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Value Brands

a quality as personal brand

A Quality as Personal Brand

CH: We were also talking earlier about Tim O’Brien and he authored the book “The Power of Personal Branding”: I understand you studied with Tim at one point?

JF: I did, yeah.

CH: I was very impressed with some of the concepts he put forth as he talks about each individual in a service brand, or a personal brand, needing to come up some personal quality. It could be a physical characteristic that you’re known for, or it could be perhaps a personality characteristic or an attitude whether it’s integrity or strength.

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Brand strategy to maintain trademark registrations and avoid genericide

Professional Service Brands (video)

CH: Jonathan, what is it about building a service brand that is more difficult than dealing with a consumer brand?

JF: With consumer brands, all of us can immediately see the product that’s being sold and it’s not the sales person who’s responsible necessarily for selling us or winning over the purchase, it’s the product that we’re buying. With professional services, we look at the professional as the intangible product. It’s the person who is delivering the service, it’s the person that we can engage with, and because none of us are alike, it makes that individual kind of a moving target.

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