Personal branding for executives
59Executives who use personal branding in marketing can find a sure-fire way to be different than competitors. What is personal branding? One way to define it is to develop an executive bio to gain media coverage.
An executive bio, or personal brand, is a way to tell a corporate story in the various media available: from traditional newspapers, tv, and radio to niche blogs and websites. A bio is part of the all-important content that helps a reader to identify what type of product or service a company offers and allows customers to discover the “human” side or even “soul” of the corporation.
Gayl Murphy is a media veteran who trains executives, professionals such as doctors and lawyers, and individual management consultants on the most effective ways to use their personal bio. “One of the greatest marketing and PR tools for increasing exposure for you, your business, career, product and service lies in working with Media and telling your story; be it radio, TV, print, newspaper, podcast, website, blog or posting on your favorite social networking site,” said Gayl, principal of Interview Tactics.
In Gayl’s report “35 - KILLER INTERVIEW TACTICS! REPORT FOR SURVIVING THE MEDIA” she says “if you can’t tell your own story than who can?”
She advises executives to: Tactic 8 - stay focused when talking with the mediaTactic 14 - get to the point
Tactic 3 - have fun!
A 2-part article posting from Gayl is available on Free Marketing Tips. Gayl has also successfully leveraged relationships in Hollywood to gain access to celebrities whom you’ll certainly recognize such as George Clooney and Johnny Depp. Management consultants and small business owners are able to leverage their personalities to share their expertise and the benefits they offer customers. Personal branding is also important for salespeople whether they represent a global corporation or small business. Customers trust a brand to set an appointment, but they purchase from the people whom they trust. It’s the salesperson who delivers the corporate message and seeks to persuade the end user into an agreement.Knowing that celebrities also get caught in the news in unfavorable situations, I asked Gayl if it ultimately is helpful.
“The whole idea of any kind of marketing and PR is to get people talking about you, and if having a photo with George Clooney is what’s going to make you remember me and that I work in the media, then I’m happy,” said Gayl.
“As long as the photo relevant and you didn’t have to stalk the person to get it, then by all means have as many photos with the top people in your industry as you possibly can. It’s branding you in your environment and people pay big bucks for that kind of PR.”
Finally, PR means “public relations” but it’s also important to view it as “personal relations.” A company of any size has many different audiences: customers, employees, investors, vendors, business affiliations. Personal branding using a bio can assist a company of any size in telling its story, building relationships and ultimately gaining more revenue via word-of-mouth and positive publicity.
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