Social Web Strategies

Are you a brand or a commodity?

I came across an article at Inquirer.net written by Karen de Asis about commodities and brands. While it talks about products and services, I would like to explore how it can be applied in Personal Branding

Marketing a commodity is something temporary, after it reaches the intended market, it settles down. But marketing a brand is permanent. It looks beyond the immediate accomplishment, it strives to  to evolve and adopts the changes in the market.

Now how do we apply this to our personal brand?

Let me use as an illustration, my comfort zone. I have been in the field of  Human Resources for more than 1o years, how do I know if my career is a brand or commodity?

There are established norms and standards in the practice of Human Resource Management, these precepts will no longer change. But times change, culture change and as a result, businesses have found new ways of running an operation. Thus, a new way of managing people also emerged.

If I fail to cross over from the old school, the admin experts, to the new school, the strategic HR. Then I will be a commodity ready to be replaced. Most of the admin functions like training, recruitment and payroll were being  outsourced.

Likewise, new media presents a great tool for communication, recruitment, training and brand positioning, If I fail to adopt to these and use this strategically, I will fade into oblivion.

Having said that, how do we cross over [from being a commodity] to a brand?

According to the principles shared by Karen, contrary to commodity products and services, brands enjoy attributes that the former do not have. These attributes are:

Brand awareness. True brands, even if they do not reach cult level, nevertheless do enjoy pervasive familiarity among their target markets. Most consumers should be able to name, recall or recognize the brand upon mention of the category.

Brand loyalty. A real brand nearly has a cult following. Often, consumers look at their favorite brands as an extension of themselves. If a brand were a person, it is not uncommon for loyal consumers to see the brand as their kin, soulmate or friend.

Perceived quality. Brands provide a psychological assurance that one will get consistent quality. The assurance goes beyond the functional nature of the product or service.

Brands have strong, differentiated and positive associations. Anything that comes to mind or is stored in memory about a brand is called an association. But brands, as opposed to commodities, have only positive associations uniquely identified to them and are strongly recalled and recognized by the potential target market and users.

Maybe these questions can help us assess our status

1. Are people aware of  what we represent?
2. Do your career or business standout or you’re just one of the many?
3. Do you have a following or you’re just one of the voices in the desert?
4. Are you known for adopting into changes or you are regarded as from the old school?

In your opinion,  how do you think you can cross over? Or if you have crossed over, care to share the lessons you have learned?