Personlig branding is originated from
the American management guru and writer Tom Peters' essay "The
Brand Called You" in Fast Magazine, August 1997 - Read the
Tom Peters ended the essay: "It's this simple: You are a brand.
You are in charge of your brand. There is no single path to success.
And there is no one right way to create the brand called You. Except
this: Start today. Or else."
In Denmark, publishers Boersens Forlag
launched the management adviser and author Peter Horn's book "Personal
Branding" focusing on the individual's possibility of becoming
visible according to this definition: "Personal Branding is the
public projection of your personality and your abilities in a
configuration that gains for you every possible advantage in
achieving your unique career aspirations”.
In the introduction Peter Horn wrote:
"We live in a world where our abilities are increasingly so
similar that what makes us stand out from the talented hoards is our
personality. In the future, our fortunes may be influenced more by
our personalities than by ourprofessional skills, particularly if we
have decided on a career in leading others. (...) Doing a good job
is no longer an adequate path to success. Do only the work you can
do with excellence, and then ensure the world knows about it."
a good job is no longer an adequate path to success. Do only the
work you can do with excellence, and then ensure the world knows
about it." Peter Horn, Personal Branding
In "Personal Branding" and in the following
books "Burn Through" (2005) and "Top of Mind"
(2007) Peter Horn has introduced new terms like "the personal
label" and "the personal marketing analysis". In
"the personal label" you should define your substance and
in the "marketing analysis" you must look into the
accordance between your self-image and the image others build of you.
On top you should do an exeecise to define your "supremacy"
leading you to what you can offer others in a professional
interaction. Peter Horn thus underline that personal branding most
often is a social activity as part of the professional career game (He
had the book "Career Games" published in Danish by
publishers Boersens Forlag in 2005).
The book "Personal Branding"
has been the basis for conferences, seminars and courses as well as
consultation in denmark, Norway, Sweden, UK and Australia. Personal
Branding part of the education "Master in Experience Leadership"
at Roskilde University Center. Today, Peter Horn is in the executive
committee for the advisory board of the education and for the Centre
of Experience Research at the university.
Peter Horn is to launch a new,
international version of "Personal Branding" in English in
2008. You are welcome to download chapters free from this book here.