Who Are You?

Mar 1

posted by Dr. Kathleen O'Leary in Branding | 41 Comments

In today’s world, good ideas seem to show up as a ‘buzz’ word or a clever ‘tweet.’ One such buzzword that has shown to be a keeper is ‘PERSONAL BRANDING.’

But what is Personal Branding? And how does one get a Personal Brand? We all know the term branding. Products are branded – Air Jordan’s, Beats, Ferrari – Services are branded – Jet Blue, Ritz Carlton, E Trade – People are branded – Oprah Winfrey, Beyoncé, President Obama – why not you?

Most of us think we know whom we are, what are passions are, how we appear to others. Think again. How we appear to others and the opinions others form of us in a short period of time may not be the same as what you perceive.  You would not post the same content on your personal Facebook page as on your LinkedIn page!  This is an important concept in today’s business world. When you are in the job market competing against people with similar talents and backgrounds, what will set you apart? Why will your brand be chosen for the job or promotion?

While there are many ways to develop your personal brand, most experts agree that the way to start is to do a ‘Brand You Audit.’ In the book, “Brand You, by Jerry Wilson and Ira Blumenthal, seven steps to Brand You include:

1.      Do the Brand Audit

2.      Assess your Brand You image

3.      Determine Your Brand You identity and Essence

4.      Position your new Brand You

5.      Set your Brand You goals

6.      Establish your Brand You strategies

7.      Implement. Monitor and Adjust your new Brand You

So get started on developing your personal brand and see how it can affect your future!!!

Resources:

Chritton, Susan (2014), “Personal Branding for Dummies,” John Wiley and Sons, 2nd ed. Hoboken, N.J.

Clark, Dorie (2013), “Reinventing You,” Harvard Business Review Press, Boston, Mass.

Wilson, Jerry and Ira Blumenthal, (2008), “Managing Brand You,” Amacon, New York, N.Y.

*Image sources: www.unomaha.edu; www.socialmediatoday.com

Kathleen Bay O’Leary, Ph.D., is Associate Professor of Marketing in the Huizenga College of Business and Entrepreneurship, Nova Southeastern University. Contact her for more information on Personal Branding at koleary@nova.edu or 954-262-5173.

This entry was posted on March 1, 2016 at 1:36 PM and has received 4256 views. There are currently 41 comments. Print this entry. Download attachment.

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• #1 by sisleidy reyes on 4/20/16 - 7:23 PM

  

  As I read through this blog I have to say, i was not sure were was it going. When i read about the difference on the way you post things on social media. I personally do not have Facebook, twitter or Instagram; however, i can say that if i did the picture along with my personal profile would be different than my LinkedIn just like this blog mentions it. I am curious on the brand audit and will consider purchasing the book on Amazon for a little under thirty dollars. Now thinking about the different things you do depending the brand you would like to be given, i cant help but to think about dress attire for work and dress attire for happy hour. Imagine mixing those two up for a brand name...

• #2 by Karen Pinnock on 4/20/16 - 8:47 PM

  

  I agree that Personal Branding - "Brand You " is important in bringing out what you are - how you perceive yourself. In my estimation personal branding is the way to go....you know the quality of the product you're purchasing or getting. From personal experience I can endorse personal branding. In Jamaica, where I'm from, there is a woman who makes and sells sandals - an entrepreneur by the name of Bridget Brown. She makes leather sandals by hand that stand the test of time (I have had several pairs for more than six years). She makes them in every size and style imaginable and she branded her product.....she set it apart from the rest of the sandals that were on the market - it had her name Bridget printed (handwritten) in the leather on each and every pair and to make it even more original - if a strap or something was broken on the sandal - it was repaired free of cost. I have known many persons who just ask "Where do I go to get a pair of Bridget sandals" and they are directed to her home, which is her workshop. She is known by the quality of her work and by her name...I have seen the quality of her work and to me this denotes personal branding. She is the best at what she does and inspite of competition in the market now, she is still going strong.

• #3 by Alanna Butterfield on 4/21/16 - 5:46 AM

  

  This post is incredibly timely! I work with a luxury hotel brand whose corporate HR team has recently rolled out a more simplified but impactful service improvement plan. Each colleague in every property must undergo this training. As part of this training we encourage colleagues to consider what stands out most about their favorite brands. We then ask them to consider what their personal brand would be. What would be their logo, slogan, brand promise etc. It is very interesting to hear what different people have to share. Considering what their own brand may be has strengthened a sense of empowerment, accountability and motivation. Colleagues have a clear idea of the company service standards but have now found a way to take more ownership and make these standards their own. I agree that each person displays various aspects of themselves based on the social and physical environment they are in. I believe that having a strong brand can set one apart, especially in the job market. Having a strong personal brand demonstrates passion and personal standards.

• #4 by Dave A. Davis on 4/22/16 - 6:54 AM

  

  I think this is a very interesting article about personal branding. There is definitely differences of what I would post on Facebook versus Linked In. I think personal branding is very important outside of careers though. I am very mindful of what I share with the public if it is does not reflect me positively. I have shared some of personal stories with the Facebook audience, such as new career moves and educational accomplishments. I have personally created an image for people to view me as ambitious. I have lived in three different states since receiving my undergraduate degree. Each move have been for a promotional opportunity and growth within the federal government. Taking these risk of relocating to unfamiliar places demonstrates more than me being career driven, but overall ambitious.

