Personal Branding - Gabriel PR
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Personal Branding
The Keys to Creating and Marketing your Image
GabrielPress & Relationships
Personal Branding Gabriel PR 2
Personal branding is basically how you market yourself or your image to the public.
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According to Dan Schawbel, a Personal Branding Gen-Y Expert, the real definition of personal branding refers to the process by which entrepreneurs and companies differentiate themselves from the crowd by identifying their own unique value proposition,
either professional or personal, and leveraging it across different platforms with a consistent message and image to achieve a specific goal.
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Dr. Hubert Rampersad, in his written paper called, “Authentic Personal Branding”, says that personal branding is more than just marketing or promoting yourself, It reflects your
true character and should be built on values, strengths, uniqueness, and genius. His
Personal Branding Equation is a formula for
Your goal is not to make an image. It’s to make a statement!
~Tom Asacker
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There are 3 elements of personal branding
Value Proposition
• Refers to a marketing statement that tells your prospective customers why
they should buy a product or service from you.
• Answers the question: “What do you stand for?”
Differentiation
• Refers to a marketing strategy of how to make your product or service more attractive and appealing to the customers by contrasting its unique qualities with the competitors’ products.
• Answers the question: “What makes you stand out?”
Marketability
• Refers to the ability of an investor to find an active secondary market in which the
product or service can be resold or
offered. • Answers the question: “What makes
you compelling?”
Brand Elements
Value Proposition Differentiation Marketability
Personal Branding Gabriel PR 4
The single biggest mistake of businesses wanting to brand themselves is that they fail to invest time in learning about what exactly is in their best interests.
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The keys to success are to discover what your
passion is and to be compensated based on that passion.
In order to discover your passion, you need a lot of time, some luck, and knowledge with the consistent changing environment. You have to
think and do some research online to figure out what is happening out there. This is when
brand discovery comes in. Brand Discovery
Brand discovery is the most vital step in creating and revitalizing your brand. It is all about finding out what you want to do for the
rest of your life by setting up short and long
term goals, writing down a mission, vision and personal brand statement (what you do and who you serve), as well as creating a
development plan.
How others perceive you is part of your brand, especially those specific attributes that pertain to you.
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One simple equation to help you know if you’ve
discovered your brand is:
An internal reality check will also help you to discover your brand. Make sure that the voice, opinions and beliefs of your company’s internal team must also be examined and should be aligned with the voice of the customer. Your brand should match your company’s mission. Rita Allen, President of ACPI – NE (Association of Career Professionals International – New England), discovered 3 P’s of marketing technique in order to successfully create your
brand and effectively market yourself:
1. Preparation – conduct your due diligence; define and identify your brand
2. Packaging – create your portfolio; create
and build your brand 3. Presentation – deliver your message;
articulate and enhance your brand
Personal Branding Gabriel PR 5
Social media networks provide new ways to interact and engage closely to your clients and prospective customers.
Brands are built through image. Good image is what social
media brings to you and your company. Your basic interactions with the rest of the world on the internet through status updates, likes, following, and channels are a great way to establish your brand and image. Facebook Facebook is a home of a global audience of approximately 812,155,800 people. This number has been increasing over the years. Creating a Facebook profile for your business establishes your identity. This is a great way to develop relationships with fellow users, position your business, and
attract prospective customers. Your profile allows you to interact with people closely.
Make sure your profile picture is the most attractive and pleasing picture you have because hundreds of people with little time to spare will decide whether or not to browse and
add your profile based on your picture. But since your profile image displays your unique business identity, the best image for your profile picture is your company logo.
Personal Branding Gabriel PR 6
The rise of social technologies has made dramatic changes in personal branding. Branding is not only more personal, but also within the reach
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Twitter is a social networking site that can be used to connect with relevant and influential
people and also to start generating traffic to your website. The key in marketing on Twitter is to seek and follow more people so that more people can seek and follow you.
