Personal branding is the practice of people who market themselves and their careers as brands. While previous self-management techniques of self-improvement, the concept of personal-branding suggests that success comes from self-packaging. This term is considered first used and discussed in a 1997 article by Tom Peters.
Personal branding is essentially an ongoing process for defining images or impressions that are defined in the minds of others about individuals, groups, or organizations. Personal branding often involves applying a person's name to various products. For example, a real-estate celebrity mogul turned into President of the United States, Donald Trump uses his last name extensively in his building and on products he supports (eg Trump Tower). Marketers McNally and Speak define a personal brand in this way: "Your brand is perception or emotion, nurtured by someone other than you, who describes the total experience of having a relationship with you."
The relationship between brands and consumers needs to be constantly created and re-created, and this sustainable process creates an ambivalence demonstration within the brand culture. This same logic applies to private brands - there is a constant desire to strengthen self-brands.
Video Personal branding
Histori
Personal branding, self-positioning, and all individual branding under any name, were first introduced in 1937 in Napoleon Hill's "Think and Grow Rich" book. This is specifically related to Chapter 6, Organized Planning, Service Sales Planning, in which Hill states, "It should be encouraged to know that almost all the great wealth begins in the form of compensation for personal services, or from IDEAS sales." The idea came later in book 1981 Positioning: Battle for Your Mind , by Al Ries and Jack Trout. More specifically in "Chapter 23. Positioning Yourself and Your Career - You can take advantage of placement strategies to advance your own career Key principles: Do not try to do it all by yourself Find a horse for riding". It was later popularized by Tom Peters.
Branding has reached a new level of imperative due to the emergence of the Internet. The growth of cyberspace creates the need to manage online identity. Although completely virtual, social media and online identity have the ability to influence the real world. Because individuals want to portray themselves in a certain way to their social circles, they may work to maintain certain images on their social media sites. As a result, social media allows the creation of an online identity that may not be entirely true for the true self. (View: online identity)
Today, emphasis is added to personal branding, especially in the online world. Employers are increasingly using social media tools to apply applicants before offering them interviews. Such techniques range from looking for Facebook or Twitter applicants to conduct large background checks using search engines and other tools.
Among job seekers, this leads to a shift away from the practice of handing out resumes as part of their job application process to give potential entrepreneurs access to a number of private brand assets. Such assets may include resumes, links to carefully managed LinkedIn profiles and personal blogs, evidence of articles that propagate original ideas on industry blogs, and evidence of having followers online. Such efforts give job seekers better opportunities to be noticed by prospective employers.
Maps Personal branding
Goffman self presentation theory
Erving Goffman's Self Presentation is a key theory that explores the way people want to be seen and how people are perceived by their peers. Goffman, uses the term Dramaturgy as a component for his self-presentation theory. This term refers to seeing your own persona as a drama, treating your actions as an actor in a drama. One can control how he or she is seen by their peers and in the case of celebrities or athletes, can build a personal brand through utilizing what they present to their public using various social media. Self-presentation and personal branding theories go hand in hand, we see celebrities and athletes build a particular brand, or persona with the use of Twitter, Facebook, Instagram, and Snapchat. Building a personal brand is a big part of the life of a celebrity, and it can help them spread awareness and also provide channels to connect with their fans/supporters. This is made possible through the use of social media and the ability of people who want to build a personal brand to make their message heard. Self-presentation theory looks at how people seek to create an identity for themselves that they want to be seen by their peers or in the public eye. This is what Goffman calls 'the front stage'.
The next stage is a key component of this theory and it is the way a person acts when in public or around others to build a particular persona for how they want others to see it. The next stage is where celebrities and athletes tend to build their own brand and show many positive and deliberate messages that will try and portray them in a certain light where the person wants to be seen. Contrary to what Goffman calls the 'backstage' which is the way a person acts when they are not in public or not posting on social media, trying to build a particular persona or brand that they want others to see.
There are many examples of celebrities who build brands for themselves on top of a kind of social media platform. In fact, it is rare to see an athlete or celebrity without a social media page whether it's twitter or instagram. Celebrities use these outlets as a way of own brand, by showing their lives and making fans feel close to them, almost like they are friends, and having connections through social media such as twitter and instagram. In addition, to keep their fans more interested, and to reach as many celebrities as possible will update daily on Facebook, Twitter, Instagram, and Snapchat so their messages can be viewed by a wider audience. They can give fans information about everything from what they want to wear, to their political views. Social Media has provided a simple way for celebrities to get their personal brand to reach a wider audience, and they use the 'front stage' to influence people in a certain way and make themselves look good in the public eye.
The 'back stage' is part of Goffman's self-presentation theory theory, and it is an event or belief that people do not want their colleagues or their public to see or hear. These are behind-the-scenes happenings that can often damage a person's reputation and are avoided when a celebrity tries to build a personal brand. This is often a personal event, or a belief that will negatively impact how the audience will see the brand you build. There are many examples of celebrities who say something they do not want their public to hear but get out of and this hurts the brand they build. One example is when LA Clippers owner Donald Sterling made racist comments to his current girlfriend and he has recorded it and placed it on his social media. Donald Sterling was quickly removed from the team and is no longer associated with the NBA. This is an example of how something backstage will have a negative impact on what you want the public to see you as.
