The Rise Of The Personal Brand And What It Means For Advertisers

Man working at office desk, looking at computer and scratching head
SHARE
THIS



The days of spray and pray are over and in this opinion piece Susannah George, director at The Urban List discusses what it means for advertisers in this day and age.

Remember the early days of Facebook? It was arguably a much more earnest forum than it is now. People shared the ups and downs of their day often in real-time. Thoughts, feelings and frustrations were broadcast to the world #nofilter – long before that term became shorthand for effortless perfection.

Compare those memories to the Facebook of 2015 (and social media at large) and you’ll find a medium that’s defined its purpose and its discourse – sharing success, experiences and empowerment. We’re living in the age of the ‘personal brand’ and its forcing big companies to consider a very modern kind of merger.

If the personal brand operates in the lifestyle economy, then social media is the trading floor. Experiences and endorsements are exchanged, capital is built and happiness shared. The big question for commercial brands is how do they gain access to something so personal? How do commercial brands go about aligning with personal brands? The solution I believe lies with nimble publishers who trade in the currency of the modern consumer – lifestyle experiences and empowerment.

The hallmark of the personal brand is that building one forces people to reflect on what they value. The advertising world now faces individuals with extremely well-defined personal and consumer profiles. These values combine to form a deliberate and precious personal brand. While they may have always existed notionally, we now live in an age where personal brands are built and traded publically, much like a company’s, but on a much smaller scale.

In an age where ‘sharing’ is most definitely caring, advertisers are having to shrink the size and method of their consumer interactions. While conventional broadcast advertising will always have its place, targeting individuals with desirable lifestyle interests is the wave of the future, particularly online. Programmatic trading is obviously one side of this coin, I believe the other is high-quality advertising and editorial alignment.

Offering a cohesive brand ecosystem to the consumer is key – providing a forum where their personal and commercial brands can build affinity along shared values. This type of holistic lifestyle publishing platform is behind the success of numerous smaller websites currently enjoying good social traction.

But how does a big commercial brand compact itself down into an individual dialogue? That’s an expansive question, but I believe the best place to start is with a tried and true method. Ask the question, ‘If a brand were a person, who would it be?’ In answering this question, I’d argue big brands can find their own personal brand, by defining their values and interests in much the same way the modern consumer does. From there, it’s just a matter of sharing your stories with likeminded people, ‘offering your brand up for merger’ if you will.

 

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]