What We Know

Over the past year, O’Neill Communications held personal branding workshops at the Andrew Young School of Policy Studies at Georgia State University. This series contains the workshops biggest takeaways.

“So, what do you do?”

The evergreen icebreaker is loaded with defining identity. Many of us identify ourselves through our professions, thus building brand identity. But, how we present ourselves, personally and professionally, is what really creates brand value.

Companies and individuals are embracing values now more than ever. Consumers today are wanting to buy, endorse and become loyal to brands that embrace their value system – whether it is social responsibility, environmental consciousness, community-focus or whatever strikes a chord with its audience.

Also Read: Ponies, Princesses, and Personal Branding

Here are four simple ways that can help a brand develop its identity and value to thrive in the marketplace:

• Define the objective:

What areas of expertise do you want your brand to declare?

• Three areas of expertise:

Define three areas of your work that you want your brand to focus on.

• Strong positioning statement:

Keep audience in mind. Who are you trying to reach? 

• Points of distinction:

Constantly ask yourself: What do you or what does your brand, your product, your campaign stand for? What makes you stand out in the marketplace?

 

These four areas should be at the core of identifying any brand’s value and identity and should be consistent through campaigns or products. It establishes a brand’s position in the marketplace and loyalty among consumers.