Something Old, Something New: Personal Branding You

Something Old, Something New: Personal Branding You

Personal Branding has become a hot topic in communication sectors, and among people outside the marketing industry. People may falsely attribute it to the likes of reality TV and pop blogs from persons who rise to fame to lend name recognition to products. Endorsements used to be part of the lingo primarily used by star athletes. But things have changed.

The avenues opened up to allow celebrities to hawk products based only on their recommendation as a well known public figure. Product endorsements have moved from shoes sold by athletically gifted professional basketball and football stars to TV shows that transform unfamiliar faces into household commodities.

The principles of branding are not specific to a niche, but an enduring framework. Brands have traded on public goodwill, have high visibility and a reputation of some sort to satisfy or create consumer demand. The marketing avenues have moved from radio and TV to the Internet Audiences have switched from remote controls to interactive mode.

Audience participation used to cue responses to clap, laugh and otherwise respond on cue. The majority of live events were scripted and taped, inauthentic live events. Then along came the Internet and reality TV. The Wild West of open communication has never been so grand. People want to engage in honest dialogue. They want to participate and have some control over the communication and process. They want to know all about others. Nearly every Internet site has an About Us blurb. People can search and find information on others, become better informed about anything and everyone through communication networks and the Internet. They want a relationship with the world.

Branding a product can be done through standard marketing strategies. Technological innovations can allow better targeting, and control to market a unique brand of service, skill or reputation to net customers. Customer relationship management now involves a network of interactive negotiations. Online, this can mean brand identity development, instant visibility, long term management and deploying negotiation strategies with customers, competitors and detractors.

A marketing plan with specific, measurable, attainable, reasonable and time sensitive (SMART) objectives is a timeless framework. Key strategies, a budget, and feedback mechanisms, can effectively connect any niche to market. Personal branding connects uniqueness into its dynamic network.

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