What Is eBranding and Who Needs It, Anyway?

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I believe that each person is the best asset that he – or she – has.

In the words of Tom Peters:

“Personal branding is about unearthing what is true and unique about you and letting everyone know about it. As a brand, you are your own free agent”

Some Terminology…

So what is a brand?  See Wikipedia:

Brand is the “name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.”[1] Initially,Branding was adopted to differentiate one person’s cattle from another’s by means of a distinctive symbol burned into the animal’s skin with a hot iron stamp, and was subsequently used in businessmarketing and advertising. A modern example of a brand is Coca Cola which belongs to the Coca-Cola Company. A brand is the most valuable fixed asset of a Corporation.”


From the literal, initial meaning of burning a mark to separate cattle, the word developed and became a marketing term that refers to a means of identifying products.  With time, the term was used in other contexts, including with reference to people.

When the term “brand”, in its modern meaning, was translated into Hebrew, a new word was created – mutagMutag is made out of two words, the word mutsar, a product, and the word tag, which means a label or a tag.

Today we know that branding is not just a logo, color and font.  It is also a message, values, language and content.


What is personal branding?

See Wikipedia:

Personal branding is, for some people, a description of the process whereby people and their careers are marked as brands.[1] It has been noted that while previous self-help management techniques were about self-improvement, the personal branding concept suggests instead that success comes from self-packaging.[1] Further defined as the creation of an asset that pertains to a particular person or individual; this includes but is not limited to the bodyclothingappearance and knowledge contained within, leading to an indelible impression that is uniquely distinguishable


We usually think of branding in the context of products, services and corporations.  However, people are also brands.  Today, every person should consider their virtual persona and how it is perceived by others.  This is true regardless of your profession, and all the more so if the main asset of your business, is you.

These days, every person can create and maintain a virtual self on the internet.  We have the tools to communicate whatever message or idea we choose.  We no longer depend on advertising agencies, publicists, newspaper editors or television shows to create a public image or to convey an idea.

eBranding targets all those people that you have yet to meet, be it a potential client, a future employer or even your next date.


So Who Really Needs It?

  • Your Business Is You – marketing strategy and e-branding… lawyers, psychologists, therapists, architects, designers and other professionals who seek to build a brand and find that special something that differentiates their business, makes it stand out and ultimately helps them reach more clients.
  • Career Positioning – as an employee you also need e-branding, and not just when you are between jobs.

“Ever since the social networks have become an integral part of our lives, employers regularly check profiles of candidates on Facebook and Twitter” from the article Want To Get Hired? Give Us Your Facebook Password, 25 March, 2012 http://www.calcalist.co.il/local/articles/0,7340,L-3565850,00.html

  • From CEOs and Entrepreneurs to Employees … you have a business plan, a social initiative, or any kind of personal message that you wish to promote. You want to stand out in a today’s competitive market.
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