As you start to acquire more and more followers, you can begin to deliver value with links to yours and other relevant blogs and articles, photos and videos that appeal to your
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audience and advertise your company
products and services with specific brand messaging. The key here is to tweet, re-tweet,
reply to messages and follow.
Note: Try not to follow too much more people than are following you. For example, if you have 100 followers but you are following 500 or more people, it looks pretty bad to potential followers in that you are not sharing or doing anything of value to gain followers or that you are a potential spam tweeter.
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Blogs have become so popular, not only as diaries and personal journals of writers, journalists, academics, and professionals, but also as a place for product reviews and thought leadership for businesses worldwide.
Based on Alexa rankings, Blogspot is ranked #8 worldwide while Quantcast estimates that Blogspot has 58,389,332 views per month. Thus, making original content articles about some updates and
packages offered by your business can drive huge traffic to your site; people will get to know you and your products and services offered.
The heart and soul of blogging is the individual and/or the group of individuals opining on the fly and responding post-haste to one and all.
~Michael Conniff
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YouTube YouTube is another great way to upload, tag, and share your marketing videos worldwide. Based on the three-month Alexa traffic
rankings, YouTube ranks #3 in the world while Quantcast estimates 159,975,920 viewers per
month, which is higher than Facebook having 149,488,208 views per month only. Creating a YouTube channel provides enormous possibilities for building your unique personal brand. Being consistent and active on YouTube will position you as an expert in your industry. Video is extremely powerful and effective to communicate to a mass audience. Email Marketing The signature within the e-mails you send every day is a crucial marketing tool in establishing your personal brand. You can download and use free add-ons such as Wise Stamp in creating your personal signature. Those sites
are not only user-friendly but also offer a wide range of options they provide you such as adding a picture, phone number, job titles and
links to your sites, profiles on Facebook,
Twitter and other social networking sites, all in your desired colors, size and font. You can likewise create multiple signatures for different purposes. The data you entered should be
consistent and correct because it adds up to your professional image.
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Creative Content Development
Always keep fresh content on your wall posts on a regular basis. Give your followers and customers a reason to come back to your page frequently. Updating your profile does not need a significant amount of additional effort. You may just integrate all your social media outlets in order to maximize results with just a little extra effort.
Quality content to express your unique brand is a critical process in social media branding. Creating quality content through the act of filtering, editorializing and contextualizing content in a world where information overload is a reality of daily life is what social media for branding is all about.
Your personality is your greatest asset. By devoting time to
find and share what you consider the best information in
your area of expertise, you provide a valuable service to your social networks and radiate your brand in a positive light.
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Sources
• http://books.google.com.ph/books?id=jCaw0e3Xr6MC&pg=PA92&lpg=PA92&dq=differentiation+means+personal+branding&source=bl&ots=0UJPE7kPL2&sig=gV8OWcyd6eFsJnqxmK-b1d8RJxs&hl=en&sa=X&ei=WF5lT-rjH4WOiAftxfQ5&ved=0CDAQ6AEwAw#v=onepage&q=differentiation%20means%20personal%20branding&f=false
• http://personalbrandingwiki.pbworks.com/w/page/16005465/FrontPage
• http://www.brandchannel.com/papers_review.asp?sp_id=1360
• http://www.business2community.com/branding/the-new-personal-branding-online-success-formula-0135166
• http://www.kinesisinc.com/branding/how-to-write-a-powerful-value-proposition/
• http://mashable.com/2009/02/05/personal-branding-101/
• http://www.theglobeandmail.com/report-on-business/small-business/sb-tools/the-top-tens/ten-ways-to-build-up-your-personal-brand/article2342035/
• http://michaelhyatt.com/build-your-personal-brand-with-these-5-simple-tools.html
Gabriel PR 25 Sheppard Ave. West, Suite 300 Toronto, ON M2N 6S6 Tel/Fax: (416) 907-2560
www.gabrielpr.ca
GabrielPress & Relationships