What is Branding?
One thing that companies do to promote a product is what is called “branding” or “building the brand.” Whenever you think of a brand such as Coca Cola, Apple, or Nike, certain thoughts and ideas run through your mind. You have an image of what these companies represent and what their products are like. Companies spend millions of dollars building and developing their brand.
For example, when you hear the name Apple, what comes to your mind? My first thought is of the Apple logo. Then thoughts and images of some of Apple’s products run through my mind such as the iPhone, iPod, iPad and iMac. Then I think of Apple’s reputation of making beautifully designed, high quality products that anybody can use. This is what “branding” does – it creates thoughts, feelings, perceptions and images that are linked to a specific product or company.
Your Own Personal Brand
Like it or not, you are creating your own personal brand on a daily basis. Your personal brand is made up of the thoughts, feelings, perceptions and images that people think of when they think of you. The corporate world spends a ton of money managing and building their individual brands. What have you done lately to build your brand?For that matter, do you even know what your brand is? When someone thinks of you, what do they think?
Everyone Has a Brand
I have three friends that each have unique personal brands. My friend Mat is known for being just about the nicest guy around. He is always helping people and would give you the shirt off his back if you asked him. My friend Travis is known as a go-getter, very motivated and business-like. He also loves the outdoors and gives the impression of a rugged, strong man. My third friend, Colin, has a much different personal brand. Everything he owns, uses or is involved with is of extreme high quality and also very expensive. Everything he does, he does with class.
Think for a moment about some of the people that you know. You’ll see that there are certain traits about each person that immediately come to mind. They may be a pain to be around. Maybe they are fun or funny or pleasant or self-centered or giving. Whatever comes to mind is their personal brand. It’s who they are to you and others.
You Are Creating Your Brand Every Day
The same thing happens when people think about you. What is your brand? When someone thinks of you, what do they think of? People who know you have already sized you up and judged you. You are developing your personal brand every day by the way you deal with and interact with others. Writer Howard Hodgson said, “Whatever business you are in, you are in a business of relationships. That’s why your reputation is your greatest asset.”
You need to understand what your personal brand is and make sure it’s what you want it to be. Is it the brand you want? Are there things about you that you need to work on and change?
Protect and Manage Your Brand
Corporations are very concerned with building, managing and controlling their brands. They will go to great lengths to make sure nothing taints or damages their brand. How are you doing with your own brand? Are you careful with it? Do you make sure you don’t damage it by doing stupid things or being inconsistent in your life? Your personal brand is what others perceive who you are. Is it what you want it to be? If not, then I encourage you to take the steps you need to repair, protect and manage your brand.