Personal Branding Digest, May 6, 2016


How Your Personal Brand Can Stand Out in Crazy-Competitive Spaces
(The Next Web, 29.04.16)

It’s a common misconception that personal branding is reserved for authors, speakers or those looking to become well-known personalities. In our digitally savvy world, where potential clients, investors and employers are just as apt to look you up on Facebook or Google search your name as they are to call your references, personal branding is mission critical.


Ditch the Elevator Pitch for a Social Selling Personal Brand
(Business2Community, 28.04.16)

Physical networking is a necessity for a personal brand. This blog post presents an alternative to the traditional elevator pitch: a social selling un-pitch.


10 Questions to Ask Yourself Before Creating Your Personal Brand
(Forbes, 26.04.16)

When it comes to your personal brand, being another face in the crowd isn’t going to cut it. You need to know how to differentiate yourself. But in order to do that, you need to know exactly who you are and what you stand for.


Personal Branding: 8 Ways to Create a Unique Business Identity
(Huffington Post, 24.04.16)

If you’re not familiar with what the term “personal branding” means, it’s a way of making yourself unique and memorable as a business (or business person).

“It’s not who you know that matters—it’s who knows you that’s important. Personal branding builds up your reputation to the point where you have a presence even in your absence.” —Jarod Kintz


Personal Branding Digest, April 15, 2016


Real Talk: 6 Things No One Told You About Personal Branding
(Business.com, 14.04.16)

Personal branding is your reputation. It’s everything you have when it comes to building relationships for a healthy future.


How to Growth Hack Your Personal Brand
(Search Engine Journal, 08.04.16)

Growth hacking refers to employing unusual, and often bold, techniques to bolster the growth of a business, or even your personal brand. This is done by bypassing the usual channels of marketing. Companies that have done this successfully employed a mix of integrated marketing, aggressive social media and email marketing, along with the production and distribution of quality content. The method saves time and money, which is ideal for new businesses.


Amber Rose’s Blockbuster Emoji App Elevates Personal Branding to Activism
(Good, 06.04.16)

Hashtag activism has an official rival among the casually conscientious set, because emojis are your new favorite banner to wave at the Man and shout, “The future is female!” Or biracial. Or into BDSM. Or sex positive. Or cool with smoking weed. Or, honestly, whatever you’re into.


How Building a Personal Brand Converts
(Business2Community, 12.03.16)

Personal branding is a hot topic in today’s marketing landscape, but few business owners truly understand what it means or how it can promote better conversions. With personal branding, you position yourself as a brand alongside your company. Your employees also have a personal brand of their own.


“Your personal brand should be like water: not only clear but transparent to the public. People thirst for that, and they will drink you up.” —Jarod Kintz


Consumer/Lifestyle Branding Digest, April 13, 2016


Technobabble: The Worst Tweet Brand Fails on Twitter
(The Post, 03.04.16)

Twitter branding and marketing has become companies’ and news publications’ major source of reaching a diverse range of users — but it comes at a price. Social media managers often forget to double-check tweets before scheduling because they’re overworked or exhausted, which leads to embarrassing errors and campaign mess-ups.


5 Ways to Humanize Your Brand
(Forbes, 31.03.16)

Companies are in a bit of a crisis in the modern era. Even though consumer-brand trust is as important as ever, the sad fact is, people don’t really trust brands. They see corporations as faceless profiteers, a sentiment brought on by tales of corruption in big business, the 2008 financial crisis, and constant bombardment of advertising over the past several decades. Any message that comes from a corporate brand is instantly given extra scrutiny.


What Brands with Great Reputations Do Best
(CNBC, 29.03.16)

When it comes to buying behavior, a company’s brand can overshadow its product, according to a survey released Tuesday.


How to Talk to Generation Z
(Marketing Week, 01.02.16)

The under-20s are the least loyal consumers and quickly lose interest in brands. We reveal what marketers are doing to engage with this tricky bunch.


