) and write down in 20 words or less just what it is that makes you special. (The fewer words and the more concise the better.) Now, read over this carefully, reworking it as necessary as something you will be proud to share with potential customers, clients, etc…something that will make them take notice of you. (Once this happens you know you’ve got your brand!)
Of course there is more to a brand than an image. There must be something substantial behind the label, behind the brand. Ask yourself the following questions: What have I done in the past and recently that makes me stand out? What are my major accomplishments? Answer these questions because they will be asked…by both potential clients and competitors. You need a proven track record to bolster your brand. A brand with no substance is not a marketable brand.
It needs to be clearly defined just what the features and benefits are of choosing and going with your particular brand as well. This relates to that discussed above related to differentiating yourself from your competition.
It must be stated that a brand is not something that one can create overnight. Rather a personal brand is something resultant of hard work, dedication to excellence, as well as consisting of a proven track record in one’s area of endeavor. If one does not yet have the above, take the time to develop it because a legitimate personal brand rests upon such and anything short of this is a but a mere image, a façade, not a true brand.
Today, more than ever, personal branding is a necessity in social networking and social marketing circles. Good luck with developing and marketing your very own personal brand.
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