It is believed that conversations about personal brand began in 1997, when American businessman Tom Peters wrote for the publication Fast Company article “the Brand is you”. In it he explained that in the era of individualism executives must promote its own identity as well as brand associations. Peters says. “We are all Directors of the company “I Incorporated”. To conduct business today, you need to market have an idea about your personality”.
According to Peters personal brand is an approach to self-presentation that determines the success of a businessman in the market. Since then, the concept has changed and evolved to include a human presence in social networks, and to develop it is recommended not only to heads of companies. Leland often need to hear from the leaders. “I understand the importance of personal brand, but dont want to seem boastful or selfish”. But she believes that the description of their positive qualities can contribute to the development of a career or inspire employees.
According to Leland, people are more comfortable to work if their supervisor has a positive personal brand. Company Barna Group researched the organizations whose leaders have “good” personal brand. The results showed: Leland says that it is not always the case.
She argues that the stereotype, according to which personal brand is an aura of positive qualities that characterize a successful and respected person. But many entrepreneurs have a bad reputation, which adjusts the professional community against them. Founder Sterling says that in the beginning of the career she had to work with a small Bank. Its President was known for having thrown the phone at the bringer of bad news employees. He had a strong personal brand, but it is damaging to his reputation.
Good clothes of a businessman, his live signature in emails and a speech prepared about yourself is not sufficient for the formation of a personal brand. This concept is beyond the scope of what says about himself people. Soon, a personal brand is a quality, values and goals expressed in the action. In other words, its not a strategic idea, and what people see in the “media” brand. A specialist in personal brand William Arruda in a column for Forbes writes that the creation of “alternate personality” is not associated with a personal brand.
“If your personal brand involves wearing a mask every day, you will lose part of your identity”. In this case, the personal brand will be confusing and will not bring results. Arruda believes that creating strong connections with others, you need to be yourself. According to Leland, those who are going to wait, when the fashion for the creation of a personal brand will end wrong. She argues that this phenomenon existed before for centuries, but just not called so.
So, like it people or not, but each of them already has a personal brand. Amazon founder Jeff Bezos said. “Personal brand is what people say about you when you leave the room”. Leland writes that in a world when information about a person can find a couple of clicks, the ability to operate a personal brand is always important. “I dont want to compete with the brand of your own business” — often say Leland CEOs, when she raises the issue of creating a strong personal brand leader.
But according to the founder of Sterling, the simultaneous promotion of the company and its head extends the idea of it. In some cases a strong brand name Director has a strong moral support for his team. As an example, Leland leads the founder of the online store Zappos (bought by Amazon in 2009) and Apple CEO Steve jobs. According to Arruda, there is a misconception that the development of the personal brand should just stick to doing sociable people. The journalists writes that even if a person feels uncomfortable with a new acquaintance and communication in the crowd, it will still have opportunities to build a strong personal brand.
This is because its strength does not depend on the number of contacts and depth of relationships with people. Arruda writes that he frequently hears complaints that the creation of a personal brand takes time and interfering with your main job. In his opinion, to create a strong personal Association need to respond to emails and calls, and conduct meetings according to the strategy of their brand. But in fact, it takes approximately nine minutes per day or two weeks a year. According to Arruda, many have different perceptions of their behavior in real life and online.
He believes that personal brand becomes strong when he razmyshlyaet as something common. Public speaking should not contradict the LinkedIn profile. Arruda advised to consider how best to associate the virtual part of the brand with the real. For example, this will help the story about a new experience in YouTube or normal blog.