ABSTRACT

This chapter describes the complete process of building and growing a successful personal brand. It explains the development strategies for assessing the success of creative professionals brand based on progress toward the goals they defined when they created their strategic plan. The chapter discusses the search engine optimization (SEO) in more detail. Measuring brand success is a simple matter of following the rules professionals established for themself when they created the assessment plan as part of their strategic plan. There is no one set format for or way of designing measurement tools. Professionals can build their as a spread sheet that directly and succinctly presents the basic information. Many marketing and branding professionals are fond of saying that mistakes are more valuable than victories, assuming professionals can learn from them. The chapter also explores the basic information Google Analytics tracks for users. Google Analytics, which measures website traffic, clicks, and the behavior of those who land on websites, is free.