The term “webinar” is a clever blending of “web” and “seminar” and represents an online lecture, workshop, or presentation. The key feature of a webinar is the promise of real time interaction between the audience and the presenter. Webinars are radically accessible, offering potentially valuable content, generally free of charge, to geographically disparate individuals from the comfort of their own home. In this way, webinars are tools for immediate customer engagement and dynamic avenues for content marketing strategy.
1. Technology has caused a major shift in influence. Today, one employee can have more influence, and also consumer trust than their entire organization.
2. People are tired of being sold. In business marketing, we have moved away from humanizing objects to influencing people with other people who they know, like, and trust. Individuals who want to build an influential personal brand can use the know-like-trust formula.
3. Everyone has a brand, but most people don’t manage it strategically, effectively, or consistently. Individuals who have a well-defined personal brand usually generate increased value for their company, whether they work for themselves or someone else.
4. Your personal brand is the most powerful tool you have to accomplish your goals. A branding strategy is essential to success in fundraising, growing a business, or changing careers.
5. Branding is no longer about companies trying to manage our perception. Today, it’s about people creating and sharing human experiences.
The future of branding is personal.
The word “branding” literally refers to burning insignia, initials, or a logo onto a product. The term has been used for cattle, pottery in ancient times, and now it indicates the indelible mark you personally make on the products and services you are marketing.
The idea of branding, as it more closely relates to industry, arose in the 1800’s when manufacturers, who had been personally selling goods within their own communities, began shipping products to sell elsewhere. The products had to fend for themselves without the manufacturer there to explain or promote it. 19th century manufacturers developed the ideas of publicity and advertising in their efforts to build name consciousness and product loyalty.
I asked the personal-branding expert Talaya Waller what she recommends and finds of value for personal (i.e. professional) branding. Here is what she said: "As a newly published researcher, I’ve encouraged my colleagues to make sure they create an account and complete a profile on Google Scholar. You can connect with other researchers and see where your work has been cited. You can network with other scholars as well. In addition, every professor should think about having a professional landing page online outside of their university. They can use their site to publish their unpublished and published work, solicit other thought leaders in their field, and have a method of contact for researchers to ask them about their work."
Personal reinvention is necessary for many reasons. Maybe you’re looking to take on a new challenge or find more meaningful work. Maybe you’re hoping to shake limiting perceptions of you that hinder your career growth. Rebranding can be a major shift, such as a retail manager moving into a marketing analyst position, or it can be a subtle transition from a manager role to a leadership position within the same industry. Whatever changes you’re hoping to manifest, taking control of your personal brand is a necessary part of the journey and can mean the difference between a lackluster position and a rewarding career. One of the trickiest steps in this path is persuading others to embrace your rebranding efforts.