Promotional Gifts News

Personal branding 'not about looks'

Everyone in a business, from a retail assistant to a manager to a back-of-house employee has a personal brand, according to expert Brenda Bence.

Writing in Furniture World Magazine, Ms Bence says that companies have an image which needs to be "promoted, protected and nurtured".

She believes that there are a number of myths surrounding personal branding including that it is about how you look and dress.

In fact, she says, buying a "lousy" car because of its looks would change your opinion of the product.

Similarly if someone selling a product looks good, it does not necessarily mean that the product or service they are selling is good as well.

As such, a personal brand extends "far beyond" a simple "look", Ms Bence says.

One way of creating a good personal brand is to build up a good personal relationship with customers.

George Torak, writing in Canadian paper the Financial Post, remarked that positive relationships are "the chemistry that makes [a firm] attractive to customers".

This can be done through the distribution of corporate gifts such as pewter tankards or desk accessories.

Published:16-May-2008

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