Personal Branding Digest, June 3, 2016


The 5 Advantages of Personal Branding in a Startup
(Huffington Post, 01.06.16)

If you’re trying to build some momentum for your startup, it’s tempting to pour all your efforts into creating and promoting your core company brand. Generally, this is a good thing; your corporate brand identity is one of the biggest factors for success you’ll have in your marketing campaign, and it’s going to help in both customer acquisition and retention.


Your Personal Branding Strategy Is Failing and Here’s Why
(Business.com, 31.05.16)

Like any type of digital marketing strategy, it’s not as easy as throwing money at the problem. Developing a trustworthy person brand is complex and there are a hundred things that could go wrong, but the effort is worth it.


Ex-Harvard Admissions Officer on Why Personal Branding Is Key to MBA Application Success
(BusinessBecause, 24.05.16)

Admissions expert reveals how the right personal brand can help you stand out from the crowd.


Schooled in Social Media 2016: Lessons Learned for Personal Branding
(Business2Community, 19.05.16)

Even students born into a daily use of their personal Facebook and Snapchat discovered that social media marketing for personal branding and job search requires time management, consistency, a good PLN, and a career focused strategy.


“Personal branding is sales, because you’re selling an image of yourself, a mirage, and you are the product.” —Jarod Kintz


Cause Branding Digest, April 19, 2016


5 Ways Sustainability Helps Companies Act More Like Startups
(Triple Pundit, 14.04.16)

Last month at a conference for startups in Silicon Valley, I met several people who work at large corporations and institutions. I wondered why people from Walmart, NASA and GoreTex, a company that makes waterproof fabric, were attending a conference for budding entrepreneurs. Representatives from each said they wanted to help their organization be more innovative.


Beyond the Talk: How Corporate Social Responsibility Makes Companies Operate Better
(Forbes, 12.04.16)

If you ask 50 people, “What is corporate social responsibility?” you’ll probably get 75 different answers. For me, corporate responsibility is how companies operate. It’s about how they identify and manage their social and environmental risks and footprint. Defined this way, quite a few people are impacted by CSR. The breadth of stakeholders is vast—it includes the company’s shareholders, employees, customers and business partners.


‘Brand Purpose’ Means Nothing If You Don’t Deliver
(Marketing, 01.04.16)

The successor to the mission statement is, alongside commitments to sustainability, capturing imaginations in the boardroom. But it’s about doing, rather than just looking, good.


Does CSR Create Shareholder Wealth?
(LSE Business Review, 07.03.16)

Due to increasing pressures on organisations to behave in socially responsible ways, corporate social responsibility (CSR) is becoming a “must have” component of corporate strategy. This is a good development for the society at large as the massive rate of industrialization in the last century has placed a heightened burden on the limited resources our planet has to offer. However, the primary responsibility of managers of corporations, particularly of the publically owned ones, is not to increase social welfare but to maximize the returns on investments of their shareholders.


“With any new business deal, don’t think about how much you can afford to get—think about how much you can afford to give. A spirit of giving will allow you to get.” —Jarod Kintz


Consumer/Lifestyle Branding Digest, March 23, 2016


You’ll Never Get New Customers If You Don’t Target New Markets
(Entrepreneur, 16.03.16)

Many entrepreneurs assume that everyone will love their solution as much as they do, so they tune their marketing focus based on their own needs and wants. That’s the right place to start, but real growth and scale requires attracting customers who are not like you. Expanding your market into these areas requires thinking outside your personal box.


Why Brand Storytelling Should Be the Foundation of a Growth Strategy
(Marketing Week, 28.02.16)

From a very young age we love listening to stories and, as we grow older, we respond to tales and anecdotes. Brands need to inject the magic of storytelling into their marketing to tap into people’s emotions.


Reality Marketing: Using News to Sell Your Solutions
(Forbes, 06.02.16)

Last year I published an article giving some advice about How to Sell Intangibles. The three tactics I recommended were to 1) make the pitch personal, 2) make the benefits tangible, and 3) sell peace of mind. I need to add one more tactic to the list: 4) show what happens when customers don’t buy your services. This article is about how one data-storage company has been able to sell their intangible offerings by generating urgency through cautionary tales in the news.


