MTV. Coca-Cola. Apple.
Sound familiar? Upon reading the words listed above, I can almost bet your mind automatically thinks of music and reality shows for MTV, red and white colored cans for Coca-Cola and lastly, the trademark apple logo for Apple. Of course, the list is not limited to what I’ve suggested. The idea is that in your mind, you thought of something when reading those names. These companies have left a lasting impression in your mind, and because of that, they are considered corporate brands.
Branding- what is it?
A corporate brand is a mental correlation created through consistent messaging and promotion of a company within the minds of all constituents. It is a conscious effort that results in the association of the intangible identity with the tangible name. For example, MTV has branded themselves as the channel for the young and wild by featuring promiscuous reality shows and airing provocative music videos. MTV has become much more than a product or a service; in a sense, it has become an attitude and a lifestyle.
Who can do it?
With the birth of Web 2.0, the act of branding has become easier and more accessible not only for corporations, but now for individuals. Tom Peters, a management professional, is linked to the original definition of personal branding. His idea simply replaces “the company” as the subject with the “individual” as the new focus. (Elmore). It may seem a little far-fetched or even a little bit intimidating especially when you compare yourself to well-known brands like Coca-Cola or Apple. I suggest avoid comparing altogether. Instead, use these big names as a point of reference.
With the growth of social media upon us, the tools to self-brand are at our fingertips. From social networking sites like Facebook, microblogs like Twitter to blogging sites like Blogger, the Internet offers all the necessary platforms to not only create your brand, but to enhance and promote it. This mature trend has already spread like wildfire through the broad spectrum of industries. I choose to blog on the entertainment industry. I will illustrate how famous figures in society are using the best (and sometimes the worst) social media practices to alter their own brands.