GenXmanager: Leadership for the Generation X Manager

This is the logo of one of the world’s strongest brands; Coca-Cola. Personal branding can learn quite a bit from corporate branding. In their textbook, Marketing Management 12th edition, Kotler and Keller note 10 attributes of the world’s strongest brands. I think these are relevant to the topic of personal branding.

1. The brand excels at delivering the benefits consumers truly desire.
   This goes back to my previous article about delivering value. You can’t fake it. You need to deliver real value each day. If you don’t, your brand is worthless.
2. The brand stays relevant.
   This relates to another article I wrote about becoming an expert. Are you on top of your game? Are you continuously learning your craft to stay relevant and even ahead of the curve?
3. The pricing strategy is based on consumer perceptions of value.
   If you are an entrepreneur does your price point match the value you offer customers? If you work for an organization, is your salary in line with what you deliver? It is okay to be the Wal-Mart or Nordstrom of your specialty but just don’t try to be the Nordstrom if clients see you delivering Wal-Mart value (and vice versa).
4. The brand is properly positioned.
   Whatever your specialty, there are likely hundreds if not thousands like you. How are you different? What sets you apart?
5. The brand is consistent.
   Does your brand communicate a consistent message or is it wrought with conflicting messages? You can’t be ambiguous. When people see or hear your name you want them to know exactly what you stand for.
6. The brand portfolio and hierarchy make sense.
   In brand speak this is Coca-Cola having an umbrella over all its “sub-brands” like Diet Coke, Sprite, etc. In personal branding terms, does everything you offer make sense? For example, I discuss leadership, social media, and personal branding on this blog. It makes sense. If I discussed tax code, denture cleaning, and pet obedience training, you might be a bit confused about my brand.
7. The brand makes use of and coordinates a full repertoire of marketing activities to build equity.
   I’m simply going to quote the authors as this makes sense for corporate and personal brands. “Have you capitalized on the unique capabilities of each communication option while ensuring that the meaning of the brand is consistently delivered?” This includes your presence on Twitter, Facebook, LinkedIn, and other social media tools.
8. The brand managers understand what the brand means to consumers.
   For personal branding, do you know how your audience sees you? Make sure there is no perception gap between how you communicate your brand and how your audience interprets your brand.
9. The brand is given proper, sustained support.
   Make sure you are doing all that is necessary to nurture your brand and provide yourself support. That can mean everything from getting proper training to keeping your blog updated.
10. The company monitors sources of brand equity.
    Make sure you are keeping track of your brand through various web and social media search tools. Checkout 46 Free Social Media Monitoring Tools to learn how.

Though this list is geared to corporate brands, it works very, very well with personal brands. Print this out and take a look at it daily to make sure your branding strategy matches that of the world’s strongest brands.