Personal branding is a strategy of building one's own brand (treating an individual as a brand) by the management of one's personal image. The personal branding strategy is utilized by various public figures- politicians, journalists, actors, sportsmen, scientists and managers.
This phenomenon originates from the west, especially the USA. There, personal branding is the basis by which each individual functions on the labor market. A few examples of using personal branding strategies are the following: the celebrity real-estate mogul turned the President of the United States, Donald Trump, using his last name extensively on his buildings and on the products he endorses (e.g. the Trump Tower) or celebrity Kim Kardashian.
There are no universal rules for running a PB campaign, as personal branding in principle assumes an individual approach to the topic. Each individual should be treated exceptionally so that his/her strategy is based on what is unique in them.
In the United States, image consultants creating the reputation for public figures are an integral part of their success. In Poland, personal branding is most often carried out by PR agencies, specialized in political marketing, but this strategy applies to a growing group of people working in art, media and business-related activities, such as coaching and mentoring.
Stages of creating a personal brand:
One of the first steps is to discover one's own brand from scratch. Defining advantages and benefits for recipients, which are then redirected into appropriate statements.
The next elements to be developed in a few steps:
• Mission - the features of the brand (who one is? what mission does one carry out?),
• Business vision - brand image in the future perspective, goals possible for implementation,
•Brand signature - defining the most important benefits that distinguish the brand from the competition,
• SWOT analysis - defining the strengths and weaknesses of the brand, opportunities and threats,
• Marketing plan - a plan essential for determination of the actions to be taken to achieve predefined goals.
Some part of money will be invest to create proper PB for our chosen individual.