• #5 by Carolina Belmonte on 4/24/16 - 12:41 PM

  

  An excellent, quick and thought-provoking read. "Personal branding" was a concept I had heard of, but honestly not given much thought. This is because at the time I didn't think it was immediately relevant to me. However, the author points out that "personal branding" is a crucial aspect of professional development. This is beautifully obvious, and I'm upset at myself for not really thinking about this sooner. It makes so much sense, though. Social media connects us in ways we've never been connected. Privacy means something completely different to you than it did to your grandparents. The Internet is a 24/7 dimension and we're pretty much putting ourselves out there a little further with each new post. It’s true what the author says, how you are perceived by others will determine much of your reality. Additionally, the job market get more fiercely competitive as time goes. Setting yourself apart, positioning yourself and selling your brand is crucial to your professional success. Paying close attention to the details of what make you stand out will go a long way, especially when competing with other talented, established individuals. Quality is in the details, and quality is where success lies. I will definitely check out Wilson and Blumenthal's book and apply the knowledge towards branding "me." I feel that I have much to learn from their text that I will apply toward creating my own personal brand.

• #6 by Ann-Marie Fraser on 4/25/16 - 8:51 AM

  

  This was a very brief and straight to the point article. Most of us, indeed, think we know whom we are and what our passions are until a self-assessment of some sort is taken. At that time, you truly realize that you may not be so certain. Branding one's self can sometimes be hard because you have to stick to the brand you are portraying. When you do not know yourself or your capabilities, it is hard to represent a lasting and true personal brand. I am quite interested in completing the 'Brand You Audit' to get an idea of how to develop my personal brand. What is posted on one's social media accounts and the way it is perceived, can be the complete opposite of their professional, personal brand. It is so very important to ensure that all accounts and avenues of speculation, aligns with your brand.

• #7 by Merlin Forero on 4/25/16 - 10:16 AM

  

  I have heard on personal branding, but never fully took an interest until I read this article. I believe this one of the most important things one can do for them selves to prepare them selves to the job market. As the article explains, when going for a job interview with someone else that has the same experience and education as another person, what will distinguish both of them will be branding. How well are these two employees able to sell themselves. This process does take time to develop, but will be worth it in the long run. Personally, I believe this should implemented in school, before just out of college students know from were to start.

• #8 by Shiralee Chokshi on 4/25/16 - 1:30 PM

  

  I think that this was an important topic to learn about because of how much personal branding affects our careers. While I was in law school, every professor and mentor emphasized to us that we needed to be “cleaning” our social media accounts. We were constantly reminded that even our personal social media accounts could play a bigger role than we would think when potential employers did a background search on us. How we look to the world is how the world accepts us. How we present ourselves plays a major role in whether employers would want to hire us or not. However, I always believed that employers, and even friends and family, would appreciate seeing the human side of us as well. For example, I am on Facebook and LinkedIn, but that is it. My LinkedIn profile is strictly business, and my picture is a professional headshot taken for my resume and for my employer’s company website. My Facebook, however, does not have a business feel to it, and it is much more relaxed. I am careful as to what I post on both, especially Facebook, because I think that being private goes a long way and it is very easy to weaken our personal brand by sharing things that might make people lose respect for you or see you in a negative light. My mentors always taught me to remember this golden rule: think ahead before taking any action. If you don’t like the future consequences or think it will have a negative effect in any way, then it is not worth sharing with the world. Your personal brand is everywhere today because of technology and the sheer amount of forums and outlets we have at our fingertips. Unfortunately, sometimes you are hired, fired, or lose an opportunity to someone else simply because of how you presented yourself in your personal brand and how you were perceived. To me, it is all about finding that balance in having a strong and unique personal brand that you want the world to know about. Doing online searches for your name is a great way to keep track of what others can find on you, and from there, it is easier to audit yourself and your personal brand.

• #9 by Diego Soto Gonzalez on 4/25/16 - 3:21 PM

  

  First of all, I think it is really important to clarify and understand the definition of personal branding. “Personal Branding is the process that takes your skills, personality and unique characteristics, and packages them into a powerful identity that lifts you above the sea of anonymous faces and competitors” (Montoya & Vandehey, 2002). Before I read this article, I had no idea about personal branding and how important it could be. After reading the article and doing my research I think it is significant to various fields in life but I believe it is especially relevant when attending a job interview or trying to get a promotion within your job. I completely agree with the affirmation stated in this article: “personal brand equity combines thought leadership and relationship building” (Vitberg, 2010). The steps presented in the article, in my opinion, constitute a great pathway leading to the development of an excellent personal brand. I think social media can mislead recruiters because it can portrait an image of you that does not match the real individual. However, all of us should be more careful regarding our posts on social media, since it could affect us negatively in the short and long-term future. I will definitely investigate how to create and further improve my personal brand because I believe it could be extremely helpful to me as a person and to my professional career.
  
