The Personal Branding Concept The term “personal branding” has over the recent past been associated with Tom Peters, a renowned management guru. A brand can be described as the comprehensive, consistent value that a person receives from using a product or service. It conveys a whole set of expectations which can be either negative or positive. A brand is also described simply as a bundle of benefits, attributable to a product or service. Is branding limited to goods and services? Certainly not, because the brand is most often associated with the person who is giving the service. In the past, self-help management techniques were about self-improvement. Today, the personal branding concept suggests instead that success comes from self-packaging. …show more content…
Branding is a critical component to a customer’s purchasing decision. These days, customer complaints and opinions are online and viewable through a simple search, on either Google or social networks, such as face book, instagram, what’s up and twitter. There is no hiding anymore; transparency and authenticity are the only means to survive and thrive in this new digital kingdom. Many people think that personal branding is meant for celebrities, yet each and every one of us is a brand in his/her own personal right. It is through personal branding, that we successfully market ourselves to others. As a brand, we can leverage the same strategies that make these celebrities or corporate brands appeal to others. We can build brand equity just like they do. We can also have just as much presence as most startups and mid-size companies and products. Social media tools have leveled the playing ground and enabled us to reach incredible heights, at the cost of our time. Some researchers indicate that one can decide what face to show to the world, while positioning self for success through the personal branding …show more content…
The brand had scaled the heights of professionalism. It had interacted with big and small business. The same brand was apt for playing a bigger role in the improvement of the welfare of humanity. Further, the brand was guided by unique personal attributes. Without doubt, the Montana brand was now living on purpose. Effectively, success does not just happen. It is made to happen, especially through chasing personal dreams and aspirations. It is also made to happen when we consciously pursue our purposes in life, particularly guided by our own inborn abilities. We should never be discouraged by our heritage or cultural backgrounds. We should not even be worried about lack of opportunities. Pursuing our passion will certainly lead us into exploiting our full potential, as we contribute to the improvement of the welfare of humanity. Alongside, we will get what we rightly deserve – invaluable rewards. We however need to realize that success is not an event, but rather a process. It takes time and consistency to be recognized as a top brand. Notably, becoming a top brand is a sure pathway towards top leadership in whatever we do in life. This could eventually attract precious rewards, wealth included. Naturally, strong brands will hardly operate below the poverty
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
More important than product, people, and advertising, branding is going forward as one of the most important factors in a business. While Klein has a bias against branding and wishes the reader a word of warning, in this specific essay she focuses on what branding means for the future. Klein starts off her minor claims with the bloating of corporations. “A consensus emerged that corporations were bloated, oversized; they owned too much, employed too many people, and were weighed down by too many things (Klein 769).” Through the use of branding, these same businesses could cut down all of their problems and payrolls through importing and simply putting their brand name on the product. Then when the dreaded “Marlboro Friday” happened, and it seemed that all brand significance was for naught, Klein showed us examples of businesses that thrived from a new age of marketing. “For these companies, the ostensible product was mere filler for the real production: the brand (Klein 774).” With brand driven marketing rather than product driven sales, businesses soared with selling the idea of their products more than their products quality. Using the example of Starbucks, Klein also supports her claims of branding not through marketing but weaving its name into products and culture. “The Starbucks coffee chain was also expanding during this period spinning its name into a wide range of branded projects: Starbucks airline coffee, office coffee, coffee ice cream, coffee beer (Klein 775).” By spreading its name not through marketing, but through spreading the brand through new and different products Starbucks found success in turning their brand concept into a virus and sending it through cultural sponsorship, political controversy, consumer experience and brand extensions. These forms of image building could make a company like Starbucks successful with branding over
Brands create inspirational lifestyles based on these consumer relationships. Associating oneself with a brand transfers these lifestyles onto consumers. Marketing is very
Increasing awareness of a personal and unique identity distinguishes us from the pack. A brand mantra differs from a tagline, explains Guy Kawasaki, as a mantra describes internal business, a standard for a company to abide by. A tagline is for customers and what they can expect to be delivered (Martinuzzi, 2014). John Jantsch, founder of Duct Tape Marketing defines branding "the art of becoming knowable, likable and trustable” (Martinuzzi, 2014). Many specialists on the subject agree that trust building is essential in success. Being honest is one of the top five steps Forbe’s advises when it comes to brand building (Biro, 2013). Some suggestions to follow from, How to Build an Unforgettable Personal Brand (2014) include, making sure customers are provided what is promised, leading with unwavering quality and being consistent in making good on one’s word. The article also warns that the public will assign a default brand if a
