Brands are ubiquitous. Brand management is both an art and a science that is afforded hundreds of millions of dollars annually. 60-80% of the market cap of public companies is made up of intangibles. This explains why companies spend so much time, energy and effort on building strong brands.
What’s interesting is the attention that has been given to Personal Branding in the past 10-15 years. Tom Peters, discussing what it takes to be the CEO of ME Inc, wrote
. . . the main chance is becoming a free agent in an economy of free agents, looking to have the best season you can imagine in your field, looking to do your best work and chalk up a remarkable track record, and looking to establish your own micro equivalent of the Nike swoosh. Because if you do, you'll not only reach out toward every opportunity within arm's (or laptop's) length, you'll not only make a noteworthy contribution to your team's success -- you'll also put yourself in a great bargaining position for next season's free-agency market. The good news -- and it is largely good news -- is that everyone has a chance to stand out. Everyone has a chance to learn, improve, and build up their skills. Everyone has a chance to be a brand worthy of remark.
In the programme that we run on Personal Branding, we cover the following:
- What is a brand?
- What is a premium brand?
- The key principles of brand identity
- Identify the key factors of personal branding
- Understand the links between stakeholder relationships, brand behaviour and corporate reputation