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Strategic personal branding—And how it pays off

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  • Rangarajan, Deva
  • Gelb, Betsy D.
  • Vandaveer, Amy

Abstract

Unlike companies or products, individuals possess intrinsic personal branding as a result of personality qualities, past experience and development, and communication with others—whether they know it or not. In this sense, every person already has a personal brand of some kind. The challenge is to manage that brand strategically. We offer a process for doing so, beginning with self-analysis. Then we review published sources and summarize interviews about the personal brands of 33 U.S. and European sales executives and managers, salesforce members, and professionals who sell their own services. The interviews indicate roughly equal emphasis on competence and personal qualities in creating personal brands, as well as significant interest in distinctiveness, and the respondents provide a range of examples of how personal branding pays off. This investigation leads to our basic recommendation: Follow a strategic self-branding process based on one’s values and competencies, similar to the branding methods of companies and products, but with the understanding that personal branding will change as one’s career advances.

Suggested Citation

  • Rangarajan, Deva & Gelb, Betsy D. & Vandaveer, Amy, 2017. "Strategic personal branding—And how it pays off," Business Horizons, Elsevier, vol. 60(5), pages 657-666.
    • Handle: RePEc:eee:bushor:v:60:y:2017:i:5:p:657-666
    DOI: 10.1016/j.bushor.2017.05.009
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    References listed on IDEAS

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    1. R. Chumpitaz & N. Paparoidamis, 2007. "Service quality, relationship satisfaction, trust, commitment, and business-to-business loyalty," Post-Print hal-00199063, HAL.
    2. ., 2015. "Representing games," Chapters, in: Game Theory and Public Policy, Second Edition, chapter 2, pages 8-26, Edward Elgar Publishing.
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    Cited by:

    1. Wei, Zihan & Zhang, Mingli & Qiao, Tong, 2022. "Effect of personal branding stereotypes on user engagement on short-video platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    2. Dominyka Venciute & Cen April Yue & Patrick D. Thelen, 2024. "Leaders' personal branding and communication on professional social media platforms: motivations, processes, and outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 31(1), pages 38-57, January.
    3. Veronica Ioana ILIEȘ, 2018. "Strategic Personal Branding For Students And Young Professionals," CrossCultural Management Journal, Fundația Română pentru Inteligența Afacerii, Editorial Department, issue 1, pages 43-51, July.

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