The Power of Personal Branding

By Chris K. Hammond

Are you an employee stuck in a career rut and getting frustrated because you can't manifest your dreams? Are you a student, an undergraduate or a graduate student looking to get the right start? Are you a recent graduate who is looking for a good job? Do you want your degree or diploma to work for you? Do you just want to create a better “YOU”? Do you want to gain recognition for what you have to offer? Do you need help in showcasing yourself to the world? Do you want to establish a steady stream of income? If your answers are YES! Then this book will help you achieve your objectives. By carefully reading this book, “the power of personal branding” taking into consideration and applying the ideas and principles in it you will really take control of your future and be in great demand as a personal brand. Celebrities, entertainers, great sports people, Corporate CEOs and all understand what it really takes to be in total control and in demand; a unique brand.

• Language: English
• Publisher: Chris K. Hammond
• Release date: Dec 30, 2019
• ISBN: 9780463073117

Chris K. Hammond

Chris Hammond is an anointed preacher of the Gospel of Jesus Christ with signs and wonders. He is also the Head of the Leaders international a leadership organization, The Rebrand Inc, A branding organization, and CEO of the New Hope orphanage. He believes in the Power of Personal Branding. He believes that man was created for dominion and that what separates us from the other creations is the human spirit and the power of the mind. The mind is a wonderful gift that God gave us and it is a terrible thing to waste. He believes that the mind can be used for creating goods and services and undertaking witty inventions. His passion is to help people reconnect with God and find their God given purpose in life. He also teaches people to direct their focus on achieving and making tangible contributions to their communities and nations. His books are a must read for all. It will lead you on a journey into great achievements and total transformation. Please read on.

Book preview

Copyright © December 2019

by

Chris Hammond

All rights reserved. No part of this publication may be used or reproduced in any form or by any means, or stored in a database or retrieval system. It should not be transmitted in any form or by any means without prior permission, except in the case of brief quotations embodied in critical articles and reviews and certain other non-commercial uses permitted by the copyright law, with references made to this book title: The Power of Personal Branding.

Published and distributed by Integrity Books and Media

P. O Box 1221

Melrose, FL, 32667 USA

For further information or permission contact:

Chris Hammond

[e-mail].

Cover design by Creative World Inc.

First Edition: December 2019

Chris Hammond

The Power of Personal Branding

Smashwords Edition

Acknowledgements

I wish to acknowledge all who have contributed in every way into the creation and production of this book. I want to acknowledge the Grace of God that endowed me with the ideas to write this book. For all others I say God bless you.

Table of Contents

Introduction

Chapter 1 An overview of Branding..

Chapter 2 An Introduction to Personal Branding..

Chapter 3 What is Personal Branding?..

Chapter 4 The Making of Strong Personal Brands..

Chapter 5 The four types of Personal Brands..

Chapter 6 Some great Personal Brand Examples….. .…

Chapter 7 Designing and Building a Distinct Personal Brand for YOU

Chapter 8 Create Your Vision, Mission statement and Brand goals…..

Chapter 9 Develop Your Unique Value Proposition…

Chapter 10 Branding and You..

Chapter 11 The Building Blocks of Your Personal brand..

Chapter 12 Establishing Your Personal Brand Equity

Chapter 13 Developing Your Personal Brand Identity

Chapter 14 Get to know Your Personality for Your Personal Brand

Chapter 15 Segmenting and targeting Your Audience

Chapter 16 Establishing Your Personal Brand Identity

Chapter 17 Crafting Your Personal Brand marketing Strategy…

Chapter 18 Communicating Your Personal Brand..

Chapter 19 Your Career and Personal Branding..

Chapter 20 Personal Branding as a Global citizen…

Chapter 21 Personal Branding within the Knowledge Economy..

Chapter 22 Some Personal Branding Mistakes..

Chapter 23 The Laws of Personal Branding..

Chapter 24 Benefits of personal Branding..

Introduction

Are you an employee stuck in a career rut and getting frustrated because you can’t manifest your dreams? Are you a student, an undergraduate or a graduate student looking to get the right start? Are you a recent graduate who is looking for a good job? Do you want your degree or diploma to work for you? Do you just want to create a better YOU? Do you want to gain recognition for what you have to offer? Do you need help in showcasing yourself to the world? Do you want to establish a steady stream of income? If your answers are YES! Then this book will help you achieve your objectives. By carefully reading this book, the power of personal branding taking into consideration and applying the ideas and principles in it you will really take control of your future and be in great demand as a personal brand. Celebrities, entertainers, great sports people, Corporate CEOs and all understand what it really takes to be in total control and in demand; a unique brand.

Everyone has a brand of a sort. It’s your reputation; it’s what you are known for. It’s the way that others remember you, it’s your expertise and it’s the emotional connection that you have with others. Anyone can become a strong brand. It all depends on what one wants to become. This book provides a fantastic framework for creating or designing your brand. Your personal brand is what makes you unique and is that individual thing that gets you the right job, the big promotion, the best opportunity, the most rewarding and fulfilling life. By creating a powerful, personal brand you can add more value to your work, communicate more effectively with others, and make decisions that are in line with who you truly are and support what you stand for.

The book begins with chapter one which is, "An overview of Personal Branding, which seeks to throw light on the meaning and general perspective of personal branding. In this book I present an introduction to personal branding and then describe the steps in personal branding, differentiation, positioning, personal brand management, the online personal brand, and several real examples of successful and unsuccessful self‐branding. Distinguishing yourself from the competition is very important in any career. Creating a clear and concise image, reputation, and status in the business world provides an edge over others. The power of personal branding teaches you exactly how to build the foundation for your own personal brand.

