If we think in terms of a brand being our name, what our name stands and the associations that people make with our name, then it becomes easier for us to understand brand. If we use a well known person as an example, someone like Caroline Kennedy, then it makes it even easier for us to understand brand.
During my personal branding workshops, and sometimes even organizational brand development sessions, I often ask the participants to think of a famous person, think about what that person stands for, and the set of associations they have with that person. I believe the Kennedy brand is great example to use. Beginning with Joe the patriarch of the family and now with what appears to be a good bet that Caroline Kennedy will fill the open US Senate seat of Hillary Clinton, most people around the world have an opinion about the Kennedy brand, and I would guess that the view is relatively consistent.
Remember that personal brands affect organizational brands, and even nation brands. What impact do you think the Kennedy brand has on the world view of the United States? Leaders have a tremendous opportunity to recruit and retain brand champions around the world. You can do the same within your organization.
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