Build Your Brand - Expand Your Success - An Introduction to Personal Branding

As consumers we are exposed more and more to the power of branding – it’s estimated that we’re bombarded with over 3,000 different advertising messages every day! So how do we choose one product over another? We do so based on price, ease of access and availability; and also by how respected the brand is.

So what is a brand? It's a synthesis of elements: aesthetic, rational and emotional, that in combination gives the consumer a reason to choose one product over another. It defines a unique quality or a promise of value that sets a business or product apart from their competition. In the 21st century, people are increasing making purchasing decisions based on the perceived value and emotion a brand evokes within them. The Volvo brand, for example, promises safety. Yes, it is a little more expensive than other vehicles, but the perception of the extra value of safety for the family is what makes the sale.

"What distinguishes a brand from an unbranded commodity counterpart and gives it its equity is the sum total of consumers’ perceptions and feelings about the product’s attributes, about how it performs, about the brand name, and about the company associated with producing it."

Al Achenbaum

Price, promotion and trade deals are all easily duplicated by competitors and result in the development of a commodity market place where everyone competes on price – this means that profit margins reduce and your position will gradually be eroded. Strong brands present sustainable competitive advantage and can:

Support premium pricing: compare Starbucks to the local café for the price of a coffee
Extend product lines: Coca Cola’s recent launch of C2 the low carb version of Coke
Increase company valuation: Nike started as a shoe company selling out of the trunk of a car – now it’s valued in terms of billions of US$
Provide an edge to enable survival in downturns: Apple has been saved numerous times through product innovation and now with the iPod is a leading global brand again
Attract and retain talent: companies such as Microsoft have a strong employer brand and can be sure of attracting great talent.

"A product is something that is made in a factory; a brand is something that can be bought by a customer. A product can be copied by a competitor; a brand is unique."

Stephen King (WPP)

With the world as a whole, and the business world in particular, changing at such a rapid pace - there’s never been a better time to ask yourself these questions:

Do you stand out among your competitors and colleagues?
Should you command higher compensation or fees?
Can you choose which clients or assignments you want?
Are you achieving your goals?

Whether you’re a senior executive, a consultant or coach, an entrepreneur or an employee of a company, the best way to succeed in the new world economy, achieve your professional goals and win in your market place is to differentiate yourself; identify and communicate the unique and authentic brand that is you!

We’d love to hear from you if you are interested in understanding how you can unlock the hidden potential of your own personal brand so you can expand the success of your business.

Contact us by email or by call us on +353 (0)1 477 3916. We look forward to talking to you about bringing YOUR brand to life™!

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