This book, the power of personal branding is about your own branding. It offers insights to building your personal brand. In this inspiring book, you will learn how to focus your life’s goals with your actions to create a powerful brand called YOU. It will help you to be as strong as your expertise and skills and in making more money than you ever thought was possible. The book is set up to be a hands-on book for everyone who wants to build a personal brand. This book intends to help you understand:

1.The power of a personal brand.

2.How your personal brand will allow you to gain success in your industry.

3.How to also help others create their own powerful personal brand.

This book will help you answer your questions and achieve the following:

•You will learn how to apply brand strategies to your best product (YOU incorporated.

•You will learn how to brand yourself well enough to get a great job or attract enough clientele.

•You will increase your presence and visibility within the Job market.

•You will discover ways in which you can highlight and package your capabilities, talents and skills.

In conclusion I will say that this book is for all who want to take their destiny into their own hands and live the life they desire. As you read this book and follow the ideas and principles presented in it, you will create an irresistible, dominant Personal Brand. You will begin to unleash your potential, create momentum for positive transformation in your life and create value for yourself and others.

Chapter 1

An Overview of Branding

A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. Jeff Bezos.

The concept of Branding has existed for thousands of years and it has evolved over the centuries. In Ancient Egypt, in order to differentiate their products from others masons engraved symbols (called stonecutters’ signs) on the bricks they produced for the pyramids and other construction projects which were led by the Pharaoh. Creating a brand or branding has evolved and broadened to include other areas ever since the word was first introduced. Despite the transformation, each of the older kinds of branding is still widely used today.

Mark burned on cattle to differentiate it

By the 15th Century the meaning of branding had changed to refer to a mark burned on cattle to differentiate it from others and to show ownership so that when their animals got missing the owners could easily identify them. Each brand had to be simple, unique, and easy to identify easily and quickly. These are essential traits that are still common to modern day brands.

Branding in order to create a Mark of Quality

In the 18th century there was a rise in mass production and the shipment of goods. Wine products began to experience larger batches and wider distribution and so producers began embossing their mark onto crates and cases of goods to distinguish themselves and their products from their competition. With time brands evolved into symbols of quality rather than ownership. In 1870, it became possible to register a trademark in order to prevent competitors from creating similar products. In 1905 Brands like Coca Cola produced slogans such as, Coca Cola Revives and Sustains, promising functional benefits. The functional benefits made the brand valuable.

The Rise of the Mass Media

The introduction of radio and television gave manufacturers and producers new ways to create demand for their products. In 1928, Edward Bernays published a book called Propaganda. Bernays argued that by associating products with ideas large numbers of people could be persuaded to change their behavior. The book became very popular, and Madison Avenue utilized it. By the 1960’s, marketers were using mass media to associate brands with emotional benefits rather than functional ones. Advertisements showed how using a particular brand would make you more desirable, part of an exclusive club, or as Coca Cola promised in 1979 with, Have a Coke and a Smile!- Just happier.

Brand Recognition and identity

In the 19th century onwards manufacturing firms began to lay less emphasis on the product concept. Consumer choice was widened with an array of products from which to choose from. Companies began to build brand recognition and identity rather than depending solely on what is referred to as the product concept in marketing. Companies began to build brand loyalty that extended across product lines and gave their consumers emotional benefits, a sense of belonging and personal satisfaction and customer delight. Advertising agencies began to engage in brand consultancies. In the long run corporate branding extended to non-profits, political groups, and even personal brands for celebrities.

Branding in the age of Social Media

The rise of the internet and social media is driving the next stage of the evolution of branding. Unlike consumers of the past, internet users of the modern economy aren’t satisfied to merely consume; they want to be part of the action. Social media brands like YouTube and Facebook rely on their users to help establish their value and how they are perceived by the public. Content sites like Amazon depend on reviewers to provide their most persuasive content. Although internet-based companies give up some of the control of their brand image, the loyalty from an actively participating customer base is unparalleled. Search engine optimization, and outsourced delivery allow organizations to gain visibility and deliver products without spending millions on advertising and infrastructure.

A few years ago most companies heralded the arrival of a new golden age of branding. Creative agencies and great technologists were hired to propagate brands throughout the digital universe. Companies invested in creating what is often called branded content.

The definition of Branding

•Branding is endowing products and services with the power of a brand. (Kotler & Keller, 2015).

•Branding is the process of giving a meaning to specific organization, company, products or services by creating and shaping a brand in consumers’ minds.

•Branding is a strategy designed by organizations to help people to quickly identify and experience their brand, and give them a reason to choose their products over the competitions, by clarifying what this particular brand is and is not.

What is a brand?

•A brand is a name, term, design, symbol, or any other feature that identifies one sellers good or service as distinct from those of other sellers (American Marketing Association).

•In the book Principles of Marketing (Philip Kotler/Gary Armstrong) a brand is defined as a name, term, sign symbol (or a combination of these) that identifies the maker or seller of the product.

•According to Philip Kotler, A brand is essentially a sellers promise to consistently deliver a certain set of features, benefits and services to the buyers.

•A brand is also a promise.

•A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. Seth Godin.

•A brand is a name, term, sign, symbol or design or a combination of them, intended to identify the goods or services of one seller or group