According to Glenn Llopis, strengthening one’s personal brand is fundamental to progress in one’s career and advancement as a leader. Moreover, it is a long and constant odyssey that goes further than using social media, he concludes.
A critical factor before spreading the name of a brand is the branding. In today’s post the reasons of its importance in the business world will be explained. First of all, the concept of branding must be defined to understand the key importance of it.
What is branding?
Branding is an English word used to describe the process of creating a brand. It links all factors and assets of a company that are directly related to the business and that add value to what it represents. Our personal brand makes us different from others, that difference can be perceived as a positive value or negative. Therefore, it is an important factor if we want our products to succeed. Among the elements that reflect the personality of the brand, the following need a special mention:
Logo: A graphic representation of the mark, it consists of letters, symbols and colours.
Name: Word or words that identify a company over its consumers.
Colour: The colours help to highlight the characteristics of a brand over others.
Typography: Companies tend to have a dedicated and exclusive typography to represent their brand and logo.
After this explanation, it must be highlighted that, unfortunately, as Llopis afirms “personal branding has become a “commoditized” term that has lost its intention as people have irresponsibly used social media as a platform to build their personal brand and increase their relevancy. They believe social media can immediately increase their market value for their personal brand rather than recognizing that the process of developing their personal brand is a much bigger responsibility; a never-ending journey that extends well beyond social media” (2013).
Because of this, it is fundamental for those who have social networks to think twice about their purposes and goals before starting an account. For what reason? Once you start you should not stop using social media, it can be seen as an irresponsible act. In the words of Llopis: “Personal branding, much like social media, is about making a full-time commitment to the journey of defining yourself as a leader and how this will shape the manner in which you will serve others” (2013).
Therefore, personal branding refers to the management of one’s own professional or even personal profile. It focuses on the uniqueness and particularities of oneself and how to communicate them to others. Since every person is different, it becomes clear that everyone has a personal brand, something that differentiates us from others. It is a highly powerful marketing tool. We must identify and communicate the characteristics that make us visible in a homogeneous, changing and competitive environment. The importance of having a well-defined, attractive and strong personal brand is clear but how can we underline it?
Building a personal brand
When we embark on a project, we want to achieve certain objectives and based on these objectives we set one strategy or another. The basic steps to define a personal strategy are the following ones:
Firstly, we should define objectives, expectations and values. It is one of the most common mistakes when it comes to promoting one’s personal brand. Do not forget to define specific objectives based on the strategy to be carried out.
Secondly, it must be defined the name (this process is also known as naming) of the “personal brand”. In order to decide the name, it should answer the question how do I want people to remember me? Are they going to remember the name of my brand? The reputation of a brand is a fundamental component of a strategy. One should try to have a strong brand in the market and make people love it.
Thirdly, you should define the keywords that will be on the meaning of the brand. These are the words that will be identified with the image of the business. Fourthly, the design is relevant. The logo, website, blog and images of the enterprise must be selected according to the chosen concepts and basic values.
Another point to take into consideration is the register of the communication. This means that before starting to launch content it must be clear who the target audience is. Depending on who the customers are the business need to adapt the tone and the words written in the posts, tweets, advertising messages and so on.
Finally, another key factor is the channel-selection. Currently, there are a multitude of different channels in both online and offline medium. Based on the strategy and the already defined target audience it must be selected what interests us the most. Why? Probably, it is not necessary our presence in all social networks. It is recommended to have a quality presence and work at five social networks than being present in all social media and generate an image of abandonment because it is almost impossible invest in them a lot of time and effort. Remember that the use of internet and social networks facilitate the communication and dissemination of one’s personal brand. It is necessary and imperative to be present in these media and channels of communication if you own a business, as it offers an opportunity of increasing one’s network, appart from achieving greater visibility and dissemination.
Many well-known celebrities such as Risto Mejide or Alberto Chicote are clear examples of a successful personal brand. They use their fame to attract attention and influence the public. Moreover, they are clearly visible and widely distributed “brands”, with a large number of followers , and readers who have contacts in different communication media (Facebook , Twitter, TV…). It is advisable to follow their examples.
As Llopis (2013) states, “Personal branding is no longer an option; it’s a powerful leadership enabler” and therefore a fundamental factor to achieve success in the business world.
#Escuela de Negocios y Dirección. (n. d.). “La importancia de crear una marca personal”. Retrieved from http://www.escueladenegociosydireccion.com/blog/marketingyventas/1521-la-importancia-de-crear-una-marca-personal
#Llopis, G. (2013, 08 April). ”Personal Branding Is A Leadership Requirement, Not a Self-Promotion Campaign”. Retrieved from http://www.forbes.com/sites/glennllopis/2013/04/08/personal-branding-is-a-leadership-requirement-not-a-self-promotion-campaign/
#Think and Start. (2011). ”El branding y su importancia”. Retrieved from http://thinkandstart.com/2011/el-branding-y-su-importancia/