Last month, Blogger and Senior Executive Business Development and Operations Strategist, Jeff Plante wrote piece about branding in business and why it’s necessary and essential to “back up” up words with actions (within operations, policies and procedures) in order to continue build a company brand and have it continue to be successful for an organization long term. In his post on July 24, 2009 (read the complete version on his Growing Profits Blog), Jeff wrote:
Branding, as a concept, is easy enough to understand. It is the process by which an entity takes certain actions and creates messaging around itself to project an image associated with the entity. The image that a person or company seeks to project is referred to as “the brand” in a company’s or person’s eyes.
He goes on to say:
Success in branding is truly about the journey. In other words, a business has to be brutally honest with its own self when it comes to defining a brand. What is the image that comes to mind in the market when your company name is heard or signage is viewed or a product is purchased? That is the starting point. The end result point is aligning an executive leadership team and the employees on the brand or image you wish to be seen in this manner in the future. What do you want people to think? What do you want them to feel? When they hear the name of your company?
A company that understands what a “branding campaign” is really about is truly interested in changing or improving its brand. It will embrace this understanding and will actually tie in its messaging and communications with company operations, polices and procedures that reflect and support this message!
A strategic plan associated with annual operating plans and which ties in the desired brand to specific improvements and changes in the company’s operations, policies and procedures that impact the external environment is a key approach.
The very same practice can and should also apply to every individual out there who is currently looking to build on and HAVE a well rounded and LIKABLE brand. So I have rewritten some of Jeff Plante’s observations as it applies to building a great PERSONAL BRAND AND KEEPING PERSONAL PR in continuous movement. Please keep in mind that I have learned a lot of this “the hard way” over the years, but glad that I went through what I did via my own and my clients’ campaigns (especially in the last few years as the term Personal Brand started to come into play) to truly understand that it takes more work than just words to build personal branding, thought leadership and great publicity!
Let me know what you think:
Branding, as a concept, is easy enough to understand, but it is the process by which a PERSON takes certain actions and creates messaging around HIS/HERSELF to project an image associated with “HIS/HER PERSON.” The image that a person seeks to project is referred to as “the brand” in THE EYES OF THE BEHOLDER.Success in branding is truly about A PERSON’S journey. In other words, a PERSON has to be brutally honest with HIS/HER own self when it comes to defining HIS/HER OWN brand. What is the image that comes to mind in the market when YOUR (INDIVIDUAL) NAME is SEEN OR HEARD or YOUR POST/signage is viewed or YOUR PRODUCT is purchased? That is the starting point. The end result is being able to get OTHERS to align (your staff, your publicist, your agent, your colleagues, fans, attorney .. etc.) with YOUR brand or the image NOW and in the future. What do you want people to think or feel (even believe) when they see and hear YOUR NAME?
THE PERSON who understands what a “branding campaign” is really about is also truly interested in also providing a human spirit to as well as always developing, changing or improving upon THE PERSONAL BRAND. A SUCCESSFUL PERSONAL BRAND will embrace this understanding as well as actually tie in THE RIGHT messaging and communication pattern with HIS/HER own personal (or company) viewpoints and concepts that reflect and support the message!
A strategic plan and a consistent campaign that ties in A PERSON’S DESIRED BRAND to specific qualities and practices that HE/SHE can offer on a consistent basis (again, WITHIN A BUSINESS OR CAREER PATH –for instance) to impact an external environment or audience in a positive way is THE BEST approach TO BUILDING A BETTER AND MAINTAINING A CONSISTENT PERSONAL BRAND THAT WILL SIMPLY DOVETAIL INTO EXCEPTIONAL PERSONAL PR.