Personal branding

Personal branding is a modern term in management and Business world. It’s about practice of people marketing themselves and their careers as brands. Unfortunately, there is a misunderstanding about the real meaning of it here in Iran. So most of the time, the result is not satisfying.

Personal branding is about making a full time commitment to the journey of defining yourself as a leader. Your personal brand should represent the value you are able to consistently deliver to those whom you are serving.  This doesn’t mean self-promotion – that you should be creating awareness for your brand by showcasing your achievements and success stories.

View your personal brand as a trademark; an asset that you must protect while continuously molding and shaping it.  Your personal brand is an asset that must be managed with the intention of helping others benefit from having a relationship with you and / or by being associated with your work and the industry you serve.

Developing your personal brand is essential for the advancement of your career and development as a leader.

Unfortunately, personal branding has become a commoditized term that has lost its intention as people have irresponsibly used social media as a platform to build their relevancy. They believe social media can immediately increase their market value for their personal brand rather than recognizing.

As Daniel Bliley says: “Branding today is as much about consistently delivering on your promise as it about differentiation you have to position yourself in unique ways in order to stand out from others. You have to meet all of the subconscious expectations and go beyond the mundane to truly impress”.

Everyone has that degree, but do they have a distinct personality ? A unique personal and professional history that immediately stands out? A natural ability to enhance a company’s culture? Suddenly, you’re looking much better than a lot of people, whatever the situation may be.


Annette Simmons, an expert in storytelling, puts it precisely: “When you tell a story that touches me, you give me the gift of human attention the kind that connects me to you, that touches my heart and makes me feel more alive.”

Today, things are a little different. With the advent of social media in particular, customers have learned they are no longer faceless blobs expected to bend to the pressure of clever advertising. They have energized a new power: The power of engagement, opinion and voice. They are seen and heard. How your customer feels has become key to both product development and the strategies you devise to persuade them to buy. Now the focus is on the profile of the company, on heart, on human connection, on values and philosophy. And the question plaguing many companies who still believe that the product should speak for itself, is how do we do this?

The term ‘Lovemark’ has been coined to describe those companies who have achieved the kind of brand power that finds adoring audiences and manages to continually affect emotions with trusted design and interactions that keep customers fascinated and following without question. Some brands like Coca-Cola are lucky; built on a long-established track record of sound delivery, they have learned that all their customers want is the security of ‘same’ and as little change as possible. But they convey this to their customers in a way that refreshes the brand continually, always managing to add new excitement and exhilaration to the ‘same’ .

Brand has high respect already but it is not necessarily lovable. And it needs more connection with people’s deepest emotions. We are beginning to recognize that in any engagement today we have the opportunity to tap into human emotion more deeply than we have ever done before. It is important to evoke the five senses of touch, taste, sound, sight and scent. Nowadays, shared values and philosophy indicate relationships. When people share commitments and passion, they share empathy – the communication is warm, joyful and harmonious. This is exactly what the customer needs The ‘feel good’ element.

Generally, the way we interact, connect with lovemarks is important. You should have most powerful emotions, love. Love of good feeling, love of expectations to be fulfilled, love of the shared partnership of dream and imagination.