Subscribe in a reader
Community
Articles
Old Files
Esta obra está bajo una licencia de Creative Commons.
Branding Personal
Worldwide Coalition for a Personal Branding Movement
Tuesday, February 27, 2007
Connections Between Brands & People
There is an interesting white paper recently placed on Brandchannel.com - "The Seven Doors of Connection" - the seven areas as the potential common grounds that can bridge relationships and build connections between people and brands.
This directly relates to personal branding - people love to connect to people - the essence of personal brand perceptions and also what many are looking for in terms of their relationship with their employers, jobs and lives.
Photo by Chris M70 on Flickr.com
This directly relates to personal branding - people love to connect to people - the essence of personal brand perceptions and also what many are looking for in terms of their relationship with their employers, jobs and lives.
Photo by Chris M70 on Flickr.com
Cross posted on Reflections of a Square Peg
Paul, Tuesday, February 27, 2007 0 comments 
¿Any comment? Post a Comment
Saturday, February 10, 2007
Insights in to Personal Brand Management
Interbrand, via its web site Brandchannel.com has just recently produced its 2007 Brand Marketers Report, which found that whilst the state of brands was generally good there was certainly room for improvement and there were a number of insights as to why this was - I found some real relation to this and the management of personal brands during 2007.1. While the impact of brands is clear, most major industries remain non-branders, not proactively supporting or managing their brands. The same can be said about personal brands - most people in most industries are not doing anything to support or manage their personal brands, even though they all have one. Industries such as media, high tech and finance seem to be embracing the concept sooner and are reaping some of the benefits.
2. Many brands have rebranded recently, yet being thorough in rebranding is much more important than being frequent. Many seem to believe that tweaking one or two aspects of their external personal brand is going to be enough to be different and noticed. But being more dilligent in the early foundation work will result in a much stronger and longer lasting personal brand.
3. Strict adherence to brand standards creates brands with customer impact, but few companies are able to secure consistent compliance. People are respected more when they are able to identify what is on brand for them or off brand - better for your personal brand to be turning something away than compromising your brand standards.
4. Centrally managed brands are no more infliential with customers than decentralized ones. Do not expect all your employees to be the 'same', allowing them to be personal brands within a brand is much more powerful for the company and the individual.
5. Brands that receive adequate financial support are more influential in the customer decision process. Do not skimp on the card stock for your business cards or sign your next contract with a 30c pen - unless that's part of your personal brand.
6. Brand budgets are not expected to grow in 2007. People should be spending more on getting their personal brands credible and visible, small investments now will reap bigger rewards both financially and spiritually.
7. Metrics and brand research are generally under leveraged. Two of the most important early steps in defining your personal brand are to measure it now and then look at he improvements in 6 and 12 months and seek the imput of others, what are their perceptions of your brand?
8. Brand practitioners believe Consistency is the most important aspect of successful branding followed by Understanding the Customer/Target, Messaging/Communication Effectiveness. I could not have said it better myself.
Are you going to follow these brand rules for your personal brand this year?
Cross posted on Reflections of a Square Peg
Paul, Saturday, February 10, 2007 0 comments
¿Any comment? Post a Comment
Monday, February 05, 2007
Dos líneas de investigación
Mis queridas amadas y nunca bien ponderadas marcas persona hablemos de política…Hace no mucho, escuchamos decir a un político: “hay dos líneas de investigación, una apunta….” ¿os acordáis?
La política tiene la grandiosa ventaja (o desventaja) de permitir que los individuos de una sociedad se identifiquen con la derecha o con la izquierda, con el comunismo o con el liberalismo. En el mundo de las marcas, acontece lo mismo, se puede ser conservador o “progre”.
La visión conservadora, podríamos asociarla con una visión arcaica (desde mi punto de vista y en lo que a marcas se refiere) ya que la hace partícipe, junto al precio, la distribución y otras muchas variables de algo tangible y fácilmente imitable como es el producto.
Por el contrario, la visión “progre”, con cual me identifico, entiende la marca como un intangible que ayuda a las personas a tener una vida más cómoda y feliz. Entendiendo la marca, como el sumatorio de multitud de factores tangibles, intangibles y emocionales encaminados a satisfacer las necesidades de los consumidores.
A su vez, los defensores de esta última vertiente del branding (y como también es común observar en el mundo político) se dividen también en dos: los que son “más de centro” y los que son más extremistas, que son con los que también me identifico yo.
De un modo general, los extremistas, podríamos definirlos como aquellos acérrimos defensores de un concepto en esencia. En nuestro caso, defensores de la marca en estado puro. Pocas de las actuales organizaciones se definen como “progre extremistas” (en lo que al branding se refiere) pero este pensamiento, es el que las hace encaminar todas sus estrategias y todos sus departamentos a favor de la marca.
Para estas organizaciones (y para mí), la marca ha de ser omnipresente, ha de ser capaz de impregnar todos los departamentos y por supuesto todas las personas de esos departamentos: ventas, finanzas, RRHH… y por supuesto a dirección y al departamento de marketing.
Como ejemplo, una empresa no podría definirse como “moderna” si sólo su marca tuviese una tipología moderna, si no que todo debería ser moderno, desde las instalaciones hasta el modo en qué visten sus empleados.
Concluyendo, la marca persona también se puede entender de dos maneras. La primera visión, la conservadora, piensa qué es un concepto que empieza a estar de moda y qué es un complemento maravilloso, al desarrollo profesional, al protocolo, a que Microsoft desarrolle un “contaplus” para personas… El lado extremista de “estos políticos del branding” ha evolucionado este concepto hasta conseguir explicarlo como algo más: el marketing personal.
Para mí, la verdadera visión tiene que entender la marca persona como el todo, como la esencia. Como el yo en estado puro.
Iago Martínez, Monday, February 05, 2007 0 comments
¿Any comment? Post a Comment