Creating a strong personal brand can help you stand out from the crowd.

A brand is much more than a name or a symbol; it is something that is intangible. It carries with it a lifestyle associated with the brand. It is based on image and messages, and differs greatly from a product. Steven King of WPP Group London clearly differentiates between the two.

“A product is something that is made in a factory, a brand is something that is bought by a customer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless.”

Personal marketing, or marketing your unique set of skills, knowledge and passion differs greatly from selling products because of the 4 I’s of services. These are: Intangibility, Inventory, Inseparability and Inconsistency.

§ Intangibility – services cannot be touched or smelled. Their consumption occurs simultaneously. Services have big growth, higher risk, are difficult to evaluate and rely heavily on word of mouth. Two strategies to help overcome this are making services more tangible and making communication more vivid and memorable.

§ Inventory – services are perishable, they cannot be stored. The key skill here is managing supply and demand; something - successful people do well - managing their time and priorities in life.

§ Inseparability – this component refers to people. A strong brand can very rarely be separated from the person. The service people provide to an employer or client is a classic example.

§ Inconsistency – customers value consistency. Because services rely so heavily on the human service provider, quality control forms a large aspect of a service’s marketing plan. Often the person providing the service differs from one day to the next. This is where training and standardisation of the services provided are so important.

Brand Loyalty

Brand loyalty is when people prefer your product or service to others’ because of the brand name you have established. Before you can achieve brand loyalty however, brand awareness must have been created. The value of brand loyalty cannot be underestimated; loyal customers will attract new customers through association.

Brand Builders

These are the people who build a brand. They are usually passionate, committed professionals. Although they are profit orientated, this is not their focus. They are usually highly principled as well as being people leaders.

Creating a Strong Personal Brand

Successful people with strong personal brands are not just born, they are created. There are many things that can be done to ensure you have a strong personal brand.

The Ultimate Personal Branding Tool-Kit can help you build a strong personal brand and achieve greater success in 2004.

As a BONUS, you will receive
the following material valued at nearly $750.00: