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

William Arruda

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Top Stories by William Arruda

1. Understand why green matters. To those working towards sustainability, green isn’t a fad or trend—it’s a serious and critical shift in how to think about business, resources, and the planet. Study up on the origins of sustainable development; read leading books in the field like Biomimicry, Cradle to Cradle, and The Ecology of Commerce; and track the developments and trends in the industry by checking out websites like Treehugger, GreenBiz.com, and Greentech Media. 2. Get clear on your goals. Green jobs vary widely, from climate scientists studying air quality to engineers designing solar panels to restaurateurs serving menus where all ingredients are sourced within a 100-mile radius. What do you want to do? Even within seemingly targeted areas, like clean tech, there are a wide range of subsectors—wind, solar, biofuels, battery technology, and more. Knowing the... (more)

It's Tuesday and You Know What That Means

In West Texas, we have wind gusts that match no other; we love our football; sunsets are at their best with no trees to block your view; oil means a lot to us and Tuesday is for tacos!  Kent Dean, Director of Field Marketing, with Rosa’s Café recently spoke to our local chapter of the American Advertising Federation.  They are so well known for their Taco Tuesdays that when he throws out the statement, “It’s Tuesday” on their Facebook page hundreds of responses come in immediately with fans chiming in that it’s “Taco Tuesday”. His topic focused on social media – does it really wo... (more)

Positive Word of Mouth and Your Brand

This is part four of a five part series of the importance of personal branding in garnering positive word of mouth. In our hyper-connected society, word of mouth has become “world of mouth” and recommendations truly craft your online and offline persona and value. It makes all the difference between positive or negative word of mouth about you, your service, or your business. In discovering our personal brand, we found out what the perception is “out there” about us. We also extracted what made us unique, what we felt our strengths were, what others felt our strengths are and c... (more)

Branding Your Introduction

The way we introduce ourselves and others can leave us branded. Branded either for the good and highlighting what is uniquely our strengths. Or, branded negatively by shining a spotlight on our weak areas. Living in West Texas, when I use the term ‘branded’ I imagine cowboys or vaqueros (Vaquero Regional Note:  Used chiefly in southwest and central Texas to mean a ranch hand or cowboy, the word vaquero is a direct loan from Spanish)  rustling up cattle on a ranch and ‘branding’ them with the owner’s mark to ensure everyone knows who these cattle belong to. Does your brand belong 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)