Personalbranding is comparatively a novel phenomenon connected to marketing effort, whichencourages and promotes oneself in the competitive job market place. Personalbranding is popularized by generally attributing to the increasing number ofbooks on the subject, magazines, websites and specialized literature about howcorrectly to brand oneself successfully in the business market.Everyonehas his or her own personal brand regardless of business, position and age(Peters, 1997).
In other words, personal branding is an individualistic method.Every individual has an opportunity to remark a brand worthily. If personalbranding is applied accurately can transform any individual into a distinguishedbrand in any field (Rein, Kotler, Hamlin, and Stoller, 2006).Shepherd(2005) stated that personal branding is varied activities undertaken by peopleto make themselves distinguished, different and unique in the marketplace. Meanwhile,Lair, Sullivan and Cheney (2005) defined this term by depicting is as a conceptthat involving the terms “concepts of product development and promotion” and”used to market persons for entry into transition within labor market”. Kotlerand Levy (1969) claimed that individuals could be marketed like products,stating that personal branding is a native human activity, from the employeemaking effort to make good impression on his employer to the celebrity tryingto win the support from the public.I) THEORIESRELATED TO PERSONAL BRANDINGShepherd(2005) stated that personal branding is not yet satisfactorily embedded in aright theoretical framework in spite of being associated with and developedfrom principles and concepts in mainstream marketing. Therefore, Shepherd(2005) suggested that an appropriate multi-disciplinary approach should betaken to understand the behavior in personal branding.
Figure1:Personal branding processThisliterature review provides a brief introduction to the theories of PierreBourdieu’s sociology (1984, 1986), and the dramaturgical theory of ErvingGoffman (1959). 1. Bourdieu’ssociology ( 1984, 1986)Bourdieu’stheory utilizes the concepts of social capital and cultural capital to providea meaningful conceptual underpinning for deep understanding of the definitionof personal brand by building it in established fields. Bourdieu (1984, 1986)and Coleman (1988) stated that social capital and cultural capital are aby-product of human activities and by far are the resources that can beconverted into varied types of capital in certain circumstances.1.
1. SocialcapitalSocialcapital is defined as the sum of the resources that accrue to a person or agroup by possessing a durable network of relationships and mutual acquaintance.1.2. CulturalcapitalCulturalcapital is defined as a form of knowledge, skills and advantages that anindividual has that can provide them a higher status in the society, whichincludes formal and informal form of knowledge.
Inshort, according to Bourdieu, personal brand development within theorganizational fields happening through processes which can assist to depict anindividual as having specific social and cutural capital.2. Goffman’stheory (1959)Inthe Presentation of Self in Everyday Life, Goffman (1959) explainedself-presentation during social interaction by using a dramaturgy metaphor andGoffman called this impression management. Personal branding is illustrated asa form of self-presentation, which is a compound of artifactual, verbalstrategies and non-verbal behaviors.II) STRATEGIESTO BUILD AND REINFORCE PERSONAL BRAND1. Definepersonal destination and acquire the essential skillsBeginningto brand oneself is not easy. Therefore, start by determining where peopledesire and really want to invest their energy. Seeking out a mentor to obtainguidance is a wise choice if people are looking to advance or shift laterallywithin their company.
The next step is to build up some essential skills forthe new path. Obviously, obtaining the skills needed will provide people theconfidence to start publicizing their novel identity. 2. Leverage Unique selling points Personalbrand is the unique promise of the value for which people are known. Wheneveran opportunity arises, those familiar with one’s brand will relate theopportunity with his or her value. People should ask themselves who they areand what makes them unique.
It is said that differentiation is at the heart ofa good and great brand. Whether personal or corporate, the best brands oftenconsist of three words or less. In short, simple and memorable way, uniqueselling points is a concept to describe a product or a person. One way toidentify easily personal unique selling points is to do personal brand sessionby listing facts about oneself. Then take this list and whittle down to threeto five facts that are unique to oneself.
Sometimes, you are able to plant theflag of who you are when you can build a name and a reputation for yourself.3. Choosingdistribution channels Thepervasiveness of social media renders personal brand powerful as a careermanagement tool.
It is undoubtedly that it is impossible to communicatepersonal brand to all people. Therefore, there are abundance of approaches toconnect to people such as advertising, websites and social media. Usingtargeted channels such as Facebook, Snapchat or Instagram in the best way to giveyour time and budget. Another point is that, using traditional tools such aspersonal brand statement, resume, and brand profile can maintain personalauthenticity.
4. Proveyour worthByestablishing and promoting your track record, you can prove your personalvalue. The first step is to secure your own Internet domain name and begin toproduce property. The second step is even more critical that you have to ensureyour material offer real value. Make a focused effort to publish in famousjournals, and take on a leadership role in some trade association to help youdemonstrate your ability. Finally, be consistent and committed as movingforward.
Accordingto phD Reed L. Morton, an effective brand is able to communicates your distinctvalue.