Human brand

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Из курса от партнера The State University of New York

Strategic Self-Marketing and Personal Branding

76 оценки

The State University of New York

Strategic Self-Marketing and Personal Branding

76 оценки

Курс 3 из 4 — Specialization Career Brand Management

In this course, you will learn how to use strategic marketing and personal branding techniques for designing, enhancing, and promoting your professional image. Acting as "your own Chief Executive Officer" (P. Drucker), you will learn how to use relationship and network marketing and impression management to showcase your skills to prospective employers, colleagues, supervisors, and other interested parties. This course will help you to: - Recognize the importance of marketing orientation and career brand building for your career development; use marketing communication strategies for your self-marketing; - Implement strategic marketing planning for your career development and engage in creating your own strategic self-marketing plan; - Devise strategies for managing your professional reputation; begin creating your personal brand, and plan steps for strategic personal branding; - Create personal branding statements, and integrate social networking into your career branding; - Refine your self-management information system to systematically collect and analyze self-marketing and personal branding related data, select appropriate tools and apply them for a thorough, accurate, evidence-based and data driven self-assessment of your self-marketing and personal branding skills; - Develop and implement an effective instrument for displaying your artifacts and monitoring your marketing communications strategies ("The Showcaser") and a realistic performance metric for evaluating your career brand building activities ("The Career Brand Equity Builder").

Из урока

Personal Branding Strategies and Tactics

Welcome to Week 3! In this week, you will obtain a more complete understanding of personal branding, engage in creating an effective and unique personal brand, and plan steps and strategies for strategic personal branding. You’ll understand how building a professional image contributes to developing a strong career brand and devise strategies for managing professional reputation and develop an improved understanding of impression management. In addition, you’ll learn how to create personal branding statements and integrate social networking into your career branding. Your instructor for this week is Michele Forte.

Introduction to Week 31:08

The importance of reflection3:48

Human brand4:29

Personal branding6:09

Brand management and impression management6:50

Trait affective presence5:23

Interview as performance7:15

Exercise: Your exclamation point - Personal branding 101 (pdf attached)5:10

Познакомьтесь с преподавателями

Dr. Valeri Chukhlomin
Professor
SUNY Empire State College
Dr. Michele Forte
Assistant Professor, SUNY Empire State College
Community and Human Services
Dr. John M. Beckem II
Assistant Professor of Finance and Management Studies
State University of New York, Empire State College
Dr. Tonka Jokelova
Coordinator of Curriculum and Instructional Design
SUNY Empire State College
Amy Giaculli
Assessment Specialist
SUNY Empire State College

[MUSIC]

Hi everyone, welcome back.

So in this lesson we'll explore the concept of human brands, and

why that concept is important to your career.

As we think about it broadly.

So let's first start with the definition of a brand.

It's probably pretty intuitive, but just to kind of remind us.

Zidar and Naric define brand as a unique sign, a symbol, or word, or

combination of these employed in creating an image that identifies a product and

differentiates it from it's competitor's which is certainly the piece for

all of you.

So let's think for a second about how powerful brands can be.

Another story about a search engine, so the search engine Google is globally

recognized and it actually even made it into the dictionary.

The Oxford English dictionary which is considered the most

authoritative dictionary of the English language for

several years now, contains the verb Google.

And I was surprised to read how long it's actually been in the dictionary as a verb.

So many of us simply say Google it when we want to look something up on the internet.

Now that's a brand.

Actually made it into our everyday language.

So most disciplines have discussed the translation of a brand.

Like an object to a human brand or a personal brand.

The human being having a brand,

it's sort of the personification of the brand if you will.

So for example, again to give you a little background,

the sociologist Erving Goffman had this sort of seminal book and he talked about

the presentation of self in every day life, that's the title of the book.

And he has suggested that Interactions between individuals

are a bit like theater.

We remember Shakespeare saying all the world is a play, right?

So in that we are, we're all actors.

We're putting our best faces forward, we're trying to guide an impression

of our performances by changing our manner, our appearance, and so forth.

And we adjust what and how and what and

how we present ourselves based on the audience, the context and so forth.

And that all probably makes intuitive sense and

then another research managerial researcher named Tom Peters wrote

an article titled the brand called you and it was again sort of seminal work and

in it he introduced the concept of a personal brand and

he suggests in that article that each one of you, me, our colleagues, etc.

We all have a unique brand and we have the ability to develop it. That brand,

he argues is a very distinctive persona one that's recognizable and unique.

So, Peter's premise is that every one of you has the power to create your own brand

and to market it.

The concepts have really gained a great deal of popularity,

a great deal of momentum in many disciplines, which is interesting.

That the concept has sort of traversed a lof of disciplines, and

that includes psychology, organizational psychology, you can hear the concept in

self help books, and they all use this phrase of personal brand.

But remember where we began with the ideas of reflection and learning.

Peter's would no doubt argue that both of those are sort of critical components to

creating and maintaining that brand.

We constantly have to learn and reflect on, the brand that we're creating.

So in the creation of your human personal brand, details matter.

So the details surrounding your brand be consistent with the message you're

trying to send.

So again by the way of illustration

in the world of product brands some colors are associated with different emotions.

For example you might know that blue is a more relaxing hue

whereas red is more fiery and passionate

each of these colors says something unique perhaps about the object behind the brand.

That same level of detail should be considered when you are developing your

human personal brand.

By the way, speaking of details and choices,

do you know how Google came up with their logo color scheme?

Google it.

What have we learned?

We've learned the definition of a brand and

how it relates to a human personal brand.

We also discussed that when creating and maintaining your brand, details matter.

Up next, now that we've reviewed what a human brand is,

let's look at the art of personal branding.

See you then.

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