You, again, you and your brand

Today, you will agree that every business book, one way or another, comes to branding – creating a brand identity, which clearly is formed from the audience with this or that company. Without the "brand" in the modern world of business anywhere. This weapon, which is a civilized battle for the "prey". The human factor in this issue is no exception. It can be stated that today, at the peak of development of market relations in our life fully embraced the concept of a "personal brand", which, by the way, as well as corporate bought, sold and promoted.

I was curious: why such brands are created ? Do they have a standard formula? And is it possible to assess them, to compare? By the way, in the process of working on material found very much interesting. First, I was surprised that our experts, reflecting on our questions, did the emphasis on different components of the displayed formula "personal brand". What really surprised and made me think a lot. So, in order.

Who is who?

Mikhail Molokanov, a well-known business coach, author of many publications on this subject, believes that the standard definition of this concept for all areas of business there and it sounds something like this: a personal brand is the image of man in the minds of a certain group of people — its target audience.

As he explains, from the audience it consists of associations, sometimes fantasies, thoughts, emotions, sensations. "Even among relatives, so everyone has a personal brand: "the Miser", "Boring", "Always-coming-on-me"....- But if we want this kind of target audience reacted to us in a certain way: for example, clients have used our services or relatives invited us to visit (or, conversely, was not invited..), we try to influence what our image will arise in their minds," says Michael.

I agree with this statement and Ekaterina Sokolskaya, head of the Department of marketing, advertising and public relations Industrial Insurance Group "OSNOVA" In her view is a system of identifications, i.e., the many-sided image of a specific person, consisting "of his professional qualities and abilities, attitude, and personal characteristics".

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