Personal Branding Annotated Bibliography by Anna Zarkada
Sources
Blogs
(Flemings 2007; Glasscock 2008; Schawbel 2009)
Books
(du Gay 1996; Peters 1997; Montoya and Vandehey 2002; d' Alessandro 2004; Haig
2005; Hodgkinson 2005; Post 2005; Kaputa 2006; Rein, Kotler et al. 2006; Flemings
2007; Thomas 2007; Bence 2008; Conley 2008; Honaman 2008; Mobray 2009;
Rampersad 2009; Schawbel 2009; Zara 2009)
Conference Papers
(Hughes 2007; Markaki and Apospori 2008)
Electronic Articles
(Peters 1997; Creativity at work 2003)
Press Release
(Selfbrand 2006)
Journal Articles
(Shepherd 2005; Hearn 2008)
Online Multimedia
(Aruda 2010; Aruda 2010)
Electronic Pamphlet
(Aruda 2003)
Thesis
(Bazos 2009)
Web pages
(Aruda 2009)
Bibliography
Aruda, W. (2003). An Introduction to Personal Branding: A Revolution in the Way
We Manage Our Carrers. R. C. C. Inc., Reach Communications Consulting Inc. from
http://www.reachcc.com/reachdotcom.nsf/3d3ab85617c37d52c1256af500687f55/793
25a245696e988c1256de000431539/Body/M2/intropersonalbrandingv3.pdf!OpenEle
ment.
Aruda, W. (2009). "Personal Branding - 1-2-3 Success! - The Keynote Presentation."
Retrieved 04/02/2010, from http://www.reachcc.com/reachdotcom.nsf/.
The Reach logo is comprised of two parts: The ® Registered Trademark
symbol, a reminder to us all, companies and individuals alike, that we are
unique Brands with unique sets of attributes and value that we bring to the
marketplace. The word each, which is a further reminder of our individuality,
speaks to the customized solutions that we develop at Reach: identifying the
needs of, and building the solutions, for each of our clients. Together, they
spell REACH: To touch or grasp by stretching out or extending. At Reach, we
feel that individuals and business can extend their reach and achieve even
greater success through understanding, nurturing and promoting their unique
Brands.
Personal Branding is not about building a special image for the outside world; it is
about understanding what is truly unique about you - your strengths, skills,
values and passions - and using that to differentiate yourself and guide your
career decisions. Through unearthing the true you and consistently and
constantly living your personal brand, you attract what you need to achieve
your goals without having to "wrestle with the universe" to acquire it.
Aruda, W. (2010). Personal Branding - What Color is your Brand. from
http://www.williamarruda.com/.
Aruda, W. (2010). Personal Branding Guru - William Aruda. from
http://www.williamarruda.com/.
Bazos, L. (2009). Rebranding Branding. Graduate Design Faculty. San Francisco,
CA, California College of the Arts. Master of Fine Arts: 80. Master of Fine Arts,
from
http://www.brandchannel.com/images/papers/491_lbazos_rebrandingbranding.pd.
open figure to read
Bence, B. (2008). How YOU Are Like Shampoo: The breakthrough Personal
Branding System based on big-brand marketing methods to help you earn more, do
more, and be more at work. Las Vegas, NV, Global Insights Communications.
The world's most successful brand names inspire loyalty and trust. You rely on
them again and again for their quality, innovation, and performance. What
would it mean for your career, your job satisfaction, and your income potential
if your boss, colleagues, and customers felt the same about YOU (tm). This
groundbreaking book provides the reader with the only start-to-finish system
for defining, communicating, and taking control of your Personal Brand.
You’ll learn how to:





Identify the 6 essential positioning elements that define your personal brand
Master the 5 everyday activities that most clearly communicate your brand
Avoid the top 20 Personal Brand Busters™ that could keep you from success
Increase your earning power and job satisfaction
Build on-the-job trust and loyalty in YOU™
Conley, L. (2008). OBD: Obsessive Branding Disorder. Philadelphia, PA, Public
Affairs.
Creativity at work (2003) Tom Peters: Your Brand Equity Test. Newsletter January
2003,
Tom Peters made a big splash a few years ago, with his “Brand You”
manifesto, arguing that it’s as important to think of yourself as a brand, as it is
a multinational, if you want to differentiate yourself in the workplace/
marketplace.
