best personal branding examples

Funky personal branding

 

Yesterday I conducted a Personal Branding Masterclass in Brussels. The event was organized in co-operation with IE Business School, my Alma Mater where I completed International MBA in 2007.

My goal was to show how my approach towards building product and services brands can be applied to building personal brands.

But what is a personal brand, anyway? In my presentation, I defined it like this:

 

Personal branding is a framework of associations, values, images and actions through which people perceive The Unique You.

In other words, it's your unique value proposition, something that makes you stand out from the crowd, and something by which others can remember you.

In my presentation, I mostly focused on the advantages of good personal branding in professional life, and demonstrated several important steps that one would need to go through in order to craft a strong personal brand.

I spoke about how personal brand audit, brand positioning and brand promotions -- some of the steps that I use in product brand strategy -- could be used in the area of personal branding. To give an example, your LinkedIn professional headline is a very good place simply made for a personal brand positioning statement. Most people do not use it to their advantage, listing their job title, rather than their Unique Value Proposition, in their professional headline on LinkedIn. Look at my own example of my personal brand positioning statement:

 

As you can see, my job title is listed under "Current", whereas my professional headline is all about my unique value proposition. In 120 characters (that's how much LinkedIn allows!), I said a lot of things that summarize a lot of important facts about myself:

  • Passionate = I am definitely passionate about my profession!
  • European = this shows both where I live and the geographical scope of projects that I work on
  • Funky branding diva: this one catches a lot of attention on LinkedIn! The "funky branding" part refers to my Funky Brands™ philosophy, as well as my blog about Funky Brands. And, yes, diva! I don't need to explain this one, do I? :)
  • The next phrase (Offering creative, web-enabled strategies to position and build your brand) also contains a lot of useful information about my personal value proposition. It shows that creativity is my strong point, that I know the web, and am strategic. And of course, I know how to position, build and nurture brands!

I gave several examples of people with strong personal brands, among which was Jean-Pierre Lutgen, with whom I had published a Funky Brand Interview about Ice Watch.

For more information about this event, search #MyFunkyBrands on Twitter, and visit my Facebook fan page. You can also read my article Several degrees in one personal brand published by The Personal Branding Blog.

Golden Globes strengthens Facebook's brand

Just a couple of days ago I blogged about Mark Zuckerberg, and showed how a serious of recent events (with the release of The Social Network movie among them) have positively contributed to his personal brand. And here you go, The Social Network movie was one of the big winners during last Sunday's Golden Globe awards.  As Mashable writes, "Mark Zuckerberg might take issue with how the film portrayed the early years of FacebookFacebook, but in truth, the film and its critical and commercial success has only reinforced Facebook’s place in the cultural zeitgeist."

Brands are not build overnight. It takes time for them to evolve. A series of recent events, such as the release of The Social Network movie, and others (read my previous blog post to get a scoop) have boosted both the personal brand of Mark Zuckerberg and that of Facebook. What would Zuckerberg need to do next in order to tap into all this good publicity and continue building his brand?

The Zuckerberg brand

zuckerbergDo entrepreneurs have to manage their personal brands separately from the brands of products they launch? This is the debate that I've seen happening recently, and answers to this question differ in each individual case. What does seem clear is that whether they want it or not, CEOs of big companies have their personal brands under scrutiny 24/7, and they should take this fact seriously.

A concrete example I want to talk about today is Mark Zuckerberg's personal brand.

Facebook is known pretty much by everyone on planet Earth. Facebook's business model relies on people to trust it with their data. And now, here's something important to remember: if they trust the CEO, they're much more likely to trust the platform.

Mark Zuckerberg, Facebook's founder, has been enjoying a lot of media attention lately, most of which has boosted his personal brand tremendously. At the end of 2010, Time Magazine named him Person of the Year.

This is a positive development for Zuckerberg, especially since some predicted a painful PR disaster for him after release of The Social Network movie.

In reality, the movie has had a completely opposite effect on Zuckerberg’s personal brand. Instead of being positioned as a thief of business ideas and a sexist jerk, Zuckerberg has come out as a talented entrepreneur and a young prodigy.

This personal brand positioning is extremely valuable for someone who runs such a sizable company as Facebook. Moreover, as Lesley Stahl has pointed out in her recent interview with Zuckerberg, half a billion people who give their information to Facebook, do feel that they have a right to know more about him.

The 60 Minutes interview on CBS did exactly this: it allowed Zuckerberg to communicate who he, Mark, not just Facebook’s founder and CEO, really is. And he did it in a way that benefitted the Facebook brand, too.

Here is a recap of what has helped Zuckerberg’s personal brand positioning as a successful young entrepreneur:

1) The Social Network movie

As mentioned above, the movie has had a positive effect both for Facebook as a company, and for Mark Zuckerberg personally. By the time the movie was released, it had a hugely responsive audience at its disposal -- the audience that was already brand aware. Speaking in branding terms, all those Facebook users who went to see the movie became brand loyal even more.

2) Friendliness to the press

If you haven’t yet watched the CBS 60 minutes videos, you should, as they can give a good lesson on how to handle journalists’ questions. Mark Zuckerberg was relaxed, joked about the movie (“they got the T-shirts and sandals right!”) and managed to avoid answering difficult questions (“How could you rate yourself as a CEO?” asks Leslie Stahl, to which Zuckerbergh responds, “You can never win by answering this question” and then proceeds to giving an example of how he decided not to sell Facebook to Yahoo for 1 billion dollars).

3) Philantrophy

Zuckerberg has joined the Giving Pledge set up by billionaires Warren Buffett and Bill Gates and has agreed to give away half of his wealth to good causes.

These days, it’s not Nokia that’s connecting people, it’s Facebook. Somehow, 500 million active users can’t be wrong -- Facebook has become an important part in our daily lives. And trusting it with our personal information gets a bit easier if we trust the guy who's created the platform.