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2020 | Buch

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Personal Brand Management

Marketing Human Value

verfasst von: Talaya Waller

Verlag: Springer International Publishing

Buchreihe : Management for Professionals

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

This book is the definitive resource for understanding the phenomena and process of personal brand management as it becomes increasingly valued in a global economy. By providing a research-based, theoretical framework, the author distills the concept of personal branding as it is applicable to individuals throughout all stages of career development as well as across industries and disciplines.
Extensively researched with numerous case studies, this book clearly outlines the strategic process of evaluating the economic value of a personal brand to manage and scale it accordingly. The author, an expert in the field of personal brand strategy and management, argues that a business is what a person or organization does, but the brand is what people expect from that person or organization. The two must align, and the book’s conceptual framework explains the theory and practice behind personal branding to accomplish this synergism.
The consequence of the digital age is unprecedented visibility for individuals and businesses. As they engage with one another in more and more virtual spaces, the need for understanding and managing the evolving complexity of this ‘personal’ engagement is an economic reality. For this reason, the framework in this title provides insight and perspective on all phases of a brand in its recursive life cycle both on and offline. By providing clarity and structure to the topic as well as practical theory for its application, this title is the ultimate primer on personal branding in theory and practice.

Inhaltsverzeichnis

Frontmatter

Chapter 1. An Introduction to Personal Branding

Abstract

Symbolically, in today’s society, everyone can be considered an entrepreneur in charge of their own brand. Because many individuals start off managing their personal brands themselves, there is a tendency to believe that personal branding activities should just arise organically, with little forethought or effort. In reality, highly profitable personal brands require a much more complex process, with careful planning and managing involved. This book will explore the history, the potentialities, liabilities, and necessities of personal branding. While the concept may have been considered a choice or even a privilege just a decade ago, this book argues that its relevance to business success, financial security, and career longevity is vital.

Talaya Waller

Personal Brand Development & Positioning Strategy: Defining, Discovering, and Delivering a Brand

Frontmatter

Chapter 2. What Is a Personal Brand?

Abstract

According to historian Yuval Harari, we are living in the 4th Industrial Revolution, in which individuals compete for resources in new ways (Harari 2015). Those who best know how to define themselves and promote their identity can better adapt and capitalize on economic opportunities. Harari emphasizes that the ability to improve emotional intelligence and personality will become a more valuable skill-set than computer coding. Personal brand management starts with a person’s identity. The concept of a personal brand identity is one that allows an individual to analyze and define themselves by using their unique personalities, associations, and traits to construct an idealized self. A personal brand is the public-facing nexus of a person’s core identity, projected image, and value proposition. Only once a brand identity has been established and recognized by the audience, can the brand image be constructed and managed. Ultimately, a personal brand creates a sentiment of its image each time it is exposed to stakeholders. Therefore, personal branding is something that one must be aware of throughout their professional life cycle because it is a strong asset against industry competition.

Talaya Waller

Chapter 3. Discovering Your Target Audience

Abstract

The more a brand knows about its target audience, the easier it is to communicate value and build long-lasting, profitable relationships. Donald Trump, Oprah Winfrey, and Elon Musk all have very different brands, but the one thing they have in common is a strong ability to identify and connect with their target audiences. Learning information about a brand’s audience such as demographics, psychographics, and pain points can lead to the creation of a successful personal marketing strategy. Understanding how consumers make decisions can also prevent personal brands from wasting resources on inefficacious marketing tactics.

Talaya Waller

Chapter 4. Positioning for a Competitive Advantage

Abstract

Strategic personal brand management is a heuristic process that analyzes internal and external market factors to determine the best positioning for a brand. Brand management takes into account the current brand identity and determines the most desirable category or associations in the audience’s mind to increase equity for the personal brand. Personal brands must stand out by differentiating themselves in their target audience’s minds using tangible and intangible components of their brand such as image, personality, and strengths. However, in largely competitive industries and job markets, these assets are often not enough to differentiate a brand. Beyond the initial benefits of someone’s work, consumers will make decisions, not based on an assessment of functional value offered, but instead based on brand awareness and positioning.

Talaya Waller

Strategic Implementation & Personal Brand Growth: Marketing and Monetizing a Brand in the New Economy

Frontmatter

Chapter 5. Marketing Personal Brands

Abstract

Marketing is the method by which a brand increases its awareness with the goal of converting visibility into economic returns. The more consumers are aware of a brand’s value, the more opportunities a brand has to increase its value. This chapter is an overview of the various marketing activities that personal brands must use to deliver value and build relationships with their audience. Before a personal brand can be marketed it must use mediums, channels, and platforms to promote the brand’s credibility and expertise.

Talaya Waller

Chapter 6. The Monetization of Personal Brands

Abstract

A personal brand stays relevant as long as it has an up-to-date marketing strategy. However, personal brands cannot be a successful and thriving entity without generating profits. Building a profitable personal brand is just not about followers and channels. Rather, it is related to the ability to convert brand authority into profit. Digital technology advances have disrupted and enhanced means for personal brands to make revenue. As a personal brand continues building its platform, it can further monetize its brand’s value proposition by endorsing other brands through appearances and partnerships.

Talaya Waller

Personal Brand Protection & Equity Management: Legally Protecting, Managing, and Growing a Brand’s Economic Value

Frontmatter

Chapter 7. Legally Protecting Personal Brand Equity

Abstract

How does an individual protect their brand’s value? Legal ownership is key. Although people want to create a public-facing image, they also want the right to own, manage, and protect those images. Personal brands can create a variety of tangible and intangible assets that need legal protection, from images to music to knowledge. Anything that helps the brand build a relationship with a consumer is an asset worth protecting. In addition to a legal professional, marketing professionals should have a general idea of the legal protections available for every brand asset they seek to monetize.

Talaya Waller

Chapter 8. Personal Brand Reputation Management

Abstract

A personal brand’s equity increases as it grows an audience and continues to offer positive experiences. However, public awareness of negative experiences can pose several possibilities of risk. Unlike a product or corporate brand, personal brands are judged on more than the value that they offer. Consumers expect a personal brand to consistently be “on brand” and a step out of character could cause a brand crisis.

Talaya Waller

Chapter 9. Strategies for Managing Personal Brand Equity

Abstract

Once a brand has been established, it must be maintained like a business with the charisma of a person. People reach the pinnacle of their success when they are known outside of the circles in which they operate. Corporations are at the top of their game when they can find ways to continually grow. A personal brand is successful when it is able to achieve both As the future of branding turns from marketing to investing, the worlds of people and businesses will merge like never before. Ultimately, the brand is successful and sustainable when it lives outside of its origin of creation and has the potential to infinitely scale. As evidenced by the recent success of companies like Ruhnn Holdings, those who establish and manage brands will have to treat personal brands as start-ups with big enterprise potential.

Talaya Waller

Backmatter

Titel: Personal Brand Management
verfasst von: Talaya Waller
Verlag: Springer International Publishing
Electronic ISBN: 978-3-030-43744-2
Print ISBN: 978-3-030-43743-5
DOI: https://doi.org/10.1007/978-3-030-43744-2