What is a brand?
Tom Peters calls it “influence power… It's being known for making the most
significant contribution in your particular area. It's ‘reputational’ power.”
Walter Landor, one of the greats of the advertising industry, said, "simply put, a brand
is a promise. By identifying and authenticating a product or service it delivers
a pledge of satisfaction and quality."
It is also how we are perceived by our customers, and whether or not we deliver on
our promise. It’s what makes us memorable (and it cuts both ways).
Harvard’s David Shore says “Branding is ultimately about being in the trust business.
A power brand only exists when consumers know that they can trust in the
promise of the brand.”
Think Brand as you fill out the following questionnaire, modified from The Circle of
Innovation (Tom Peters, 1997). When you look at your brand's assets, what
can you add to boost your reputation and influence? Reviewing your personal
brand equity each quarter will give you a quick snapshot of your progress. If
you are not moving forward, you may be in danger of sliding backward.
The Personal Brand Equity Test
1. I am known for: (if you aren’t sure, ask your customers and colleagues)
2. By this time next year I plan also to be known for (1-3 items):
3. My current project is provocative and challenging to me in the following ways:
4. In the last 90 days I have added to my knowledge base by learning:
5. My public (local/regional/national/global) visibility program consists of (2-4
items):
6. Important new connections/additions to my network in the last 90 days include (1-3
names):
7. Important relationships nurtured in the last 90 days include (1-3 names):
8. My principal brand enhancement activity for the next 60-90 days is:
9. My brand is specifically different than last year’s at this time in the following ways
(1-3) ways:
10. My promise for the upcomimg year:
d' Alessandro, D. F. (2004). Career Warfare: 10 Rules for Building a Successful
Personal Brand and Fighting to Keep It. New york, NY, McGraw-Hill.
du Gay, P. (1996). Consumption and Identity at Work. London, Sage Publications.
“‘entrepreneurs of the self ’ (du Gay, 1996: 70),
Flemings, H. E. (2007). The Brand YU Life Canton, MI, The Third Generation
Publishing.
Flemings, H. E. (2007). "Operating in your Genius." Hajj E. Flemings- The Brand YU
Life (Personal Branding). Retrieved 13/02/2010, from
http://www.hajjflemings.com/blog/index.php.
The premise of personal branding is: Unlocking your inner genius and
connecting it to your passion and addressing a specific problem that can lead
to profitability - emotionally, mentally, psychological, spiritually, and
economically.
Glasscock, G. (2008). "Branded Yourself Yet? 2 Keys to Personal Branding Success."
Mentoring, Tools & Strategy To Succeed. Retrieved 13/02/2009, from
http://www.advancingwomen.com/wordpress/branded-yourself-yet-2-keys-topersonal-branding-success/.
We’ve already discussed the importance of creating your own personal brand
in order to stand out from the crowd and capture the attention of your
audience. Few have done this better than Christiane Amanpour.
When we think of Amanpour what comes to mind? An attractive, sophisticated
woman in a safari shirt and jeans in some exotic locale… perhaps the Middle
East…engaging in incisive commentary on world events, comfortable asking
probing questions of world leaders, often in moments of crisis. Based out of
CNN’s London bureau, Amanpour is one of the most recognized international
journalists on American television, with a willingness to work in dangerous
conflict zones. She speaks English, Persian, and French fluently. That is who
we think of when we think of Amanpour. Her name doesn’t bring to mind
Images of her as a wife and mother, which she also is, or arriving at an
international soiree in elegant evening attire and striking jewelry, which she
also does. Amanpour has succeed in creating her personal brand and melding
it seamslessly with her professional life. You can do the same.
JobMob reflects further on The 2 Keys to Personal Branding Success:
“What is personal branding?
Quickly think of someone you know. What qualities of theirs come to mind when you
think of them? That’s their personal brand.
Most people don’t choose a personal brand. They live their life according to their
needs and desires, leaving various impressions to people along the way.
Sometimes, the impressions are so different that when those people meet each
other, they wonder if they’re even talking about the same person.
The opposite happens with personal branding. When you choose what kind of
impression you want to leave on people and continue doing so all the time,
there’s no resulting confusion among the people you meet. Strangers who
know of you can then recognize you more easily because you’ve given them
common impressions.
