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  • An Introduction into the World of Personal Branding

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    I’ve been asked by a lot of people for an article that introduces personal branding. I went searching through my archives and found that I really didn’t have an up-to-date article that goes over personal branding at a high level. More and more educators are interested in this space and most of my posts are for someone with basic knowledge and skills. Before we step into 2009, I’d like to go over the basics of what you need to know to get started on your brand for next year. “Building my personal brand” should be on all of your new years resolution lists.

    The history of personal branding

    Tom Peters crafted an article for the August 1st, 1997 issue of Fast Company Magazine, entitled “The Brand Called You,” which explored the evolution of career development, and exposed a new mindset for the new millennium. Basically, instead of relying on a company for career guidance, it’s up to you to take ownership of the brand called you. Personal branding called for everyone to become a “free agent,” which not everyone bought into back then. Now there are tools available for you to grasp your brand and shape it (social media).

    Web 2.0′s impact on personal branding

    Before web 2.0 changed our world, it was really hard to get enough press to really stand out. There weren’t blogs, so you’d have to get your local newspaper, or mainstream media to write about you. You could go to a networking event and meet five to ten people each time. You could sit in your college class and meet ten new people. Web 2.0 amplified how we network, first impressions and personal visibility and self-promotion forever.

    Me 1.0 was hidden behind a corporate brand, without an outside voice and not being able to afford excessive promotion (PR & advertising). Me 2.0, as I call it, is when you get to stand in front of your company, at the cost of your time and with the ability to carry your voice across the world in a matter of seconds (think Twitter). I’ve captured this change in my new book, rightfully called, Me 2.0.

    Why personal branding was inevitable

    There are two main reasons why personal branding is becoming a core part of our culture. Sadly, it’s nothing revolutionary! First, we are all being judged all the time, even when we’re sleeping (our online profiles are still up!). Second, we have to constantly sell our ideas to teachers, managers, venture capitalists, our friends and family, to make things happen in our lives. We have to convince them to take action.

    Personal branding defined

    In 2007, I gathered a group of international brand and career experts to collaborate on a single definition for personal branding. After analyzing the definition and reciting it in a few presentations back then, I felt it was too long, thus no one could remember it. For 2008, I shortened it to “how we market ourselves to others.” Personal branding is a process.

    Personal branding: how we market ourselves to others.

    The personal branding process (DCCM)

    1. Discover: The first thing you need to do is to figure out who you are, what you want to do in life, while focusing on your strengths, passions and goals. After that, you should create a development plan that aligns your short-term and long-term goals and, finally, a personal marketing plan.

    2. Create: There are traditional and non-traditional ways to create your personal brand. The traditional ways include a business card, professional portfolio, resume, cover letter and references document. The non-traditional ways include, a video resume, LinkedIn profile, blog, Twitter and your existence on the various other social networks. While you create your brand, ensure that the content, including pictures and text, are concise, compelling and consistent with how you want to represent yourself.

    3. Communicate: After you’ve created your brand, it is only natural (and human instinct) that you want people to see what you’ve done. Depending on your audience (hiring manager, teacher, clients), you may want to tweek your materials accordingly. To properly communicate your brand, through self-promotion, you need to have your story down pat and find the right sources that would be interested in what you have to say. I would recommend promoting others before you promote yourself as well. Communication consists of guest posting on blogs, writing articles for magazines, becoming your own personal PR person (pitch to the media), attending networking events and speaking.

    4. Maintain: As you grow, the brand people see has to grow at the same time. For every new job, award, press article, and client victory (to name a few), everything you have created has to reflect that. The reason is simple:

    You want to use what you did in the past to get what you want in the future.

    Also, as you become more popular, your reputation will be knocked around and tossed throughout the web, from blog post, to tweet, to video, and more. You’ll want to keep a close eye on where your name is. To do this, I have created a post giving you free tools to do so.

    Personal branding depends on your career status

    High school student: If you’re in high school, personal branding still applies to you because getting into a top college is very competitive. Your goal is to position yourself as worth of a top school, so getting good grades, good SAT’s, interviewing at schools, networking with alumni who can endorse you, writing a compelling essay and all things social media, will help you.

    College student: A college student is interested in either getting an internship, starting a business or getting a corporate job upon graduation. They have to compete on experience and network extremely hard in order to get a job. They need to position themselves as superior relative to their peers. This means, becoming a leader in college organizations, meeting as many people as you can, forming a personal branding toolkit and starting when you’re a freshman are critical to your success.

    Corporate employee: If you work for a company, and enjoy doing so, then personal branding becomes the cornerstone for how you move up the hierarchy and become recognized as a leader.

    Entrepreneur: An entrepreneur needs to think about branding his or her company, as well as him or herself in the process of establishing a business. The entrepreneurs brand must reflect the company, yet be set apart from it simultaneously. The entrepreneurs brand is VERY important in securing venture capital. For instance, if Jason Calacanis wanted seed money, he has a better chance of getting it than someone without a track record of success (he sold Weblogs Inc for millions).

    Consultant: These individuals are obviously all about personal branding because it’s all they got. Many consultants brand themselves as masters of a specific trade (at least the good ones). They are able to track value and attribute it to the work they provide for clients.

    3 laws of personal branding

    Authenticity: You need to be yourself because everyone else is taken and replicas don’t sell for as much. Furthermore, you need to define your brand before someone else does for you!

    Transparency: It’s better to be straightforward and honest, then lie, and have your actions work against you.

    Visibility: The notion that if you aren’t known, you don’t exist.

    5 benefits of personal branding

    Promotions: Anyone who is ambitious and works at a company will want to move up. By building your personal brand, you become the best choice for a promotion.

