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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

Have you heard of the term “brand environment?”  Wondering what it means? It’s all the seemingly “little things” that comprise the environment around you.  Your brand environment includes everything from the carpeting in your office to your clothing, your techno-gadgets, and even where you might choose to host a dinner for your clients.  Each and every decision you make that might give others a “clue” about who you are and what you’re like equals your brand environment. As many of you may have already figured out I live in Pittsburgh, PA – the upcoming host to this year’s G-20 summit, attracting political leaders that comprise 85% of the world’s economy.  The White House announced its venue locations for various aspects of the Summit.  The venues chosen by the White House are “on brand” for Barack and Michelle Obama since they tie into their values, initiatives and... (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)

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)

Your Brand, Your People

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... (more)

I Have Digital Dirt, Now What?

What is digital dirt? It is anything on the Internet that is unflattering about you. Run a Google search on your name and put your name in quotation marks (i.e. "Kristen Jacoway"). What did you find? Are the results consistent with the personal brand story you want to portray? What if you have the dreaded digital dirt? A study done by iProspect shows that most people (92%) will not go past page 3 on a Google search. So, the first question is what page is the digital dirt on a Google search? If it appears on pages 1-3, this could be problematic for career management and in a care... (more)