How to make it work
1) Choose the right personal brand for you
For your personal brand to be genuine, it should come to you naturally and without
requiring any extra effort on your part. You can portray yourself as the best at
what you do, or as someone who brings a lot of value in a certain way, or as
someone who can do something amazing. However, unless it’s credible and
comes easily to you, your personal brand will just be an act and will
eventually be exposed as such in ruining your credibility.
Choose your personal brand so people can consistently feel the same way when they
meet you or experience your work. To get started, make a list of your strengths
and determine how other people know of those strengths from your past
actions and accomplishments. Next, make those strengths even more visible
by e.g. blogging or Twittering about your profession in reinforcing your brand
to what you’d like it to mean.
2) Reinforce that personal brand all the time
Once you’ve chosen a personal brand, live and perform by that brand. Every action
you take and every impact you make should reinforce it. Your brand should be
felt every time you communicate, whether face to face in an interview or by
reading your resume. The way you act, the way you dress and where you
appear in public should all match your brand. The way you act on the Internet,
over email, on social networks, etc., and which sites you visit and use should
also match your brand.
The more you reinforce your personal brand, the stronger your brand gets by
increasing the number of people who have similar feelings about you. As more
people become aware of your personal brand and appreciate you, it will be
easier for you to reinforce your brand among those people and their peers,
continuing the upward spiral.
As you move forward, your first signs of personal branding success will appear when
you discover people you’ve never met who already know you and are happy to
meet you.
Conclusion
Personal branding shouldn’t be an act. Choose a brand that matches who you are and
that will be reinforced by you living your life the way you want to. Then make
efforts to push yourself further in reinforcing your brand and growing the
positive impact you leave on others around you.
Personal branding in the blogosphere
For more in depth on personal branding, see the blogs of these personal branding
gurus:
Dan Schawbel’s PersonalBrandingBlog
Rob Cuesta’s The Personal Branding Blog
Hajj E. Flemmings’s the Brand YU Life”
Also see Chris Brogans free ebook on free ebook on personal branding called
Personal Branding for the Business Professional (pdf format). It runs just
about 15 pages (including the cover) and contains everything from strategy
advice to some considerations to over 100 tactics and ideas on what to do next.
Related articles by Zemanta
The web is buzzing about personal branding
Steve Woodruff: Personal Branding: What’s Your Value-Add
Haig, M. (2005). Brand failures: the truth about the 100 biggest branding mistakes of
all time. London & Philadelphia, PA, Kogan Page.
It's not just smaller, lesser-known companies that have launched dud brands.
On the contrary, most of the world's global giants have launched new products
that have flopped - spectacularly and at great cost. Haig organizes these 100
"failures" into ten types which include classic failures (e.g., New Coke), idea
failures (e.g., R.J.Reynolds' smokeless cigarettes), extension failures (e.g.
Harley Davidson perfume), culture failures (e.g., Kellogs in India), and
technology failures (e.g., Pets.com).
Hearn, A. (2008). "`Meat, Mask, Burden`: Probing the contours of the branded `self`."
Journal of Consumer Culture 8(2): 197-217.
This article will argue that the `reflexive project of the self' (Giddens) has
become an explicit form of labour under post-Fordist capital in the form of
`self-branding'. Here, work on the self is purposeful and outer-directed; selfproduction is heavily narrated, marked by the visual codes of the mainstream
culture industry, and subject to the extraction of value. The article will explore
inflections of self-branding across several different mediated forms.
Contemporary marketing literature identifies the construction of a branded
persona as a central strategy in the negotiation of increasingly complex
corporate environments. Recently the practice and logic of personal branding
has moved out of the boardroom and into the television studio. Television
shows such as The Apprentice and American Idol invent a narrative of selfbranding and simultaneously produce branded personae. Websites such as
2night.com extract value from partying young people; photographers take
pictures at nightclubs and link them to advertisements online, blurring the
distinction between product and consumer, private self and instrumental
associative object. The logic and practice of self-branding is inflected
differently again on social network sites such as facebook.com or
myspace.com, which are inventories of various types of `selves'. These forms
of self-branding, found across several different kinds of media, illustrate the
erosion of any meaningful distinction between notions of the self and capitalist
processes of production and consumption.