    Happiness: By aligning who you are with what you do and appending goals to it, you can turn “work” into a “hobby.” You can position yourself on a topic you love, so you get paid to do what you would count as a hobby.

    Compensation: Personal brands command premium prices. Just like Apple and Gillette can charge more for products you can get for less, you can do the same.

    Business: People want to purchase from other people who they know, like, trust. When you make those people happy that they chose you, by giving them great results, they will refer you to even more people.

    Perks: Strong brands get perks. For instance, I get free books from authors and other bloggers get free products, such as limited edition Pepsi cans. Celebrities, like Halley Berry, don’t have to pay for anything because of who they are.

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    Dan Schawbel is the Managing Partner of Millennial Branding, a Gen Y research and consulting firm. He is the New York Times and Wall Street Journal bestselling author of Promote Yourself: The New Rules For Career Success (St. Martin’s Press) and the #1 international bestselling book, Me 2.0: 4 Steps to Building Your Future (Kaplan Publishing), which combined have been translated into 15 languages.

    Posted in Career Development, eBrand, Personal Branding, Social Media
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    9 comments on “An Introduction into the World of Personal Branding
    1. avatar
      EXPERT
      Adam Green says:

      Dan:

      I agree with the value you place on personal branding for employees, but I’m not sure I follow your logic for entrepreneurs. Yes, an entrepreneur needs to develop a strong personal network of contacts, but shouldn’t he be more concerned about building the public brand for his current company? You use the example of Jason Calacanis. Doesn’t his personal branding activity interfere with his company’s message? Isn’t there the possibility that he comes to believe that his personal celebrity, measured by followers on various networks, is equal to his corporate success? In my first business, Softwarebanc, I was a highly visible image for the company. When it failed, the bankruptcy lawyer told me how many of his clients came in with huge books of clippings. My biggest success was in co-founding a company, Andover.net, where I stayed behind the scenes, and the sites, like Slashdot, got all the attention. I came to believe that when the time comes to sell what you’ve built, you sell the entity you build not yourself to an acquirer. Will Jason sell Mahalo because he is a Web celebrity, if Mahalo itself isn’t successful? Or is your metric for entrepreneurial success how many people know your name? I’m not questioning your tactics for branding, but I’m wondering if it is the right strategy for an entrepreneur.

      - Adam Green

    2. avatar
      EXPERT
      Leila Feldbauer says:

      Hi Dan,

      Love your blog. One site that might help high school students build their brand specifically for colleges is zinch.com. The site allows students to create private profiles highlighting their own personal brand for college admissions officers. It could be a great place for kids in high school to get started building a brand.

      - Leila Feldbauer

    3. avatar
      EXPERT
      Chad Levitt says:

      @Adam Thoughtful post. I see if you look at this from an entrepreneurial perspective how you may believe building your company’s brand is more important than your personal brand. And yes, if your an entrepreneur you should be focused on building your company. However, you also need to focus on building your personal brand because it will serve as your lifeline if your company falls on hard times. Let’s face it, companies go bankrupt, especially start-ups. The fact that a company may fail is not a reason to neglect building a personal brand. Further, if you’ve got a record of forming garbage companies others will shape your personal brand for you. Either way your personal brand will be created. You shape it or others will for you!

    4. avatar
      EXPERT

      Adam makes a good point, you personal brand can help make people aware of your projects–but they can’t make your projects succeed. The number of twitter users or Facebook friends I have will NOT make Mahalo great… Mahalo will make Mahalo great (have you see Answers yet? http://www.mahalo.com/answers if you haven’t… it’s great).

      Kevin Rose has a huge network thanks to digg, but obviously that didn’t make Pownce–which was a great product–a huge winner. Also, Rev3 is having to fight it out in a very tough space… and 100 Kevin Rose’s or Jasons wouldn’t solve that.

      The most I can do is get attention for my projects… which is significant in terms of raising capital, hiring and getting PR. However, it doesn’t make folks want to USE your product. Only a great product makes a great product! :-)

    5. avatar
      EXPERT
      Andy says:

      Great summary Dan. In my opinion, personal branding is all about positioning into the world of online market segments. Before the web came along, market segmentation was an abstract exercise performed by marketing departments and their agencies.

      Today, we have the inverse. Thousands of live market segments are sprouting up and people have ample opportunity to join in, participate or simply observe. Job seekers are in a tremendous position to build up their credibility through thoughtful listening, commenting and contributing original concepts and content (create and communicate).

      There is nothing more satisfying then walking into a job interview and having the interviewer ask questions about your blog entries. When an interview turns into a conversation, you know your branding efforts have been spot on.

    6. avatar
      EXPERT

      Personal branding has become more important an relevant in today’s troubled times where the number of jobs available in the market is less and the competition is fierce. Found another interesting article about personal branding at:

      http://info.shine.com/Career-Advice-Articles/Career-Building/Creating-an-image/1692/cid28.aspx

      You may find it useful

    7. avatar
      EXPERT

      Another GREAT article from Mr. D!

      Thanks for sharing, Sir. I learn something every time I ready your blogs.

      Keep the faith and keep being YOU!

      ~Ronald
      TrueBeliever & HopeDealer

    8. avatar
      EXPERT
      Nishant says:

      Hey Dan, I must say that it’s a very good article written by you and it is Very True.

      I have already recommended my friends, colleagues to read this.

      As everyone else has also commented, Personal Branding is of the Utmost Importance for everyone :)

    9. avatar
      EXPERT

      Love the message! Just wish some of the links still worked. Was really interested in seeing the personal marketing plan.

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