Eight out of Ten People Only Read the Headline
(PRWeek, 04.12.15)

Though we often accuse the young of having a short attention span, it turns out this is not confined to that generation. Only a couple of us get past the headline to the main story. That main article, so tricky to access on some phones, might either give real depth to the “shouty” headline or, in fact, undermine it.


“A great brand is a story that’s never completely told.” —Scott Bedbury


Personal Branding Digest, February 19, 2016


Personal Branding in an Instagram Age
(The Sydney Morning Herald, 11.02.16)

The word “personal brand” is thrown around a lot these days, but, if you asked most people to define it, they would probably mumble something about LinkedIn and change the subject. This is a shame, because “personal brand” actually has a very precise meaning, and one which is particularly important for people in business who want to market themselves effectively.


5 Ways to Use the ‘Trump Effect’
(Entrepreneur, 10.02.16)

Like him or not, Donald Trump is one of America’s most successful entrepreneurs. Whether it’s in the board room or the campaign trail, success leaves clues. To better understand why Trump is having the success he is and how entrepreneurs can apply similar strategies to trump their competition, I attended a recent Trump rally in New Hampshire.


Five Tips for Building Your Personal Brand and Turning It into an Asset
(StartupSmart, 22.01.16)

Building a unique brand around yourself as an individual can be an incredibly effective business and marketing asset. People like to buy from people, not some faceless organisation, and once you’ve built your reputation it’s much easier to get investors, business deals or valuable speaking engagements to promote yourself and your product.


9 Ways Publishing Content Can Help You Expand Your Personal Brand
(Business2Community, 21.01.16)

Some businesses are gun-shy about posting more controversial topics on a company blog, but writing about your opinions can absolutely establish your personal brand. Collect the ideas that are too out there for the business and use them showcase your personality, beliefs and brand in a format that promises exclusive content such as a book or e-book.


“What makes you unique makes you successful.” —William Arruda


Personal Branding Digest, February 5, 2016


7 Tips to Take Your Personal Brand to Celebrity Status
(Entrepreneur, 05.02.16)

You seem to see them everywhere. Business celebrities who go beyond being an expert to being nationally or internationally known in their industry. They make the rounds on every podcast, business TV show and are all over the web. The strategy make sense: the more visibility means more credibility, brand recognition, clients and sales.


3 Ways Entrepreneurs Can Build Their Personal Brand
(The Huffington Post, 03.02.16)

Most entrepreneurs think that the business or product they represent is the most important aspect of their business and that the face of the business is of no importance. This, however, isn’t necessarily true. While it might be the primary reason for going into business, entrepreneurs have to realize that they are as important to their business as their product or service itself.


Your Business Means Nothing If No One Knows Who You Are
(Fortune, 23.01.16)

Last fall, I was invited to an exclusive event at the Hollywood Hills home of Never Eat Alone author Keith Ferrazzi. The top leaders from across the world in the startup and technology realm were invited to join.


Essential Guide to Building an Effective Personal Branding Strategy
(Business2Community, 14.12.15)

A decade ago, personal branding was something that only rock stars like Bono had to worry about. Today, if you’re like most professionals, you probably accept that you’re a brand. This realisation leads to a number of questions – how do you build your brand? How do you manage it?


“My success just evolved from working hard at the business at hand each day.” —Johnny Carson


Personal Branding Digest, January 22, 2016


7 Easy Tactics for Building Your Personal Brand Online
(The Huffington Post, 21.01.16)

Personal brand is more than just a buzzword thrown around at career building workshops or a term you read about in a LinkedIn article during your job search. It’s the power we all have to mold and create an identity online. At one point we were able to maintain personal and professional identities that lived in their own separate spaces of printed resumes or friends on Facebook.


4 Ways to Build Your Personal Brand Online
(Memeburn, 12.01.16)

If you are interested in personal branding online and how you can build your digital footprint to become more visible in the online world, it’s important that you understand how everything you say and do online – every status update, tweet, mention, like, +1, blog post and even a comment adds value (positive or negative) to your brand.