Hodgkinson, S. (2005). The Leader's Edge: Using Personal Branding to Drive
Performance and Profit. Lincoln, NE, iUniverse.
Have you ever wondered what comes to mind for your boss, your customers,
or your colleagues when your name is mentioned? Every leader, at every level,
has a personal brandan operative reputation. Your brand impacts your ability
to achieve extraordinary results, and it either fuels or derails your long-term
career success. Your brand consists of a complex set of characteristics and
dynamics that play out in thousands of scenarios each workday. The Leaders
Edge provides a clear, practical framework that will allow you to understand
what your brand is, how it plays out every day, and how you can seize control
of it to positively impact your career choices. Author Susan Hodgkinson
presents a proprietary, result-based methodology, the 5 Ps of Leadership
Brandsm, which has been used in coaching and leadership development
programs for thousands of professionals, from the Fortune 50 to significant
nonprofit organizations. Hodgkinsons proven methods have enabled thousands
of successful people to increase their authority, their significance to their
organizations, and ultimately, their control over their professional destiny.
Everyone has a brand at work, and it has everything to do with your ability to
succeed. The Leaders Edge will help you determine what your brand is and
how to manage it for ultimate success.
Honaman, J. (2008). Make It Happen!: Live Out Your Personal Brand. Bloomington,
IN, iUniverse.
Hughes, A. (2007). Personal Brands: An Exploratory Analysis of Personal Brands in
Australian Political Marketing. Australian and New Zealand Marketing Academy
(ANZMAC) Conference 2007, University of Otago, Dunedin, New Zealand,
Department of Marketing, School of Business, University of Otago.
Personal brands are a relatively new phenomenon in marketing and there is
still little research in this area. This paper will examine the current state of
personal brand theory and the relationship between personal brands and
political marketing from an Australian Political Marketing context. Next a
comparison and contrast will also be made between celebrity endorsement
theory and personal brands to support the proposition that personal brands are
more appropriate to be used in political marketing. The paper will conclude
with future research directions in this area
Kaputa, C. (2006). U R A Brand: How Smart People Brand Themselves for Business
Success. Mountain View, CA, Davies-Black Publishing.
Markaki, E. and E. Apospori (2008). The case of Alexis Tsipras: political personality
collective identity and political marketing. 5th International Political Marketing
Conference Manchester, UK, University of Manchester Business School.
Lately, experts in political communication in Greece have started being
interested in the ways political marketing tools affect people’s voting
choices.Since the foundation of the modern Greek State in the beginning of
19th century and until very recently Greek politics used to have the same
characteristics. The particularly bureaucratic organizational system of the
modern Greek State combined with the clientelistic relationships between the
state and the citizens, turned political elections – national as well as local – to
political parties’ tools to manipulate people’s choices to a large extent. This
means that voters formed and used their voting choices according to the
possibility that political parties gave them to satisfy personal needs such as
employment in the public or private sector, good health care or better
education for their children. Until recently most of the Greek voters used to
make their choices not on the basis of what is good for the society in general,
but on the basis of what they believed was good for them personally and on
the basis of their family’s political tradition. Lately, in particular the last two
decades, the political scene has changed; some of the reasons for this change
are the following:The frequent economic, judicial, and political scandals have
shaken the image of the Greek state as a credible institution that people can
rely on. News papers and the deregulated private television have played an
instrumental role in revealing political opponents’ attempts of building or
maintaining clientelistic relationships.Rapid technological development has
made –particularly young – people to communicate and become active citizens
through networks of interpersonal communication. Thus the internet has
started replacing the traditional mass media which due to their involvement in
many of the revealed scandals and their partisan image have also lost a large
part of their credibility. Within this context of events and changes,
communication between politicians and their onstituents has changed not only
in the way it is exercised but also in the way it is perceived. Thus, political
marketing –which due to the particular relationships between politicians and
voters did not have room to grow beforehas made its appearance in the Greek
political scene. The case of Alexis Tsipras is indicative of the changes that
have taken place in Greek politics with regard to its substance and also the
methods used.
Mobray, K. (2009). the 10ks of Personal Branding: (K)reate a better you.
Bloomington, IN, iUniverse.
Montoya, P. and T. Vandehey (2002). The Personal Branding Phenomenon: realize
greater influence, explosive income growth and rapid career advancement by applying
the branding techniques of Oprah, Martha and Michael. Beaverton, OR, Personal
Branding Press Publishing.
