The Future of Branding is Personal | Talaya Waller | TEDxPSU

Summary

This video explores the evolution of branding in the modern age, emphasizing the shift from corporate-driven marketing to personal branding. It highlights how technology and social media have empowered individuals, especially millennials, to take control of their personal brands and influence consumer decisions. With the rise of influencers and the decline of corporate trust, personal branding has become crucial for success. The speaker also touches on the importance of authenticity, how CEOs' personal brands are more significant than ever, and the power of individuals in shaping their reputations and careers. The future of branding is personal and it's already here.

Takeaways

• 😀 Technology has significantly shifted how brand messages are shared, with individuals now driving more engagement than companies on social media.
• 😀 Employees have more social media influence than their companies, showcasing the power of personal branding.
• 😀 The future of branding is personal, as people now have more trust and influence than large corporations.
• 😀 Millennials are the most professionally agile generation, often holding multiple jobs throughout their careers.
• 😀 Personal branding has evolved with the use of technology, enabling individuals to market themselves similarly to corporations.
• 😀 The success of brands today relies not just on functional value but also on the emotional value and relationships with consumers.
• 😀 Consumers are overwhelmed by brand messages, with the number of ads they encounter daily increasing drastically.
• 😀 Trust in corporate branding has declined, and now individuals are turning to influencers—people they know, like, and trust.
• 😀 Personal branding requires strategic management to highlight what you want to be known for, and it is a tool everyone can use to share their story and expertise.
• 😀 Thought leaders build their personal brands by combining passion, expertise, and influence, gaining both financial and personal freedom.
• 😀 The rise of social media and consumer influence has made CEO personal brands just as important as the company's brand itself, showing that people prefer connecting with relatable figures.

Q & A

How has technology impacted branding and consumer engagement?

Technology has led to a monumental shift, allowing individuals to have more influence and consumer trust than entire organizations. The average person now gets 561% more engagement when sharing a brand message compared to a company. This shift has made branding more personal, as individuals are able to market themselves effectively, just like large corporations.

What was the key insight from Tom Peters about personal branding?

Tom Peters predicted that professionals would use technology, similar to large corporations, to market themselves. This future is already here, with millennials and others leveraging creativity, marketing, and technology to establish personal brands in an unstable economy.

What challenges did the speaker face after graduating college?

The speaker faced financial challenges, such as having no cash or credit. The economic recession made job opportunities scarce, forcing them to take up jobs unrelated to their degree, including selling mattresses, CDs, and makeup, which didn’t align with their career aspirations.

How does the concept of personal branding differ from corporate branding?

Personal branding focuses on an individual's identity, values, and expertise, while corporate branding revolves around promoting a company’s products or services. Personal branding builds relationships based on trust and human connection, whereas corporate branding often relies on impersonal advertising techniques.

Why are consumers no longer trusting corporate branding?

Consumers no longer trust corporate branding due to an overload of information and marketing messages. The growth of social media has allowed consumers to share opinions and feedback in real time, and they tend to trust recommendations from people over companies.

How do thought leaders use personal branding to create influence?

Thought leaders identify their passions, gain expertise in those areas, and leverage their knowledge to build influence both online and offline. They create value for themselves and their communities, often achieving financial freedom in the process.

What is the significance of CEOs managing their personal brands?

CEOs’ personal brands are increasingly important and often more influential than their company’s brand. Social media has given CEOs a more personal presence, and their reputation can have a significant impact on a company’s success or failure.

What did Rihanna’s career transformation teach us about authenticity?

Rihanna’s transformation from a 'good girl' to a 'bad girl' taught the importance of embracing authenticity. Her decision to take risks and be herself resonated with fans, showing that being true to oneself can lead to immense success and loyalty.

Why is reputation management important for executives?

Reputation management is crucial for executives because a company’s success is often tied to the public perception of its leadership. A damaged reputation can result in a loss of consumer trust, affecting the brand and market share, as seen with the Uber CEO crisis.

How can individuals leverage personal branding in their careers or businesses?

Individuals can use personal branding to build credibility, share their story, and showcase their expertise. Whether seeking a new job, funding for a cause, or growing a business, a strong personal brand is a powerful tool for achieving goals and making a positive impact.