Why Entrepreneurs Shouldn’t Waste Their Time on Personal Branding
(Fast Company, 11.01.16)

Back in 1997, marketing guru Tom Peters wrote in Fast Company, “We are CEOs of our own companies: Me, Inc. To be in business today, our most important job is to be head marketer for the brand called You.” At the time, this struck me as liberating. In 2016, it doesn’t.


7 Steps to Building Your Personal Brand
(Business2Community, 27.11.15)

You know the importance of promoting your company to develop a solid base of loyal followers. But how much time and effort do you dedicate to building your personal brand? You do have one. It’s what people associate you with; it’s why your personal and professional network seeks you out for information. And you do need an individual brand. People don’t buy from faceless companies: They buy from people.


“Live authentically. Why would you continue to compromise something that’s beautiful to create something that is fake?” —Steve Maraboli


Personal Branding Digest, October 30, 2015


The 7 Personal Branding Mistakes that Can Ruin Entrepreneurs
(The Huffington Post, 27.10.15)

Every company has a brand—an image, a reputation, and a persona that defines that company’s character and reputation. What most people don’t realize is that you can also establish and build a personal brand—an image, a reputation, and a persona that defines your own professional character and reputation.


3 Infallible Principles for Personal Branding from Pope Francis
(Entrepreneur, 05.10.15)

A brand has captured the hearts of people around the world, and its enthusiasts are responding with religious fervor. It isn’t Apple or Google. The brand is a person, who happens to be the Pontiff — Pope Francis.


5 Ways to Rock Your Personal Brand on Twitter
(Business2Community, 01.10.15)

You started your blog, recorded a few podcasts, event attended an event or two. Yet people are still not 100% sure who you are. Kinda hurts, right?


Trump’s Brand Bonanza
(Forbes, 29.09.15)

Forbes employs a consistent policy of not giving members of The Forbes 400 goodwill for their personal brand, on the theory that their net worth already incorporates any value derived from it. That means you, Oprah Winfrey, Steven Spielberg–and Donald Trump. But as an academic exercise, it’s a fair question. If you separate it from what it already contributes to his net worth, how valuable is Donald Trump’s brand? He says it’s $3 billion or more. Is he right?


“The more you like yourself, the less you are like anyone else, which makes you unique.” —Walt Disney


Personal Branding Digest, October 23, 2015


Personal Brand or Company Brand? The New Realities of Life Online
(Business2Community, 19.09.15)

Personal branding is in the air these days! Here are a few thoughts on the perils and promise of building a personal brand.


How to Build Your Brand the Right Way
(Entrepreneur, 08.10.15)

But there are many people today who think that personally branding themselves is the way to build a business. But that couldn’t be further from the truth! To say the personal branding fad has gotten a little out of hand has to be the mother of all understatements. It goes way beyond Generation Me—user-generated content is a phenomenon that crosses all demographics and borders.


Me Inc.
(New Republic, 28.09.15)

The paradoxical, pressure-filled quest to build a “personal brand.”


Personal Branding Secret No One Wants You to Know
(Forbes, 17.09.15)

Most people want to be themselves—to express their uniqueness and true identity. We admire people that are bold enough to stand out from the crowd and live with authenticity.


“If you can’t find your own center and love for yourself, nothing else works.” —Chris Brogan


Consumer/Lifestyle Branding Digest, October 7, 2015


5 Ways to Protect Your Brand’s Online Reputation
(Entrepreneur, 09.09.15)

We live in a search-happy world. Take it as a given: Before customers consider doing business with your company, they’re going to Google it first. So it’s imperative that your brand has a strong online presence. Creating reputable, sharable, easily searchable content is the best defense against a negative comment or review appearing first in a search result for your company.


Are CMOs Betting Big on Omni-Channel?
(Forbes, 08.09.15)

As both sellers and customers, we know buying is no longer as simple as heading to the supermarket or a brick-and-mortar store a few blocks away. We buy online, using a plethora of devices—desktops, laptops, smart phones, tablets, and newer to the market, wearables. Buying doesn’t happen in one place anymore. While this fact presents new channels for marketers to use in reaching their customers, it also creates a tremendous challenge: Designing a seamless and consistent experience across all devices and channels customers use to interact with their brands.


