COM 405 1.2 Short Paper. Brand Evaluation---UP
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1-2 Short Paper: Brand Evaluation
1-2 Short Paper: Brand Evaluation
Southern New Hampshire University
Dr. Susan Cardillo
COM 405 R4695 Personal Brand Communications March 09, 2024
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1-2 Short Paper: Brand Evaluation
Brands Explored
“Everyone has a personal brand – it is either positive, negative or neutral and it is developed to the extent the individual realizes the importance” (Wee and Brooks, 2010). A brand
that I find interesting is Brene Brown’s. She is a very successful “a researcher, storyteller, and (currently enraged) Texan who’s spent the past two decades studying courage, vulnerability, shame, and empath”(Brown 2024). Her brand appealed to me because it is characterized by her deep empathy and compassion. Another personal brand that I find interesting is Taylor Swift’s. Taylor is an amazing singer, song writer and a “ global superstar who has captivated audiences with her heartfelt lyrics and catchy melodies, solidifying herself as one of the most influential artists in contemporary music” (Ray 2024). Taylor’s personal brand has set her apart for her philanthropic and activist efforts.
On the contrary, a personal brand that does not appeal to me is Chrissy Teigen. Despite creating a brand that emphasized wellness and self-love, some details about her being a bully were exposed, ruining her reputation and bringing her brand down. Another personal brand that does not appeal to me is the golf player Tigger Woods. In the highlight of his career he found himself in the middle of a sex scandal and reports of excessive use of illegal drugs raised questions on his integrity. Chrissy Teigen and Tigger Woods personal brands lost credibility in my eyes, I do not support the values they claim to support. 2
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1-2 Short Paper: Brand Evaluation
Brand Analysis
Brene Brown personal brand's overall appeal is grounded in her focus on vulnerability and embracing our imperfections. She regularly writes about her experiences with vulnerability and encourages others to do the same. She has become a role model for how to live a life of courage and authenticity.
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1-2 Short Paper: Brand Evaluation
Contrary to this personal brand is that one of Chrissy Teigen. Although she spoke about respect and positivity, I lost trust in her actions and beliefs when she bullied other women online.
This made it clear that her words were just empty promises. Ultimately, her actions spoke louder than her words.
Personal Brand Statement
Brene Brown’s personal brand statement is the following “We believe in five values that underpin all of our work, including our commitment to inclusivity, equity, diversity, and belonging. We are called to: BE BRAVE. SERVE THE WORK. TAKE GOOD CARE. CULTIVATE BELONGING. CREATE BEAUTY AND EXCELLENCE IN ALL THINGS” (Brown 2024). There is a lot of clarity in Brene Brown's personal brand statement, as well as what they want to accomplish. She has a straightforward mission to help others live more wholehearted lives by 4
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1-2 Short Paper: Brand Evaluation
embracing vulnerability and imperfection. She focuses on providing practical tools and strategies
to help people build trust and courage in order to take risks and break free from shame (Brown 2024).
Tiger Woods personal brand statement “It’s up to us to help students understand there are
so many opportunities out there and provide them with the access, support and resources to chase
after their dreams. We all can be champions for youth” (TGR n.d.). I personally think that this brand statement is not unique, it is very general. It does not specify how they plan to differentiate himself from other organizations.
Personal Brand Elements
Brene Browns and Taylor Swift's personal brand includes various brand elements that are
clearly crafted and presented, such as their mission and goals. These elements play a significant role in shaping the overall image and perception of them. For Taylor Swift as an artist and businesswoman and for Brene Bown personally and professionally. In Taylor Swift’s personal brand, her mission is to use her talent and influence to inspire and empower fans worldwide. She aims to connect with her audience on a deeper level through her music and encourage them to pursue their dreams and aspirations. For Brene Brown’s personal brand, her goals include to reach a wider audience and continue spreading her message of vulnerability and empathy. She does this through public speaking, books, podcasts, and social media.
Personal Brand Visuals
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1-2 Short Paper: Brand Evaluation
The aesthetic for Brene Brown personal brand is very calming, clear, organized and the images reflect inclusiveness. The visuals she uses to illustrate her points evoke a sense of strength and courage, encouraging viewers to be open and honest with themselves.
The aesthetic for Taylor Swifts personal brand is it is youthful, simple and clean it is influenced by her music and song lyrics. This aesthetic is captured through her music videos, and
social media posts, giving her brand identity a unique and vibrant feel. The logo is classy and clean and the images can be described as innocent and romantic. 6
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1-2 Short Paper: Brand Evaluation
The images on both personal brands enhance both personal brands as they align with the message they are trying to convey. They create a positive first impression and help to build credibility. Additionally, they create a consistent visual language and brand identity, which helps to build trust with audience.
Reflection on Lessons Learned
After analyzing Taylor Swifts and Brene Browns personal brands I learned that Both Taylor Swift and Brene Brown have a strong sense of self-awareness and use it to their advantage. They use their personal brand to build relationships with their followers and create content that is both meaningful and entertaining. They also use their brand to inspire others and to make a positive impact in the world (Chan 2024). So far both Taylor Swift and Brene Brown’s
actions align with their mission and values giving me trust that they are being genuine. When analyzing Chrissy Teigen and Tigger Woods' personal brands, I am still left with lack of trust. I believe that both celebrities have a long way to go to regain my trust. They need to show genuine remorse and take responsibility for their actions. Additionally, they need to show a commitment to changing their behavior in the future.
Building my Brand
From this analysis I can use some ideas to inspire the development of my own personal brand. From the Taylor Swifts and Brene Browns personal brands their authenticity and transparency inspire me. The fact that they encourage individuals to embrace vulnerability and live a life of purpose and authenticity makes me want to follow that same model. From the 7
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1-2 Short Paper: Brand Evaluation
Chrissy Teigen and Tigger Woods' personal brands, I can see the importance of building trust with my audience and aligning my actions with my words. With this analysis I can clearly see the importance of self-awareness, authenticity, and creating content that resonates with your audience. I feel that it is important to be genuine and true to yourself in order to build relationships and trust with your audience. By being transparent and honest, you can create a strong bond with your audience and be seen as an authentic person.
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1-2 Short Paper: Brand Evaluation
References:
About brené
. Brené Brown. (2024, January 24). https://brenebrown.com/about/
Chan, G. (2024, February 19).
5 ways your personal brand can shine like Taylor Swift’s
. Forbes. https://www.forbes.com/sites/goldiechan/2024/02/13/5-ways-your-personal-brand-can-
shine-like-taylor-swift/?sh=45a48ee27f8e
Peter AJ, Gomez SJ. Building Your Personal Brand: A Tool for Employability.
IUP Journal of Soft Skills
. 2019;13(2):7-20. Accessed March 9, 2024. https://search-ebscohost-com.ezproxy.snhu.edu/login.aspx?
direct=true&db=bsu&AN=137424418&site=eds-live&scope=site
Ray, M. (2024, March 6).
Taylor Swift
.
Encyclopedia Britannica
. https://www.britannica.com/biography/Taylor-Swift
Together, we can make the future shine bright!
. TGR Foundation. (n.d.). https://tgrfoundation.org/about/
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