  
  References:
  
  Montoya, P., & Vandehey, T. (2002). The brand called you. Nightingale Conant.
  
  Vitberg, A. (2010). Developing your personal brand equity. Journal of accountancy, 210(1), 42.

• #10 by Christine Panesso on 4/25/16 - 4:27 PM

  

  This article is very interesting! I have recently looked into personal branding because one of close friends told me about it. I think personal branding is very important, even more today. We use all forms of social platforms to communicate or express yourself. It is important to remember the way your representing yourselves or how others will be perceiving it. I am the type of person who is very careful of what I put out on the world wide web about myself for many reasons. One reason being career purposes, it is known that several companies today will search your name in Facebook or google and to see what will come up. Another reason is being mindful of how others think of me. People chatter and the last thing I would want is someone at work hearing the wrong thing about me because of what they see on Facebook or Instagram. This article really brought some key points to light that I must keep mind when I am branding myself.

• #11 by Fabian Montero on 4/25/16 - 10:25 PM

  

  This is a very interesting article, something that we don't think of on our day to day tasks. However, it is an issue we should all put some attention to it. Branding ourselves has a great importance because this is what keep us in our current field, but also helps open doors and lastly this is what creates a good impression especially in a professional world, and as stated in the article, it is not the same information the one we post on face book as the one we use for professional sites as LinkedIn. Having created a good brand, allow ourselves to have a good impression over clients, or even recruiters and companies that could lead to better opportunities. I also believe this is really important because it is what the initial perception is when looked by other people. It is important to be branded because if we don’t do it, then someone else might do it and it may be the wrong perception. Besides, having a brand will lead to show what we can offer, either in a professional way, or could be a service, or goods, or knowledge, or any skills we might have. By being able to brand ourselves, we are able to have control and therefore to become an asset which we can market ourselves and will put us on a better position to negotiate, or to be recognized for whom we are or for what we can offer based on our set of skills and experience.

• #12 by Marilyn Despagne on 4/26/16 - 10:01 AM

  

  When reading this article I realized how we have different "persona" one for our friends and family, and one for the workplace. My facebook profile picture is great but I probably wouldn't post it on a work platform only because I don't look professional in it. When you are trying to improve yourself for your career it is automatic that you think about how people will see you. First impression is key, if we all recall the movie "the pursuit of happiness" Will Smith character was forgiven not wearing a suit at his interview because he gave a great impression to one of the interviewers prior. Having a self brand is self marketing, so that when a co-worker, or a team leader needs someone to do a specific task and they ask themselves whom they would go to you come in to mind.
  Personal branding is a great concept to apply not only to your professional life but also your personal.

• #13 by Dana Anderson on 4/26/16 - 2:04 PM

  

  Personal branding continues to increase because modern audiences tend to trust people more than corporations. Today, it is very important to build a recognizable personal brand, since it can open professional opportunities. For example, by having a personal brand it can lead to a better job and to better contacts and clients. Personal branding is becoming more essential as the internet continues to grow. As the article asks, “when you are in the job market competing against people with similar talents and backgrounds, what will set you apart”? When I graduated college and started looking for a professional full time position, the first thing my mom advised me to do was to “clean” my social media. At that moment I didn’t understand why she advised me to do that, but later on I found out I was picked for the position strictly how I branded myself online and in person. From that moment, I realized firsthand how important personal branding was. Since then, I continue to make sure I am presenting myself in a professional manner. Though I am not one for social media, I do have a Facebook and LinkedIn account. I only use LinkedIn for professional use, whereas, I use Facebook more for personal use. Though, I use Facebook for my personal use I am friends with several co-workers and clients. So personal branding is extremely important in a situation like this. At all times, I want to assure my co-workers and clients that I am the right person for my job. All in all, personal branding allows you to establish a reputation. Thus, being the image people have of you, both in your business career and personal life.

• #14 by Evan Ihlenfeldt on 4/26/16 - 4:42 PM

  

  Thank you for the article Professor O’Leary. I find it challenging to say I have a personal brand. I find myself wearing different hats depending on the situation or mood I am in, whether that is in the workplace, socializing, or who I am conversing with. I completely agree with you on how we appear different to others than we think we do. I believe that most people I know have different views about my personality. I try to portray the same core values to everyone I know, but my boss and my best friend, the two people I spend most of my time with would describe me in completely different ways.

• #15 by Aaliyah Jenkins on 4/26/16 - 8:51 PM

  

  According to Karen Schneider, the trend of establishing and maintaining a personal brand has been a hot topic for some time with the public at large, traceable as far back as 1937 and Napoleon Hill's self-help classic think and grow rich, if Wikipedia is to be believed (2012, Pg.35). When I sit down and think personal brand can vary from within. A personal brand is developed through many kinds of experiences that can happen in a lifetime. When I think about what type of personal brand I have, I start to think that I do not have enough experiences to prove my personal brand. I just entered the professional world, I have no true fashion sense, and I am a very boring person. After reading the article posted for the discussion question I started to think deeper and realized that I do have a personal brand, my personal brand is me and is everything about me. Even if my personal brand is different from others, I have to account for every little thing that makes me who I am. Thank you professor for posting this article, you gave me a boost of confidence that I needed right with my crazy transition into adulthood.
  
