I am not a particular fan of modern branding. Or I should say, the modern idea that branding should be a separate entity from the person or individual it brands.
Or to be even more accurate that a brand is something the person who developed the brand submits himself or herself to, regardless of whether the “Brand” actually and accurately reflects the individual’s nature, or whether the brand is upright, honest, and honorable. (Or for that matter whether the person behind the brand is upright, honest, and honorable.) This is not even to mention the modern idea that somehow a brand is a thing in itself and has some sort of imagined or separate value devoid of any real product or service backing the brand. Which is to me the real danger and disaster of so much modern “branding,” the idea that the brand is a thing of value in itself even when it has nothing of real value to back the brand.
However, that being said branding has always existed and always will. From Standard Oil/Petroleum to Walmart. From Old Farmer’s Almanac to SpaceX.
The question to me is not whether “branding exists” (either in modern form or in ancient form), or whether much of what passes as advice on modern branding is worthwhile or not (I suspect much of it is not, being construed in the way it is), but how to best go about the idea and process of developing and promoting your own brand.
Therefore, based upon my own experience with my personal process of having developed my own brands in the past, and with my current process of developing my own brand as both a writer of fiction and as an inventor, below is my advice regarding how to go about setting up your own brand, the types of things you should concern yourself with in creating your brand, and finally with the attributes your brand should encompass.
As for the final section of this post, your Personal Brand Attributes – these are, of course, the specific attributes and characteristics of your brand and what you want that brand to both entail and promote. It will vary with each person and each brand.
Some brands may focus upon customer service, some upon high quality product development, some upon rapidity of product delivery, some upon entirely unique collaborative or customer design. Whatever the particulars of your case may be develop a list of attributes you want your brand and/or your company to encapsulate. And work to achieve and make these attributes real in the body of your brand.
My list of Personal Brand Attributes for my Writings I have listed in this section. Many would be the same but some would be different for my business and for my inventions.
You cannot, of course, encompass all beneficial qualities of a thing in a single brand because certain attributes are competitive and resource consuming in nature (add to one and you basically subtract from another) but there is absolutely no reason your brand, be it personal or corporate, cannot encompass many beneficial qualities and attributes.
As a matter of fact, it should.