Pioneering Brand Strategist, Speaker, Author and Founder of Reach Personal Branding

William Arruda

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Top Stories by William Arruda

Personal Branding Journal on Ulitzer Every year since I founded my company, Reach, in 2001, I've made predictions about how the world of personal branding will evolve in the coming year. Here are my top 10 for 2010. 1. Video, Video, Video Thanks to greater bandwidth, cheaper storage, and a proliferation of products and services that make shooting, storing, viewing, and sharing video easy (Flip video, iPhone 3GS, YouTube, vimeo, blip.tv, vodpod, etc.), video will be king in 2010. Video is ideal because it allows careerists to deliver a complete communication and convey their personality—a critical component of branding. More services like videoBIO (a Reach Personal Branding partner) will make it easier to cost-effectively build a powerful and positive brand image using video. 2. Hiring Process Companies will be hiring brands rather than employees. They will use social... (more)

Twitter: It’s Not Just About Lunch

A recent Sprint commercial about the “Now Network” noted that 26% of viewers had no idea what “twittering on Twitter” means. Yet, it’s clear that Twitter awareness is growing by leaps and bounds. Of course, this doesn’t mean opinions about Twitter are all positive. Many still hold the view expressed in this Twouble with Twitters video. As well, as Steven Johnson stated in his favorable Time magazine piece, “The one thing you can say for certain about Twitter is that it makes a terrible first impression… It's not as if we were all… saying, ‘If only there were a technology that wo... (more)

Why Use Hashtags on Twitter?

Twitter on Ulitzer Hashtags on Twitter place tweets in categories and gives one unique page for tweets using a certain hashtag. Envision a filing cabinet with files that are labeled and easy to access. You can go to http://www.hashtags.org, type in your keyword, and find the relevant hashtags that support your keyword. Using hashtags also enables people with the same interest to search on a hashtag (i.e. #personalbranding) and find people who are tweeting about that subject. Hashtags helps you to connect with others who have similar interests as you and facilitates finding peop... (more)

Positive Word of Mouth and Your Brand

This is part four of a five part series of the importance of personal branding in garnering positive word of mouth. In our hyper-connected society, word of mouth has become “world of mouth” and recommendations truly craft your online and offline persona and value. It makes all the difference between positive or negative word of mouth about you, your service, or your business. In discovering our personal brand, we found out what the perception is “out there” about us. We also extracted what made us unique, what we felt our strengths were, what others felt our strengths are and c... (more)

Could Santa Be the World’s Strongest Brand?

Whether you believe in him or not. Whether you call him Santa Claus, Pere Noel, Father Christmas or St. Nicholas.  Whether you buy into Santa's naughty or nice routine. You have to admit, the jolly rubenesque man with the long, white beard who hails from the North Pole is a really strong brand.   Mr. Claus is the envy of brand managers everywhere. He represents the ideal when it comes to branding. His brand attributes are clear and desirable to virtually everyone.  Even parts of the world that have no connection to the holiday with which he is associated know who he is and what he ... (more)