There is No ing in Brand

[David Sandusky]

So:
I'm doing marketing career with the power of Brand and Personal Brand -- Your terms

Love this and if you change to Career Marketing with the power of brand and personal brand I would really love it! This forces people to let you identify brand attributes before marketing themselves for jobs, promotions and whatever else your clients would benefit from you. Result: super focused on brand and delivery - your clients will thank you on the distinction!

[altaee]

Love this and if you change to Career Marketing with the power of brand and personal brand I would really love it! This forces people to let you identify brand attributes before marketing themselves for jobs, promotions and whatever else your clients would benefit from you. Result: super focused on brand and delivery - your clients will thank you on the distinction!

But I can say:

Career Marketing with the power of branding and personal branding

OK, I will come up with something you will agree on. You just inspired me to contact the BRANDING experts to find agreement about the definitions.

Thanks,

[David Sandusky]

You just inspired me to contact the BRANDING experts to find agreement about the definitions.

Thanks,

Good. Careful about self-defined experts and gurus. Remember those brand managers vs agency marketing people. I might suggest you go to LinkedIn for your research. Look at the experience and source before you accept definitions.

[adwrighty]

I love this topic. Branding is terribly overused without care for what it should actually mean.

I hear media agencies and marketers talk about 'branding' campaigns all the time. Phrases like: "No need to track response, it's a branding campaign." "No, the client doesn't want anything else, it's just branding."

If you don't want anything else then there's a big problem. Branding isn't a substitute for accountability.

In the context of personal branding I guess 'strictly' you should apply the same definition. I've heard many tweep's, bloggers etc talking about and making a career from personal branding. However, one question. How do you measure the effect of your personal branding? Do you?

[RachaelWest]

I want to point out something David wrote in his initial post.

Brand is soft. It is an experience defined by the market/customer. It can be you, your business, products and culture.

Other posts have mentioned the correlation between the "brand" and "promise." Ultimately, the customer and market will determine your true brand by their conversations about you or their feelings about you. Do you think that is a fair way to look at it?

I feel as if the only way to affect your brand is to start from the foundation of value proposition. Find out who you really are, why your are unique and what unique experience the customer will get from working with you. This is the promise you make and customer/market determines whether you fulfilled the promise or not... creating your brand. You can't control the Brand but you can control your communication and follow through, showing the importance of the value proposition.

Is this a fair assessment?

[David Sandusky]

A fair and great assessment Rachael with one exception. You CAN and should control the brand. Any statement (promise, mission, vision, value proposition) is important marketing communications. Brand marketing. Living and delivering on that promise is the experience we want to connect. That is trust. When trust happens, the marketing communications of the brand is trusted because we accept it as truth. Marketers and sales people will no longer be perceived as liars when the brand delivers. Marketing and sales need to know what the brand is and that draws back to your great point:

I feel as if the only way to affect your brand is to start from the foundation of value proposition. Find out who you really are, why your are unique and what unique experience the customer will get from working with you. This is the promise you make and customer/market determines whether you fulfilled the promise or not... creating your brand.