“Best way to sell something—don’t sell anything. Earn the awareness, respect and trust of those who might buy.” —Rand Fishkin


Corporate Branding Digest, April 11, 2016


How Your Company’s Lame Hiring Process Is Losing You Customers
(Fast Company, 05.04.16)

Virgin Media realized it was losing almost as much as it spent on hiring when rejected job candidates switched to its competitors.


A Bad Reputation Costs a Company at Least 10% More Per Hire
(Harvard Business Review, 29.03.16)

A few years ago, domain registrar and web hosting company GoDaddy was known for its racy ads featuring NASCAR driver Danica Patrick and “The Biggest Loser” star Jillian Michaels. While they may have gotten attention in the media, they didn’t help the company do one important thing: hire women.


Recruiting and Marketing Tie the Knot. Are You Invited?
(HuffPost Business, 22.03.16)

These days, recruiting is much more complex than it has ever been. Posting jobs on job boards can’t be the only way you let candidates know about your openings anymore. Relying only on social media updates to spread your open positions isn’t enough, either. Having a strong employment brand is becoming increasingly crucial. Organizations that come out on top in the recruiting game will be the ones that consistently communicate authentic employer brands and value propositions that not only capture the attention of highly skilled workers, but also compel them to follow, engage with, and ultimately join their teams.


7 Ways to Build an Employer Brand that Appeals to Millennials
(Business2Community, 05.02.16)

Branding to consumers certainly isn’t a new concept for businesses, but employer branding is a concept that’s emerging as incredibly important to today’s businesses to remain competitive.


“Highly engaged employees make the customer experience. Disengaged employees break it.” —Timothy R. Clark


Health and Wellness Branding Digest, March 31, 2016


With the Threat of an Ad Ban Looming, Pharma Is Fighting to Repair Its Reputation
(Adweek, 27.03.16)

When ex-Turing Pharmaceuticals CEO Martin Shkreli smirked his way through congressional testimony in February, refusing to answer questions about how his former company increased prices for Daraprim, a drug used to treat cancer and AIDS, by 5,000 percent, it (understandably) stoked Washington’s and the general public’s ire against the pharmaceutical industry. That same month, Congress introduced legislation to ban direct-to-consumer (DTC) drug ads.


Who Will Lead Healthcare Content Marketing Out of the Dark Ages?
(Content Standard, 19.03.16)

Most people don’t use “diapers” and “healthcare marketing” in the same sentence, but thanks to a chance encounter, I do. Years ago, my son was chosen to model diapers for a major diaper company, and while it was an exciting event it was also illuminating and frustrating.


Is ‘Health System Thinking’ the Future of Healthcare Marketing?
(MediaPost, 18.03.16)

Once upon a time, a smartly dressed sales representative pulled out a cleverly designed sales aid and sat with a doctor to describe the features and benefits of an amazing new product. The doctor was impressed with the presentation, or at least liked the representative enough to write a prescription for her product. Mission accomplished! While this was once a fairly accurate description of how we marketed healthcare products, it’s now just a fairy tale.


Engaging HCPs: Beer or Tacos?
(Medical Marketing & Media, 27.10.15)

As pharma marketers continue on their age-old quest to engage physicians, the either/or choice between reps and digital tactics has largely gone away in favor of programs that incorporate both. At the same time, certain segments of the business are still finding their way in the brave new digital world. Larry Dobrow surveys the scene.


“If you look at healthcare today, it’s all about disease. It’s not about understanding wellness at all.” —Leroy Hood


Corporate Branding Digest, March 28, 2016


Employer Branding: It’s the Employees, Stupid!
(The Huffington Post, 23.03.16)

The concept of “employer branding” is becoming increasingly popular, especially among companies desperate to recruit coveted specialists such as developers and engineers. However, many HR departments still forget to explore the full potential of their most valuable asset: their own employees.


Reputation Institute: CMOs Can Better Quantify Reputation Metrics than CCOs
(PRWeek, 09.03.16)

Large companies that put their brand management in the hands of the CMO, rather than corporate communications officers, can better quantify reputation metrics, according to research released this week by the Reputation Institute.


