Personal Branding and Social Media

Personal Branding and Social Media Literature review example
Literature review
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Literature Review The meaning of personal branding William Arruda, personal branding pioneer, defined personal branding as ‘permission to be yourself – your best self. It’s knowing what’s authentic to you, differentiating from your peers, and relevant and compelling to your target audience, and using that to reach your goals and add value to your employer’ (Martin, 2009, p.


‘A personal brand is a perception in the minds of others’ which the brand owner creates and controls, and sends the message that nobody else exists in the marketplace who is quite like you (Vitberg, 2009, p. 10). While the brand is a perception, however, this does not mean that the perception is a contrived or false one (Banet-Weiser, 2012). Every person has his or her good and bad qualities; like any brand for a good or service, the personal brand highlights the best attributes of a person (Reddick, 2012a & 2012b) which must be grounded in truth (Canada, 2012; Madden & Smith, 2010; Millman, 2010). Necessity of personal branding Like Arruda, Rampersad (2008) does not see personal branding as an alternative, but as a vital asset in today’s ‘online, virtual and individual age’ (p. 34). He observed that the common misconception is that popular and successful people like Tiger Woods and Oprah Winfrey are those who can lay claim to having a personal brand. In truth, everyone has a personal brand, but because they are not aware of it, they are unable to use their personal brands strategically (Shepherd, 2005). ...
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