In an age where millions of people and products are vying for our attention, it has become imperative for an individual to STAND OUT. And one of the few ways of doing that, is to fashion ourselves as individual Brands. Brands that communicate strategically differentiated and aspirational values that find a collective audience.
Be it a young person in college who is at the cusp of professional life, a doctor who is well into his practise, or even an established senior artist who is well regarded; NO ONE can escape the immense advantages of proliferating an image that speaks to the individual’s core target audience. A brand that stands tall before the product or service that the person espouses. A unique image that needs to be thought of, cultivated, and communicated as such.
The most ready example I can use is myself. Until five years back, NOBODY knew I even existed. Despite having worked in the Media Industry for over a decade, aside from my family and a few friends (personal and professional), no one was aware of anything about me – not my background, my current work, my future plans, my passions, my interests. I decided to address this situation. Of course in my case, form followed function. I was relocating to my hometown after twenty years. I was (for all intents and purposes) shifting careers (in my mid 30s). All I knew was that I wanted to continue to write (though not for television) and I wanted to teach (something I’d never done before). Risky? You bet. Impossible? Absolutely not. BUT. I had to be known. People in this ‘new’ city had to become familiar with me. For any person, organization or institution to take me seriously, they had to TRUST that I was a legitimate professional with a robust academic and professional background and future plans that were well thought out and serious.
This, at an individual level, could not possibly be done through traditional advertising. It had to be, an ONLINE BRAND. I had to market myself, effectively, on the internet, and on Social Media.
Today I am happy to share that in large part, the Writing Assignments I get, the Columns I Write, and the Students I have (at workshops, institutes and at home), are due to the Brand that I have built, online. Mine is the perfect case-study about the power of an online Self-Branding Exercise. In this blog, I wanted to share the basic WHY. The reason that necessitated this exercise in the first place. In my follow-up post, I will share the few key steps I took in order to come to a Brand Image for myself. So until then, do seriously think about creating an online Branded Persona for yourselves. All the best!