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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)

Yes, Your Brand Really Is About the Conversation

In my last post, I wrote about how my interview with my friend Carol Ross led to my insight that conversation drives brand evolution. My thinking in that post followed a certain logic; specifically: In uncovering our personal brands we work to synthesize introspective knowledge with feedback from others to arrive at our uniques promise for value; we then determine core messages to express our brand, with evolution coming as conversation drives fresh perspectives on our brand value. I’m now thinking, while others can provide fresh insights that are a catalyst for evolution, conver... (more)

Brands of a Feather Flock Together

Recently, a blogger asked:  Can your personal brand be affected by those who follow you on Twitter? What say you? I say “yes”.  You might think that’s kind of harsh especially when those of us who have any presence on social networks have woke up one morning and found some spammer or sex goddess following us and thought “ugh” have they been following me through the night?  How long?  Have my contacts seen this person or worse yet, have they poached and spammed my contacts? So, does it affect your personal brand? It all depends how you manage it. I tell clients and audiences “if ... (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)

Twitter: It’s Not Just About Lunch

A recent Sprint commercial about the “Now Network” noted that 26% of viewers had no idea what “twittering on Twitter” means. Yet, it’s clear that Twitter awareness is growing by leaps and bounds. Of course, this doesn’t mean opinions about Twitter are all positive. Many still hold the view expressed in this Twouble with Twitters video. As well, as Steven Johnson stated in his favorable Time magazine piece, “The one thing you can say for certain about Twitter is that it makes a terrible first impression… It's not as if we were all… saying, ‘If only there were a technology that wo... (more)