  Reference:
  Schneider, K. G.. (2012). Personal Branding for Librarians: Distinguishing yourself from the professional herd. American Libraries, 43(11/12), 34–37. Retrieved from http://www.jstor.org/stable/23461749

• #16 by Aaliyah Jenkins on 4/26/16 - 8:51 PM

  

  According to Karen Schneider, the trend of establishing and maintaining a personal brand has been a hot topic for some time with the public at large, traceable as far back as 1937 and Napoleon Hill's self-help classic think and grow rich, if Wikipedia is to be believed (2012, Pg.35). When I sit down and think personal brand can vary from within. A personal brand is developed through many kinds of experiences that can happen in a lifetime. When I think about what type of personal brand I have, I start to think that I do not have enough experiences to prove my personal brand. I just entered the professional world, I have no true fashion sense, and I am a very boring person. After reading the article posted for the discussion question I started to think deeper and realized that I do have a personal brand, my personal brand is me and is everything about me. Even if my personal brand is different from others, I have to account for every little thing that makes me who I am. Thank you professor for posting this article, you gave me a boost of confidence that I needed right with my crazy transition into adulthood.
  
  Reference:
  Schneider, K. G.. (2012). Personal Branding for Librarians: Distinguishing yourself from the professional herd. American Libraries, 43(11/12), 34–37. Retrieved from http://www.jstor.org/stable/23461749

• #17 by Angie Joselin on 4/26/16 - 11:36 PM

  

  The statement about not posting the same content on my personal Facebook page as on my LinkedIn page resonated with me the most out of this entire blog. My personal Facebook is used to share my life with my group of private friends. LinkedIn is more of a place to broadcast my professional talents. I carefully selected my LinkedIn profile picture, because I did not want employers to get the wrong impression. However, employers now also look at a candidate Facebook, Instagram and Twitter accounts. In order to protect my privacy and to improve my chances of being hired, my profile remains private. Also, my profile picture for all social media sites is not inappropriate. Ultimately, personal branding is just another form of networking. When people are searching for me online, I want them to be able to find that I am family oriented, that I love to travel, and the professional and non-profit organizations that are associated to me. After knowing how I want to be portrayed by those online resources, it is great to perform a brand audit to see how the web portrays me when conducting a search. This step is crucial because the information that I discover about myself on the web can be used as a platform to make the required adjustments for my personal brand.

• #18 by Amanah Scoon on 4/27/16 - 3:41 PM

  

  An EXCELLENT READ!!! Social media has changed many aspects of how we operate as a society and personal branding is definitely one. I think about my personal band very often, now only referring to my career but also what legacy would I leave behind. I think that it is very important for everyone to understand what personal branding is and how it may affect them when they are looking for a job or when they are up for a promotion. After I read this article it really made me think on different aspects that I may be able to improve in reference to my personal brand. I believe that social media has a huge impact and sometimes, we as a society don’t always think about how posts on social media can affect our personal life. I hear many stories of people using poor judgement and face life changing consequences as it relates to their careers. Although one can make the argument that social media is “Personal,” we all should know by now that social media is not really personal. Building a personal brand directly relates to social media because as a professional we should always engage in good behavior even when no one is looking. Anything that I post on social media can be seen or read my any of my superiors. I think we should always keep in mind what is our personal brand in when we are making decisions especially on social media.

• #19 by Hayley Miller on 4/27/16 - 5:24 PM

  

  This is such a powerful article! I constantly battle with the personal brand I create and have created. In my opinion, social media has come into our lives and disrupted what we represent. I do not think it's fair that as professionals, we feel restricted as to what we can post on social media site. (Facebook/Twitter vs. LinkedIn). Upon asking yourself the question "Who am I and what do I represent", you can oftentimes get confused when trying to express that using social media. Sure, I may have an opposing opinion on something you posted but as my colleague, is it "acceptable" for me to express that? As a friend, using Facebook/Twitter, we seem to care less about what a person would think of us and post accordingly. So once again, from my perspective, social media has come in and disrupted the brands that we've created as professionals and individuals. If only repercussions didn't exist, I believe that we would have even more individuals expressing their personal brand regardless of the platform and repercussion.

• #20 by Andrea Mitchell on 4/27/16 - 7:29 PM

  

  I agree with Professor O’Leary and would go one further, and say that you shouldn’t post the same things on FB as you would on LinkedIn, for more obvious reasons than Personal Branding (PB). The goal of PB is to make yourself standout from the crowd. Isn’t PB just an up-to-date way to display your resume? I like, one of my classmates, do not subscribe to FB, but if I did the content would not be the same because their purposes are different. I would recommend, that in an era that relies heavily on social media, more candidates should take note of their prospective client or employer’s FB and/or LinkedIn pages, and model their personal brand accordingly.

