For many organisations, the term personal branding used to be too person-centric without realizing the benefits of having the brand ambassadors being such a critical workforce waiting to be tapped as SALES FORCE.
I coined the term Personnel Branding exactly for these organizations & leaders to make them realize the value these personal brand add to the organization over a period of time. I am sure you would easily be able to recall at least one instance which would have forced you to ditch a brand because a "personnel / personal" brand behaved the way it was unbecoming of them!!
Some recent examples highlighting importance of Personal Branding across the hierarchy of the organization:
1. Southwest Airlines flight attendants:
Search Southwest Airlines on Youtube and you will realize what I am talking about. You will find so many hilarious videos of the flight attendants bringing the lighter side out of passengers in what was considered to be a "serious" business!! Not surprisingly, it is the world's largest low-cost carrier besides being the most innovative one.
2. The Big Billion sales on Flipkart: The poster boy of Indian e-commerce celebrated with much fanfare its "Big Billion Day" Sale promising to offer huge discounts. Considering the magnanimous nature of sale, there were issues with the website and complaints of 'refunds' in confirmed orders due to products being "sold out" within few hours if not minutes. Next day, most leading dailies carried a front page apology from the Bansals (co-founders) regarding the same and highlighting their "personal apology" acting as personnel and not owners / co-founders. They used their own personal brand equity to save the company's image which failed to mark the promise of value to customers on that big day.
These are just a couple of examples, how personnel branding can help the companies in a big way irrespective of the hierarchy. There is an immense scope to increase your Sales and Brand Equity by milking Employee Personal branding. Employee personal brand not only help in Customer retention but also add today's Business Currency i.e. Connections to company's profile.
I coined the term Personnel Branding exactly for these organizations & leaders to make them realize the value these personal brand add to the organization over a period of time. I am sure you would easily be able to recall at least one instance which would have forced you to ditch a brand because a "personnel / personal" brand behaved the way it was unbecoming of them!!
Some recent examples highlighting importance of Personal Branding across the hierarchy of the organization:
1. Southwest Airlines flight attendants:
Search Southwest Airlines on Youtube and you will realize what I am talking about. You will find so many hilarious videos of the flight attendants bringing the lighter side out of passengers in what was considered to be a "serious" business!! Not surprisingly, it is the world's largest low-cost carrier besides being the most innovative one.
2. The Big Billion sales on Flipkart: The poster boy of Indian e-commerce celebrated with much fanfare its "Big Billion Day" Sale promising to offer huge discounts. Considering the magnanimous nature of sale, there were issues with the website and complaints of 'refunds' in confirmed orders due to products being "sold out" within few hours if not minutes. Next day, most leading dailies carried a front page apology from the Bansals (co-founders) regarding the same and highlighting their "personal apology" acting as personnel and not owners / co-founders. They used their own personal brand equity to save the company's image which failed to mark the promise of value to customers on that big day.
These are just a couple of examples, how personnel branding can help the companies in a big way irrespective of the hierarchy. There is an immense scope to increase your Sales and Brand Equity by milking Employee Personal branding. Employee personal brand not only help in Customer retention but also add today's Business Currency i.e. Connections to company's profile.
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