Self-presentation theory is very clear in the world of celebrities and professional athletes and is a big part of building the brand for themselves. Goffman's theories seem to identify themselves well with the personal branding of these celebrities and you can see why they want to use social media to positively display messages that the public wants to hear (the next stage) and avoid more personal confidence that might adversely affect their brand (back stage).
Social media
Social media can be "roughly defined as 'a cluster of Internet-based applications that build on the foundation of ideology and Web 2.0 technology and which enables the creation and exchange of user-generated content'". Social media goes beyond just Facebook and Twitter and into the professional world as well. There are general professional profiles like LinkedIn and companies or industry-specific networks, such as Slack. Because of this professional network, self-branding is useful in finding work or enhancing one's professional reputation. As an open source online, social media has become a place filled with highly reliable information and resources to target a user's identity.
Building brand and online presence through the company's internal network allows individuals to network with their peers, not only socially but also professionally. This kind of interaction allows employees to build their personal brand relative to other employees, as well as spur innovation within the company as more people can learn from more people.
Some social media sites, such as Twitter, can have a flattened audience and include all that can consist of professional and personal contacts, which can then be viewed as a more "professional" environment with potential professional costs. "Because of its very public nature, Twitter into a two-sided platform that can be utilized in different ways depending on the number of sensors the user disconnects.
Personal branding focuses on "self-packaging," in which "success is not determined by a set of individual internal skills, motivations, and interests, but, more precisely, how effective they are... branded"; it's more about self-promotion than true self-expression. The difference between the two is that self-promotion is deliberately intentional in all aspects because individuals deliberately shape their image or persona, while self-expression can even be a by-product of promotion.
Apart from professional aspirations, personal branding can also be used on a personal-level social network to enliven popularity. The online self is used as a marketing and promotional tool for individual brands as the type of person; success on a virtual platform then becomes "an online social value [that can transform] to a real appreciation in the offline world." A prominent example of self made self-made social media icons is Tila Tequila, who became popular in 2006 on the Myspace network, gained over 1.5 million friends, through the marketing of his personal brand expert.
Since social media has become a vehicle for self-branding, these moguls are beginning to put their online brand maintenance as work, which brings new ways to think about work and manpower Online site logic and attendance means of feedback that one's online presence is seen by others using the same rubric to assess brands: evaluation, ratings, and ratings. Thus, social media networking sites serve as a complex and technologically-mediated place for self-branding.
Criticism
Personal branding offers promises of increased success in the business world. Thousands of self-help books, programs, personal trainers, and articles exist to help people learn to brand themselves. This strategy emphasizes authenticity but is framed as being "'more than who you are' and who 'you should be."
The flip side of the 'strategy for success' is that this is a very subtle self-commodification. Since personal branding basically shows, and in some cases, exalt, certain positive characteristics of an individual, it is no different from traditional product and company branding. This puts the individual in place of the product, where their efforts to appear more human will be subverted.
This possibility is exploited by celebrities and politicians, because "marketing individual personality as a product" is an effective way to get millions of fans not just online but also in real life. For celebrities of all types, online personas are their brand. Public relations for Justin Bieber and Barack Obama can easily control the "brand" and maximize exposure and profitability.
On the other hand, personal branding can give prospective employers an opportunity to accurately assess candidates' ability and cultural suitability, as blogs, profiles, websites, etc., are part of the work that can be evaluated.
Disclosure
Personal branding involves the practice of self-disclosure, and this transparency is part of what Foucault calls "proper self-care". In this sense, disclosure refers to the details of one's daily life for the consumption of others, while transparency is the effect of such disclosures. Transparency basically serves to give viewers a full view of a person's true self.
Digital assisted disclosure, which involves building their own brand on social networking sites, relies on authentic, authentic self discourse as transparent, without intelligence, and open to others. Authenticity is seen both within and shown by allowing the outside world to access oneself. It is interesting to think of the idea of ​​authenticity with the disclosure, and the freedom of social networks makes it possible to express an un-authentic self. In the meantime, this post forms a digital archive of the self, where the brand can be created by others. An example of this is Carly Fleishmann, whose Twitter post creates icons and brands without him speaking out loud. Another example of a figure who became famous through this disclosure was Ingrid Nilsen, who posted a video on YouTube that came out as a lesbian and later became a YouTube star. Through the disclosure of individuals can pass through the process of personal branding.
See also
- Impression management
- Online identity management
- Capital reputation
- The reputation management
References
- How Celebrities Use Social Media to Build Their Brand, Social Media Today
Inline quote
General reference
- Omojola, O. "Thought and Influence of Audience on Branding of Personal Politics." Journal of Social Sciences, 16.2 (2008), 127-134. Kre. Publisher Web March 17, 2015.
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Source of the article : Wikipedia
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