Precisely the reason you need to promote these fabulous qualities - and differentiate them from your competition. There are scores of likable, personable, charming and talented people out there - in your demographic, with similar credentials and experience. You must identify and communicate what makes you special.
Sure, building a personal brand will set you apart, get you noticed and quite possibly land you your next great gig. But, more important, your personal brand solidifies the way you see yourself. Your identity, self-concept and self-esteem are all centered around your brand. When you know you have a great brand, you're going to:
- have a strong identity and sense of self
- create favorable impressions and perceptions
- network with greater ease and confidence
- have a positive attitude
- build rapport with others
- feel confident promoting yourself
- develop the power to persuade and influence
- gain credibility, clout and cachet
- perform at a higher level
- expand your network with high-caliber individuals
This same strategy applies equally to businesses, products and branded services. If you haven't identified and enthusiastically articulated the unique features of what you're selling, why is anyone going to be interested? And that includes your employees, your most valuable PR asset. Who better to promote your products and services than the people who work for you? Talk about instant credibility. Your employees are considered reliable "insiders" when it comes to your company.
With that said, people need to feel good about the brands they associate with - and that is especially true for employees. Make sure your company and the brands it sells create a positive sense of self-esteem in your people.
Branding is really about stimulating emotion; how does your brand make you and other people feel? When embarking on the branding process, this is a critical first question. You must first ask yourself, "How do I want my audiences to feel when they interact with my brand?" Southwest Airlines and Disney want their audiences to have fun. State Farm, Allstate and Mutual of Omaha want their key publics to feel safe and secure. Whole Foods wants its customers to feel healthy, and Mercedes-Benz aims to make their drivers feel pampered and privileged.
So how do you want your audiences to feel about you? Once you've clearly defined the emotional experience you want to create, every other aspect of your branding, integrated marketing and public relations will naturally fall in line.
~Debra Davenport
Davenport Public Relations
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