Pioneering Brand Strategist, Speaker, Author and Founder of Reach Personal Branding

William Arruda

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Top Stories by William Arruda

As perhaps the best known philosophical riddle, if you say, “If a tree falls in a forest and no one is around to hear it,” most people will complete the question by saying, “does it make a sound?" Similarly, if you work at defining your brand without considering the people for whom you’re relevant, do you really have a brand? Put another way, it’s questionable if a brand exists without a brand community. According to Wikipedia, a brand community can be defined as “a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand." Of course, being a brand admirer means having a strong emotional connection to the brand – whether a product, like an iPod, or a person, like Oprah. While it may seem this kind of loyalty comes from run-away sales or superstardom, the fact is, many individuals do develop leading bra... (more)

Five Tips for Promoting Your Blog to Express Your Personal Brand

When I first started blogging, I felt like I was blogging to a blank wall. I wondered when I would get a comment and get to engage with others on my blog. Many tools exist now that really help to promote your blog on other social media platforms quickly and for free. Let's look at five ways I use to promote my own blog: 1) I have installed a WordPress.org plugin called "Tweetly Updater" (http://wordpress.org/extend/plugins/tweetly-updater/). You put in your Twitter user name. If you don't have an account with bit.ly (URL shortner service with analytics), you will sign up for thi... (more)

Your Employees Are the Brand

New Media on Ulitzer I wrote an article for BrandChannel.com focusing on the role of human brand assets in corporate success. It seems that more and more companies are getting comfortable with the role employees play in brand-building and the trend of including employees in TV advertisements continues. Companies are embracing the idea of employees delivering on the corporate brand promise in ways that are authentic to them. Here are some great ads from Boeing, GE, Intel, IBM and Exxon. Although these companies have very different brands, they have all chosen to feature their human ... (more)

Getting Beyond “My Brand”

These days, it seems that personal branding has faced increasing criticism. Much of it, I think, is driven by people who don’t get it, or at least who don’t get the concept that we advance at Reach. And, let’s face it, social media and the prevalence of internet marketers has allowed for the idea to be hijacked in the interest of “driving traffic.” Lot’s of people out there pushing “my brand” opens the door to the perception of personal brands as contrived or fake.  Frankly, I think the dialogue about personal branding is a good thing, and that we need to participate. I think t... (more)

Personal Branding Predictions: Top Ten for 2010

Personal Branding Journal on Ulitzer Every year since I founded my company, Reach, in 2001, I've made predictions about how the world of personal branding will evolve in the coming year. Here are my top 10 for 2010. 1. Video, Video, Video Thanks to greater bandwidth, cheaper storage, and a proliferation of products and services that make shooting, storing, viewing, and sharing video easy (Flip video, iPhone 3GS, YouTube, vimeo, blip.tv, vodpod, etc.), video will be king in 2010. Video is ideal because it allows careerists to deliver a complete communication and convey their perso... (more)