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

William Arruda

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Self Absorbed is Not a Personal Brand

Self hug Recently, I happened upon a Twitter conversation in which there seemed to be agreement that personal branding is flawed and self-centered. Since there were resume writers in the conversation, I wanted to add my view that obsessing about getting one’s resume right can also be self-centered. But I didn’t. The fact is, I could actually see their point. When personal branding is used merely as a self-promotional tool, it does come across as egotistic.

It is an unfortunate misconception that personal branding is “all about me,” when virtually all brands put emphasis on some promise of value delivered to a target audience. As I observed in a prior post, if you work at defining your brand without considering the people to whom you can deliver some clear benefit, you don’t really have a brand. Put another way, if you promote yourself in ways that don’t show your relevance to a specific brand community, then you’re simply being narcissistic.

My reading over the past year, has clearly reinforced the idea of community:

Clearly, these thought leaders see relevance and belonging as key to success. As I see it, if you want to be able to point to your personal brand, you need to mention the people for whom you matter.

Cross-posted at Threshold Consulting 

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Dubbed 'The Personal Branding Guru’ by Entrepreneur magazine, William Arruda is a pioneering brand strategist, speaker, author and founder of Reach Personal Branding. He is credited with turning the concept of personal branding into a global industry.

William delivers keynotes and workshops on the transformative power of personal branding for some of the world’s most successful companies. He energizes and motivates his audiences—and his private clients include some of the world’s most influential leaders. As a thought-leader, William is a sought-after spokesperson on personal branding, social media and leadership. He has appeared on BBC TV, the Discovery Channel and Fox News Live and he’s been featured in countless publications, including Time Magazine, the Wall Street Journal, Forbes and the New York Times. William is the coauthor of the bestselling book Career Distinction. He is a member of the International Coach Federation and the National Speakers Association. He holds a Master’s Degree in Education.