1. Give your personal brand an accurate positioning.

Personal brand can be understood this way: a brand that has unique qualities that distinguish it from others and is recognized and accepted by society. It includes a series of contents such as personal skills and expertise, thoughts, concepts, world view, values, and codes of conduct. A personal brand needs to be carefully built and disseminated to the society, and it also needs time to accumulate: an excellent personal brand will continue to increase in value over time; a bad personal brand will be gradually eliminated by society over time. Personal brand cannot be shaped at will. It must have a clear positioning. The first thing to establish a personal brand is to find out the characteristics that make you different from others. There are five energy-level models of factors that affect a person's brand: physical energy, skills, intelligence, potential energy and integrated energy. Physical fitness refers to a person's physical state; skills refer to a person's skills and professional knowledge in a certain field; intelligence refers to a person's management ability and innovation ability; potential energy refers to a person's position on the social level. Position, interpersonal relationships, etc.; Integration ability refers to a person's ability to integrate various social resources and is a concentrated expression of a person's various comprehensive abilities. The value of a personal brand is the value of one's own abilities. We can evaluate our brand value from these questions: How popular is your brand? What are some things you are famous for? How many skills do you have better than others? What have you learned in the past year? How is your resume different from others? What do others think is your greatest strength? What is your most noteworthy personal trait? Can you complete your assigned tasks every time? Do you always stay one step ahead of problems? Think about it: How will you be different? The market pays attention to product segmentation, and the same goes for personal brands. When I think of basketball, I think of Yao Ming, Yi Jianlian, etc., when I think of directors, I think of Zhang Yimou, Chen Kaige, etc. This is the charm of personal brand.

2. Establish your own personalized visual image:

The first condition for establishing a personal brand is to let people clearly remember you. In this extremely commercialized society, people directly interact with you every day. There are countless types of information that you are exposed to indirectly. One of the important ways to let people clearly remember you is to establish your own unique and personalized visual image. Whenever Yao Ming, Bill Gates, etc. are mentioned, I believe many people will have a certain stereotype in their minds, because that is the personal brand impression that has a long-term visual impact on you. No matter which industry you are in, remember that you must always have your voice in the industry. You must seize every possible opportunity to express your opinions and ideas in industry forums, conferences, and media. Establish a clear flag of your own opinion and defend it vigorously. Wu Jinglian, Ren Zhiqiang, Pan Shiyi and others have clear views, and they look for media and occasions where the influence will spread widely and quickly, so that you can gain visibility. In fact, moderate packaging and planning are essential, but a personalized visual image must be designed around the image of a certain professional field. It would be interesting to think about it if Wu Jinglian spread himself with the image of holding a basketball and wearing sportswear. .

3. Specialize in your current job and get results.

Personal brand is expressed by work one after another. You should spend 90% of your time trying to get the job done. So your work schedule is the blueprint for building your personal brand. Strive to become an expert in your own industry and have amazing ideas. The important thing is to achieve world-renowned achievements. Successful people are generally happy to be reported and spread by the media. Yao Ming - basketball; Wang Shi - real estate; Jack Ma - e-commerce, etc. When mentioning someone, it must be associated with a certain industry. This is the influence of personal brand. If Yao Ming, Wang Shi, Jack Ma and others did not achieve outstanding results in their own industries, they would be easily forgotten.

4. Know how to act as your own public relations manager and conduct integrated communication of your personal brand:

To establish a personal brand, in order to increase your visibility, you need to take advantage of every opportunity to promote yourself to others. . To master good oral expression skills. Although you don’t need to be a speaker, you must be able to express yourself clearly and calmly and persuade others with enthusiasm.

An important skill in building a personal brand is to manage your network carefully, expand your social circle, and insist on meeting different people every day to increase your visibility. It’s important to understand your good karma broadly: everyone knows what you want and what your abilities are, and they will naturally think of you when there is a suitable opportunity. In the information age, the speed and coverage of communication are one of the important factors that determine whether you can achieve rapid development. Your personal visual image, opinions, and event diffusion all need to be disseminated through various media channels, so that more people will remember you, recognize you, and pay attention to you. Maintaining a close and friendly relationship with the media will help accelerate the spread of your personal brand, especially the Internet. Building a "personal brand" requires establishing and improving your visibility. Therefore, you need to take advantage of every opportunity to tell your own story to others, such as writing your own unique opinions and perspectives in a blog. This requires you to master professional knowledge and be smart. Use some basic language skills and figure out how to communicate your brand to others simply and clearly. At the same time, you need to analyze the places your target customers frequent, the media they come into contact with, etc., to integrate and spread your "personal brand" so that your target customers take the initiative to find you, and your brand value will increase. Internet celebrity "Sister Furong" first showed off her personality on the BBS of Peking University and Tsinghua University, where college students gather, and increased her popularity through praise and criticism. However, her brand vitality is not strong because she relies on some sensational things and does not have her own core competition. Strength can't go far. This is true for corporate brands, and so is personal brands.

