ABSTRACT
Branding can seem to be all about clever logos, fancy websites and catchy straplines but at the heart of the brand is reader. This means the reader need to understand what our brand stands for and what skills, experience and perspective the reader are bringing to it. Your digital profile is anything that is publicly available online. This includes your professional website, any Tumblr blogs the reader set up as a teenager, student assignments, social media posts and even your redundant MySpace account. One of the biggest tasks when initiating your brand is setting up a website. This can be as cheap or expensive as the reader wish and can develop over time. Some journalists still shy away from social media because they feel it is a largely subjective platform where personalities rather than facts gain the most traction.
