Что такое личный бренд? | Юрий Кракатец

What is a personal brand?

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A personal brand is when you are recommended as an expert in a niche by those who have not been your client. This is the image that people form when they hear your name.

For example, Donald Trump, Vladimir Zelensky, Igor Kolomoisky, Andrey Fedoriv, ​​Mark Zuckerberg, Steve Jobs, Bill Gates and so on. You already have a certain impression about all these people and you associate them with some field of activity or business niche.

A personal brand consists of two main characteristics: reputation and reach. How often and what they say about you. Reputation is very important and forms the basis of your brand. Fame without a stable and reliable reputation will not be to your advantage. And the whole country or the world should not know you either. The main thing is that you are known to your target audience and among colleagues, or in your city.

Where do you need a personal brand?

In a field where there is high competition or if in your field a well-known specialist is paid more than an unknown.

How to build a personal brand?

First of all, you need to think about what image you want to form in others. What associations should your name evoke? In what areas do you want to be an expert? Of course, it is better to form an image from what you already do and what you are good at. And it should be borne in mind that a narrow specialty is better than a broad one.

Once you’ve got your image in place, start working on both aspects of your personal brand—reach and reputation. Here are some tips for increasing your reach:

  • Create your personal website;
  • Be active on social media;
  • write articles for trade journals;
  • write books;
  • run your channel;
  • Speak at conferences, forums.

Your reputation will consist of “proof of expertise” – reviews, recommendations, completed projects, awards, and so on. You must inspire confidence.

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