Mastering the Art of Being Remembered: An Interview with Anna Salome on Personal Branding

In today’s reality, standing out as an individual and being linked to specific trends has become challenging. To establish yourself in the job market and life, it’s essential to understand, position yourself strategically, and highlight your unique qualities. Marketer Anna Salome, who has successfully guided 30 individuals in their personal branding journeys, will share insights on how to achieve this and develop a compelling personal brand. 

– What do the concepts of personal branding and personal brand entail?

– First, let’s define what branding is. In marketing, we mention that branding is about creating a brand that elicits certain associations in people’s minds, regardless of whether those associations are positive or negative. For example, when we say “Nike,” we instantly think of its product range, its energy, memorable advertisements, and associate with a distinct character. We can definitely state that it is a classic example of branding. The same logic applies to individuals.

– Let’s talk about the importance of personal branding, how important is personal branding today?

– The role and weight of personal branding are not exaggerated and are essential in today’s world; it has become a necessity dictated by the times, which could not go differently. In today’s fiercely competitive environment, characterized by an overwhelming flow of information, individuals frequently encounter challenges in differentiating themselves, strategically positioning their personal brand, and managing their public perception. Personal branding is essential for navigating these challenges.

– Who benefits from personal branding, can we assert that everyone needs personal branding in today’s world?

– Personal branding is vital for individuals aiming to boost their profits and income, as well as achieve fame and recognition. I can clearly state that these are the two main motivations that drive clients to seek my expertise. While there are other reasons, including rebranding efforts, personal branding is also important for those who aren’t publicly active but want to firmly establish and position themselves within their fields.

– When someone approaches you to develop their personal brand, at what stage does the process start?

– At the initial stage, we conduct a SWOT analysis, which entails the evaluation of a person’s strengths, weaknesses and consideration of the opportunities, and threats. This analysis forms the foundation for building their personal brand, focusing on leveraging strengths. It’s crucial to clarify the goals and objectives of personal branding at this stage, as the entire process and strategy will hinge on these goals. Once the objectives are set, we identify the target audience – our primary consumers. A key principle I follow is that, in marketing, being first is often more advantageous than being the best. The essence lies in understanding and highlighting what makes a person unique and how they stand out from others.

– Is it possible to consider rebranding for someone who is already recognized but requires a new introduction and positioning?

– Yes, this is a prime example of personal branding, where an individual’s public image evolves significantly over time and acquires a completely different positioning. Consider Kim Kardashian: initially known for her Arab-style presentation, her association with immoral standards, and a low-quality entertainment show. However, she has successfully rebranded herself with the help of a skilled team. Today, she is recognized as a businesswoman who advocates for family values, occasionally offers moral advice, and engages in meaningful activities, such as visiting Armenia and Tsitsernakaberd. Today, we might say that she initially presented herself to the public in an entirely flawed way, but she is now a recognized and respected figure.

—What are the most important elements of personal branding?

– Positioning is a crucial aspect when determining how an individual should be positioned in the market. It’s essential to highlight key characteristics so that your name is consistently associated with 3 to 5 specific terms that resonate with both broad and niche audiences. The image element is also vital and must align with your positioning. For instance, if you claim to be the highest-paid business trainer but dress inappropriately, it undermines your credibility.

— Let’s discuss the significance of media and social platforms. How important are these platforms?
Today, we cannot overlook the significance of media and social platforms. Social platforms, in particular, play a crucial role. It’s important to first identify the field of the individual we are working with and determine the most suitable platform for their specific area. However, there are instances where active use of these platforms may not be necessary. Social platforms have a key feature: they provide equal opportunities for all users, where anyone can start a page from scratch, develop it, target an audience, and monetize it. In contrast, appearing on TV traditionally required substantial financial resources and authority, which disrupted this equality. For example, I worked with psychologist Tamara Simonyan, who now has over 12,000 followers. Her page grew organically, and she has become a respected figure on an online platform, discussing various topics and providing specialized advice.

— What obstacles might be faced when developing a personal brand?

– Unfortunately, the challenges are numerous, and I’d like to highlight the “self-promotion” syndrome. Many of my colleagues eventually start feeling that their efforts are merely self-promotion, their work is meaningless, and their success is just a random phenomenon. As I mentioned earlier, we address challenges and threats during the initial stage, but we also encounter force majeure situations that we need to manage. Ultimately, we work with individuals and their emotional fields, and external factors also play a significant role.

— In our ever-evolving world, where new trends and innovations emerge daily, what are a few tips to maintain relevance?

– An important prerequisite for staying on trend is authenticity – being at ease and genuine in your situation without appearing ridiculous. It’s also crucial not to become a victim of the trends. As I mentioned earlier, it’s essential to avoid getting caught up in these trends and cultivate specific associations so that, over time, a clear and consistent perception of you is established.

— I understand that you have extensive experience, but could you highlight some of the successful collaborations you’ve been involved in?

– Many collaborations are confidential, and we establish this understanding at the very beginning of our work. However, there are also cases that are public. For example, as I already mentioned, Tamara Simonyan has become a sought-after specialist in both psychological and media fields. Another significant example is our work with Grisha Aghakhanyan. We orchestrated his return to the showbiz sphere, breathing new life into his songs and work. As a result, his early works have become hits again and are now widely played.