Employer Branding Lessons B2B Companies Need to Pay Attention to
(B2B Marketing, 29.02.16)

Today’s CEOs and business leaders are legitimately concerned about the limited availability of talent at their disposal. In fact, 38% of global employers surveyed in the ManpowerGroup’s Annual Talent Shortage Survey reported difficulty in filling jobs, the highest percentage since 2007.


Why These 4 Companies Are Getting Serious About Their Employer Brands
(Fast Company, 24.02.16)

Until recently, that strategy has been directed mainly at job seekers. But now some companies are starting to use their employer brands to appeal to customers, too.


“Research indicates that workers have three prime needs: Interesting work, recognition for doing a good job, and being let in on things that are going on in the company.” —Zig Ziglar


Corporate Branding Digest, March 14, 2016


Does Your Company Have a Pirate Ship for Employee Onboarding?
(Triple Pundit, 26.02.16)

Hiring employees, also known as employee onboarding, has often been compared to staffing a ship. Managers need qualified people for each job in order for the ship to navigate the rough waters of today’s business. But if hiring executives do not embrace responsibility for the company’s actions for a sustainable future, ask the right questions and make prudent hiring choices, then the company’s employment department may seem like a pirate ship that is muddying the waters.


Crisis Management for Today’s Restaurants
(Restaurant News, 06.01.15)

Restaurateurs need to know how to manage and deal with a crisis. Irresponsible or irrational actions pertaining to a crisis can be damaging to a long withstanding reputation. Restaurateurs can learn from other’s stories and take necessary steps to handle their crisis in a positive manner. Once restaurateurs learn to deal with a crisis at hand, they can work to rebuild trust in their communities and return to satisfying their customers with great food.


Building Your Employment Brand Is Like a Relationship
(Redwood Falls Gazette, 11.01.16)

Once your brand is established, communicate it in advertisements, social media and interviews. Finally, enjoy your work by hiring talent who believe your story and want to be partners in a long-term relationship.


Brand Reputation: Good and Bad Ways to Manage Product Recall
(PRWeek, 30.11.15)

Having to take back a product seems like a no-win situation, but it can be a chance for brands to show their worth.


“Culture is about performance, and making people feel good about how they contribute to the whole.” —Tracy Streckenbach


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


Cause Branding Digest, February 8, 2016


Marketing for a Good Cause: 7 Strategies for Non-Profits
(WordStream, 09.02.16)

Non-profits are hit with the biggest digital marketing challenge of all: having no money. To operate, thrive, and raise awareness for their cause without spending a substantial amount of money can seem impossible in a world of bigger, louder, and more financially equipped online advertisers they will return and bring others. More customers means rising sales and profits. Right? Close, but wrong.


An Iconic Charity Refits: Will It Save the Ship?
(The Huffington Post, 03.02.16)

Jerry Lewis and the Muscular Dystrophy Association had a big influence on my cause marketing career. Growing up during the 70’s, The Jerry Lewis Telethon on Labor Day weekend was must-watch television.


Bringing People Together to Make a Better World
(IOL, 26.01.16)

Globalisation, connectivity, and common interests are uniting formerly unrelated groups. But how do you manage reputation in the fast moving context of digital media, where critical views can make or break a brand in a second? The answer is meaningful and authentic corporate social investment that makes a real difference.


Banking and Corporate Social Responsibility
(O’Dwyer’s, 05.08.15)

Some financial institutions, banks in particular, have turned to corporate social responsibility to give back, develop credibility, and regain consumer trust and confidence that waned in the wake of the U.S. financial downturn.


“It’s not easy … but balancing the short and long term is key to delivering sustainable, profitable growth—growth that is good for our shareholders but also good for our consumers, our employees, our business partners, the communities where we live and work, and the planet we inhabit.” —Irene B. Rosenfeld


Personal Branding Digest, January 29, 2016


Five Tips for Building Your Personal Brand and Turning It into an Asset
(Startup Smart, 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.


Strong Personal Branding Leverages Your Difference
(Enterprising Investor, 20.01.16)

Are you respected within your industry? What do your peers think of you? What can you do about it? These questions are at the heart of the personal branding and reinvention process.