Two Must-Haves for Effective Teen Marketing
(MediaPost, 03.09.15)

MTV believes that, in order to reach teens effectively, you must “immerse yourself in their reality: in their music, in their art, in the things that they read. And if you see it or approach it any other way, and approach it as an anonymous, faceless, homogenous target market, then you will fail.” You’ve read it here in past posts.


Why Transparency Is Key in Relationship Between Brands and Vloggers
(Marketing Week, 29.05.15)

Brands have welcomed plans for new vlogging guidelines from the Advertising Standards Authority but it is up to advertisers and vloggers to be transparent and authentic or risk losing their audience.


“The entrepreneur always searches for change, responds to it, and exploits it as an opportunity.” —Peter Drucker


Personal Branding Digest, September 25, 2015


5 Steps to Build Your Personal Brand
(Entrepreneur, 23.09.15)

Your personal brand is how you appear to the world. Therefore, it serves to reason that a strong brand is preferable to one that is unpolished and uninteresting.


Writing Your Personal Brand Story: Easier Said than Done
(LinkedIn Pulse, 21.09.15)

For many, writing a personal brand story may be one of the biggest hurdles in building a personal brand. Why? For people who don’t like being the center of attention or talking about themselves; writing their own bio or even building a LinkedIn profile can be a daunting task. It kicks off an internal dialog about whether or not what they are writing may be considered “bragging” or too “self-absorbed.”


3 Ways to Make Your Personal Brand Newsworthy
(Business2Community, 13.09.15)

Even in this era where we’re told the formula: EC=MC, (“every company is a media company”) developing a personal brand that’s newsworthy and attracts traditional media attention has merit.


Taking Control of Your Personal Brand
(Forbes, 23.07.15)

Embrace your story. And make sure you’re the primary force in telling that story to the rest of the world.


“At the center of your being you have the answer: You know who you are, and you know what you want.” —Lao Tzu


Consumer/Lifestyle Branding Digest, September 23, 2015


Two Words Will Free You from the Shackles of the ‘Scope of Work’ Agreement
(Forbes, 16.09.15)

Once useful in shaping a business relationship, the “Scope Of Work” agreement between an agency and a client has become a stifler. The agency promises X, Y, and Z, and delivers all three. The client, over time, wonders why the agency never presents any new thinking. Boom! A divorce in the making.


The Vans Life and Why Content Creation Deserves to Be Cool
(Content Standard, 10.09.15)

As a fan of a sport in which I’ve also competed, I like how running offers something different depending on your point of view. When you’re in it, it’s gratifying; you love the work you put in to be successful. When you watch it, it’s exciting; nothing beats a nail-biter between someone you know and everyone else.


The 7 Tenets of Branding
(Entrepreneur, 16.08.15)

In today’s competitive marketplace, entrepreneurs—tasked with raising capital, attracting talent and getting their businesses off the ground—are up against a staggering statistical fail rate. But by following some basic principles related to design, marketing and user experience—tenets of some of the most powerful businesses out there—you can increase your odds of starting and maintaining a successful brand.


Five Ways Brands Can Better Use Video
(Marketing Week, 20.05.15)

From putting purpose at the heart of the narrative to implementing a “newsroom style” approach to content creation, we highlight the top five methods companies can adopt to create better video, according to the brands and agencies that spoke at this week’s Video Masterclass, presented by Marketing Week and Econsultancy.


“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


Cause Branding Digest, September 15, 2015


Social Responsibility as a Startup Launchpad: A Look into CSR and Entrepreneurship
(The Huffington Post, 14.09.15)

What images come to mind when you think of Tom’s? Perhaps it’s an image of the fashionable espadrille, but for me at least, it’s an image from one of their marketing campaigns: a group of Tom’s employees walking towards the camera in an impoverished community with gifts in hand–the gift of shoes.