People are buying the product which gives them prestige. Marketers have interest on consumer psychology and they are playing with every day by showing that their product will give prestige in the society. It’s true that the transparent societies now needs brands image. Marketers analyze the interest and needs of consumer than create the product according to the need of the society. Brand can attain the people attraction and the business can have the good reputation by giving satisfaction to consumer. If the brand gives satisfaction and function are according to the expectation of consumer than the brand gets good image on the mind of consumer. brand image is great weapon to use for the competitors it builds in years , at once the business gets brand image it has competitive edge from other brands in the market. When consumer rely on the brand the company can create the long term relation with the consumer, in other words (CRM) consumer relationship management. The brand image has effect on the choice of every individual there believe and attitude change their preferences. Brand image can be effected by price as price is an important part for consumer when they are making purchase decision if they find the value of brand is equal to the pricing they purchase that brand if not they refuse it. Similarly the image of brand can be effected by the attributes and features or
Overcoming life’s obstacles by using one’s talents, skills, and traits to be successful is not only the American dream, but a dream that arguably all humans
5 Stephen King, WPP Group, London, Branding Quotes, (2014), Retrieved July 21, 2014 from http://www.bizcommunity.com/Quote/196/82/866.html
In the past decade companies are starting to see their brand assets, and with this branding has taken on a greater significance. So today brands are more than just marketing slogans and logos. All businesses are building their brands through certain actions and in their actual presence they find a 'position' in the mind of consumer and prospects. This is based on experience and exposure of the brand in the competitive marketplace. There are certain advantages to take into account in a Brand Strategy;
A brand is usually defined to be a visual asset used across a series of products in order to create an identity. Although a brand is much more than that, the visual aspect of the brand is not only to entice the customer but it also reminds us of our previous experience or feelings they have toward that particular brand. Essentially a brand is not effective without an equally as effective product, and vice versa. The brand is then as important as the product itself.
A company’s brand is one of its most valuable assets (Green and Smith 2002). Brands owners invest millions of dollars every year in advertising and promotion to raise awareness and create demand for their brands.
Brands have always been seen as elements that act as identifiers of products and the organizations that make them by various bodies and individuals in the marketing study (Kotler 200, p. 396, American Marketing Association, Wood, 2000). From this view, it can be extrapolated that as long as someone can make his product identifiable via some added visible indicators, he has made a brand. It is by this idea that Keller (2003) writes, “technically speaking, then, whenever a marketer creates a new name, logo, or symbol for a new product, he or she has created a brand” (p.3). This has been the idea for a long time as brands were treated in an off-hand fashion as part of the product (Urde, 1999). However, since brands are the first thing a customer is exposed to before using the product, communication strategies started working toward exposing brands and creating brand image. These strategies aimed to show the customer that the particular branded product offered added value to the customer. The change in the view of brands is seen in de Chernatony and McDonald’s (2003) definition of a succ...
This personal branding module has helped me develop my brand and progress from coming up with a sweet spot to finally attaining a brand. This report will help show my progress and how I developed through the weeks.
The practice of brand management is a key component of marketing and performs an integral function by motivating the wants and needs of consumers. It is known that marketing can shape consumer needs and wants, however, consumers today appear to be more knowledgeable about the information regarding products. Consumers lead busy lives and have therefore gone to the internet as one of the many channels to learn about products in order to make informed decisions. This paper will discuss the argument that marketing should reflect the needs and wants of consumers rather than shaping these attributes. Due to the speed and ease of obtaining information, consumers do not take at face value strong marketing efforts that appear to be overly aggressive and push a brand rather than just being informative. Brand managers have to be aware of these changing dynamics and carefully craft brand management practices to meet the demands of consumers.
Brand and Branding creates unique image of marketing offering(s) and can lead to brand preference and brand loyalty on the part of the consumers.
Secondly, some light has been thrown on the previous researches by various authors on the similar topics by providing with a summarised form of the same. It helps in better understanding of the ongoing concepts and perceptions on the concept of brand and its importance.