According to Landor Lexicon a "Brand is The sum of all the characteristics, tangible and intangible, that make the offer unique".
This definition is accurate for brands of products, services or companies and for personal brands.
The main difference between a commercial brand (product, service or company) and a personal brand is that a personal brand is a human brand. A human is what he or she is and can’t be transformed in what the target group wants and expects and still be authentic.
If your target group for a cheap family car (product brand) wants a big trunk, a car manufacturer can produce that.
But if your target group for a personal brand wants something that the man or woman does not have it’s impossible to deliver it and still be authentic.
So for personal brands it is much more difficult to deliver something that the man or women does not have and still be authentic.
It’s not very difficult to know what your target group wants and expects from you as a brand.
It’s hard to deliver what they want when you don’t have that… so it means that your brand positioning is not the correct one.
In order to build a strong an authentic personal brand it’s very important to know yourself in depth, to understand who you are and what makes you special and desirable.
Many think that building a personal brand is about being known and having a nice blog and communicate on twitter about everything you do, being on Linked in and having as many connections as possible. Well that’s just the top of the iceberg of a personal brand. It’s similar to advertising and PR for a commercial brand.
Most important in a personal brand (and in a commercial brand) is the brand essence.
What is you personal brand’s brand essence?