Issue 60, April 27, 2006
click here for worksheet
Did you know? The name you were given on the day you were born becomes your brand. How a person defines his/her unique combination of attributes- strengths, skills, values, and passions and uses those to differentiate him/herself-constitute the packaging of a personal brand. In today’s competitive business climate, the best opportunities will go to the strongest promoters. Tom Peters says each person needs to promote his/her own brand. Taking the time to build and nurture a winning brand will help our students understand themselves better, raise their confidence, and help them attain more interesting jobs and assignments. Students must work to develop and continuously improve a brand that represents what they want to be known for- a brand message that makes an unforgettable impression and conveys not only their skills and abilities but also their integrity and work ethic. This short exercise will help them begin building their personal brand strategy.
Try This:
- Ask students what their favorite brands are and some questions as to why and what these brands represent.
- Explain that everything and everyone is a brand because we build our understanding of the world by creating associations. People are brands too. When people see you or even hear your name they recall the image they have of you. That image is something you can either actively manage or just let happen.
- Discuss the idea that a brand is a promise. It says you know the name; you can trust us because we will deliver on our promise. What is it you stand for and promise to deliver?
- Show this 2-minute, video clip of William Arruda speaking at Microsoft on Personal Branding. (Click on 1-2-3 Success.)
- Distribute the attached worksheet. Take a few minutes to discuss three very famous brands.
- Give students time to draft their own brand message.
- Ask for volunteers to share. It would also be great if you, the instructor, would share your brand message.
Quik Quote:
If there is nothing very special about your work, no matter how hard you apply yourself, you won’t get noticed and that increasingly means you won’t get paid much, either. Michael Goldhaber, Wired