Personal Brand Development Paper

Personal Brand Development
Student’s Name
Institutional Affiliation
Personal Brand Development
Developing a personal brand as a marketing professional is akin to growth in the industry. With a changing industry, customer relationships must be enhanced consistently. Experiences, training, and skill development are vital to growth in personal branding. A positive growth trajectory is necessary for a professional who is motivated to achieve the best outcomes in his/her practice. In my personal brand development, I emphasize the inputs of growth through the lenses of my current position and my prospective future by focusing on brand characteristics, target market, strengths, and weaknesses.
The Personal Brand
My brand is Awesome Fashions (AF). AF intends to take leadership in the modelling and fashion industry. I present myself as an individual with a noticeable sense of fashion and attractiveness. AF prides itself as one of the best influencers in the modelling and fashion industries. The AF brand is business-oriented and focuses on social media as its primary engagement platform. Also, AF is a brand in its primary stages of development. As such, I have not addressed various key elements of my brand. I believe that following the establishment of the brand, more elements will develop with experience and trend analysis of the industry.
Current Position
Brand development takes a trajectory that begins at a lower point and ends with the necessary brand recognition if the correct strategies are implemented. Presently, my brand is positioned at salience in the brand resonance pyramid. The salience stage marks the onset of a brand. At this stage, not many consumers identify with the brand. The salience stage is also characterized by an identity crisis to the brand. That is, the initial stage comes with the need to capture the biggest market possible in the shortest duration. As such, the brands stay unstable in terms of market segmentation and emphasis on customer attention. As a brand that operates in a highly dynamic market of fashion, developing the brand faster is akin to staying within the confines of the industry.
Various brand elements can define my prevalent position in the industry. The first factor is naming. Naming is a primary brand element that could seem simple but difficult to develop and sustain. A brand must be recognizable through its name. As such, the developer must include a simple but attractive concept in the brand name (Keller, 2013). My brand name reflects the brand's core values, which include perseverance, class, diligence, and integrity. The brand name is also an important factor in product and service identification. As such, my brand name, AF, is a representation of my brand initials and an implication to “Awesome Fashions”, which reflects the products and the values that they encompass. Presently, the name is one of the brand elements that have been established even though the identity is not as huge as expected. The other element of the brand that is developing is the appeal. Currently, AF has not advanced into the proper market segmentation. As such, the brand is structured to appeal to any person who can identify with the products. Upon developing an operational niche, the brand should easily redefine its long-term appeal intention to target young middle-class customers.
Developing more Brand Elements
Developing more brand elements is the new step that AF must take to steer its growth trajectory. The first among the fostered brand elements is a logo. A logo is a brand element with visual trademark characteristics that is likely to imply brand characteristics to customers (Keller, 2013). Established brands such as Nike have used their logo as a symbol of their identity, something that AF intends to emulate soon. Presently, Nike or Apple are organizations that do not need to appear with their brand names as consumers can easily identify their products. The AF brand intends to develop a simple logo that is easy to understand and still simple to remember. Developing a unique logo should take a month. That is because of all the design elements such as color and shape that must be taken into consideration at the development.
The other brand element that AF must develop within the next 6 months package design. Packaging is one of the most underrated brand elements with serious impacts on consumer behaviors. Simplicity and a feeling of luxury should accompany the AF brand. Companies such as Apple and Samsung prosper in proper packaging. Unboxing products from such brands creates a feeling of satisfaction. Developing a packaging design in fashion can be challenging in an industry that prospers in design and uniqueness. While packaging design can be overlooked in these initial stages of branding, the next six months should come with distinctive and identifiable packaging for AF.
Strengths and Weaknesses of the Brand
AF manifests noticeable strengths and weaknesses whose analyses should help in delivering a better marketing mix. The first strength of AF is the services that it offers. Fashion is one of the most attractive industries. The attraction emanates from the consistently changing customer needs. Operating in such an industry can be easy to a new brand because there are many potential customers for unestablished brands. The second strength of the AF brand is the fact that it is a reflection of a person with unique characteristics. I have grown to know how to relate with people. Interpersonal communications and using personal relationships to create lasting interdependence is something in which I prosper.
Marketing fashion products through AF will need such strong human linkages. The more people a brand can attract, the...