• #21 by Kelly Ferreira de Souza on 4/27/16 - 8:49 PM

  

  While personal branding has long been associated with companies, today all of us has some sort of personal brand. Whether we do it consciously or not. The focus today is not whether or not you should brand yourself, but rather how you choose to build your own personal brand. Too often we take for granted first impressions, and most are made online through social networks. I don’t think personal branding as a way of losing an individual's essence, and I am not a fan of social media either though I still have my Facebook and LinkedIn pages. If you google my name, you probably won't find me and I prefer that way. After holding a LinkedIn account for years, I finally decided to write an introduction that described my interests and career focus and since I wrote it, a few months ago, I can't stop thinking that because I stated a career focus that may hinder possible opportunities. Nonetheless, stating your ideas and interests is a way of stating confidence and taking control of your image rather than letting it controls you. If interaction in social networks are inevitable these days and first impressions do dictate how people perceive you, then why not create a positive image of yourself? I believe a brand you audit can be useful to assess one's interests, talents, and ideas and use that to share online.

• #22 by Eva Goldstein on 4/27/16 - 10:37 PM

  

  While I can appreciate the points the blog posts makes and certainly see many of the benefits of crafting a personal brand that my fellow students have pointed out, I have to say that I find it utterly exhausting! People are so concerned with appearances these days that they often forget to be present in the moment. Everything has to be documented and shared in an effort to remain relevant online, yet we all know that people’s actual lives are far from what they portray to be on social media. The same is often true for people’s professional lives.
  
  Defining your personal brand may be limiting in certain circumstances. What if you’ve positioned yourself as an expert in one field but decide you’d like to explore something new? Creating a brand forces one to prioritize and maintain certain interests and qualities while rejecting others that do not fit into the brand image, yet people are multi-faceted, full of contradictions.
  
  A personal brand also blurs the line between your personal and professional life which can certainly benefit one’s career, but it can also be a burden. Being true to your brand means to be accountable for your actions not only at work but also online at all times, including your weekends and evenings. I have been meaning to update my LinkedIn profile for quite some time now; it just seems that life keeps getting in the way. I am not sure that’s necessarily a bad thing.

• #23 by Antonio Diaz on 4/27/16 - 11:43 PM

  

  I found the article very interesting. In my opinion, personal branding, is a clever way to portray or promote your resume or professional background, if we are talking about employment and is job related. Branding you or yourself is only achievable through an online platform like LinkedIn, Facebook, Twitter, etc. It is a great idea to have a personal brand and promote you experiences, abilities, and proficiencies. Resumes are being phased out and this is what is taking its place. The online resume or LinkedIn allows for Branding oneself as does Facebook. Though one platform has a different purpose than the other. Facebook wouldn't be used to brand yourself for a job but maybe a business can to brand itself.
  Todays business world has advanced so much since the computer and technology. Personal branding will and has gone further than branding for a job or a position. Branding goes as far as establishing one's identity as the article suggested. As noted in the article, employers are going as far as looking at personal Facebook, Twitter, and Instagram pages to get an idea of what kind of persona you are. I believe the personal branding can be a double edge sword depending on how you use it, apply it, or is perceived.

• #24 by Jeannine Jordan on 4/27/16 - 11:46 PM

  

  Apparently I differ here, too; just as I do in the rest of every other aspect of life. Sometimes I wonder whether conforming would be best: my picture for LinkedIn and Facebook are the same, and I would not post anything to Facebook that I wouldn't want my professional life to see. I do not have an option, but do not feel that this would be any different if I did. It is as though my career has infiltrated my personal life; good thing I have nothing to worry about. However, the problem lies within people mis-judging everything you do, say, and post, whether in person or on social media; meaning they can only relate their perception of you to their previous experiences in their life, and do not hesitate to include their imagination on how your particular action/post was intended. This is not good, especially if the person doing the perception has any less character or integrity. In my case, this is bad because I express many more qualities than the average person is used to; and many of these are very likely to be different than the many experiences of others. I get along with everyone I work with and socialize with, both professionally and in my free time, but every time I meet someone knew, I get the same commentary: "She is different". It is rather funny, and typical that it takes a while for others to "warm up" to me; once they do, they usually never have a second thought.
  
  
  My Brand You: Reliable Smart Integrity
  
  At first, many think my excessive optimism is due to me hiding something, or hiding behind something. With this perception it is found to be rather annoying, until you realize this is how I really am, then it slowly becomes appreciated. I will tell you this, I get the job every time. The hiring is always followed by a 3-6 month period, where my boss sincerely regrets that hire date. After the honey-moon stage is over, the wind catches my sails, and the world opens many doors; I could work for my current and past bosses at any time, if I ever needed to. My work ethic is proven to be much stronger than most.
  
  My Brand You conclusion: starting my brand out somewhere new is a very difficult and strenuous process for both me and the people perceiving/assessing/evaluating my brand. It is not until after I have successfully established my brand, that I can reap the benefits and assess that my brand is likely more deeply rooted than yours. Along the way, finessing my personal brand is something that I cannot see an end to.

