The Personal brand. Technology has caused a monumental shift in influence. Today the average person gets 561% more engagement, sharing a brand message, than when that same brand message is shared by a company. On Social Media the average employee has 10 times the number of followers as their company on social media.
The Internet has allowed everyone in this room to be accessible by anybody, from anywhere in the world. And that’s how one person can have more influence and consumer trust than an entire organization. This is not a possibility, this is our reality. The future of branding is personal.
In 2006 just graduated from college I majored in entrepreneurship, and like so many others I saw myself leaving the classroom and running my own business. But my father told me otherwise. He said you have no cash, and no credit. The only place you run, is home to print out resumes.
I rolled my eyes and I started to apply for jobs. But there was a problem.
I graduated during the time of the economic recession, which meant people were getting laid off left and right. I took whatever job I could find, and I did it all.
I sold mattresses, CDs, Makeup, everything that had nothing to do with the degree I’d earned, and even less to contribute to the debt I incurred. And guess what? I was not alone.
The average millennial will have 10-15 different jobs throughout their lifetime, making us the most professionally agile generation ever. Unlike our parents, we didn’t have the opportunity of a linear career, where you retire from the same job that you’ve had since you graduated from college.
So we did but every species does to Survive. We evolved.
And this phenomenon was predicted 20rs ago by personal branding pioneer Tom Peters who said that in the future professionals will use the same technology as large corporations to market themselves
That future is now. Millenials started to do what any fortune 500 company would do to protect their bottom line.
We leveraged creativity,marketing and technology, to improve ourselves and compete in an unstable economy.
People were starting to brand themselves. Not just Millennials, but everyone.
In the days of Mad Men, technology forced branding to evolve from marketing a product or service, it’s functional value, to tapping into the emotional value and building a relationship with the consumer .
So let’s say you have a lemonade stand you’re selling lemonade in the neighbourhood, the going rate is 25 cents. But you decide to charge one dollar for your lemonade because you’re the only person who has access to a car, so you can get your ingredients quicker and therefore fresher than your competitors.
But then after a while your competitors get cars too. So now you can’t charge one dollar for the functional value super fresh lemonade the freshest in town.
Now you have to think of another way to charge more. You do an assessment of your neighborhood and you realize that most of your customers are housewives and they make the purchasing decisions for the household.
So you create a new brand strategy that aligns with their values. See now you’re selling more than just Lemonade, you’re selling a lifestyle, the attributes of a human, something that people can relate to and connect with.
Because the best relationships aren’t about what you can do for someone, but rather how you make them feel. In this, relationship with consumers continues to evolve.
Today’s modern consumer is smart, thrifty, flooded with options, and overloaded with information to make decisions on their own. Today’s modern consumer is you, it’s m,e it’s all of us, and we’re tired of being marketed to.
In the 1970’s the average person would see about 500 brans messages a day. Today, that number’s 5,000. If I see a Diet Coke commercial on Hulu it doesn’t make me want to buy diet coke, it makes me want to upgrade my Hulu so I don’t see anymore commercials.
People have outgrown old tactics. We’ve moved on to brands that want to engage us, provide an experience and ultimately improve our lives.
In the past, companies will market at us through billboards and magazines and there was little we could do to refute what they claimed their brand to be. But today we can share our opinions and feedbacks with others in real time, online, on social media, and other platforms.
92% of people trust a recommendation from a person over a company because people have lost trust in corporate branding. Now companies are looking to influencers to market their products.
Influencers are everyday people like you and me who have built up a large social network online. Branding has shifted from humanizing objects and abstracts to influencing people with other people who they know like and trust
This formula has been around for a very long time before influencers, social media, or the internet. People did business with people who they know, like, and trust.
Let’s discuss how we can use this formula to build our personal brands. The key premise of personal branding is that everyone has one, but not everybody manages it strategically, effectively, and consistently.
Beyond getting people to know you think about what you want to be known for most. People have not taken the time to identify their personal brand, because by the time you become an adult you’re in survival mode.
But little time to reflect on what you Want, what you’re passionate about, and the change you would like to see in the world. At 23 years old I found myself with two degrees living in my parents basement
I had just saved up enough money to quit my decent salary job and finally start my first business. But after a year of Entrepreneurship, I experienced burnout. Something was missing.
Although I had the strength and the skills to run my business, and there was a market opportunity, I really wasn’t passionate about what I was doing.
