What is a personal brand? What can a personal brand bring me?

A good question. Let me use one of my classes to answer this question.

What is the so-called "personal brand"?

First of all, let's have a general understanding of what a "personal brand" is. Personal brand is personal IP, and "IP" is the English abbreviation of intellectual property. This is a unique system that belongs to you. You can determine the best advantages of personal IP through personality analysis and personal potential development. Gradually realize valuable and predictable personal goals from the aspects of thinking, communication, socialization, network resources and lifestyle.

This is a very official explanation. Maybe some students are confused now. It doesn't matter, follow my course, you will gradually understand the "personal brand" and use it to improve yourself and become the person you want to be.

In recent years, the word "personal brand" has been heated up. Many people from the media are particularly keen to teach the public how to be a slash youth and how to build a personal brand. In their context, personal brands are equivalent to official accounts of self-media and WeChat. By establishing a personal brand, you can gather traffic and realize realization.

But in fact, the connotation of personal brand is much broader than that from the media. It can be said that as long as you need to deal with people, whether you are working in an enterprise or a freelancer, you need to maintain your personal brand.

So, what is a "personal brand"? Simply put, what kind of impression people will have on you when they mention you is your personal brand.

Next, I want to share with you my understanding of personal brand.

1. High-profile online celebrities are just a way to empower personal brands.

It is getting harder and harder to get traffic now. In the next five years, traffic will be decentralized and become a kind of "pan-traffic". Traffic will no longer be a fish pond of several giants, but will be scattered on everyone. The traffic effect represented by network celebrities has begun to take shape. The so-called network celebrity is a form of personal brand empowerment.

Internet celebrities need packaging. For example, anchor companies can train female anchors in an assembly line, perform the same content repeatedly, and then realize it through gifts, or some endorse products through their own values and then realize it. Every online celebrity has the potential to become an IP, but once the face value is overdrawn, most of them will gradually decline. Personal brand is not necessarily. Most of them rely on the core. An attractive personal brand must be created through long-term accumulation, polishing, innovation and continuous creation, that is, it is becoming more and more valuable.

No matter who you are, you can build your own brand.

Personal brands can be classified according to different industries and different attributes. Most of us are familiar with all kinds of fashion, beauty, skin care, food, travel, photography, fitness, emotion and so on. , including other industries that can establish their own personal brands and realize them. We must realize that in the era of mobile phones, the world that people can pay attention to is getting smaller and smaller.

Modern people spend a lot of time on their mobile phones every day, and information is becoming more and more rampant, which leads to more and more narrow channels for most people to obtain information every day. Everyone will gradually realize that professional things should be done by professional people, and professional things should be done by professional people. And the stronger your ability to provide value to everyone, the more you will gain.

So who will become IP? There are two important criteria.

1. To influence a specific group of people, it is not necessary to influence everyone, but it must have a high influence on a specific group of people. At work, you become the object recognized by leaders, colleagues, subordinates and customers. In interpersonal relationships, you become the object recognized by family, friends and classmates, and everyone will listen to your opinions. In social networks, you can provide others with the value they want.

Second, it has the ability of diversification and continuous innovation.

Let me give you a few examples:

(1) Professor Li&; Marketing intellectual property rights

Maybe you don't know Jing Li, but you must know that "Li called the beast" originated from the official account of WeChat when he was 23 years old. Mainly writing high-quality business analysis articles, at that time almost 65438+ million+articles.

At the age of 24, he founded Beijing Educated Information Technology Co., Ltd. and led the team to develop a series of marketing methodology, which has a good reputation. More and more people invited Li Jiaobeast and his team to do marketing planning, and "Li Jiaobeast" also successfully attracted Baidu's attention. At the age of 25, Baidu acquired Beijing Educated Information Technology Co., Ltd., and Jing Li instantly changed from a young entrepreneur to a vice president of Baidu until he resigned from Baidu on April 18, 2065438.

He has been very successful since he was 23 years old. His personal brand has been implanted in people's hearts and realized, which has brought him income and fame.

