Why do I need a personal brand and how to create it

The most important concept in marketing - the concept of the brand. If you are not a brand - you do not exist. Who are you then? You - an ordinary commodity.

Philip Kotler, Professor of International Marketing

From the moment you made your first job, you become a commodity in the labor market. And to find a good job with a decent salary and be in demand, you will not only have to develop as a professional, but also to work on a personal brand.

What is a personal brand

Brand - what people say about you when you are not in the room.

Telegram has become popular because it did Pavel Durov, not Peter Ivanov. On Tesla noticed, because the project has been Elon MuskAnd not some John Smith.

Did no one Durov did not create the messengers? Surely some of the talented student of a technical college was a thesis project and abruptly. Only no one knows it, and everyone knows Durov. The same can be said about the mask. Electric cars do not come up with it, and came up with no phone besknopochny Jobs. All these things have become popular thanks to the personality of the brand.

We can say that a personal brand - it is a certain image that is created by more than one day. And when people hear your name, this is the way they are. Igor Mann - marketing number 1 in Russia, Artemy Lebedev - the designer All Russia, Maxim Ilyahov - creator infostilya and so on.

Steep professionals need to develop your personal brand, so that clients or employers have heard of them. Personal brand - it's your reputation.

Personal brand must meet all the following two questions: who knows you and think of you.

When is personal brand

There are two main cases:

1. When your field competition.
2. When the payment service provider of the popular professional is much higher than yours.

People are willing to pay for expertise and experience. And much to pay. They want to buy peace of mind and confidence. And people want to pay to be a lot of work on the creation of a specific expert in the way of their heads.

Professions that require a personal brand, a lot: from the hairdresser and stylist to the doctor and a builder of a lawyer and a sales manager to copywriter, designer and SMM-specialist. Especially worth mentioning is the sphere of art - artist, writer, A musician without a personal brand do not exactly get along.

Why do I need a personal brand

It's time millenialov. Y Generation entered the consumer active phase. And it seems this generation no not believe in anything, neither in the justice nor laws, nor advertising. He needs a person. So in order to stay on top of the business chain, you need to develop is not the company's brand and personal.

Personal brand adds credibility. People are actively buying from other people than the abstract brands. Of trust emerge and new sales partners.

Personal brand as zachotka the institute: first you work at it, then it works for you. It's simple.

The types of personal brand

Expert

This man speaks only about work and profession. You will not find in the social networks of information about his private life and hobbies. Only professional regalia and references.

This image is perfect for anyone who is going to train their colleagues. Therefore, experts is important to build the image of the guru to the whole sphere moved him.

Insider

This man combines its expertise with personality. Talking about himself, shows that he is alive, but all within the limits of what is permitted and does not undermine its expertise.

His audience wants to look the same rest as well, to live the same way. But while his personal life It remains a mystery. For people he is an expert and a tough guy at the same time, but no more.

Man shocking

The scandals, intrigue, divorce, betrayal - all this about him. This approach is based on the image of the majority of public personalities. People love poking around in someone else's dirty laundry, and they are given for this occasion.

The difficulty is to maintain a constant interest to the person. Since there is not the expert, the public can easily be switched from one to another flamboyant personality - who is more surprised.

What is a personal brand

EXPERT

This is your experience, skills portfolio. What they want to get to the end customers and employers.

Without this item to create a personal brand is not. First you get the coolest electrician in your area, then - in the city. Word of mouth leads to your new customers. People like your approach to work and its results. You show that you are an expert, not a fake.

Reputation

When your audience trusts you implicitly. You always confirm their words with actions.

Reputation - is the second most important item after expert. It can ruin a small oversight, but to win again - it is difficult. Therefore, it is important to ensure that you do what you say, how to look.

Popularity

What personal brand without the popularity? Once you have proved that you are the coolest electrician in the area, perfect reputation goes before you and brings you new customers, it's time to think - how you're popular?

Creating popularity - it is also an integral part of the work and the development of a personal brand. Oh you should know all the potential clients and colleagues.

What will happen if we neglect the personal brand

Remember the recent scandal with the teacher who posted photos in a swimsuit? After this flash mob began to Instagram, where other teachers also began to lay out your photos from vacation.

The fact that the teacher - it is also a personal brand. He has his own audience: students, parents, colleagues and management. And he needs to confirm its expertise in the media to be respected.

Recently, a friend told about his failure to interview an advertising agency in the position of marketing. HR checked her social network and at the meeting said that it does not produce a professional impression. On its pages were the publication draws fabrics for embroidery.

Simply put, if you do not do your personal brand and reputation do not watch, you could face a lot of unpleasant things, from the scandal and failure in hiring to low salaries and lack of clients.

7 steps to create a personal brand

As described above, the personal brand - an image. He needs to comply, it must be maintained. There is no contradiction, only the constancy, that the image is not destroyed in the minds of different people.

1. Select the area in which you understand best. Determine your specialization.
2. Talk about yourself as an expert - friends and acquaintances in their social networks.
3. Determine who your target audience, your potential customers. Make a detailed portrait of your ideal clients, who bring you the most profit. You need to understand where they spend their time, that they read, what TV watching.
4. Read books on your and adjacent areas, improve your erudition and learn a foreign language - become a man with whom interesting to talk to.
5. Consider external image. As with the product, you, man, the brand must be certain traits, which you will learn: mustache, bright ties, pink hair, braid, glasses and so on.
6. Flashed wherever there your colleagues and potential customers: participate in exhibitions, conferences and competitions.
7. Move through different channels: start to develop its own page in social networks, create a website and blog. Then go to the branch site and the online publication, let your comments, write articles. Create the image of an expert for a wide audience.

Literature on the subject

• «Number 1. How to become the best at what you do"Igor Mann.
• «How to become a guru for 60 days"Robert Bly.
• «Way people think"Dmitry Chernyshev.
• «20 habits from which you want to give up in order to conquer the summit of success"Marshall Goldsmith.
• «Turn yourself into a brand. 50 surest ways to stop being mediocre"Tom Peters.