5. Personal quality is the guarantee of the brand:

To establish a personal brand, you need to have a platform that can carry the brand communication, that is, your personal quality. The society only believes in capable people. , and leaves room for development for them. Opportunities always favor those who are fully prepared. Personal quality is like a company's products. The most basic feature is quality assurance. Only with excellent product quality can you become famous. When it comes to personal branding, the most important thing is quality assurance. This is reflected in two aspects. On the one hand, it is the high quality of personal business skills. On the other hand, there is the quality of character, which means that one must be both talented and virtuous. A person who has strong work ability but low moral standards will not be able to build a personal brand. In addition, remember: the most important thing about a brand is credibility. A brand is not a trademark, but a mark of trust. To successfully build a personal brand, you must have absolute integrity.

6. Managing personal brand:

Once a personal brand is established, you cannot rest easy; it is necessary to use specific means to determine the personal brand—the perception of the individual by different objects— Carry out effective management; you can carefully design all external information according to your own characteristics: personality, hobbies, experience, expertise, performance... Let the above-mentioned information about the entrepreneur himself become a means to achieve the goal.

Does US President Clinton have a personal brand? The answer is yes. This vital personal brand certainly requires effective management. In fact, every word, every move, the way he dresses, and the content of his speeches must be carefully planned and executed by his professional team before he can go to the front desk. Entrepreneurs and celebrities need to plan their images and words when participating in social activities to convey different styles and concepts to different audiences, thereby maintaining their personal brand image.

In the process of establishing a personal brand, you can interact with industry professionals, media, and consumers at any time through personal surveys or appointed management agencies to understand their current understanding of the individual: how they view themselves. ? Like it or reject it? Is it trust or suspicion? Is it understanding or misunderstanding? Internal and external cognition can never be completely unified with the identification of personal brand, but through unremitting efforts, a high degree of consistency between the two can be achieved. At this time, the personal brand can be said to be successfully established and will contribute to personal strategy. , brand and market goals are achieved.

6. Skills in maintaining personal brand:

Personal brand must be sublimated in the process of interaction, so if you want to understand how it operates in the market, you must be consistent with your goals. Communicate with customers and understand their thoughts; many singers hold fan clubs as a very good way.

If you want to get better career development and income benefits, then you must form a good reputation among headhunters and the industry, and improve your personal image, which will undoubtedly lead to better career prospects; secondly, you need to frequently work within the industry or circle. Show your face and become a familiar face in various social places, so that more people can spread your brand. Scandals are constantly spreading in the film and television industry. Although many of them are suspected of speculation, as long as they are used appropriately, professionals can also learn from them. Then, they can launch their own brand declaration, such as unique value proposition, lifestyle and personality. Personal brand declaration has a positive impact on personal positioning. A concise statement is also one of the effective forms of communication of your personal philosophy. Finally, to build a personal brand, you must pay attention to your words and deeds. Only by being consistent with your words and deeds can you form a good brand. In the era of developed Internet, any lapse in personal quality will cause lifelong stains, which is very detrimental to the establishment of a personal brand. Countless cases of resignation are the greatest harm to a personal brand.

7. Benefits of a strong personal brand:

1. Further improvement of personal image and more recognition.

2. Rapidly growing income, your erudition and wisdom can bring benefits to others, and at the same time bring value enhancement to yourself.

3. With more customers and business volume, your professional quality will be widely spread, and the business will continue.

4. Popularity and reputation, occupy the mental resources of the target audience, and increase perceived value.

"Three steps" to improve the visibility of small and medium-sized enterprises and build brands. Brand building is a systematic and long-term project. Brand awareness, reputation and loyalty are the core contents of brand building. Large enterprises can rely on their strong financial and material resources to Carry out brand building step by step through hype, advertising bombing, large-scale public welfare and sponsorship, and establish brand advantages to stimulate and attract consumers' purchasing impulses; as a developing small and medium-sized enterprise, do you need brand building and how to carry out brand building? Woolen cloth? Many small and medium-sized enterprises still have many contradictions and doubts on this issue. On the one hand, the low brand awareness of the enterprise is the main reason for poor sales, and the enterprises also want to carry out brand building; on the other hand, the funds and strength of small and medium-sized enterprises are limited. Worrying that if the advertising investment is in vain, the company will be in a dilemma. The purpose of brand building is to better achieve sales and achieve the business goals of the company, not to shape for the sake of shaping. In fact, for companies, the process of marketing and sales itself is a process of brand building, but many small and medium-sized enterprises lack effective cognition and planning. Based on many years of practical marketing experience, the author summarized the "three steps" of brand building for small and medium-sized enterprises, hoping to give some inspiration to small and medium-sized enterprises: The first step: terminal-expressiveness Consumers' recognition of the brands of small and medium-sized enterprises is mostly It starts with the terminal. Therefore, in order to enhance brand awareness and display a good brand image, small and medium-sized enterprises must work more on terminal expressiveness. Terminal expressiveness includes: terminal visibility, terminal display specifications, quality of terminal personnel, etc. The quality of terminal expressiveness will have a direct impact on brand building. Many emerging brands, although they have not seen advertisements in newspapers, TV, etc., are still selling well in the market. For example, Eger Clothing, etc., make good use of terminal expressiveness to build brand awareness and drive sales.

