What is a Brand?

A lot of people are talking about it. But very few understand it.

The brand is the most powerful business tool you have.

Everyone seems to want it, but not very many know how to get it.

First, lets start with what a brand is not.

A brand is not a logo. It's a symbol for the brand, but it's not the brand itself.

Corporate colors, fonts, your website, and brochures are not a brand either.
They are the visual identity that communicates the brand.
So then, what is a brand?

A brand is the thoughts, feelings, words, or emotions you have when you hear a name.

It's all about how they make you feel.

Let me show you what I mean.

Think about these 3 strong brands:

Apple, TATA and Asian Paints

We all think the same thing, and we all use the same words to describe each of those strong brands when we hear their names.
Right?

Apple: innovation, creativity

TATA: integrity, passion

Asian Paints: colourful, friendly

Simply put, branding is recognition. Or perception.

It's not defined by what the companies think, but by what individuals, like you and I, think.

The brand is held in the hearts and minds of people.

So your brand isn't what you think it is.

It's what they think it is.

Brand Yourself

Have you ever thought of Branding Yourself?

Well, I don't really mean those tattoos / iron marks on your arm or shoulders - that's not branding!

What I mean is - Have you ever thought of you as a Brand?
Sounds strange? 

Trust Me - this is in existence since time immemorial; only that so far just a very few and smart ones understood its importance and used it effectively.

So what is Personal Branding that I am talking about?

The term personal brand is believed to have first appeared in the August 1997 issue of Fast Company Magazine, in an article by management guru and author Tom Peters, who wrote,


"We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You." 

Personal branding describes the process by which individuals and entrepreneurs differentiate themselves and stand out from a crowd by identifying and articulating their unique value proposition, whether professional or personal, and then leveraging it across platforms with a consistent message and image to achieve a specific goal. 
In this way, individuals can 

• enhance their recognition as experts in their field, 

• establish reputation and credibility, 

• advance their careers, and

•  build self-confidence.

Therefore, personal branding is something which not only affects you as an individual but also how it affects the organization that you represent. However, personal branding is not putting on a mask which you are not; but refining yourself in a way that brings only the best in you. 

As a senior executive of your organization you also have to keep in mind how you should present yourself to the outside world, your attitude and behaviour in a social & professional context and how others perceive you given your such self projections. 

Process:

A well-executed personal branding creates a strong, consistent, and specific association between the individual and the perceived value they offer. 

Personal Branding as a concept is new to India, albeit a very strong and important one. Please remember Personal Branding is not about being fashionable or looking trendy. 

Personal branding typically begins with establishing an inventory of professional & personal strengths, expertise, demonstrated abilities, and existing level of recognition, informed by market research or feedback. Questions to be answered revolve around who are you? Who is your audience? Why do you do what you do? and How do you do it? 

The ultimate aim of Personal Branding is to be the "go-to" person for something that you are capable of performing best than the rest in line. Or, to be the "Only" solution to someone's problem.

Are you up for the challenge?

write to us at contact@thesmartideas.in to attend our workshops on Personal Branding.