• #25 by Maisha Mitchell on 4/28/16 - 4:09 AM

  

  Everyone has a different perspective in terms of life and the people he/she encounters through it. For instance, my friend and I can meet the same person and I may form my own opinion and think that person is boring and not a realist and my friend may think that person is intriguing and a dreamer. The aforementioned is why I agree with Dr. O’Leary “How we appear to others and the opinions others form of us in a short period of time may not be the same as what you perceive.” Before the existence of social media, the only thing professional had to sell, their personal brand was their resume and cover letter. I recall taking Business Writing in college and my professor always emphasize how important it was to sell your personal brand on your resume as you only had 1 minute to impress the hiring manager and/or the recruiter. Today, your resume is not the only avenue that one uses to brand oneself. Due to the up rise of social media’s such as Facebook, LinkedIn, Instagram and YouTube to name a few, your personal brand is also on those sites. I am personally one to think before I post anything on either my Facebook or my LinkedIn page. I keep LinkedIn 100% professional and always think if I were a hiring manager, what I would think if I read or saw the picture posted. In terms of my Facebook, I have my account on private, which it is naïve of me to think that my postings and pictures are truly private, nothing that is on the web is private. However, at least I am able to decide whom I accept as my friend and whom I do not. When it comes to making that decision, I have a rule that only friends and family can see my post and pictures. I do not add coworkers on my Facebook until I leave the job and it has to be someone I have interacted with outside of work a few times.
     The job market since I graduated in 2011 has become very competitive and that is why I agree with my classmate Merlin that “Personal Branding” should be implemented in school and taught before graduating. Some individuals fresh out of college do not know that how they portray themselves will determine their future personally and professionally. It is incredible what you have to do in order to set yourself apart from everyone else. No longer is a bachelor seen the same as before. Many are going back to school to attain a master degree. Some are even going to the extent and learning different languages to set themselves apart from those they are competing against to get a certain job or promotion. Personal branding is more of a hot topic today than before.

• #26 by Jose Arroliga on 4/28/16 - 4:41 PM

  

  I’ve always enjoyed reading self-help books, blogs, and articles for the same reason I enjoyed reading this article IT MAKES YOU BETTER!! Is like the saying goes “Everyone wants you to do good, but not better than them” and this article amplifies how to achieve just that. Seven easy steps to separate yourself from the competition. Us as MBA students are stuck in the middle of the corporate/rat race. Most of us don’t have the necessary experience to be top line managers and have too much education to settle for entry level positions. I think every student and business leader should read and apply these methods to branding because no one cares about you more than you. I also believe this is a great exercise to view how other view you. We all have an imagine inside our minds of how we see one another but it’s great if others would have the same view too!

• #27 by Brittany Wilson on 4/28/16 - 7:01 PM

  

  This post has inspired me to start branding myself. Unconsciously I have always held myself to a high standard. In some cases this is a extra twenty minutes in the morning to make sure my hair is perfected or my makeup looks presentable. First impression are a lasting memory. I feel like I know that branding is important but I have never taken the steps to professionally make the changes needed to become a brand in the business world. The first step I am going to take will be to purchase the "Brand You" book. With a new month coming to up this will be at the top of my to-do list.

• #28 by Esmeralda Castellon on 4/29/16 - 1:38 PM

  

  I heard of the “Personal branding” concept numerous times but truly never gave it a deep thought. This article really does point out how important branding yourself is. In fact, it is so important that people should definitely think about it if you’re out there looking for a new job. When people go out for an interview we always think of ways of how we can stand out compare to others and finding particular unique ways to brand your self is a great way to start towards your successful dream job. I personally don’t have Facebook, twitter or any social media website just because I think it consumes too much of your time. However, I am all aboard for websites like LinkedIn where people can get some good of it if they know how to brand themselves towards the search nailing a great job. Dr. O’Leary points out seven ways in how people can get started for a successful brand Yourself way that I think anyone can try.

• #29 by Michael Garcia on 4/30/16 - 2:39 AM

  

  This was a great article, especially with so many social media accounts each one can have its own unique representation of someone. I personally have a Facebook, twitter, instagram, snapchat, linkedin, and now fanlyfe. Each one has a different picture and I use each one differently and i'm depicted completely differently in each one to a certain extent. Not because i'm three different people but because they all serve a different purpose. I use twitter for news and don't really write anything on there but I will retweet cool facts or important news. On Facebook I have it for family and friends so they can keep up with me and see my son growing up, I'll update it now and then. My instagram is strictly pictures and is very similar to Facebook. Snapchat is for friends and has clips of me more silly. I do it on snapchat because it gets deleted after 24 hours. LinkedIn is strictly for business with a professional picture. I am a huge sports fan and now post my passionate fandom on fanlyfe!