Peters, T. (1997) The Brand Called You. Fast Company 1997,
Big companies understand the importance of brands. Today, in the Age of the
Individual, you have to be your own brand. Here's what it takes to be the CEO
of Me Inc.
Peters, T. (1997). The Circle of Innovation: You Can't Shrink Your Way to Greatness.
New York, NY Alfred A. Knopf.
In 1982, business guru Tom Peters co-authored In Search of Excellence, one
of the most influential business guides of all time. More recently, through 400
seminars in 47 states and 22 countries, Peters reexamined, refined and
reinvented his views on innovation--the #1 survival strategy, he asserts, for
businesses of the next millennium.
The Circle of Innovation brings these seminars--and Peters' contagious passion--to the
reader in a landmark book. Through bold graphics, astounding facts and
figures, and quotes whose sources range from Émile Zola to Steve Jobs, Peters
blows the lid off accepted management styles. Here is a book that will open
your eyes to new ways of envisioning the challenges of today's world. Here,
too, is a practical guide that will teach you how to:
- reverse the rising tide of product and service "commoditization" and foster
uniqueness
- capitalize on the skyrocketing purchasing power of women
- convert sluggish staff into vital centers of intellectual capital accumulation
- build systems of elegance and beauty
- liberate your creativity and individual leadership style
Whether you manage a six-person department or a 60,000-body behemoth, The Circle
of Innovation empowers you to transform your organization, your career,
yourself. Inspiring, timely, this blueprint for success is pure Peters--a
handbook as energetic as it is profound.
Post, K. (2005). Brain Tattoos: Creating Unique Brands that Stick in your Customers'
Minds. New York, NY, AMACOM.
"Effective branding depends on the ability to leave a lasting (and positive)
impression in the mind of the target audience. Brain Tattoos offers a practical
approach -- no complicated theories, marketing jargon, or unnecessary babble
-- that lets any business take its brand to the next level. Packed with tools that
help readers identify their brand's purpose, personality, promise, and point of
difference, Brain Tattoos will help readers: * Develop the courage to break the
mold and become truly distinct * Discover ways to enlist customers and others
as ""brand ambassadors"" * Grasp their brand's essence * Master brand
building on any scale in any industry * Learn how to identify and use the most
effective methods of brand communication * Learn how to leverage limited
resources creatively Filled with creative ways to maximize market impact,
Brain Tattoos is a true ""how-to"" book written with in-the-trenches business
and marketing people in mind."
Rampersad, H. K. (2009). Authentic Personal Branding: A New Blueprint for
Building and Allligning a powerful Leadership Brand. Charlotte, NC, Information
Age Publishing.
"In Authentic Personal Branding, Hubert Rampersad has provided a sorely
needed guidebook for knowledge workers. He shows us all how to build our
own personal brand-and just as important-how to persuasively communicate
this brand to the world. . . . I love his focus on authenticity. . . . My request to
you, the reader, is-make this book part of your life. Don't just read this book
for its "interesting" content. Don't be content with a few "aha" moments. Make
it part of your life planning-and ultimately part of your life! If you do, you can
become a more integrated and successful person-and better enable your
company to help you make a positive difference in our world!" - From the
Foreword by Marshall Goldsmith Author of What Got You Here Won't Get
You There "Hubert Rampersad has a knack for preparing comprehensive
frameworks for analyzing important issues. . . . The four stage model that he
suggests proposes an explicit way to turn a desired external identity into
something concrete and actionable. . . . It's a wonderful step by step approach
to making a desired brand explicit. . . . The mental models and their related
investigative questions will help you know where you are today so you can get
to where you want to be tomorrow. . . . This book offers an architecture to turn
these ideas into action." -From the Afterword by Dave Ulrich Professor of
Business, University of Michigan This book offers a new way to define,
formulate and implement a sustainable, powerful, authentic, consistent, and
memorable personal brand identity. Authentic Personal Branding entails a
systematic and integrated journey towards self-awareness, joy, happiness, and
marketing success, which is based on several new models, guidelines and tools
that have been proven in practice. A way of life in conformity with this system
results in flow; which is a journey into the inner self, where your genius,
values, hopes, dreams and aspirations lie quietly waiting to be discovered.