Sometimes you can have passion and the strengths, but it’s bad timing. So there’s no opportunity.
I knew in order for me to find my unique value added to the world I was gonna have to position myself within all three thought leaders do a really good job. Thought leaders are professionals who find something that they’re passionate about identifying their passion and leveraging it,.
They gain a lot of expertise or education on that topic, and they use it to build online and offline influence. Thought leaders not only create value for themselves, but financial freedom.
a thought leader you could work for a
company for X amount of years leave
start your own business get bought out
by another company and then decide you
want to be a freelancer like a really
good baseball star that built his
personal brand although his Jersey may
change when he gets traded he carries
his name his stats and his fans with him
to each team until he retires so I grew
up playing with Barbie and I mean I was
a true Barbie girl which meant I never
cut her hair or let her hook up with my
brothers GI Joes and Barbie was one of
the most powerful
brands in the world because of a concept
the Barbies creator Ruth handler
understood that no one else in the doll
industry could grasp at that time
investors thought that young girls would
not like to play with the doll with the
mature figure and rather it was their
maternal ISM that attracted them to baby
dolls wrong Ruth knew that people like
to see themselves in other people and in
the future it inspires us and gives us
hope but in recent years Barbies faced a
lot of backlash for warping our view of
a woman’s body image consumers are tired
of curated perfection and would rather
see something that is more realistic and
relatable I like to think of the
influencers that I follow on social
media is a digital version of everything
that Barbie should be I can see myself
in them I connect with them and their
lives inspire me no longer does a small
group of the rich or the powerful get to
ate the things that we stigmatize or
pt from your first day of school to
last day of work most of us are
ht to assimilate to unrealistic
s but the most successful brands in
world became that way by being
erent as Steve Jobs once said you
t look at your competitors and say
e gonna do it better you look at
competitors and say we’re gonna do
ifferently ten years ago Rihanna
ased her good girl gone bad album
critics say that it changed the
ection of her career with 9 million
rds sold worldwide it’s still her
-selling album today being good
t conforming to everything that the
rd label said a pop star should be
g bad meant doing the exact opposite
nna wrist likability to embrace her
enticity and fans loved it because
we see someone embrace them shoot
r true selves
mpowers us to do the same a recent
survey of tives worldwide
shows that many of them believe that the
personal brand of the CEO will become
more important than a brand of their
company and we see this today on social
media Michael Dell has twice the number
ollowers on Twitter as Dell Elon
Musk has llion followers Tesla has
about 2 million the Muppets have about 2
million followers Kermit the Frog has 6
million everyone knows that Kermit is
the CEO of The Muppets the CEOs face
elicits a response they are no longer a
powerful shadow in a hypothetical
boardroom CEOs are people just like us
CEOs are no longer untouchable for
er or for worse
ody recall uber CEO crisis ok
umers handle that scandal quicker
than Olivia Pope swiping Uber’s market
share down from 95 to 75 percent the
rising consumer influence has made
reputation management the number one
business threat for executives across
globe and it’s not because we expect
them to be perfect but when you choose
to lie or spin the story instead of
allowing people to empathize you create
a manipulative relationship and you
ultimately break trust corporate brands
need US consumers executives employees
uencers to help them build that
trust and we can use them to help us
build our credibility after my first
business a friend from college
oached me and told me that he had
published in a major magazine I
him that he could probably leverage
opportunity he didn’t believe me
use I mean I didn’t have any
rience in doing this but my strategy
was quite simple first anyone needed to
build his credibility
I used the experiences he built with one
to get him to the NEX every relationship
we built with one celebrity introduced
us to another with creativity marketing
technology I got him on TV shows in
magazines radio stations and more I
remember being at the Steve Harvey Show
and meeting Steve backstage and he asked
me ma’am who are you and at the time I
didn’t have a title but I knew I had
discovered my passion personal branding
s for more than just entertainment
but every industry helping people share
their story leverage their expertise and
make a positive impact on society as a
onal branding consultant I’ve worked
everyone from students to judges
utives nonprofit leaders maybe
you’re looking for a new job or there’s
something that you want to change in
your community maybe you need funding
for a cause or a great business idea or
you’re looking to monetize a hobby after
you retire your personal brand is the
most powerful tool you have to
accomplish your goals branding is no
longer about companies managing our
perception today it’s about people
ting and sharing human experiences
the future of branding is personal, the
future of personal branding is now.