| When setting up your own home business, one of the | | | | coffee beans, or bacon, or jam. People don't usually |
| foremost essentials is to create your own personal | | | | get too excited about such things, they just buy them |
| branding. The true value of setting yourself apart so | | | | and use them. But put a brand name on them, and |
| that you stand out cannot be underestimated. For | | | | they turn into something completely different, |
| instance, what thoughts are conjured up when you | | | | something that people are prepared to pay that bit |
| think of Madonna, Sir Richard Branson, or Lord Alan | | | | extra for. |
| Sugar? How did they harness the purpose of personal | | | | 2) It provides a frame-work for you to fill. If you are a |
| branding? | | | | touchy-feely person, you can use that characteristic |
| It's hard to imagine Madonna as your average female | | | | and take it into the business world to promote your |
| singer - because she certainly is not. Sir Richard | | | | service or product. If you love to come alongside |
| Branson's brand, Virgin, is known worldwide - as are | | | | people and help them get to the next level, you can be |
| his outdoor exploits, while Lord Alan Sugar is known in | | | | a mentor or coach brand. |
| the media and boardroom for his fiery temper and | | | | 3) It helps you become more visible. Personal branding |
| inability to suffer fools gladly. And what about Anita | | | | raises your visibility so that you are instantly |
| Roddick, who campaigned tirelessly for the | | | | recognisable. When we click onto a link and read |
| environment with her Body Shop products, or Kate | | | | something, we unknowingly categorise people and |
| Moss, who initiated the waif-like supermodel? | | | | stay on the page if we relate, or move off swiftly if |
| Cleverly, each name has built a business around a | | | | we don't. |
| clear, concise and consistent personal brand. When | | | | The process of personal branding takes time and the |
| you think of each of these names - they stand out for | | | | majority of us start our home businesses with the |
| the 'thing' they are known for. | | | | bare essentials - our product, our values, our beliefs |
| So, when you are thinking about your own home | | | | and motivation. Gradually we learn how to package |
| business essentials, how do you start - bearing in mind | | | | ourselves as we understand exactly what it is that we |
| that the purpose of personal branding is not just for | | | | wish to project. These may be uncomfortable words |
| the rich and famous? | | | | for some, but to be successful in home business, you |
| I believe personal branding fulfils 3 purposes: | | | | have to have your own image. |
| 1) It separates. Commodities are every day items like | | | | |