Taking the journey as an individual allows you to view your life objectively
and authentically and provides a roadmap of your genius, dreams and
aspirations translated into manageable and measurable milestones and
improvement actions.
Rein, I., P. Kotler, et al. (2006). High Visibility: Transforming Your Personal and
Professional Brand. New York, NY, McGraw-Hill.
Schawbel, D. (2009). Me 2.0. New York, NY, Kaplan.
In a world of changing business practices and uncertain futures, Me 2.0 offers
practical and proven advice about personal branding from an authority on the
matter. In the first book about personal branding written for the millennial
generation by a millennial, Dan Schawbel bridges the gap between the current
business climate and the progressive best practices of the future. Covering a
variety of topics all crafted to improve one’s success in the job market,
Schawbel proves that just being in the game is not enough, and that one’s
success lies in being ahead of the game.
Some highlights from the book include:
A proven 4-step process for building a powerful brand (discover, create,
communicate, maintain).
Tips on using social media tools for personal empowerment, confidence building, and
professional networking in order to attract jobs directly to you, without
applying!
Tested advice on how to create an online and offline presence for career protection
and self-promotion.
Over 40 expert quotes from leaders including Don Tapscott, Guy Kawasaki, Penelope
Trunk, and David Kirkpatrick of Fortune Magazine among others.
More than 70 research reports, three personal case studies and examples to give you a
broader perspective on the topic.
Bottom line: This is the handbook for surviving and thriving in the digital age
Schawbel, D. (2009, November 8th, 2009). "Personal Branding Interview: Robert
Kiyosaki." Personal Branding Blogg. Retrieved 26/02/2010, from
http://www.personalbrandingblog.com/personal-branding-interview-robert-kiyosaki/.
Selfbrand (2006). Press Release for the book "U R A Brand", Davies-Black
Publishing.
Shepherd, I. D. H. (2005). "From Cattle and Coke to Charlie: Meeting the Challenge
of Self Marketing and Personal Branding." Journal of Marketing Management
21(5/6): 589-606.
Since the late 1990s, self marketing and personal branding have become
increasingly popular as subjects of self-improvement books, Web sites and
consultancy services, especially in the USA. To date, little of this interest
appears to have permeated the discipline of marketing, either in terms of
formal research, textbook contents or academic curricula. This paper examines
the theoretical basis of self marketing and personal branding, identifies some
of the conceptual, practical and ethical problems it poses for the discipline,
and points to some of the challenges facing higher education in attempting to
create a curricular framework within which marketing professionals can learn
how to market and brand themselves effectively. [ABSTRACT FROM
AUTHOR]
Copyright of Journal of Marketing Management is the property of Westburn
Publishers Ltd and its content may not be copied or emailed to multiple sites
or posted to a listserv without the copyright holder's express written
permission. However, users may print, download, or email articles for
individual use. This abstract may be abridged. No warranty is given about the
accuracy of the copy. Users should refer to the original published version of
the material for the full abstract.
Thomas, S. (2007). Career Smart: Five Steps to a Powerful Personal Brand. Chandler,
AZ, CareerCoaching360.
Zara, O. (2009). Réussir sa carrière grâce au personal branding: gérer son identité et
sa réputation professionnelles. Paris, Eyrolles.
Une approche innovante pour réussir sa vie professionnelle avec toute la
puissance du Web 2.0. La plupart des entreprises ont un service marketing
pour vendre leurs produits ou services. Chaque individu dispose, de son côté,
d'un CV et de références professionnelles pour vendre sur le marché du travail
ce qu'il est capable de faire. Mais ce n'est plus suffisant: il est nécessaire
aujourd'hui de construire et promouvoir sa marque personnelle pour pouvoir
se distinguer sur son marché professionnel. C'est ce que permet le Personal
Branding. Internet fait du Personal Branding un enjeu pour les dirigeants, mais
aussi pour chacun de nous. Auparavant, il fallait un article dans la presse ou
une apparition à la télévision pour être connu. Avec Internet et les réseaux
sociaux virtuels (Viadeo, Linkedin, Facebook...), il n'y a plus d'inconnus! Ce
guide, simple et efficace, a pour but d'aider le lecteur à construire et à
promouvoir une marque personnelle puissante et pérenne pour être visible,
crédible et distinct dans son domaine.