First, what is a brand?
Give a chestnut:
The boy said to the girl: I am the best. I promise to make you happy. Come with me. -It's a promotion.
The boy said to the girl: My father has three houses, which are good with me and will be yours in the future. This is a promotion.
Boys don't confess to girls at all, but girls are fascinated by boys' temperament and demeanor. -This is marketing.
The girl doesn't know the boy, but all her friends praise him. -It's a brand.
Second, what is a personal brand?
Look at the following three explanations:
1. Personal brand is the personal value that individuals show in their work. It has the same popularity, credibility and loyalty as corporate brands and product brands. -Management scientist Dr. Song Xinning
2. Personal brand is popularly said as "How do your relatives and friends describe you when you are not present? How to evaluate you? When others think of you, if an impression covers everything, then this is your personal brand. "
3. An individual's external image and internal cultivation are conveyed through the consistency of information, and a unique, distinct, definite and easily perceived cognition is established in the hearts of the group of people you want to influence (colleagues, peers, leaders, fans, etc.). ).
In reality, everyone worships experts! Even if you listen to experts, what you don't know is that these experts on the Internet can be packaged!
Some people may say that building your own brand is "boasting" and it is inevitable that you will be suspected of selling melons. In fact, some people have worked hard and made outstanding achievements. They have worked for many years, but they have not been appreciated and promoted by senior leaders, because I used to be such a person. Some people may say that this is definitely related to these people's inability to "flatter", but the actual situation is even worse. Maybe the leader doesn't know the existence of employees at all!
Therefore, building a personal brand is particularly important for people in the workplace, because only in this way can more people know your expertise, let people who need your help find you, and let leaders think of you when they need to hire people!
Third, what are the benefits of building a personal brand?
1, distinguish competitors.
You can understand it as "isolating others", improving recognition and avoiding being easily classified by strangers. As long as you successfully establish a unique and distinctive personal brand, you can easily distinguish others, improve recognition, reduce misunderstandings and strive for favorable opportunities.
2. Premium.
We buy things and are willing to buy branded goods, because big brands mean guaranteed quality. The same is true of personal brands. Through painstaking efforts, a person has established a unique and distinct positive cognition (personal brand) in the hearts of colleagues, peers, leaders and fans, which will also make people feel trustworthy and even willing to pay more costs.
If you are a professional, you have established a personal brand with superb professional skills and unique work style, and gained some fame in the Jianghu. It is easy to attract the attention of competitors or headhunters, and you may come one day.
Fourth, how to create a personal brand?
How to reflect the personal brand value, the following are three steps to build a personal brand:
The first step: find favorable demand from the market;
Similar to the enterprise brand looking for blank market or blue ocean market, all the demand comes from the market. Ask yourself more questions and the answer will come out. For example, see who you care about and why you care about them. What value can they provide?
Where does your value come from?
1. Your current job.
It is not easy to create a unique personal brand. If you try to keep attracting attention, the price is to continue to provide value. Unfortunately, 99% of people can't stick to it, especially "building a personal brand for very utilitarian purposes", which is almost impossible to succeed.
Where does persistence come from? Adhere to "hobbies" as the basis. The best starting point of personal brand is hobby, which can keep you going.
How long will it take to see the effect? Maybe three or five years, maybe ten or eight years, but only if you stick to it can you form your own personal brand.
2. Your knowledge structure or expertise.
If you need to introduce your industry to people in other industries now, do you think you can make it clear?
If you can't explain these problems systematically and clearly, then I think you should sort out your professional knowledge. You should be able to tell people in different fields what you are doing in words that they can understand, so that your professional knowledge is excellent. According to the knowledge structure, design a series of accessories related to personal brand positioning to prove that your personal brand is genuine.
3. Your hobbies.
It is a shortcut to cut into personal brand from expertise or work, but it is difficult to guarantee durability. If your hobby happens to be your specialty and the job you are doing, don't be too reluctant to do anything else. It will be perfect, depending on your interest.
The above three points are the starting point for building a personal brand.
Step 2: Establish unique, distinct, clear and easily perceived cognition through consistent expression inside and outside.
Once the breakthrough of personal brand is found, it is necessary to plan scientifically and influence others from every detail, such as nickname, avatar, language, dialogue, emotion and personality. And design a series of collocation related to personal brand positioning to prove that your personal brand is genuine.
Step 3: Design a business model and realize it reasonably.
Business model design, that is, profit model design. It is not difficult to realize cash. The difficult thing is how to manage personal brands.
Everyone who can successfully build a personal brand should have four characteristics: incredible perseverance, indomitable persistence, indestructible principles, and far superior bottom line.
Nowadays, building a "personal brand" is the only way to get rid of homogenization competition. I hope you don't follow the trend, live your true self and be different, from now on.
5. How to build a personal brand on the Internet?
We should be good at using network tools to share and accumulate personal brand influence, and then use the influence of the network to radiate into real life.
First: Be prepared for the continuous output of content. First of all, we should remember that what the Internet needs us to do is to continuously export high-quality content.
Second: choose the most suitable channels and methods. Of course, when our content is ready, we need to choose a platform with high quality and high user activity.
There are three ways to promote traffic matrix: text, audio and video.
Platforms with larger promotion channels: Himalayan FM, Today's Headline, Zhihu, Tik Tok, Volcano Video, Big Fish, Bear's Paw, Micro Signal, Baijia, Weibo, Aauto Quicker, Penguin, Litchi Micro Class, etc.
Combined with the previous content, you should learn how to make maps. The Long March here is the first step.
Finally, I would like to introduce several media operation tools to you:
Wei Xiaobao, function: editor, self-media account management tool, most of the above platform accounts can be associated and bound.
Wetool, function: WeChat group sending, silently detecting zombie fans tool.