Introduction

Welcome to Week 2 of the course.

Last week you were introduced to the idea of personal branding, considering your own personal brand and why you want to develop it.

Before exploring personal branding in more detail, this week you’ll pause to look at some of the approaches used by marketing teams when branding their organisations and products. For most of us, this is a much more familiar area of branding, and by understanding the key elements of a good brand in this context, you’ll gain a useful insight into how you might develop and promote your own personal brand.

Watch this video to introduce the week:

By the end of this week, you will be able to:

• describe the key elements of a successful brand
• appreciate the concept of target audience
• recognise the importance of positioning a brand correctly.

First, you’ll consider what makes a successful brand, and look at how the key elements might transfer to the subject of personal branding.