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Five minutes with Peter Hughes, Prime Super Regional Manager for Western Victoria

June 18, 2020

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Personal branding: A how-to guide for a saturated market

David Beckham. Beyonce. Oprah. Reece Witherspoon.


They are all people who have carefully crafted a personal brand which is well known and well monetised.



If you want to have a personal brand that works for you, there are a few things you need to understand:


1) What is a brand?

2) How does a brand work?

3) How do companies use them commercially?

4) How can you use the same strategies for yourself?


The word “brand” comes from “brandr”, the ancient norse word meaning "to burn".


1552: To mark by burning.

1665: A mark made on cattle. 

1827: First trademark made on a product.

1958: The impression of a product in the mind of consumers. 


We are still in business of “burning” our brand (personal or business) into the consciousness of the consumer and keeping it top of mind.


What are the different attributes and stages of a brand?


Brand version 1: Marking ownership.

Brand version 2: Guaranteeing quality.

Brand version 3: Promising pleasure.

Brand version 4: Inviting belonging.

Brand version 5: Enabling action.


I spoke to Keith Cox, Creative Consultant at MacPark Creative about people as brands.