An individual brand is an individual in the moment, interested in recognizing their skills or abilities.
The concept of an individual brand is based on three interrelated components; recognition [1] ( ), skills [2] and time [3] , where the moment connects the recognition of the individual with his skills in the time continuum [4] .
The concept of an individual brand implies that the status [5] of recognition of an individual comes from the success ( assessment ) of personal skills, where changes [6] of recognition [7] of an individual are associated with a change in personal skills .
Example: a producer of [8] content in an online space, interested [9] in recognizing his skills, publishes his content , where the moment is the time of a new publication.
An artist interested in recognizing his skills publishes his content ( video blog ), where the recognition status is associated with the assessment of his personal skills in each new publication.
Content
History
With the growth of virtual space (the Internet) and the spread of social media, the concept of [10] individual branding and the status of personal recognition [11] on the network reached a new level [12] for users of social networks. Positioning your activities in the virtual space has the ability to influence activities in the real world.
For the first time, the concepts of personal branding, self-positioning, individual branding were described in 1937 in the book Think and Grow Rich by Napoleon Hill . More modern methods of self-positioning appeared in 1981 in the book " Positioning: The Battle for Your Mind ", Al Rice and Jack Trout later popularized the practice of Tom Peters . The concepts of personal success from self-positioning are thought to have been first used and discussed in Tom Peters' The Brand Called You article in 1997 [13] .
Compared to the existing definition: Personal branding is the practice of people marketing themselves and their careers as brands, where the personal-branding concept suggests instead that success comes from self-packaging. (“Personal branding is the practice of marketing oneself and one’s careers as a brand, where the concept of personal branding implies personal success comes from positioning itself”); the concept of an individual brand connects personal success and community recognition with the perfect action or skills of the individual at a time.
Today, information technology [14] in virtual space allows any audience to measure the effectiveness of individuals' activities and skills. Existing feedback assessment techniques [15] for feedback [16] on committed actions and skills allow any Internet user to measure the status of personal recognition at a time.
The ability of new processes to measure [17] statistical data on the effectiveness of individual skills at a time in combination with existing processes of self-positioning made it possible to combine concepts into a single definition.
See also
- Social media
- Vlog
- Digital footprint
Notes
- ↑ Recognition. Semantic meaning - 3. positive assessment of someone from the side of any group of people
- ↑ Skill Definition - an activity formed by repeating and bringing to automatism
- ↑ Moment of time - a point on the time axis for a particular observer
- ↑ Space-time continuum - space with equal temporal dimension
- ↑ The status of the subject is his condition or position, rank in any hierarchy, structure, system
- ↑ In this context, “ wikt: change ” is a reference to; growth, wikt: process , wikt: practice , wikt: formation method
- ↑ In this context, the meaning of the word “recognition” is a collection of meanings of its synonyms; wikt: fame , popularity, celebrity
- ↑ Blogger - people who see personal sites, pages, or a blog
- ↑ Types of motivation , the search for a place in the group hierarchy, the desire for self-assertion, to increase one's formal and informal status, and to positively assess one's personality
- ↑ Self-promotion - work with the blogosphere, reputation management , personal branding. Social media marketing section methods and techniques
- ↑ The phrase “Status of personal recognition” is used in the proposal as a reference to and is considered as a form of non-cash reward for efforts
- ↑ An example of the relevance of the topic - Personal brand - who needs it and how to build it . The editors of the CPU learned from representatives of the Russian Internet business who might need a personal brand in the business sector. June 18, 2015. Daria Khokhlova
- ↑ Mentioned article by Tom Peters The Brand Called you, 1997. Anand Giridharadas nytimes.com Branding and the Me Economy, 08.28.2010
- ↑ IT solutions for users from areas, activity monitoring , lifelogging , gamification
- ↑ Evaluation (value in the sentence) - a way of establishing the significance of the current and user
- ↑ Example of rating “Like” button - expressing the attitude of users to a particular content
- ↑ An example of Fitbit , Salesforce , YouTube technologies that analyze the data of athletes, employees, performers
Literature
- Napoleon Hill . Think and Grow Rich , 1937
- Al Rice and Jack Trout . " Positioning: The Battle for Your Mind ", 1981
- Tom Peters and Robert H. Waterman. “ In Search of Perfection ”, 1982
- Robert M. Doneli and Todd Road. Personal Brand Planning for Life , 2013
Links
- Heather Townsend. BrandQuarterly.com The Rise of Personal Brand . Jul 2014
- Semenov N. A. CEO, GC "SECL Group" All about social networks. Human Impact [1/4]
- Ochkovskaya M.S. N., associate professor of Moscow State University. Personalities-Brands, or who need personal branding in the 21st century. pdf
- Efimova T.V. Candidate of Cultural Studies SPbGUP. The Internet as a medium of socialization of a modern personality . May, 2013.
- Tagintseva T. E. cyberleninka.ru Influence of Social Networks on Man . Issue No. 10/2014
- Francesca Gino (Harvard Business School) and Bradley R. Staats (University of North Carolina at Chapel Hill), Harvard Business School Working Paper No. 11-078 How Performance Reviews Pay Off
- Emily Singer. MIT Technology Review, The Measured Life. Jun 2011
- Olivia Solon. BloombergBusiness, Why Your Boss Wants to Track Your Heart Rate at Work . Aug 2015
- Nikitina S. Eugene L. Popov A. Sergeenko S. hrdevelopment.ru Assessment Center: current application practice in Russia. Analyst Report 2014