How to Design and Create Your Personal Brand: Creating Positive Pathways to an Authentic and a Professional You

By Chris Hammond

This book, “How to design and create your personal brand,” 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.

• Language: English
• Publisher: Lulu.com
• Release date: Oct 6, 2020
• ISBN: 9781716536366

Book preview

Copyright © October 2020

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: How to design and create your personal brand.

For further information or permission contact:

Chris Hammond

Speed Marketing Services.

E mail: [e-mail].

How to design and create your personal brand.

Published by Integrity Books and Media.

Cover design by Creative World Inc.

First Edition: October 2020

Chris Hammond

How to design and create your personal brand

Lulu Edition

Dedication

This book is dedicated to my God Almighty, the father, the son and the Holy Spirit Who gave me the Grace, wisdom, determination and passion to write this great volume: How to design and create your personal brand.

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

Chapter 1 An Overview of Branding

Chapter 2 An introduction to personal branding

Chapter 3 What is Personal Branding

Chapter 4 Some great personal brand examples

Chapter 5 Your career and personal branding

Chapter 6 Benefits of Personal Branding

Chapter 7   Designing and creating your personal brand

Chapter 8  Defining yourself; Doing a SWOT analysis

Chapter 9 Your unique value proposition and brand statement

Chapter 10 Designing a profitable brand plan

Chapter 11 Establishing your key personal brand attributes

Chapter 12 Analysing your key personal brand attributes

Chapter 14 Establish your personal brand promise

Chapter 14 Establish your personal Brand personality

Chapter 15 Creating a powerful personal brand Identity

Chapter 16 Deploying your personal brand equity

Chapter 17 Marketing your personal brand

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, How to design and create your personal brand, 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.

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. How to design and create your personal brand," teaches you exactly how to build the foundation for your own personal brand.

This book, How to design and create your personal brand, 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:

The power of a personal brand.

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

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 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.

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. What it means is that creating a brand or branding has evolved and broadened to include other areas ever since the word was first introduced to the idea. 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 get missing the owners can easily identify them. Each brand had to be simple, unique, and easy to identify 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. In terms of functional benefits the brand had become valuable.

The Rise of the Mass Media

The introduction of radio and television gave manufacturers new ways to create demand for their products. In 1928, Edward Bernays, the nephew of Sigmund Freud, 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 took notice. 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 identify

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. 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. Advertising agencies began brand consultancies. In the long run corporate branding extended to non-profits, political groups, and even personal brands