Branding

Challenge: There are too many sources of Personal Branding, with inconsistent messaging, leading to confusion of the term.

Goal: To develop a single definition of Personal Branding that can be consistently communicated across all media.

Definition

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 leveraging 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.

The term personal brand is believed to have first appeared in the August 1997 issue of Fast Company Magazine, in an article by management guru and author Tom Peters, who wrote, "We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You."

Process

A well-executed personal branding campaign creates a strong, consistent, and specific association between the individual and the perceived value they offer. Personal branding is common among entertainment, political, and sports figures. In business, individuals such as Donald Trump, Martha Stewart, and Jack Welch have created enormous personal visibility and success by actively promoting their personal brands. Donald Trump will show you how to get rich. Martha Stewart will show you how to look good. Jack Welch will show you how to manage a business.

Personal branding typically begins with establishing an inventory of core competencies, expertise, demonstrated abilities, and existing level of recognition, informed by market research or feedback. 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 consists of three elements:

• Value Proposition: What do you stand for?
• Differentiation: What makes you stand out?
• Marketability: What makes you compelling?