Rep your Brand II

Please read part I here.

I will like to tell you that you already have a personal brand – Yes, you already have a position you occupy in the minds of people. Call it reputation, but if you want to be intentional about life and career you should call it Personal Brand. You remember the concept of Brand Identity and Brand Image?

A company’s brand identity is how that business wants to be perceived by consumers. The components of the brand (name, logo, tone, tagline, typeface) are created by the business to reflect the value the company is trying to bring to the market and to appeal to its customers. Brand identity is separate from brand image – the term for how consumers perceive the brand (Source: Investopedia).


Brand Identity

Brand Image


Brand identity develops from the source or the company. Brand image is perceived by the receiver or the consumer.


Brand message is tied together in terms of brand identity. Brand message is untied by the consumer in the form of brand image.


The general meaning of brand identity is “who you really are?” The general meaning of brand image is “How market perceives you?”


Its nature is that it is substance oriented or strategic. Its nature is that it is appearance oriented or tactical.


Brand identity symbolises firms’ reality. Brand image symbolises perception of consumers


Brand identity represents “your desire”. Brand image represents “others view”


It is enduring. It is superficial.


Identity is looking ahead. Image is looking back.


Identity is active. Image is passive.


It signifies “where you want to be”. It signifies “what you have got”.


It is total promise that a company makes to consumers. It is total consumers’ perception about the brand.

Focus on shaping your brand identity, brand image will follow. Source Management Study Guide.

Bringing the above definition into personal branding, everyone has a personal brand image – because it is not a matter of choice, people will have an impression of you. But not everyone has got a personal brand identity.


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