Lessons in Blogging and Personal Branding (from the Funnelholic)
(Business2Community, 23.11.15)

In the world of Sales and Marketing, Craig Rosenberg is a celebrity blogger. If the name doesn’t ring a bell, you’re more apt to recognize his personal brand, The Funnelholic. Recently, Craig gave a presentation on blogging best practices at the San Mateo B2B Bloggers Meetup.


5 Ways to Rock Your Personal Brand on Twitter
(Search Engine Journal, 25.10.15)

In today’s very digital world, giving out your card during networking events isn’t enough. Creating a social media following is the ultimate branding tool. To get you started, I wanted to give you a starter pack to personal branding on Twitter.


“You, too, are a brand. Whether you know it or not. Whether you like it or not.” —Marc Eckō


Consumer/Lifestyle Branding Digest, January 27, 2016


Have a Coke and a Smile and Some Product-Centric Marketing
(Ad Age, 26.01.16)

It says a lot about the state of the industry that it’s major news when a giant brand announces it’s going to do a product-centric campaign.


Informed Customer Understanding Should Guide Marketing
(Customer Think, 26.01.16)

As many CMOs are finding, the complexity of the new global digital economy brings on many challenges. With some challenges easy to define and some not so easy to clarify. One thing that is clear is the dynamics of markets, customers, and sellers continue to unfold in new ways. Bringing forth new behaviors related to choices and decisions.


5 Ways to Build a Culture of Listening and Boost Your Reputation
(Search Engine Journal, 06.12.15)

The line between customer service and business promotion is blurring. Almost every channel you could use in order to talk about your business can be flipped around, allowing consumers to talk to you or about you. And that means anyone working in SEO or online marketing needs to know at least a little bit about customer service.


How (and Why) Marketing Tech Fails to Deliver on Its Promise
(CIO, 20.08.14)

Marketing technology promises to dramatically reduce wasted ad-spending and help marketers directly reach consumers with meaningful messages. Unfortunately, it hasn’t delivered on that promise, and some marketing experts wonder if it ever will.


“Marketing amplifies—if your brand is amazing or crap, marketing will amplify that; think about that before you ‘drive traffic.’” —Wil Reynolds


Corporate Branding Digest, January 25, 2016


More Marketers Tasked with Improving Corporate Culture
(Ad Age, 13.01.16)

As chief marketing officer of the NFL, Dawn Hudson’s primary job is to sell the league to fans via ad campaigns and other marketing. But as the NFL faced an image crisis last year in the wake of player domestic violence controversies, Commissioner Roger Goodell tasked Ms. Hudson with an extra job: Help define the league’s internal values.


Successful Corporate Branding with This Brand Strategy Guide
(Business2Community, 20.01.16)

For a new brand in the market, it is essential to learn how to build brand awareness for your product. For people to buy your products, they must know it exist and how it works. Several ways exist to help people recognize and know your brand. Advertising takes many shapes and is available over many platforms. For example, you can advertise in stores, on signs, at events and online. Getting great web designers to design your website is the first thing you should get. Take the time to ask and answer these questions to yourself in order to get the most out of your brand, stick with the same image, colors, and fonts over all platforms. Here are seven ways on how to build brand awareness.


HR Must Learn from Marketing How to Embrace Change
(Branding in Asia, 04.01.16)

HR can learn a lot from marketing’s tactics, and the two functions can’t afford to work in silos any longer.


Manage Risk Before It Manages You
(PRWeek, 06.11.15)

The past decade has provided numerous examples of reputation harm impairing the long-term value of companies, but where in the past the investment community may have viewed reputation damage as a temporary issue, increasingly analysts and investors are looking at how companies manage their reputation when determining how they will value its stock.


“Human resources isn’t a thing we do. It’s the thing that runs our business.” —Steve Wynn


Personal Branding Digest, January 8, 2016


Recovering from a Personal-Brand Fail
(The Seattle Times, 28.12.15)

Problems with your reputation? Take a deep breath and follow these steps.


