Personal Branding vs. Corporate Branding

First things first, what is BRANDING?

Definition: BRAND – a particular product or a characteristic that serves to identify a specific product, a trade name or trademark, or a particular kind or variety.

Let’s break it down a bit farther to make it a little easier. The act of branding is the process involved in creating a unique name or image for a product, person or idea. This is done mostly through advertising and other similar means. It is also the action of building a convincing individual or unique presence in a consumer market that attracts and retains loyal customers.

Now that we’ve established what branding is let’s discuss the different aspects of what it is.

Personal branding is the process of an individual marketing, or advertising, themselves or their career as a unique image, or brand. It is in effect the ongoing practice of building up an image or uniqueness about themselves to others around them. A personal brand often involves the use of someone’s name on various marketing products.

Examples of personal branding:
Rachel Ray, Michael Jordan, Oprah, Scott Ginsberg, Tony Robbins

In the name tag world, a personal brand comes when you wear a name tag with your name (first and last) to identify yourself as an individual and to stand out in a crowd. By wearing personal identification products, e.g., name tag, name badge, etc., one makes themselves more visible to others and opens the door to better experiences at large events. Most often one can see this type of brand at large corporate meetings or conventions where the individual needs to be distinguished from others.

Corporate branding is the process of promoting the logo and brand name of a company or corporation for marketing and advertising purposes. Typically the range of a corporate brand is extensive and is often used as a way to express the company’s ideals and goals.

Examples of corporate branding:
Apple; The Hershey Company; NIKE, Inc.;
Warner Bros. Entertainment Inc.; M&M (Mars, Incorporated)

Corporate branding utilizes the same items as personal branding, such as lanyards and name tags, but they are used differently. Many companies choose to add their logo, or brand, to the name tags so that their employees are easily identifiable to the consumer. These items are then turned into a way of advertising their company rather than the individual. Many times this type of branding is seen at conferences where many companies that manufacture or sell the same ideas or items might mingle. Lanyards, name tags and often signs are used to distinguish each business attending the conference.

Whether personal or corporate, a brand is essential to anyone who is seeking to be differentiated from those around them. Corporations typically have a logo designed while individuals must promote their names as a logo.

That Isn’t My Name

How many people in this world have a name that is confusing? You know the ones no one can spell or pronounce correctly?

The ones that, nine times out of ten, most people look at you funny for? Did your parents decide that “oh, this is a cool name!” but now that you’re older and having to deal with the repercussions, it’s extremely annoying?

I have one of those names. And while I’ve never fully been bothered by my epithet, I’ve encountered over 20 spellings: Alisha, Alicia, Allicia, Aliesha, Alica, Allesha, Alecia, Alesha, Allisha, Alysha, Aleesha, Aleisha, Alycia, Elycia, Eleisha, Elisha, Elicia, Ellisha, Allicia, Alishia just to list a few! I’ve even heard it jokingly spelled as “Uhleeshaw.”

And don’t forget the pronunciation! From ‘uh-lish-uh’, ‘uh-lish-ee-uh’ to ‘uh-lee-shuh’ no matter how people say it, I find I’m always correcting someone.

To be exact, my name is Alisha and it’s pronounced ‘uh-lee-shuh’. I’ve been correcting people since I was in grade school at the spelling and the pronunciation; and it’s getting tiresome. I’ve had a friend named Alicia, one named Alysha, and even at one point a roommate named Alysia!

Others have this problem as well. And I have a fix… NAME TAGS

While one doesn’t necessarily need to be exactly like Scott Ginsberg, the Nametag Guy, (he wears a nametag each and every day) nametags and name badges do help with getting acquainted with others.

This might be the simplest form of a name tag, a laser engraved plastic one. This is on euro gold with black text, 1×3 inches and simply engraved with my company’s logo and my first name. Each of these tags can be customized to meet whatever need is there. Logos, names and titles can be included.

The second name tag is a UV Color logo on engraved plastic; white with pine green text. Each UV Color logo is printed with a full color process that allows for quality, high resolution images and are great to show gradients and bright colors. Names and titles are engraved into the plastic to show the second color.

The final name badge is a Mighty Badge. These reusable badges are available with or without a logo. Each logo is UV printed and names can be added by printing on the clear, plastic lens. There are three pieces to the Mighty Badge: the metal plate, the clear insert and a clear lens that snaps it all together.

Regardless of spelling, pronunciation or other abnormality, names are fun and should be celebrated. Each person should find a way to enjoy their name. Oh, and don’t forget the ever repeating androgynous names like Pat, Jesse or Taylor; you will never be forgotten!

Name Tag Deadly Sins – Part 2

The Seven Deadly Sins of Ineffective Name Tags

*This list is adapted from Scott Ginsberg, The Name Tag Guy.

“Your name tag is your best friend for several reasons. First of all, a person’s name is the single piece of personal information most often forgotten, and people are less likely to approach you if they don’t know (or have forgotten) your name. Second, it’s free advertising for you and your company. Third, name tags encourage people to be friendly and more approachable.” ~ Ivan Misner, the “Father of Modern Networking”

Last week we covered four of the seven “deadly sins” of ineffective name tags presented by Scott Ginsberg. This week, the remaining three “deadly sins” that make name tags ineffective; and what to do to make them more effective in your branding practices.