What Does Climate Change Mean for Business?
(Eco-Business, 10.09.15)

Businesses ignore climate change at their own peril, as it will affect their supply chains and profit margins, among other things. Taking the effort to mitigate climate change and prepare for potential risks will pay off in the long run, said experts at the 2015 International CSR Summit.


Get Noticed: How to Communicate Your CSR Story with Purpose
(GreenBiz, 31.08.15)

In today’s world, being a responsible corporate citizen is table stakes. Nine in 10 global consumers expect companies to go beyond profit-making and address social and environmental issues, according to one recent study.


How Hurricane Katrina Changed the Game of CSR Forever
(Business2Community, 26.08.15)

Ten years ago, Hurricane Katrina not only devastated New Orleans and the Gulf Coast. It also shattered the confidence Americans had in their government to respond to domestic emergencies.


“If people like you they will listen to you, but if they trust you, they’ll do business with you.” —Zig Ziglar


Personal Branding Digest, September 4, 2015


Personal Branding in Medicine: Private Practices
(Branding Magazine, 31.08.15)

As a physician with a private practice, should you insist on a personal brand? The answer is strong and designated – Yes. Here is why.


Posture, Position, Profile and Personal Branding
(Business2Community, 31.08.15)

Personal branding is a popular term, widely used to promote yourself, and it’s not surprising that most people are confused by it. There are really only three aspects to personal branding: Posture, Position and Profile.


Your Personal Brand: Are You Expressing Who You Truly Are?
(The Huffington Post, 17.08.15)

Personal branding has become such a hot topic in today’s business world. A quick search on Amazon yields over 2,800 results. So, why is personal branding so important? Changes in the economy and the flattening of the world really drive home Tom Peters quote: “We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.” I’ve been conducting personal branding workshops and providing strategy sessions for over 3 years for both entrepreneurs and intrapreneurs looking to differentiate themselves and make a difference.


Personal Branding Lessons from a 93-Year-Old Fashion Icon
(Forbes, 28.06.15)

When I’m giving keynotes, I often ask audiences to name strong personal brands. I typically get mass-appeal responses like Oprah, Richard Branson and Steve Jobs. I never once hear the name Iris Apfel. Yet Iris, an unexpected fashion icon and the subject of a recent documentary by the late Albert Maysles, exemplifies all the important elements of successful personal branding – including the fact that successful brands aren’t necessarily known around the world; what matters is how the target audience responds. Here’s how Iris excels at personal branding and what you can do to build a brand as compelling as hers.


“Live to be your own unique brand, without apology.” —Shannon L. Alder


Personal Branding Digest, August 28, 2015


Personal Branding in an Online World
(The National, 20.08.15)

Branding, once the exclusive realm of products and corporations, has now become much more personal, encompassing the way an individual presents himself to society and the professional world. Similar to marketing a product, a necessity in today’s world is marketing yourself.


5 Personal Branding Strategies Every Entrepreneur Needs to Know
(The Huffington Post, 04.08.15)

Every entrepreneur will tell you that it takes hard work and persistence to be successful. In addition to loving what you do, continually learning from others and building a great team around you, one of the most important things you can do is build your personal brand and reputation.


6 Ways Entrepreneurs Can Successfully Brand Themselves
(Entrepreneur, 27.07.15)

Over the last few years, personal branding has gone on from being an additional responsibility to one of the top priorities in marketing a business.


5 Steps for Maximizing LinkedIn’s Blogging Feature for Personal Branding
(Forbes, 14.06.15)

When LinkedIn added a blogging platform (a.k.a. long-form posting) as a way to keep members coming back—they changed the mindset of those who only visit LinkedIn when something major happens in their professional lives. Influencers, who were selected by LinkedIn, published thousands of posts that were viewed millions of times. These days, you no longer need to be an official Influencer to make your content visible via this platform. LinkedIn has made long form publishing available to all members. It is a significant step in transforming the profile from an online resume into a comprehensive personal branding platform.


“Your personal brand is a promise to your clients … a promise of quality, consistency, competency and reliability.” —Jason Hartman