Would You Ever Buy Yourself? Why Your Personal Brand Matters
(Crain’s Detroit Business, 23.12.15)

Your personal brand is important because it connects you to your clients and potential customers. Think of it this way: If you were a product or a brand, would you ever buy yourself?


Adele Doesn’t Believe in Personal Branding, Thanks
(Inquirer.net, 22.12.15)

Can we build work-lives around people–instead of the other way around?


Personal Branding in the Workplace
(Business2Community, 19.11.15)

As children, we think about what or who we want to become when we grow up. Maybe it’s a rock star or a fire fighter–or even a superhero! As teenagers, our imagination becomes a little more pragmatic and we begin to think more sensibly. ‘Maybe, I’ll become a doctor or a lawyer, even an investment banker.’ But, as years pass and we enter adulthood, nearing the end of our academic career, the nightmare that is commonly referred to as ‘the real world’ begins to sink in, anxiety rises and we ask ourselves: ‘What the hell am I going to do with my life?’


“Personal branding is all about your unique promise of value and what you bring to the table. It’s (also) about getting your potential clients to choose you as the only solution to their problem.” —Dr. Sarah David


Corporate Branding Digest, December 14, 2015


5 of the Best Ways to Brand Your Big Business
(Business2Community, 07.12.15)

Carving out a brand nowadays is tough. Competition is fierce. Consumers are inundated with numerous options via print, digital, and social media platforms. The companies that do succeed tend to share quite a few things in common.


5 (Quietly Effective) Examples of Crisis Management
(Managers.org, 30.11.15)

Cases of crisis management tend to fit into two categories: the relatively manageable operations-led crisis and the far more complex values-led crisis. In both cases, your best response is not to get yourself embroiled in the first place but, if you do, here are some road-tested crisis management techniques.


How You Can Turn Social Intelligence into Smart Crisis Prevention
(National Mirror Online, 30.11.15)

In the span of a decade, crisis management has completely changed. A crisis used to happen only when the press got wind of something, and you had hours to prepare before the story broke. Today, however, a crisis moves at the speed of light on social media like Facebook, Twitter, YouTube, and so on.


Brand Reputation: Good and Bad Ways to Manage Product Recall
(PRWeek, 29.11.15)

Hardly a month seems to go by without a brand being exposed for unsafe or fraudulent practices instigating a product recall. Volkswagen’s admission in September that it sold diesel-powered cars that intentionally faked emission tests has left consumers, investors and the media alike wanting answers.


“Perfection is attained by slow degrees; it requires the hand of time.” —Voltaire


Personal Branding Digest, November 13, 2015


Aligning Your Wardrobe Style with Your Personal (and Professional) Brand
(Entrepreneur, 05.11.15)

You have a personal brand, whether you’ve defined it or not. While we know there is more to a person than how he or she looks, in reality, potential clients, colleagues and other individuals you encounter will make judgments based on your appearance.


6 Personal Branding Tips I Learned from My Mother
(The Huffington Post, 04.11.15)

From the time I was little my mother had it ingrained in me that when people did nice things, especially when they gave you gifts it was necessary to send a thank-you note and to do it as soon as possible. It was important to acknowledge that person and by doing so it would leave a good impression. Call it an early lesson in building a reputation.


Personal Branding Is Not About You
(Forbes, 29.10.15)

When I deliver a personal branding keynote, the audience often expects me to reveal the secret formula for self-promotion and help them master chest-pounding techniques. True, Donald Trump’s “me, me, me” communication style has made him a contender for the Republican presidential nomination, but his approach only exacerbates misconceptions about personal branding.


Identifying Unique Point of View Is Step One in Successful Branding
(DailyBusinessBuzz.ca, 14.10.15)

What is your personal point of view? I pose this question to clients when I’m working with them to build their personal brand. Whether building a corporate brand, a product brand or cultivating one’s personal brand, branding is becoming a critical component in consumers purchasing decision. This is especially true when what you’re marketing is you, and is based on factors including your skills, knowledge, experience, connectivity, ability to deliver results and charisma.


“Absorb what is useful, reject what is useless, add what is specifically your own.” —Bruce Lee