Fifth, placement: Name tag placement serves a different purpose depending on the event or function it is being used for. For example, if the name tag is placed on the right side, it is visible when meeting new people or greeting others with a handshake as it becomes parallel with the viewers line of sight. Another example is if the name tag is placed on the left side, it is more visible to those who are approaching you from an opposite direction. The first example is great for corporate meetings and other office events. The second example is best for large conferences or conventions.

Sixth, presence: While this typically refers to placement as well, this is more than just wear on your clothing you should wear your name tag. When choosing the placement, you want to make sure that the viewer will have maximum eye contact as well. So, don’t wear your name tag on your right pants pocket, but rather on your collar bone where it will be visible to whomever you are speaking with. “The most effective location is two to three inches below your collar bone on whichever side most appropriate for your function,” says Scott.

Seventh, maximization: To make the greatest or fullest use of a name tag, make sure to utilize all blank space. Use a large font to that the name is visible from a distance. Make sure that any blank space that is left is necessary. “Think of your name tag as your ‘front porch.’ It invites people. It makes them feel comfortable. And, it initiates conversations that transform strangers into valuable connections,” says Scott. And indeed, a name tag is a piece of real estate that will help in any personal or business branding.

By avoiding these final three “deadly sins” your name tag will become more efficient and, as Scott always says, you’ll improve your approachability!

Name Tag Deadly Sins – Part 1

The Seven Deadly Sins of Ineffective Name Tags

*This list is adapted from Scott Ginsberg, The Name Tag Guy.

“Your name tag is your best friend. It is a lifesaver in meetings, trade shows and events to start conversations when you meet groups of new people. It also identifies you as well as your company in the minds of others,” Scott Ginsberg is known for saying.

So, what’s the trick to making sure that your name tags makes you approachable? Follow these first four attributes as set forth by Scott from “The Seven Deadly Sins of Ineffective Name Tags.” *Follow up will come next week with the remaining three.

First, size: Have you ever been in a situation where someone is squinting and staring directly at your chest or other area desperately trying to make out tiny letters on your name tag? “This is self defeating, embarrassing and actually works to decrease your approachability,” says Scott. A name tag should be readable from at least 10 feet away, thus making the recommended font size a minimum of 24 point. Try and make the font as big as you can, also avoid cursive, script or other fancy writing styles.

Second, color: The most effective background color for a name badge is white. While having an outline in a bright color does grab attention to the wearer, make sure the background is stark white for visibility. By doing so, this allows maximum visibility for a logo, your name and, if necessary, your position within your company. All font should be either black or dark blue ink. “Fashion must be outweighed by your name tag’s approachability and visibility!” exclaims Scott.

Third, turnaround: One frustrating name tag problem that people face is “the name tag turnaround.” No name; no logo; no company; just the blank back of the name badge. This happens especially when the name tag is worn around the neck on a lanyard or worn with a clip. To avoid having “name tag turnaround” (a phrase coined by Scott), make sure to always write the exact same information on both sides.

Fourth, clutter: “Avoid name tags with overly thick borders, unnecessary clutter or too much text. All of the information contained must be readable and memorable in less than five seconds. Remember, they call them name tags because the name must be the focal point, whether it’s the name of the person or the name of the company, those are the two most important pieces of information,” says Scott.

By avoiding these first four “deadly sins” your name tag will become more efficient and, as Scott always says, you’ll improve your approachability!

The Importance of Wearing A Name Tag (Part 3)

Is it necessary to wear a name tag? (Part 3 of 3)

“If everybody wears name tags, no more fighting, no more intolerance and no more disrespect.”

~Scott Ginsberg~

Name tags are part of many people’s daily lives. They are worn at department stores, restaurants and many other places in order to identify the wearer to the patrons of these establishments. Pulling from the definition of a name tag: it is an identification label worn as a means of showing one’s name and/or affiliation.

Scott Ginsberg has come up with a philosophy about wearing these name tags. “Everyone should wear name tags, all the time, everywhere, forever.” Scott is The Name Tag Guy. He is the only person in the world who wears a name tag 24-7. He has taken this simple idea and turned it into a business and his adventures have earned him recognition as “The World’s Foremost Expert on Name Tags.” Scott has written several books on approachability, marketing, branding, leadership, creativity and business strategy. He also speaks about these topics.

“A few years ago I gave a speech to a group of individuals with disabilities. I was terrified. I thought the message would go completely over their heads. And I assumed that their intelligence level would keep them from understanding me. I was wrong. They loved it. Best audience I’ve ever had. Afterward, a young man from the front row ran up to me with a huge smile on his face. And although his mental condition made it very difficult for him to speak, he placed his hand on my chest and said: ‘It’s not the name tag; it’s the heart behind it.’ Just because someone is broken doesn’t mean they can’t teach you.”

These special people taught Scott a great lesson and everyone else can learn the same. Name tags may be a standard in many places, but they are unique. They present you in a way that is very specific to you. No one else can take credit for you, except you. So, in answer to the original question, YES! It become necessary at a point in everyone’s life to wear a name tag.

Whether it’s for professional or social reasons, name tags will always play an important role in your life. To quote Scott, “Through the basic unit of self-disclosure, we reduce the social distance between each other. We don’t have to snap our fingers to get someone’s attention. We just say their name and start engaging. The name tag is a conversational entry point. It’s an interactional accelerator. Permission granted, socialization ensues and the lines of communication are sparked open.”