Personal Branding and Social Media Literature review

ain Branding and Social Media - Literature review ExampleA individualised instigator is a wisdom 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). trance the brand is a perception, however, this does not mean that the perception is a contrived or false 1 (Banet-Weiser, 2012). Every person has his or her adept and bad qualities like any brand for a good or service, the personal brand highlights the best attri justes of a person (Reddick, 2012a & 2012b) which must be grounded in legality (Canada, 2012 Madden & Smith, 2010 Millman, 2010). Necessity of personal stigmatisation Like Arruda, Rampersad (2008) does not see personal stigmatization as an alternative, but as a vital asset in todays online, virtual and respective(prenominal) age (p. 34). He observed that the common misconception is that popular and masteryful passel like Tiger timber and Opr ah Winfrey ar 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). Rampersad proposes the personal branding model which is shown below Authentic personal branding model (Rampersad, 2008, p. 35) Rampersads model, though it whitethorn come on complicated, is built on what he describes as a four-step evolutionary and organic process (1) Define and excogitate your personal ambition (2) Define and formulate your personal brand on the basis of your personal dweeb (3) Formulate your personal balanced scorecard, which is the action plan into which your personal ambition and personal brand are translated and (4) Implement and cultivate your personal ambition, personal brand, and personal balance scorecard (Rampersad, 2008). A personal brand is of little use, however, unless it is communicated to the target market (Martin, 2009). Jerry Wilson, senior vice-president of the Coca-Cola Company and president of the Global McDonalds Division, concurs that personal branding is crucial, and proposes that if one finds himself stuck in a certain job or position, that he/she should try to rebrand or create himself (Jacques, 2009). This does not mean that people should make themselves into somebody else (Chase, 2011), but they may change their image and how people perceive them by highlighting those qualities they possess which have not been given much attention to (Colmerauer, 2012). This may be achieved by doing a brand audit, an assessment of where one is and what one has to offer. Wilson calls these attributes transferable equities (Jacques, 2009, p 32) that a person may put forward to redefine him/herself. Personal branding and authenticity The key to success is having an organic, holistic, and authentic personal branding model (Rampersad, 2008, p. 35). Arruda also perceives people as having the wrong view that personal branding is made up and artificial (Martin, 2009), and stresses that it must be honest and authentic. Morton (2012) likewise emphasizes the importance of authenticity, observing that a personal brand grows over time. This is significant, because if a personal brand is not solidly root in authenticity, then the