What Is Personal Branding?

Personal brand refers to the unique, distinct, certain, and easily perceivable information collection conveyed by the external image and internal conservation of an individual. Be able to show enough power to cause changes in consumer perceptions or consumption patterns. Has the characteristics of integrity, long-term, stability.

Personal brand

Personal branding refers to a more consistent impression or word of mouth held by a relevant person.

A successful personal brand should have three basic characteristics:

The first is uniqueness: having its own point of view.

The second is relevance: being able to connect with what others consider important.

The third is consistency: there is some consistency with what people observe.

American Management Scholar

1) Brand is a distinguishing mark used for identification-identification function. No two brands are exactly the same. Your brand belongs only to you and truly reflects you and what you believe. For example, Zhang Hai and Zhao Benshan are completely different.

First of all, brand positioning. The standard method for a company to create a brand is the "feature-benefit" model. A company thinks about the characteristics of the products or services it provides. What special benefits can it bring to customers or customers? This method can also be used in the establishment of a CEO brand on.

Second, create an excellent image with rich content. Peter Durak points out in his latest book: Personal expertise now lives longer than businesses. How to form your own abilities and style into a distinctive feature with irreplaceable value is the key to building a CEO brand.

Third, the continuous brand accumulation process. Establishing a CEO brand is a long-term process, and it is necessary to continue to use a variety of means to continuously enrich the CEO image.

First, have a clear understanding of the CEO's classification.

At present, domestic CEOs are roughly divided into four categories: industry leaders, successful entrepreneurs, second-generation entrepreneurs, and excellent professional managers.

The characteristics of industry leaders are relatively high personal charm and prestige, epoch-making contributions and legends, strong public influence and appeal. Representatives in this regard are

To establish a personal brand, it is necessary to carry out personal brand positioning, that is, to have a clear understanding of self, and only in this way can a personal brand be effectively established. Self-awareness includes: What type of staff do I want to be? Where is my specialty? What kind of work does my personality suit? Is it worthwhile for me to work like this? It should be noted that different people have different job positioning. Finding out the unique value that you have in the workplace is the key to personal brand positioning.

Building a personal brand must also emphasize the individual's ability to learn. Establishing a personal brand is a long-term process. Even if a personal brand has been formed, it must continue to learn new knowledge and supplement new content to maintain it. Keep learning, pay attention not to follow the trend, but to learn things that are useful to your career.

Learn to pack and sell yourself. Packaging is to successfully show the brand's personality and characteristics, so that they fully realize your value, but at the same time pay attention to packaging should pay attention to moderation, excessive packaging will have a negative impact on personal brand.

Author: edited by Xu Haoran

Publisher: Machinery Industry Press

Publication time: 2007-9-1

Edition: 1

Pages: 154

Printing time: 2007-9-1

Paper: offset paper

Book cover

ISBN: 9787111223658

Packaging: Paperback

Personal brand content profile

Maybe you feel that opportunities always look after others; maybe you often complain that your boss is biased against you, but you are hard at work and not recognized; maybe you are feeling uncomfortable with your own talents ... building a personal brand will help you solve all these problems. American management scholar Peters has a widely quoted saying: The 21st century work survival rule is to build a personal brand. Personal branding will be an impeccable force that profoundly affects everyone around us. Owning an extraordinary personal brand makes work more free and the value of life is shining.

Personal brand author profile

Xu Haoran Personal Brand PathfinderSecretary-General of International Brand Alliance China Personal Branding Committee, Brand Expert of the Brand China General List, "Golden Spectrum Award" Brand Expert, Hundreds of Chinese Brands. In recent years, he has won personal honors such as the emerging figures of Chinese media, the best TV host of the year in China, the golden microphone of the national host, the top ten national TV hosts, and the young and middle-aged experts with outstanding contributions in Jiangsu Province.

Senior media personGuangdong Satellite TV and Jiangsu Satellite TV columns as anchors have won the titles of China News Column and China Top Ten TV News Column. The programs they have won have won the National "Five One" Engineering Award and the First Prize of China News Awards. More than 50 national and provincial awards including the first prize of China Radio and Television News. In recent years, he has hosted thousands of large-scale learning activities, including a series of lectures by famous Chinese and foreign experts, China Training Annual Meeting, China Advertising Trends Forum.

Lifelong learnersProfessor of School of Art, Nanjing University of Aeronautics and Astronautics, Ph.D. of National Cultural Industry Research Center, MBA Part-time Tutor of Nanjing University, Part-time Professor and Supervisor of Nanjing Normal University and Nanjing University of Finance and Economics. Author or editor-in-chief of seven books including "Culture Industry Management", "Hao Ran Tea House", "First Witness", "Second Witness", "Interview with Two Thoughts", and published about 60 media arts in domestic professional journals Academic papers on economic management.

Personal Brand Directory

Preface

Preface

introduction

What is a brand

Second, the stages of brand development

Third, the basic concept of personal brand

Chapter 1 What is a personal brand

First, the history of personal brands

Definition of personal brand

Third, the characteristics of personal brand

Why build a personal brand

Five, personal brand identification elements

Chapter 2 45 Degree Management of Personal Brand

First, the personal brand curve

Second, the rules that shape a 45-degree personal brand

Third, the personality of a 45-degree personal brand

Chapter III Life Cycle of Personal Brand

I. Division of personal brand life cycle

Second, the relationship analysis of individual brand development stages

Third, the inspiration of 45-degree management of personal brands

Chapter IV Personal Brand Value and Moral Cost

First, the value of personal brand

Commercial value of personal brand

Relationship between personal brand and personal value

Factors affecting personal brand value

Five, the moral cost of personal brand

Chapter V Personal Brand, Product Brand, Organization Brand

First, the difference between personal brand and product brand

Differences between personal and organizational brands

Relationship between personal brand, product brand and organization brand

Chapter 6 Personal Core Position and Core Values

First, have a clear life positioning

2. Make a career plan

Third, build high relevance with your audience

Fourth, build your personalized image

V. Establishing a perfect social relationship network

Chapter VII Personal Brand Development of Several Typical Groups

I. Personal brand development of the show host

Second, entertainment star personal brand development

Third, entrepreneur personal brand development

4. Personal brand development of company employees

Fifth, personal brand development of politicians

Chapter 8. Social Attention and Personal Branding

I. Causes of scarcity of social attention resources and theoretical background

Second, the distribution of resources for social attention

Presentation of resources for social attention

Valuation of social attention resources

V. Successful Cases of Social Attention: 2005 "Super Girl"

6. Case of Social Attenuation: SWOT Analysis of Super Girl in 2006

Chapter IX Communication of Personal Brands

I. The form of personal brand communication

Second, the transmission of personal brands

Case Study: Perspective of Personal Brand Communication by the "Super Girl" Butterfly Effect

Fourth, star advertising endorsement and personal brand communication

V. Case study of personal brand and organizational brand communication: "Jiangsu New Space-Time"

The crisis and resolution of personal brands

Chapter 10 Pitfalls of Personal Branding

First, make a name you shouldn't

Second, do what you should not do

Chapter XI Personal Brand Research Vision and Classic Case Analysis

First, Confucius' personal brand

Second, Yu Qiuyu's personal brand

Third, the personal brand of Bill Gates

Research horizons of personal brands

Appendix 2007 Top 100 Chinese Personal Brand Values

postscript

references