Presenting yourself as a brand, that’s what personal branding is all about. In 1997, this phenomenon was launched by Tom Peters with a article in Fast Company. It involves someone promoting him or herself in such a manner that it conjures up a positive personal image. People can turn to personal branding to help them find a job, for example, and politicians and celebrities are also widely using this branding method. In this part of the Resource Centre you can read more about the 'brand me'.

In the area of ‘personal branding’, Anne Karpf's ‘The human voice’ is a must read. Research conducted in the 1970s already showed that a message's power of persuasion is only 7% down to its content, 55% to facial expressions and 38% to the sound of the voice. In short: the voice certainly merits further study. This book draws on a range of studies and cases, and even uses the example of Margaret Thatcher, who managed to lower her voice a full 60 Hz over a 10-year period to evoke greater authority.

In virtually every single conversation we have, we try to leave a certain impression. Some people never pass up an opportunity to mention they count a politician, famous sports star or artist among their acquaintances. Research has shown that name-dropping does, in fact, not influence your image in a positive way at all. Others will be quick to consider people that resort to name dropping to be less likeable.

Jamie Oliver is a so-called human brand, just like David Beckham, Johan Cruijff and Paul Newman. Thomson looked into what the strengths of such a brand can be, and what dangers might be lurking. This study shows that a human brand can indeed be a highly effective tool in the strengthening of the relationship between brand and consumer. But an important prerequisite is that the human brand comes across as authentic.

• Montoya, P., Vandehey, T. (1999), The brand called you. Millennium Advertising, Costa Mesa, CA.
• Peters, T. (1999), The BrandYou50. Alfred A. Knopf, New York, N.Y.