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Personal Branding, A New Way of
Thinking
Business owners exist in a world run by the end user,
where millions of businesses are competing for not only a piece of
market share, but to be top-of-mind. Because of this immense
figure, companies are forced to invest more in marketing and
differentiation strategies, in order to be seen and prominent with
consumers. In the past, businesses with superior products would
succeed and flourish, with little use of marketing, in an economy
where there were few competitors. Today, there is such a high
volume of competition, and transactions are created directly between
people, where credibility is at stake. One’s credibility is
directly correlated to their Personal Brand, which I define as an
individual’s total perceived value, relative to competitors, as
viewed by their target audience. Consumers pay close attention to
who is on the other side of the transaction, their competencies,
appearance, personality and differentiation. These four areas are
considered the four elements of Personal Branding.
The
idea of Personal Branding stems from topics such as career coaching,
marketing and corporate branding. This concept is crucial to the
development of a business owner’s reputation, as well as their
success in driving business initiatives, product adoption and the
personal selling process. The touch point between a customer and a
business owner is where the Personal Brand becomes apparent and most
significant in closing a deal. Personal Branding revolves around
taking the four elements, integrating them and the projecting a
positive core message to their customers. This articulation allows
for the customer to gain a clear understanding as to who that
individual is, what makes them different and why they should
purchase a product or service from them instead of a competitor.
Businesses are more tightly linked to the CEO and his or her ability
to be perceived as a leader in the industry and to their staff.
This sense of credibility, accountability, and competency is what
keeps the business afloat and profitable. Without this Personal
Brand, CEO’s and others are mere commodities and it is reflected in
their corporate brand as well.
Personal, product and corporate branding are quite similar and all
three are required for success. Consumers want to purchase from
distinct individuals, who have skills and abilities that others do
not. A CEO can promote their Personal Brand with a core message to
those in any network or community and gain new customers or claim
more mindshare in the same respect. When customers deal with
business owners, they want to walk away with a clear picture of whom
that person is and what they bring to the table and that is where
Personal Branding comes to life. With a newly released company,
business owners now have a tool to start Personal Branding before
rushing in to claim market share. I have created one of the first
examples of a press release for this new generation, titled “Press
Release 2.0.”
Today, the market calls for more user driven
technologies, such as blogs, rss feeds, wiki’s and podcasts to
name a few. The Press Release 2.0 utilizes this technology, in
combination with a written introduction of your business, with
any relevant articles that deal with your brand or topic. This
is an opportunity to start branding not only your company, but
yourself, as it includes your core message. When customers view
this new-age press release, they will not only be caught off
guard, but will appreciate the creativity of the brand. Use
this press release as a tool to launch your business or for
future products or services you may offer.
Author Information:
Dan Schawbel
 As
a marketing specialist for EMC2 Corporation, Dan Schawbel
has driven results by assisting in the launch of six new EMC
solutions and services, leading a six sigma high performing team,
and developing the current eService offerings. Dan has 6 years of
experience as a marketing consultant, business owner, web designer,
and market strategist, at age 23. Prior to EMC2 in 2006,
he served in several marketing positions in companies such as
Reebok, Lycos, LoJack, and TechTarget, where his experience in
marketing diversified. He has owned a web design business,
GlobalSportsVillage.com and continues to be an entrepreneur with his
current interest in Personal Branding.
For more
information visit Dan’s Blog:
www.personalbrandingblog.com
For the Press
Release 2.0 Template:
http://personalbrandingblog.files.wordpress.com/2007/04/press-release-personal-branding-blog.pdf
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