Personal branding is one of the hottest topics on the personal development and business genre today. It is based on the fact that the world of work that we are living in today is changing very fast without any sign of slowing down; therefore individuals should accept responsibility for their lives and chart their own course. It used to be that a person works for several years in an organization and then retire, but now with changes in technology, consumer behavior, climate changes, globalization and the internet, the world we live in is fundamentally different from the world that the previous generation lived and worked in.
Barely twenty to thirty years ago, competition was primarily localized but now your competition is not only in your locality or country, but can be from any part of the world. And just as brands are getting better and better so are human capacities. Therefore the essence of personal branding is to help you unearth your authentic self, differentiate yourself and then add tremendous value to your primary audience- your organization and customers.
The late management sage Peter Drucker, described the 21st century as, “the era of the 3cs: accelerated change, overwhelming complexities and tremendous competition” the market place is highly competitive today, therefore to become relevant you must be remarkable and outstanding at executing your key result activities.
Today the president of the most powerful nation in the world is a black man.
Today of the Fortune 500 companies 38 are headed by women.
Today some cars run on electricity.
Today Nigerians now collect cash from ATM machines.
Today Nigerians now buy things online and they get them shipped to Nigeria.
Now these are some of the changes that the world has gone through besides the recent economic meltdown. Yet despite all the financial turmoil the world went through consumers where still loyal to Coca Cola, MTN, GT Bank, Madonna(she made over $100m from tours in 2008) Angelina Jolie (she is a $15m per film actress.) The main reason why these corporate and personal organizations thrived amidst these though times is because, they have established themselves as brands in the hearts of customers.
It has been discovered that, the same principles that made product brands like iPod; Xbox; GTBanketc successful can also make individuals successful, standout and prosperous.
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