The Eight Laws of Personal Branding by Peter Montoya

The Eight Laws of Personal Branding

1. The Law of Specialization: A great Personal Brand must be precise, concentrated on a single core strength, talent or achievement. You can specialize in one of many ways: ability, behavior, lifestyle, mission, product, profession or service.
   
   
2. The Law of Leadership: Endowing a Personal Brand with authority and credibility demands that the source be perceived as a leader by the people in his/her domain or sphere of influence. Leadership stems from excellence, position or recognition.
   
   
3. The Law of Personality: A great Personal Brand must be built on a foundation of the source's true personality, flaws and all. It is a law that removes some of the pressure laid on by the Law of Leadership: you've got to be good, but you don't have to be perfect.
   
   
4. The Law of Distinctiveness: An effective Personal Brand needs to be expressed in a way that is different from the competition. Many marketers construct middle-of-the-road brands so as not to offend anyone. This is a route to failure because their brands will remain anonymous among the multitudes.
   
   
5. The Law of Visibility: To be successful, a Personal Brand must be seen over and over again, until it imprints itself on the consciousness of its domain or sphere of influence. Visibility creates the presumption of quality. People assume because they see a person all the time, he/she must be superior to others offering the same product or service.
   
   
6. The Law of Unity: The private person behind a Personal Brand must adhere to the moral and behavioral code set down by that brand. Private conduct must mirror the public brand.
   
   
7. The Law of Persistence: Any Personal Brand takes time to grow, and while you can accelerate the process, you can't replace it with advertising or public relations. Stick with your Personal Brand, without changing it; be unwavering and be patient.
   
   
8. The Law of Goodwill: A Personal Brand will produce better results and endure longer if the person behind it is perceived in a positive way. He/she must be associated with a value or idea that is recognized universally as positive and worthwhile.

 

RODRIGO GONZALEZ FERNADEZ

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