By Vickie Sullivan, Contributing Editor
Every self-respecting rainmaker knows the power of personal brands. Whether you are an individual practitioner in a larger organization, or a solo thought leader active in industry associations or communities, it pays to be known.
The challenge: The same branding strategies and tactics that work in the marketplace usually don't work as well in smaller communities such as the workplace and professional associations.
So, which branding techniques should you use in each arena?
Competition Vs. Collaboration
First understand that a personal brand and a company brand are both promises. The promises they each make, though, have subtle and important differences.
In The Marketplace: A brand is a promise focused on winning a competition. Even in branding efforts that disseminate information such as original research, the campaign is a comparison of you versus others.
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