Branding is an important concept that must be associated with a product or service in order for it to be successful in the market place.  An effective brand can build a customer base and capture the loyalty of the consumer.  One just has to take a look around their home or office to see brand after brand whether it’s a food product, appliance, computer or furniture.  The brand may identify how long the company has been in business, the quality level of the service it provides or how their products perform.

A “personal brand” works in the same way by demonstrating what makes you unique and better than the competition in your business place.  It is the value that others perceive you possess.  You define who you are and what customers can expect from you.  A personal brand affects your business world, career development and your personal life. It will be demonstrated by the level of professionalism that you express in your business activities along with the quality you deliver.  A brand will also show the areas of expertise for which you are known along with the depth of experience that you own.  People will trust you more because they will understand you better.

Building a positive personal brand is a process that requires time and commitment. While there are endless steps that can be taken to build a personal brand one needs to find what works best for them.  One of the most convenient tools is found on your computer by the use of online social networking.  For example a useful brand building activity is the writing of a blog that demonstrates a knowledge level.  There are numerous websites where you can start or join discussions in areas of your expertise. A quick search of Google will provide a number of sources.  A hands-on demonstration of your skill such as how to replace a laptop drive, perform a home repair or how your product works can be presented via a  recorded video and publishing it on the web.  Additionally, there are other non-Internet methods to build your personal brand.  It can be as simple as returning phone calls in a timely manner to show that you are responsive to customer needs.  Naturally providing a consistent high quality product or service will help develop a strong personal brand.

Personally, I like to think that my personal brand includes impressions as one who has knowledge in business operations, computers and computer security, trustworthy and full of integrity.  I want to be known as a guru in certain fields and a trusted go-to person.  I believe that this type of brand can open up new and exciting opportunities for me. In the same way, developing the right brand can do the same for any individual or business.

Ted Saul is a consultant specializing in the needs of small businesses.  He can be reached at This e-mail address is being protected from spambots. You need JavaScript enabled to view it and TWS777 on Twitter.