The influence of personal branding today
Posted: Sun Dec 22, 2024 6:31 am
Just when we thought that companies were the only ones who could create commercial brands, today we are surprised by how far the meaning of this word has come. Personal branding , also known as personal brand building , is an example of this and focuses its origin on the power that digital platforms have had to promote opinion leaders who turn their communities of followers into their largest market.
The concept of personal brand comes from the term “personal branding”, was coined by Tom Peters and first appeared in American business literature in 1997.Peters first used this term in an article entitled “The Brand Called You” for Fast Company magazine in August of that year. This article highlighted the importance of brands over people and considered that all people must see themselves as a brand, which is in constant competition with other brands. This process was called by Tom Peters as “free agent economy”.
What is personal branding?
While branding is understood as a discipline that is responsible for the creation and management of various types of brands, personal branding incorporates this same process but with the particularity that instead of focusing on the identity of an organization, it focuses on a person. Usually, these people have knowledge, experiences and skills that make them stand out within a particular audience or market and based on this, they make the most of their potential to become a personal brand that externalizes their service and content offerings.
Any type of commercial brand is born with the objective of making a difference within a competitive market. To do this, they implement digital marketing strategies that allow them to obtain a professional and labor reach on various social interaction platforms.Personal branding is no exception to this scenario; on the contrary, it is becoming even more established in these practices, but aimed at positioning a single person as the central image.
The concept of personal branding has had a great boom in our days, thanks to the power that social networks and blogs have had to provide valuable content for Internet consumers. These platforms have become very important in the construction of personal brands , because they represent networks of easy access and reach. In recent years, they have become prodigious channels to position an image, a symbol and in this case a person, as a valuable, reliable and trustworthy proposal.
The power of personal branding is related to the ability to influence, not to exert force, in virtual communities. It involves using communication strategies that project or promote a message that, in the short or long term, monetizes.By monetization we mean that, regardless of what a personal brand is about, the goal will always be to generate income from the influence and impact that that person can generate with their talent.
The most common examples of personal branding can be seen in best-selling writers, actors, actresses, musical artists, visual artists, lecturers, comedians, announcers, radio and/or television hosts, bloggers, among others. This shows us that the artistic career that a person can have due to their talent, effort and invested time, can be transformed, thanks to social networks, into a personal brand that generates its own income.
This is why personal branding It constitutes a series of techniques and japan whatsapp number elements that help people to position their talent on digital platforms and to strategically offer a service or product that bears the mark of that person.In this process, the ability of these personalities to emotionally connect with their audience comes into play, since they themselves, being human beings, can project their values, beliefs and principles with greater force on a given topic.
Personal branding and companies
Personal branding has had such an impact that there are even companies with a B2B business model that, instead of hiring other companies to do the advertising work for their products and/or services, hire influencers, who have undoubtedly worked hard to build their personal brand . Influencers are people who are characterized by having a large number of followers on social networks and who, thanks to this, become promoters of other brands. They monetize for themselves as they help others monetize thanks to the influence they generate in the masses.
When a person who has developed a successful personal branding and has gradually built a specific community, becomes a prodigious ambassador or promoter for those companies or social media accounts that handle the same value proposition and speak to the same target audience. However,The concept of personal branding is not about turning people into material objects; on the contrary, it promotes personal empowerment that invites each human being to leave a mark on the world.
If the passive view of consumers towards commercial brands is decreasing to the point that an entire methodology ( inbound marketing ) has been positioned focused on empowering and educating customers, it is not surprising that during a simple visit to a social network, we can appreciate the birth of new personal brands as a result of this process, which increasingly motivates people to boost their potential and exchange their knowledge with others.
YouTubers are a great example of the influence that personal branding has had today, since they are people who use this channel to communicate their ideas,They have achieved a powerful prominence in the market thanks to the visual construction of their ideas and the talent they have had to communicate and externalize their ideas. In fact, YouTube pays the channels that achieve more subscriptions and interactions with the audiences, with the aim of monetizing and rewarding the effort dedicated.It is about people becoming their own bosses and becoming increasingly dependent on them for income.
In this sense, personal brands represent an important asset for companies. While organizations have the power to achieve market positions, people have the ability to generate direct bonds of trust with buyers, to be relevant in human contexts where companies can never enter. The combination of both identities ( personal brands and companies ), when aligned and expressed authentically, generate a relationship of shared benefit, in which people reinforce their self-esteem and professional prestige and companies increase their human credit and their projection outside the corporate sphere.
