Challenge: There are too many sources of Personal Branding, with inconsistent
messaging, leading to confusion of the term.
develop a single definition of Personal Branding that can be
consistently communicated across all media.
Personal branding describes the process by which individuals and
entrepreneurs differentiate themselves and stand out from a crowd by
identifying and articulating their unique value proposition, whether
professional or personal, and then leveraging it across platforms with a
consistent message and image to achieve a specific goal. In this way,
individuals can enhance their recognition as experts in their field,
establish reputation and credibility, advance their careers, and build
The term personal brand is believed to have first appeared in the August
1997 issue of Fast Company Magazine, in an article by management guru
and author Tom Peters, who wrote, "We are CEOs of our own companies: Me
Inc. To be in business today, our most important job is to be head
marketer for the brand called You."
A well-executed personal branding campaign creates a strong, consistent,
and specific association between the individual and the perceived value
they offer. Personal branding is common among entertainment, political,
and sports figures. In business, individuals such as Donald Trump,
Martha Stewart, and Jack Welch have created enormous personal visibility
and success by actively promoting their personal brands. Donald Trump
will show you how to get rich. Martha Stewart will show you how to look
good. Jack Welch will show you how to manage a business.
Personal branding typically begins with establishing an inventory of
core competencies, expertise, demonstrated abilities, and existing level
of recognition, informed by market research or feedback. Questions to be
answered revolve around who needs to know about you, what need are you
best-positioned to fill, and what differentiates you from others in your
field or space?
Personal Branding consists of three elements:
- Value Proposition: What do you stand for?
- Differentiation: What makes you stand out?
- Marketability: What makes you compelling?