(2) autumn leaves Ppt experts

Ye Qiu, formerly known as Zhang Zhi, is a celebrity of Sina Weibo, PPT expert and practical network marketing expert. His motto-even the smallest individual can have his own brand, and even the smallest field can produce his own IP. Since 2009, a friend has found Qiuye and asked him to talk about PPT to employees. Then he began to explain PPT skills to netizens online and answer questions for young people. When his Weibo and WeChat official accounts had less than 6.5438+0 million fans, he became more than 50,000 paid students in Netease Cloud Classroom and sold more than 6.5438+0.5 million PPT series books. His official WeChat account has been selected by netizens as "one of the official 10 WeChat accounts that college students are most concerned about", and the conversion rate of more than 20% makes people see that knowledge is becoming real productivity. This reflects a very important point. If you can provide value to others, then your brand will be fuller.

(3) Workplace talent: Spencer &; Game anchor: Miss

Chen Hong Kong, a media person and an expert in the financial circle, has launched many personal online classes, earning more than 2 million, and the official WeChat account has more than 400,000 Spencer fans.

The rise of League of Legends LOL triggered the signing of huge sums of money by major e-sports platforms, and the Huya live broadcast platform gave miss a three-year contract of 65.438 billion.

These are all realized after the establishment of personal brand, so the correct establishment of personal brand can bring benefits to yourself.

3. products can be IP-based, and founders can also be IP-based.

Piggy Page is the expression of product IP. Why are there so many pigs? This is the only one we remember. It has been IP-based and has been deeply rooted in the hearts of the people. When people mention pigs and social people, most people will think of them. This is the performance of IP success.

Peggy Piggy is an English pre-school TV cartoon. The story revolves around Peggy Piggy's happy experience with her family, which is humorous and interesting, so as to promote traditional family values and friendship and encourage children to experience life, which is of great educational significance. Television channels in more than 80 countries around the world/kloc-0 have been broadcast one after another, and then a theme park with the theme of Piggy Peggy was established in Barton Park, England. Of course, there are many peripheral products derived from Piggy Page, which is the process of IP growth to realization. There are cartoon characters, such as Universal Studios, Disney and so on.

201212 In February, Luo Zhenyu of Rochis launched his personal talk show "Rochis" in Youku, and in the same year, he launched the official account of WeChat, pushing voice messages for 60 seconds every day, which has persisted ever since. Five years ago, Luo Ji Thinking joined the Internet as a media, and now it has developed into a comprehensive knowledge service product provider. On June 20 16, Get launched the first batch of paid columns, which were launched in economic, artistic, commercial and other fields. The number of people who paid for knowledge exceeded 6.5438+0 million, which became famous in one fell swoop and formed a unique business model, which is the embodiment of the founder IP.

Through the sharing of the above examples, we can deepen our understanding of personal brands, and our entire curriculum system is centered around individuals.

Personal brands are everywhere, and opportunities are around you.

Some time ago, because of investment needs, I added some different managers who do finance. The painting style of most financial managers is like this: the nickname is "XX financial manager", and in the circle of friends, products of our company are distributed every day: our company has produced a certain product, which reached 5% in 90 days; The customer listened to his recommendation and made money; Recommended products outperform the market, welcome to consult, and so on.

They usually send a bunch of screenshots, plus a long paragraph of text, which is clear and enthusiastic, and the copy is like a copy in the same mold. Wechat business is also a typical example, but one of them left a deep impression on me.

He also sells products, but the words are few and concise, obviously written by himself. Add a sentence "Welcome to inquire" after the introduction. What should I send at other times? Share all kinds of articles. Wu Xiaobo, Wu Bofan, policy observation, financial industry analysis, etc. And every time he shares, he will choose a paragraph from the article as a forwarding language, which is his uniqueness.

Such behavior will make me feel that he is not just a micro-signal advertisement, but a living, thoughtful and thoughtful person. Even, he is probably the same person as me (because the articles he read overlap), and he should be able to understand me.

Then, if I have a need, I will probably think of him for the first time and ask him for advice.

When other financial managers are still struggling with advertising to grab customers, he uses this method to quietly attract the attention of potential customers, let potential customers remember him and "distinguish" him from other peers.

This is the power of personal brand, and its essence is differentiation.

The competition in today's society is fierce. If you want to stand out, you must first think about several questions. How are you different from others? Why should others remember you? What different values can you offer me?

Think about it: When you think of your closest colleagues or friends, what is your first impression? Are some people particularly good at communication, some people are particularly logical, and some people are particularly meticulous and reliable?

Think again, if you have a project to arrange for someone to do or need help, what will you do? Will you give the job to someone you think is "best at it" or ask someone you think can help you the most? Many times, this is our normal state.