IFH 336: Personal Branding and Why I Legally Changed My Name

In today's world, personal branding is more important than ever. I wanted to discuss what personal branding is, how to go about it and examples of how other world-famous filmmakers branded themselves. What is the definition of personal branding?

Personal branding is the practice of marketing people and their careers as brands. It is an ongoing process of developing and maintaining a reputation and impression of an individual, group, or organization. Whereas some self-help practices focus on self-improvement, personal branding defines success as a form of self-packaging. The term is thought to have originated from an article written by Tom Peters in 1997. In Be, Your Own Brand, first published in 1999, marketers David McNally and Karl Speak wrote: "Your brand is a perception or emotion, maintained by somebody other than you, that describes the total experience of having a relationship with you."

Individuals sometimes associate personal names or pseudonyms with their businesses. Celebrities may also leverage their social status to support organizations for financial or social gain. For example, Kim Kardashian endorses brands and products through her media influence. - Wikipedia

I also discuss why I legally changed my name to Alex Ferrari when I was 18 years old. I hope you start thinking of not only what your personal brand is but also how to build it. Enjoy!

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