There is No ing in Brand

[David Sandusky]

Unless you are using a branding iron or needle for tattoos, there is no ing in brand.

I make the mistake of using the participle branding and certainly allow others, but I see a problem. As personal brand concepts are becoming more widely discussed on and offline; and coaches are marketing personal brand services, I see a clear confusion between marketing and brand.

Let’s start here in part one of a series on personal brand:

You have a market (maybe not always easily defined). Then you have marketing.

You have a brand (maybe not always easily defined). Then you have marketing.

Brand exists in the moment. Yes, you have a brand right now. You can re-brand to change an image or perception, but the experience remains along the way. You need marketing to communicate the brand.

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

Marketing is more tangible. Name, logo, slogan, design, influence, scheme, campaign, etc.

Brand is a collection of the marketing collateral. Important: the brand can be perceived different than the message. That is where market research comes in. Or for the personal brand a brand check - similar to a confidential reference check the way I do it.

In other words you don't start personal branding, the action, but you may start awareness of your brand and a strategy to improve and communicate your value proposition.

Part two: Brand Manager for Your Career.