Saturday 14 February 2015

The Power of Branding

"A brand for a company is like a reputation for a person.  You earn reputation by trying to do hard things well." (Jeff Bezos, founder of

Wood can be branded to write a message on a sign; a cow can be branded to show ownership; American slaves were branded, also to show ownership; imprisoned Jews were branded during the Second World War.  Branding, which has been around for centuries, can definitely have a negative connotation.

However, it can also have a positive connotation.  Today, business branding is commonplace.  When my nephew Bo was only 2 years old, he would shout out "Donald's" every time his parents drove past the fast food restaurant.  The golden arches are a form of branding.  When I visited Chicago a couple of summers ago, we took an architectural cruise along the Chicago River.  My favourite skyscraper was a jutting silver building with six giant letters on the side of it, "TRUMP".  Donald Trump is a genius at branding:  his name plasters his buildings, his products, even his helicopter.  Visit to see how the mastermind works.

Internet branding is a technique that uses the World Wide Web as a medium for positioning a brand in the marketplace.  Websites, social media, blogs, online press releases and video marketing are some of the medium used to advertise a brand.  Visit for ideas.

Personal branding is way for individuals to "market themselves and their careers as brands".  It can also be called "self-packaging", a term coined by Tom Peters in 1997.  It is a way to "establish a prescribed image or impression in the mid of others regarding an individual, group or organization". Self-packaging is not a new idea; Napoleon Hill first introduced the concept in his book Think and Grow Rich back in 1937, a bestseller that has sold over 70 million copies.  For more about this book, visit

Personal branding is a way to identify yourself on the Internet.  It gets your name, your image, your product or your blog out there.  It helps you connect with clients for your company or career.  For tips on how to build a strong personal brand visit or

Personal branding helps you stand out courtesy

Personal branding is a way to separate yourself from the competition.  Employers increasingly use social media tools to vet applicants before offering them interviews.  They check out applicants' Facebook pages, Twitter pages and personal blogs, to get a sense of what they are all about.

Remember, your brand should be consistent across the board.  Your blog, Twitter page, Facebook page, Pinterest page and any other social media pages should have a similar look.  For more information, visit