When Tom Peters coined the term “personal branding” in his prophetic article “The Brand Called You” in 1997, he was describing a world of work where employees think of themselves as brands and use all the same assets, resources and tools that corporate brands have to remain relevant and achieve their goals. Well, nearly 20 years later, Mr. Peters’ vision is coming to fruition, spurring many exciting trends for 2015.
In 2014, the groundwork was visible across multiple communication platforms. Many aspects of the world Tom Peters described became commonplace. Paired with the impact of digital, the scene is now set for important transformations in the year ahead.
In this installment, I share five of the top ten trends that will impact the brand called YOU.
1. The Social Organization: Employees Build Their Brand in Bits and Bytes
When I started my personal branding business 14 years ago, companies were reluctant to encourage personal branding among their employees. They thought “If I help my employees build their brand, they’ll be more attractive to my competition and I will lose them.” That fear has been replaced by the reality that when you help your employees build their brand, you create authentic brand ambassadors. At the same time, you enable them to perform at a higher level and to become more deeply engaged in your organization. Today, most major companies integrate personal branding programs into their talent and leadership development programs.
The Hottest Personal Branding Trends That Will Impact Your Success In 2015
