Great, you've made it to the final lesson of our 12 part series. Today's lesson, today's core lesson may be a little different than the others because it seems to be somewhat of a newer concept compared to the others. So let's get into what I'm talking about. Today's lesson is specifically on personal branding, not branding, per se, but personal branding, or quote for the day goes like this. If you're not branding yourself, you can be sure others will do it for you. So it's a bit of a warning.
It means if you're not taking control of your perception how other people view you, then they're going to take control of it instead of you. So wouldn't you want to keep that power over your perception, your reputation in effect. So what are we going to talk about in this last core lesson? Well, we'll go over Of course, as you Usually the introduction and mystery question first, then we'll talk about why or what personal branding is, why I do it, and who should do personal branding specifically, then we'll look at considering your ambitions to work on that personal brand. We'll look at how to craft a brand statement. And we'll go into what you should do in order to broadcast your personal brand.
And then finally, of course, we'll wrap things up with mystery question answered. Okay, let's get into it. First, not personal branding, but more specifically, branding. What is that? You've heard of it before? But let's define it.
Branding is the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products. So what companies come to mind when you think of good branding Here are two that are the best of the best at it. Number one, of course, Apple, Apple computers and Apple products into swoosh. That's Nike. These two symbols are instantly recognizable around the world. The reason isn't because they have the best products.
The reason is because these companies are masters of branding. And their approach to branding is a different approach to marketing. They don't focus on telling the world who they are and what they do. Instead, they focus on telling the world what they believe and keep that in mind. These companies show that they stand for an idea, and their competitors typically don't and thus, always find themselves focusing on how to beat apple or how to beat Nike instead of focusing on themselves. Regarding branding, I want to focus instead of on a company on an individual who is the world's best brander Arguably, cio who is one of the best personal branders of all time, he himself is better no more than his over 400 companies that he owns.
He's built a name and he has built a name that has more value to it than those companies combined as well. And here are a few details. Number one, he's not from a wealthy family. He performed badly in school. He dropped out of school at the age of 18. But he's adventurous, highly resourceful, and understands the importance of branding.
His airlines started when he was stuck in Puerto Rico, trying to get to the British Virgin Islands. There weren't enough people to book for the flight so the airline cancelled the flight. He called a private charter company, and almost as a joke, went around the airport with a sign saying $39 when One way to British Virgin Islands, all the passengers who are waiting to get there, took up his offer and the plane was full. That was the birth of his airline company. He is also known to encourage entrepreneurs and youngsters. He's involved in a variety of startup events, and also funds many of them.
He's widely known as a mentor, philanthropist and champion of the youth. And we can see him quoting this, too many companies want their brands to reflect some idealized perfected image of themselves. As a consequence, their brands acquire no texture, no character and no public trust something that he has done the opposite. So can you guess who this personal brand or extraordinaire is? So to recap this initial section of our core lesson on personal branding, we look quickly at what is branding, the marketing idea corporate idea of branding. What is or who is one of the Personal branders in the world, and my question to you is, can you guess who he is?
So good luck on that guess. And let's get ready for the next core section. What is personal branding? Why should you do personal branding? And what are the best candidates? What are the best type of people who should do personal branding season