• #30 by Erika Leogue on 4/30/16 - 8:17 AM

  

  I have to say, this is a new term for me, although, I do not believe that the idea of personal branding is a new one. Isn’t it just another way of asking yourself what sets you apart from the other people? That question has been asked for ages. And certainly, the concept of self-perception and how others perceive us is not an uncommon notion either.
  Perhaps, the ‘buzz’ about personal branding seems different or new because of the plethora of digital ways we can market ourselves now on social media, an option not available ages ago. The author of this article is encouraging her readers to do just that. In order to keep up with the times and competitive opportunities, she may have a point. It may be important to do this and it may help someone stand out through this medium. Maybe.
  Are business looking for this in today’s world? Is your potential boss going to ask you about your personal brand at your next interview? Will you have to add your website address on your application sheet as you fill it out? I have yet to come across any such situation in my job searches and interviews asking for my personal brand. However, I was asked to share a little about myself and who I am. I did not begin that response with “My personal brand is…” Instead, I tailored my response to the KSAs required for the job. Upon concluding the interview, he shared his impressions of me: professional, experienced, intelligent. His impressions did not come from any brand audit conducted and offered, nor any digital medium. I did it the old fashioned way: communicating coherently and logically, using proper form and eye contact. If I must be branded, let this set me apart from the rest. These behaviors are soon becoming a lost art in this highly technical and digital world that speaks more in Emoji to screens than directly to people. Perhaps, there is some truth that there is too much technology out there, especially if social media is being used as the newest way to land a job (…or not, if you post the wrong thing.)

• #31 by Jordan Ufer on 4/30/16 - 8:52 AM

  

  The article about branding yourself is a very helpful article for those who are searching for a job. I have a friend who has been searching for a job for the last 6 months. I believe one of his major problems is his personal brand. Assessing his brand will help employers see his full potential instead of all his red flags on his resume. Personal branding is something that all people should pay attention to. Employers will wants those individuals that show a strong personal branding.

• #32 by Andrew John Phillips on 4/30/16 - 6:52 PM

  

  After reading this article, one thing comes to mind that everyone has their personal self, and their business self. In other words, like the article said about linkedin and instagram. You have your personal self or your instagram account and your business self or linkedin. Ofcourse no one would post close to half the stuff on their instagram onto their linkedin. One thing that I feel is terrible is that you could have an incredible linkedin, resume, credentials and even rewards for the field you are in, but one bad post on social media, and that single post outweighs everything that you have ever worked for. Obviously I know that you must be careful of what you post online, but why should anyone be judged on a single post when they have a lifetime of experience. My point, one instagram post or post on any social media can be the deciding factor on whether you get a job or not.

• #33 by Jeff Arteaga on 4/30/16 - 11:30 PM

  

  My wife recently attended a Human Resources conference, and she was fortunate to have gained a seat next to guest speaker, Ethan Wall. Mr. Wall has written 6 books and runs a legal practice specializing in Social Media. He advised the group that every business should have a policy regarding the use of social media. Most already have rules implementing that employees cannot utilize it during working hours; but very few have any on how management can utilize media when hiring or managing staff.
  
  In this article, as well the commentary, people tend to believe that "Brand You" can be marketed differently through different social media channels. The example given was a difference in your profile between Facebook and Linked-In. This is true. But people should be mindful that we do not live in a vacuum... that is, employers would prefer to look at your Facebook profile over your LinkedIn account. During hiring, they care more about reasons to nix you from a list of candidates, than finding a place for you within their company. (Besides, how a person spends his/her time outside of work can really predict a person's potential success within the company.)
  
  When there are cuts to be made for seasonal lay-offs or budgetary constraints, (all other things being equal) do you think businesses would choose to terminate the employee who posts inspirational sayings on his/her Facebook wall or the employee who only posts complaints?
  
  In "The 48 Laws of Power" by Robert Greene, there is a chapter about maintaining a flawless reputation. When you have no blemishes to your name, anyone who tries to bring you down, brings his/herself down and you up. In reality, no one is truly flawless. We are all human. But by maintaining the illusion of a skeleton-free closet, you will do wonders to your "brand".
  
  In other words, if you are planning on doing anything that you think might hinder your reputation as a perfect employee, don't advertise it anywhere.

• #34 by Christopher Jean on 5/1/16 - 1:36 PM

  

  In regards to the article of personal branding, I find it very interesting and extremely relevant in terms of how I view myself versus others who have been very successful at branding themselves. I believe at times it can be misleading to think that you need to be very popular person in order for others to respect and appreciate your personal brand whether the brand is you or a product that you are trying to putting out there which consumers can be attracted to. I think you need to be confident in yourself and what you can bring to the table even if you are not at the level of some other individuals who are considered to be at the top. You definitely have to ask yourself the question why not me? Why can't you feel and be treated like a very important person also known as VIP? A very wise man told me that life doesn't need to be a competition because there is enough recognition and equal opportunities for a person to brand anything that they desire. Furthermore, everyone has their own ability to make themselves happy whether your brand is doing better or worse than others. Its all about your perception and what you need to do to be satisfied with your specific brand whatever that may be. It is clear that some people work harder than others in developing a brand so the results are astronomically different as expected. Overall, it comes to down to the unique skills and consistent efforts that people invests in building their personal brands.

• #35 by Watson Florvilus on 5/1/16 - 2:13 PM

  

  Personal Branding is definitely a “buzz” word I’ve heard on several occasions for a few years now. In fact, the term resonated significantly after hearing entrepreneur, Damien John, speak about the concept a few years back at Nova.
  I believe personal branding should be consistent. For instance, the author mentions individuals would not post the same information on Facebook as he/she would on LinkedIn. Although the two websites are completely different and may be utilized for different purposes, I believe it essential that one represents themselves the same way on both sites. For instance, my Facebook page is a representative of my brand on a social aspect. I am extremely cautious of every post written and any pictures included. It is no secret that the content is owned by the company and information about you can be obtained by almost anyone, even potential employers. Therefore, my perceived “personal brand” should be exuded as much as possible in any platform. I do believe that personal branding is an ongoing assignment and is adjusted depending on where someone is in their life.

