Personal Brands

Perez Hilton & Jim Cramer: Related?

Related in that both Jim Cramer and Perez Hilton are iconic personal brands to their respective audiences, brands launched on the Internet and leveraged into off-line profitable empires. Personal brands are no less valuable or profitable than pure product brands.

Brand with Personal Relationships (video)

CH: Jonathan, the personal brand transcends what we actually do for a living.

JF: It should yes, absolutely.

CH: And it really relates to a quality of some sort. It could be something to do with a personal characteristic or something physically and it could be integrity, a personal character: we associate that for example with Colin Powell (integrity). Someone like Margaret Thatcher was known as “The Iron Lady.”

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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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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