Today, I spoke with Ulrike Berlenbach, Ulrike is marketing expert for strategic marketing. She works as an intercultural consultant, is a certified executive coach and communication trainer. She is an energizing activist an founder of www.brandingmedia.de and CEO of www.Eichenhorn.net. She developed a combination of social media and personal branding as a certain holistic tool named brandingMEDIA® brandingMEDIA® is a conceptual brand building process adding the target group congruence according to the Web 2.0/Web 3.0 communication. She is born in Germany with an European-American entrepreneur spirit.
Mohammed: How have you built your own personal brand?
Ulrike: To me a personal brand is a summary of your own experience, your goals and life vision. Since I was born I was taller than other children and so I expressed my first brand as an attitude and own style. Later at university I graduated in Economics, Marketing and secondary in Psychology and got passionate by creating strategic brandbuilding . Effective brand building needs a holistic approach and remembering my own preferences and roots I started by social media about 5 years ago to build my brand Nussknackerin. That’s the German word for a female nutcracker according to self development in profession and personal. It´s a complex brand and gives me the opportunity to be more dimensional. It`s more interesting and alive for your market especially when you are working on a market niche as a pioneer. An obvious reason is to gain a 360-degree picture of your personal brand; that is, to understand more of the dimensions of the current brand, whether they are positive, negative or neutral.
Mohammed: How has social media impacted the brand of your business and yourself?
Ulrike: Social media is a real benefit to me. I can approach much more people and potential customers than ever. I can take a legitimate approach to my personal brand and say what I mean and mean what I say. I am authentic in “selling my own” as the vehicle of my services. Next point is to use social media to gather opinion about my brand from colleagues, clients and customers. Gathering recommendations and posting them on social media sites, own blogs and guest blogs will work to build greater credibility.
Mohammed: Should a CEO outsource his personal branding to a professional social media expert? How does that reflect on the trust factor?
Ulrike: One of the opportunities for business to enjoy the benefit of social media is to express value to customers in an authentic, unmediated voice enhanced by the potential for immediacy. No doubt there are needed certain practices and skills communication in dialogues but it is important that CEOs begin to acquire them directly, rather than mediating through staff or/and pr agencies. The heart of attitude is gratitude which means to me that social media must be authentic. Hiring an expert to start social media is the best leadership decision to start with training you and your staff. But the voice of the company must be the company`s one. The trust factor is the highest in your own write. All readers will appreciate is you stay by yourself in the sense of your company’s voice.
Brand Word: You have to be you before you get popular in your market. Rock on!