• #36 by Kelly Hunter on 5/1/16 - 2:33 PM

  

  I find this article to be more than relevant in today's times. The only thing I question is the way it separates "personal" and "business" platforms. I don't believe you can separate the two. While your Linkdin profile may portray you as a very intelligent, young professional, your Facebook page cannot be filled with drugs, controversial opinions, or anything to draw attention. In today's world, all online platforms are very easily accessible to everyone, professional and personal. I believe personal branding is important in order to truly succeed in the world. You have to sell yourself, constantly. It's a great concept to learn and to utilize.

• #37 by Luis Vega on 5/1/16 - 3:43 PM

  

  Personal branding is important because it is how people see you. It is the image you present to others. Today our youth are in a tough position and need guidance. With social media so embedded into everyday life the youth of today do not fully understand the implications of what they post on social media. We need to teach them that they will be judged on what is out there about them. This can have a negative effect of them when looking for employment. Today employers will search social media to learn about someone they are interested in hiring. If someone posts all negative and offensive material then that will affect their personal brand. They might be the nicest person but have an alter ego online.
  I am cautious about what I post online because I do not want it having a negative effect on my professional life. I do not have friends from work as friends on Facebook, Twitter, or LinkedIn because I try to keep my work life separate from my personal life.
  Social media is a powerful tool that can either build a strong positive personal brand or a negative personal brand. It is important to be cautious about the image you project online because once it is out there it never goes away.

• #38 by Noelle Mena on 5/1/16 - 7:08 PM

  

  Brand can be a name, term, sign, symbol or design, or a combination of these elements that identify products or services of a seller.  These elements differentiate the goods and or service from other sellers ("Why is Branding important when it comes to Marketing?," n.d.). The I way I see it why would you brand yourself if you are not benefiting from it? I would understand branding yourself if you were famous someone can possibly take over your “empire” by using your name as a brand and can potentially even make products with your name. Branding is important though to target your market, you would also have to decide the needs and wants of your target audience. For example, “Beyonce”, Beyonce can possibly make a fortune selling any type of product because her name is what people are targeting. Beyonce in her new series “lemonade” has connected with her audience, especially in the “cheated wives” genre. It wouldn’t be surprising if this turned into a book of which will most likely be a hit with the specific audience target “cheated spouses”.
  
  References
  Why is Branding important when it comes to Marketing? (n.d.). Retrieved from http://marketing.about.com/cs/brandmktg/a/whatisbr...

• #39 by Kristine Kowalski on 5/1/16 - 9:33 PM

  

  I am a strong proponent of personal branding. I was taught at a young age that I must learn to market myself and that meant developing my own image, or brand as it seems. My mom was a single mother of two young children, my brother and I, and after finishing night school, went on to become a CFO of a large corporation. She is now Dr. Mom having achieved a Ph.D. She credits her rise, partially to perseverance and partially to her ability to recognize the need for personal branding and an awareness of public perception.
  
  As an attorney, I have followed that same way of thinking and have developed a reputation, or brand, if you will, as a zealous advocate. This took a lot of time, self-reflection, and emotional intelligence as I started out as a painfully shy kid. I still struggle with self-perception but I am at least aware of it. I still see that shy kid in the mirror even as I worked my way through school in security and now sit across the table negotiating multi-million dollar contracts and standing up for workers’ rights. I would never see myself as a “badass” but have been given that title by those I have represented. I am extremely conscientious about what I put out there as really nothing is completely private. I cringe at many of the posts on Facebook and I don’t share anything I wouldn’t want the world to see and consider in creating a perception of me. Even though I am cautious, part of my personal brand is to maintain my “humanness.” Empathy and humility also define me as a person, as I suppose, as a brand.

• #40 by Patricia Newman on 5/1/16 - 9:50 PM

  

  This was a interesting article about personal branding. It is true that people tend to think they know their personal brand; however, a person might be perceived differently from other people. Portraying ones branding can sometimes be hard because you have to stick to the brand you desire, for others to see. Unfortunately, when a person do not know them self or their capabilities, it is hard to represent a lasting and true personal brand. I would not mind completing the 'Brand You Audit' to get an idea of how to develop my personal brand. Social media is a good way to see how people personal brand varies. Because people act differently on Social media verses how they act in public. It is important that ones brand is the same across all board, socially and professionally.

• #41 by Roger Rodriguez on 9/1/16 - 7:11 PM

  

  The term "personal branding" is one that is consistently used in todays business world and a common phrase when young adults, especially recent graduates, enter the "real world". The 7 step process of 'Brand You' is one that I have never heard of and found it very interesting. Step #1 Do the Brand Audit is one that I feel is important and vital to be able to truly understand your brand, if you have one, and understand how to change, fix, or continue your current brand. This is a great read and I will definitely be looking out for the "Brand You" book.