Tú skalt rita inn fyri at skriva viðmerking

Pre-reading

In the following Professor David James from Henley School of Business says that "Your brand identity needs to be a clear message of who you are and what you have to offer". On the basis of that try to make a brand identity of yourself and think about how you would promote this brand (facebook, clothes, etc.). Discuss your ideas with your classmates.

Tú skalt rita inn fyri at skriva viðmerking

Mark Tutton: Me 2.0 Branding yourself online

Tú skalt rita inn fyri at skriva viðmerking

Speak and text - full length

0:00
0:00
Tú skalt rita inn fyri at skriva viðmerking

Speak and text - 1 of 4

0:00
0:00
Tú skalt rita inn fyri at skriva viðmerking
1

London, England - The concept of personal branding has been around for more than a decade, but the Internet and social networking have made it easier than ever to sell brand "you."

2

The basic idea of personal branding is to promote yourself as having certain values, skills or expertise -- your brand -- so that if someone needs that expertise, they'll come to you first.

3

While many people are still uncomfortable with the idea of marketing themselves as a commodity, others see it as part of the changing world of work.

4

Professor David James is director of the school of growth, innovation and enterprise at Henley School of Business, in England. He told CNN, "We're in an age when corporate businesses don't care for you as an individual any more -- you're just an employee number.

5

"They will outsource you, insource you, relocate you, and delocate you in whatever way they think suitable. Therefore you have to look after number one, and personal branding is really important."

Tú skalt rita inn fyri at skriva viðmerking

Speak and text - 2 of 4

0:00
0:00
Tú skalt rita inn fyri at skriva viðmerking
6

So how do you go about creating your personal brand? James says the first step is to be clear about your strengths and your core values. Your brand identity needs to be a clear message of who you are and what you have to offer.

7

Next, give yourself a short and long-term plan of where you want to be, what job you want to have, and how you want people to perceive you.

8

Think about the people who can help get you where you want to be -- they are your target audience. In the same way that a conventional brand markets itself to a certain demographic, you need to advertise your brand to your target audience.

9

"If you have a view that others want to hear, think about where your target audience goes for information and what media they consume, and then get your message to them," James told CNN.

10

The Internet has made it easier than ever to reach out to your target audience. Blogging and social networking are powerful and readily accessible ways to promote yourself.

Tú skalt rita inn fyri at skriva viðmerking

Speak and text - 3 of 4

0:00
0:00
Tú skalt rita inn fyri at skriva viðmerking
11

Dan Schawbel is the author of "Me 2.0," a book about personal branding. He says blogging has been crucial to building his own personal brand.

12

"Blogging is extremely important, but it's very hard to be successful now because there are so many blogs," he told CNN.

13

"To stand out you have to figure out your niche by doing research online and finding somewhere in the marketplace that isn't completely saturated."

14

As for the content of your blog, that depends on what you want to be known for, but Schawbel says you should be passionate about your subject matter and have expertise in the area, or no one will want to read what you have to say.

Tú skalt rita inn fyri at skriva viðmerking

Speak and text - 4 of 4

0:00
0:00
Tú skalt rita inn fyri at skriva viðmerking
15

The next stage is to get a high search-engine ranking for the area you've made your niche, so that whenever anyone searches the Internet for that subject, your name comes up.

16

To that end, name your blog with your own name and your specialist area. Join in conversations about your subject on other blogs, always using your full name -- your brand name.

17

Write articles for other Web sites and join social networks like Facebook, LinkedIn and Twitter, using them to build useful contacts and reflect your brand.

18

If all that strikes you as simply blowing your own trumpet, then you'd be right.

19

"In a sense, it is shameless self publicity," James told CNN.

20

"My parents said to me, 'if you work hard enough the world will recognize what you do,' but we know that doesn't work.

21

"I tell my children, 'If you work hard enough to make yourself good at what you do, then you have to tell people about it.' Take command of the situation, know what you're good at and shout it from the rafters."

Tú skalt rita inn fyri at skriva viðmerking
© Don Bayley/iStockphoto.com
© Don Bayley/iStockphoto.com
Tú skalt rita inn fyri at skriva viðmerking

Task 5.8.1

Study questions

  • What is the basic idea of personal branding?
  • Why has personal branding become important, according to Professor David James?
  • How do you create a personal brand?
  • What does Dan Schawbel say about personal branding and blogging?
  • What is the difference between what Professor James’ parents told him, and what he tells his children?
Tú skalt rita inn fyri at skriva viðmerking

Talk about it

Google Professor David James and Dan Schawbel, respectively. Do their online profiles match the advice they give? Do they tell people what they are good at? Do they stand out?

In the Faroes, many people feel the force of the law of Jante. Do you think that that “law” makes it difficult for people from the Faroes to promote themselves or to create a personal brand?

Tú skalt rita inn fyri at skriva viðmerking

Kongruens

Vís í nýggjum vindeyga
Tú skalt rita inn fyri at skriva viðmerking

Write about it

Give an outline of the views on personal branding which are expressed in the text (250-300 words)

Tú skalt rita inn fyri at skriva viðmerking

Glossary

commodity

[com'modity] n vøra

enterprise

[enterprise] n framtak

employee number

[employ'ee number] n starvsfólkanummar

outsource

[outsource] s útveita

insource

[insource] s flyta innanhýsis í fyritøkuni

relocate

[relo'cate] s flyta

delocate

[delo'cate] s flyta

demographic

[demo'graphic] n samfelagsbólkur

saturated

[saturated] l mettaður

ranking

[ranking] n støða, pláss (í kapping)

blowing

blow one's own trumpet, reypa sær

self publicity

[self pu'blicity] sb, sjálvumtala

rafters

[rafter] n (her) húsatøk

ISBN: 9788761657954. © Rithøvundarnir, Systime A/S og Nám 2011