TheLoop21.com

By: Crystal P. Smith (Add to your loop)
Wed, 01/28/2009 - 01:00

Beyonce built up her brand. You can do it, too.

When we hear the word "branding," it usually makes us think of a big corporation, not an individual.

The concept of personal branding has become more popular in the last couple years, and now the need for individuals to better market themselves within the workplace is more important than ever. The unemployment rate for blacks soared to 11.9 percent in December — 7.2 percent overall — and nearly 2.6 million jobs were lost over the entire year, more than in any year since 1945, according to CNNMoney.

"The market is so global and diversified now, there are a lot more people competing for the same space,"  said Michael Flutie, founder and president of talent branding company Michael Flutie's Office, based in New York City. "Creating a personal brand helps you to rise in within that talent pool,"

President Barack Obama's economic plan promises to deliver 3 to 4 million jobs. If you're trying to land one of Obama's new jobs or any dream job, learning how to cultivate and maintain a personal brand could be just the ticket to new opportunities, business coach Valerie Pendergrass said.

What is personal branding?

"Personal branding is identifying who you are based upon your expertise, profession or craft," Flutie said.
It differs from product branding, because it's not about how you advertise yourself. In fact, "the personal brand is defined by what other people think about you," said Pendergrass, who offers career advice in The Loop's Working Smart blog.

Leaving your fate up to others' impressions of you can be very daunting, but you can cultivate and manage your personal brand by being clear about who you are and who you're not, by understanding your unique promise of value, and by being consistent and constant.

"The foundation of a personal brand is authenticity — truly understanding what it is you want, what it is that you do well," Pendergrass said. "To the extent that you honor your personal brand it becomes easier to be successful."
A great example of someone who's done this, Flutie said, is Obama.

"(He) branded himself as a community servicer and politician and evolved into a brand of change and the voice of a new generation," he said. "He rose up quickly within the political arena because of his clear identity of what he represented. You have to stay true to your brand, otherwise you dilute it."

Once you define your brand, start a blog and a Facebook account based on that definition.

"Articulate what you're doing in your profession and expertise. If you want to create a brand then be very, very specific. Capitalize on your own interests and fulfill them by actively participating and creating an identity around that interest."

A lot of people think a personal brand is the way you package yourself, but that's incorrect. You don't own your brand, it's owned by the people around you.

Why it's important

Personal branding, when successful, can help you land your ideal job, because it helps you to create a category of one.

"(Personal branding) transcends the commodity and people begin to come to you and offer opportunities," Pendergrass said.

Celebrities follow essentially the same rules when establishing their personal brands, but they might also pen a brand mission statement and identity for clarity, Flutie said. Look at Beyonce. Her breakout hit Crazy in Love in July 2003 established her brand as a solo artist. Her album Dangerously in Love went platinum and showed her consistency, so companies like Pepsi, American Express and L'Oreal handed her endorsement deals worth about $10 million dollars a year.

For a great example of how you can harm your personal brand, just look at Britney Spears. Her behavior the last two years has been such a change from her traditional brand that "when people see her, they think drama, kids, drugs and weight gain," Pendergrass said.

"It is important to remember that the only thing we can do to control our brand is be true to who we are, honor our commitments and be consistent."

Crystal P. Smith is The Loop's editor. She writes the Inside the Loop and Across the Afrosphere blogs.

Can celebs and shows like 'Get Schooled' make students care more about education?

Yes, they do what celebs say

No way

Depends which celebs

I don't know