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

William Arruda

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Strong Brands Are So Resilient

What are you doing to work on your personal brand to ensure the career continuity and resiliency that Apple has?

Personal Branding Journal on Ulitzer

When I was enrolled in numerous Reach certification training courses, Kirsten Dixon and William Arruda always would emphasize how strong brands would be able to charge more for their products and services and also survive economic downturns.

During the past 18 months, as the economy has tanked, I have repeatedly watched Apple Computer not only thrive but soar in revenues and profits. This week, The Wall Street Journal published an article entitled “Demand for Macs, iPhones Fuels Apple: Quarterly Profit and Revenue Surge: Steve Jobs Touts Upcoming Device a Major New Product.”

How is that possible?

  • Apple is crystal clear about its target audience, and communicates its differentiation to that target audience.
  • They CONSISTENTLY develop products that demonstrate their differentiation and brand value proposition.
  • They CONSISTENTLY communicate their differentiation to their target audience.
  • They deliver value with everything they do.
  • Their products are great and they provide fabulous customer support. (I switched all of my firm’s systems to Macs this summer, and I am a very happy customer.)
  • What are you doing to work on your personal brand to ensure the career continuity and resiliency that Apple has?

Randi Bussin, Certified Personal Brand and Online ID Strategist

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More Stories By William Arruda

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.