Is there a similarity between business/product branding and personal branding? Are we comparing apples to apples or apples to oranges?
Apples to apples
- Both kinds of ‘brands’ want to position themselves in the best possible light
- Both want to be liked/loved
- Both are selling themselves (figuritively speaking)
- Both usually reasses where they’re at and what they can do to be better
- Both are putting themselves out there to be judged
- Further, both can be judged at face value only
- Both can be classified as products (think Paris Hilton)
Apples to oranges
- Personal branding can be continually changed and updated without so much as a second thought, whereas there would be a bit of a public outcry if a product brand continually changed themselves and what they believed in
- Personal branding can be altered due to a significant event in a person’s life (eg, getting married)
- Product branding can have a multitude of people behind it, whereas personal branding has only the individual
- Product branding can have an emotional connection that is built up over time, whereas how an individual is viewed can be an instant love/hate opinion
I think I am angling toward more similarities than differences.
What are your thoughts?
3 Comments
January 8, 2009 at 11:58 am
I would lean more towards apples and oranges. I don’t think the apples to apples points do enough to bridge the division. They don’t address any of the differences. E.g. just because both want to be liked/loved doesn’t overcome the point that personal branding can be continually changed and updated without so much as a second thought, whereas there would be a bit of a public outcry if a product brand continually changed themselves and what they believed in.
I think we would need to come up with some much stronger points if it was to truly become apples to apples.
January 8, 2009 at 12:13 pm
Great points! Thanks for your comment
January 10, 2009 at 6:52 am
I disagree with you, Daniel. I think the principles of product branding and personal branding are essentially the same.
Personal branding and product branding have to follow the exact same rules. They have to be good, consistent, and well marketed.
You mention that a person can change with ease with very little consequence, but I would have to disagree with you. The majority of people will resist change, unless it is demanded by the masses. People appreciate consistency with both people and products.
Look at Barack Obama or any other major celebrity. Their personal brands are backed by dozens of people who are consistently helping create and communicate that person’s brand.
Belinda, to your point that a personal brand can be altered due to a significant event, I think that also applies to a product brand. Look at what happened to Kryptonite bike locks after people figured out they could be opened with a Bic pen.
http://www.wired.com/culture/lifestyle/news/2004/09/64987
Also, look at how the fast food industry has had to change as a result of documentaries like Super Size Me and books like Fast Food Nation.
The principles of marketing and selling apply to everything. Personal branding is essentially applying what marketers have done for products for years to yourself and your career.