We must realize that building a brand in today’s market is far different from what it used to be. When we assume that the major way of building brand is through the marketing gimmicks, we are making the greatest mistake of the highest order. It does not work that way anymore. When a brand is constantly failing in the delivery of its promise, taking people for granted, it is sure it will soon become demised.  The day of brands buying their ways through marketing activities alone are gone for good.

So when you begin to see that the emotional bond between the brand and its clients are no longer there, you must wake up to the reality. When a brand notices that brand performance is dwindling all rounds, it is time to do something. But because many are not involved in constant brand auditing, they always discover too late that their brands have lost relevance quite a long time ago before they wake up to that reality. So in our dealing, we constantly encourage brand owners to ensure a motion is set in place to constantly reassess what the brand look like per time.

So today if you have noticed that your brand has issues and need to re-invent it, let me give you short tips that you can start with before going for the big deal.

Engage your customers: the brand is as good as what the customers say it is. The result of dwindling result will always be traceable to them. So it is time to meet with your advocates, loyalists who have talked to their heels or who may still be patronizing you because of pity. If you prod well you will discover that their hearts are far from you. Some of these might have been offended and may need a lot of deep engagement to get words out of them.

Provide best place to work: when the customers are engaged, brand ambassadors will drive them away if the system frustrates them by discouraging initiative or the leadership does not provide sound direction that will motivate everyone.

Being relevant in the community:   one other thing that will strengthen brand re-invention is in the brand’s ability to be relevant in its community. It has to make inputs to its brand community to get the best from all concerns. Never forget that it will take a community to build brand to the highest of its performance.

If i may round up this short piece, take great look at this acronym ‘C.A.R.E.S’ which means Community, Accountability, Respect, Empowerment, Service

Time is changing gradually. Knowledge too is spreading like wildfire. What used to be politically correct few years ago are being reviewed. I was just considering these two words as they relate to professional usage recently and I discovered that many brand drivers may be breaking the thin line between the two. Reputation is what people see. It is often manipulated to achieve a predetermined aim. It speaks volume about brand status and standing as well as character. There is nothing wrong with a systematic application of brand reputation building tools that will engage the stakeholder. But as we know today, tools are changing and there is need for re examination of each tool. Trust is much deeper than reputation because it demands transparency, openness. Trust heals wound of dishonesty. Trust places a high sense of responsibility on the brand, leadership, key players. Trust has greater dividend as it gives competitive advantage as well as salvage relationship during trying times. To really build trust, brand must carefully select, train internal audience. To build trust, it requires that everyone agrees on the need not to do business as usual, covering up but work with a strong determination to say it as it is and be willing to stand up to the demands of response-abilities. In closing, let us realize that nothing extreme, extraordinary happens in brand relationship except a strong level of trust can be established.We must also remember that one day all things may fail. At such time, the last thing brand or anyone want to make is first impression. It is no need. Build trust instead of impression.

Sometimes we can be sincerely wrong because we do not take enough time to study how something works. Even though we put enough energy into it, the fact remains that our efforts can still be in disarray. Or what is the need for speed when destination is not properly determined and mapped out before one sets out for the journey. There is a lot of noise out today in the name of personal branding. Most of these noises are good but because they have titled their efforts on an aspect at the detriment of a complete package, their efforts have made them to become a unique idiot- sorry if it hurts. This is majorly due to the fact that they are only doing cosmetic and dirty branding without knowing as Dr. Rampersad said. Dr. Rampersad outlined certain factors that can make that happen and I quite agree with him. So let us examine these factors and watch against these so that we can avoid being sincerely wrong in our personal branding effort.

1. Focus on personal marketing: We have noted in the past that personal branding that is focused on personal marketing alone will never go anywhere. Personal branding is not only about marketing; it entails several other communal benefits to the community or niche.

2. Image building: In addition to the above, if a brand concentrate on building or selling cooked up or real image without other vital concerns of personal branding, it will be seen as a ‘Me too’ game. Like we know Me too game will never remove one’s name from the pack. If it does anything at all, it damages the ROI.

3. Self promotion: This is always seen by the niche as egocentric and pursuit of selfish end. It does not add much value to anyone than the person involved. It is a matter of time before such individual earn the name of a jerk

4. Personal selling: this may be good, but if this is done at the expense of other mutual beneficial efforts it can boomerang and followed by outright rejection of the brand through negative response instead of desired response.

To get full benefit of personal branding, understand who you are, unearth your real personality, have a vision, craft unique selling point out of your own uniqueness, offer value and continuous value, ensure you have sound integrity and build an enviable, untainted reputation. These all help so much and do not hurt your brand as the identified points above. Have a great day.

There is need to measure the competitive advantage, impacts a personal brand has over its niche like other forms of brands. Like other experts noted, to gain substantive advantage and value over others, manipulations, gimmicks, over bloated image laundering are counter productive to any personal brand equity building. As much as I agree that there are basics measurements to all personal brands in term of equity, I am of the opinion that measuring personal brand’s equity should be considered in line with the present position the personal brand occupy. I do know this is subject to discussion, yet I think when a personal brand is operating as corporate employee, the yardstick for measuring personal brand’s equity should not be the same with a person who is an entrepreneur. Before we analyze this, I think we should all agree that the level of influence that the personal brand wield will go a long way to help its equity. True influence is not that hard to earn as long as one is productive, working with others to achieve common goals as well as staying true to one’s core competence will pay at long last. Sound integrity and consideration also form some of the basics that enhance personal brand equity.

When a personal brand is known to be making others successful, the brand will gain equity. This does not mean that the brand forgets his success at the peril of making others successful. A personal brand that is easy to talk to and not necessary arrogant will consistently build equity that can be recalled later in life. Another way by which personal brand can build equity is to supply value as well as accelerate such scarce value always for the niche market. Let your brand always be noted with providing right solution.

Today the world is full of brands without much value or equity. That will not help much in this time of recession. Many companies now want strong personal brands that will add value, reduce cost. This is possible if your brand has strong reputation and can bring a lot of equity to the corporate brands.For employees, you may ask: who will miss me if I leave this organization today? Will the management beg me when they see my resignation letter? Will my leaving affect the perceptions of the corporate body by the clients you have dealings with on behalf of the body? Will they be able to carry on without a blink of an eyelid when you leave? Are you a people person- that increases your personal branding equity? A friend recently said as a Manager, he is not expected to have all the command of facts in his finger tip but his ability to lead people and get results desired by his organization. Many of the personal brands equities are attributed to its expertise but tagging with people is key. To build equity, know your niche very well and beat expectations, be focused as well as versatile. Let me conclude here by saying being successful will earn you a lot of booty. As a respected personal brand, you will be fulfilled.