The concept of personal brand comes from the term “personal branding”, was coined by Tom Peters and first appeared in American business literature in 1997.Peters first used this term in an article entitled “The Brand Called You” for Fast Company magazine in August of that year. This article highlighted the importance of brands over people and considered that all people must see themselves as a brand, which is in constant competition with other brands. This process was called by Tom Peters as “free agent economy”.
What is personal branding?
While branding is understood as a discipline that is responsible for the creation and management of various types of brands, personal branding incorporates this same process but with the particularity that instead of focusing on the identity of an organization, it focuses on a person. Usually, these people have knowledge, experiences and skills that make them stand out within a particular audience or market and based on this, they make the most of their potential to become a personal brand that externalizes their service and content offerings.
Any type of commercial brand is born with the objective of making a difference within a competitive market. To do this, they implement digital marketing strategies that allow them to obtain a professional and labor reach on various social interaction platforms.Personal branding is no exception to this scenario; on the contrary, it is becoming even more established in these practices, but aimed at positioning a single person as the central image.
The concept of personal branding has had a great boom in our days, thanks to the power that social networks and blogs have had to provide valuable content for Internet consumers. These platforms have become very important in the construction of personal brands , because they represent networks of easy access and reach. In recent years, they have become prodigious channels to position an image, a symbol and in this case a person, as a valuable, reliable and trustworthy proposal.
The power of personal branding is related to the ability to influence, not to exert force, in virtual communities. It involves using communication strategies that project or promote a message that, in the short or long term, monetizes.By monetization we mean that, regardless of what a personal brand is about, the goal will always be to generate income from the influence and impact that that person can generate with their talent.
The most common examples of personal branding can be seen in best-selling writers, actors, actresses, musical artists, visual artists, lecturers, comedians, announcers, radio and/or television hosts, bloggers, among others. This shows us that the artistic career that a person can have due to their talent, effort and invested time, can be transformed, thanks to social networks, into a personal brand that generates its own income.
This is why personal branding It constitutes a series of techniques and japan whatsapp number elements that help people to position their talent on digital platforms and to strategically offer a service or product that bears the mark of that person.In this process, the ability of these personalities to emotionally connect with their audience comes into play, since they themselves, being human beings, can project their values, beliefs and principles with greater force on a given topic.
Personal branding and companies
Personal branding has had such an impact that there are even companies with a B2B business model that, instead of hiring other companies to do the advertising work for their products and/or services, hire influencers, who have undoubtedly worked hard to build their personal brand . Influencers are people who are characterized by having a large number of followers on social networks and who, thanks to this, become promoters of other brands. They monetize for themselves as they help others monetize thanks to the influence they generate in the masses.
When a person who has developed a successful personal branding and has gradually built a specific community, becomes a prodigious ambassador or promoter for those companies or social media accounts that handle the same value proposition and speak to the same target audience. However,The concept of personal branding is not about turning people into material objects; on the contrary, it promotes personal empowerment that invites each human being to leave a mark on the world.
If the passive view of consumers towards commercial brands is decreasing to the point that an entire methodology ( inbound marketing ) has been positioned focused on empowering and educating customers, it is not surprising that during a simple visit to a social network, we can appreciate the birth of new personal brands as a result of this process, which increasingly motivates people to boost their potential and exchange their knowledge with others.
YouTubers are a great example of the influence that personal branding has had today, since they are people who use this channel to communicate their ideas,They have achieved a powerful prominence in the market thanks to the visual construction of their ideas and the talent they have had to communicate and externalize their ideas. In fact, YouTube pays the channels that achieve more subscriptions and interactions with the audiences, with the aim of monetizing and rewarding the effort dedicated.It is about people becoming their own bosses and becoming increasingly dependent on them for income.
In this sense, personal brands represent an important asset for companies. While organizations have the power to achieve market positions, people have the ability to generate direct bonds of trust with buyers, to be relevant in human contexts where companies can never enter. The combination of both identities ( personal brands and companies ), when aligned and expressed authentically, generate a relationship of shared benefit, in which people reinforce their self-esteem and professional prestige and companies increase their human credit and their projection outside the corporate sphere.