How to build a brand through terminal performance mainly includes the following points: 1. Maintain good terminal visibility of product brands so that consumers can see their brands at different terminal sales points, such as: different stores, Supermarkets, community convenience stores, wholesale markets, etc., the more times they are exposed to the brand in different consumption environments, the consumers will subconsciously remember the brand, and at the same time gradually become curious and interested in the brand, and then develop When purchasing, carefully recall whether you also have such consumption behavior in your daily life! Good brand terminal visibility is the most effective way for small and medium-sized enterprises to increase brand awareness. In order to achieve maximum brand terminal visibility, companies need to distribute as many products as possible within a certain market range. Of course, distribution also It is not blind, it must be carried out in a planned and step-by-step manner. The area and number of terminals to distribute goods and what kind of terminals to distribute goods need to be formulated according to the company's marketing strategy. At the same time, factors such as cross-selling and price competition must also be taken into consideration. 2. People in suits and leather shoes make people feel comfortable at first glance, while unkempt appearance will make people disgusted. Different grooming will give others different impressions. The brand's terminal display is like whether the brand wants to have close contact with consumers in a "suit and leather shoes" or in an "unkempt" manner, which will directly affect consumers' evaluation of the brand. Good terminal display not only helps sales, but also makes it easier to gain consumers' favor for the brand. This is also one of the ways to improve brand reputation. Even if small and medium-sized enterprises have limited access to terminal display areas, they must try their best to maintain the aesthetics of terminal displays, and at different terminal sales points, the brand must always maintain a unified "gentleman style in suits and leather shoes" to strengthen consumption In order to improve the consumers' favorable impression and recognition of the brand image, you must not be in suits and leather shoes for a while and unkempt for a while, which will make consumers confused about the brand image. 3. The quality and image of terminal promoters are part of consumers’ perception of the brand image. The promoters themselves represent the image of the company. Good speech and behavior are easier to win consumers’ favor for the brand. Therefore, small and medium-sized enterprises should choose When selecting promotion personnel, we must consider the impact of the promotion personnel's image on the product brand image. Consumers will transfer their image evaluation of the promotion personnel to their evaluation of the brand image. A salesperson who is "showy and colorful" will make consumers feel that the brand is relatively frivolous; a salesperson who is "personable and courteous" will make consumers feel that the brand is calm and pragmatic, and they will buy the brand's products. My heart is also at ease. Step 2: Advertising - Enhancement After the terminal has laid out the goods and the display has been standardized, it is now time for the brand to "cry out" (advertising). Advertising can further enhance the brand's visibility and reputation, but advertising is also the most worrying thing for small and medium-sized enterprises. Small and medium-sized enterprises also know the importance of advertising in today's market, but their funds are limited. There are big companies that "spend big bucks" on TV stations. "The courage. There are millions of ways to reach the other side, and there are thousands of advertising media that consumers are exposed to. Small and medium-sized enterprises do not need to "single-mindedly" consider large media such as TV advertising. There are actually many low-cost and effective promotional media. , such as: terminal POP advertising, online advertising, bus body advertising, banner advertising, wall advertising, dealer door advertising, direct mail advertising, newspaper listing advertising, SMS advertising, etc., you can even have some TV advertising. Some local TV media publish program corner advertisements and floating subtitle advertisements. As long as these low-cost advertising media are integrated and used properly, they can also exert the power of "bomb". Whether it is hawking product sales advertising or brand image advertising, it can increase product brand awareness. The specific advertising strategy must be formulated based on the current situation of the company, competition status and consumer demand dynamics. Step 3: Public Relations - Affinity Brands are like people. People have personalities, and brands also need to have connotations. People's speech is like advertising, but if you only talk, it will leave the image of others only talking big words and empty words. What is the specific personality of this person? In this way, how others evaluate you depends on his actions and what he has done.

Qin Hui's reputation is very high, but the image he left to future generations is indeed infamy for thousands of years. This is because he was cunning and cunning, and he killed loyal people; Lei Feng's reputation is even higher, but the public respects, loves, and misses him when they think of him. This is because he acted bravely and courageously. Do good deeds without leaving a name. The image recognition that a brand leaves to consumers comes more from the actions of the company. For small and medium-sized enterprise brands, after they have a certain brand awareness, they must consider how to improve brand reputation and loyalty. They need to further increase consumers' favor and awareness of the brand. Public relations activities can better improve brand affinity and win consumers' favor and respect.