Personal brand applications: conceptual examples
As a follow-up to my recent post on personal brand applications (PBA’s) on smartphones, here are some rough conceptual examples showing how various industries and organizations might use PBA’s.
As I noted in my post, “The most treasured PBA’s will be exclusive apps of elite circles of achievement.” Real personal brand applications would have much more depth and dimension than I sketch out here.
A conceptual PBA for business publications
A personal brand application from the Economist or Financial Times might help subscribers deftly navigate the global village covered in detail by these publications. If I”m off to a conference in Singapore the PBA might give me an insider’s brief on local airport logistics, where to stay and maybe the best hawker centers for a dash of local food. Tell me the top 10 do’s and don’ts. Remind me how hot it gets and where to go on Clarke Quay (see above). Toss in a Metro map, main local phone numbers, and so on. You know what’s relevant for me because I read your pub. Your PBA is your sharable (neo-Keynesian) savoir faire. It should (in this concept) qualitatively enhance my visit to the Lion City–or any great city.
Would the brand charge for this? Absolutely. This is real value. Make it part of the sub.
A conceptual PBA for an office furniture brand
Office furniture brands already understand that they’re no longer in the traditional “office furniture business.” They’re really in the workspace business, with the many additional opportunities that market affords. They may even be in the innovation business, and in the collaboration business—if their products can contribute in those value-added areas. Hence the strategy set forth in this podcast about Steelcase. The PBA of an office furniture brand might focus on helping customers innovate and collaborate, so the brand becomes a trusted innovation and productivity partner inside and outside the office.
This is what I mean when I call the brand a “value stream beyond the product proper.”
A conceptual PBA for a health brand
If you’re a health brand you can forsee that eventually everyone’s medical data will be securely stored on their smartphone or similar device, to be downloaded to medical personnel as needed. Where will your brand be when that happens? Will it already be the leading brand of wellness on everyone’s fingertips, as a vital personal brand application? At this early stage of the game, your PBA may start with something as fundamental as this.
A conceptual PBA for a museum
If you’re a museum you command an unmatched context of culture and creativity right out of the box. Everybody wants what you have. Ergo, you are hot. The easiest way for you to deliver unique value through your PBA is to make it the voice/presence of the creators whose work you now curate, and make relevant to the world. Put the insight, wit and wisdom of your artists in the hands of your members through your PBA. Most people want more creativity in their lives; help them find it. Elevate them to a creative platform—through you. For an idea, see the Twitter feed for TheCubist. Now multiply that by 100. Unleash your curators for fresh content.
A conceptual PBA for an automobile maker
A smartphone PBA from an automobile maker might include the following:
- The owner’s manual in a nice UI, with key sections on how things work, including a troubleshooting guide
- Emergency procedures for those unimaginable emergencies
- Email contacts at the carmaker’s HQ for any critical issues
- Names, addresses and phone numbers of every dealer, in case I need service on a trip
- Service schedules and reminders; seasonal tips; downloaded recall notices
- Updated reports from other owners on key problem areas
- A way to track mileage and gas purchases
- Accident reporting protocols
Alternatively, such a PBA may be offered by insurance carriers, who have their own reasons for building lasting relationships with automobile owners.
A conceptual PBA for a conference or event
Conferences and events can be messy places. A conference PBA (downloaded on payment) would put the conference at each attendee’s fingertips. Show all the attendees and sponsors with their contact info. List all the speakers and sessions, with updated scheduling changes. Provide a Twitter-like feed that puts all attendees on the same real-time page, maximizing interaction. Include links to all presentations, demos, etc. so that attendees can review these and follow up post conference. List the (major) local hotel numbers, so that if I meet someone at the conference who’s staying at the Hyatt I can contact them without difficulty.
In other words, this personal brand application would increase the depth and impact of the conference by packing relevant conference content and connectivity into my smartphone—where it would probably stay for quite a while.
