Reckitt Benckiser teaches self branding

By Satrajit Sen , afaqs!, Mumbai | In Digital | October 15, 2013
The website helps build a personal profile in the same way marketers build successful brands.

Reckitt Benckiser (RB), a global consumer goods player in health, hygiene and home, has launched Brand Me (, a new social media experience to help participants build a personal profile in the same way marketers build successful brands.

Brand Me home page

Aimed at students, graduates and those in their early FMCG career, Brand Me aims not only to drive awareness and understanding of the unique brand's culture but also to draw a line under embarrassing social media profiles. And, a quick Google search about the individual might further illustrate the need for such a tool in today's digital space.

Brand Me helps people be seen by others the way they want to be seen and is packed with entertainment, advice and video content from RB brand experts.

"Your personal brand sums you up in a nutshell. It determines how others look at you, what they think and feel about you. Branding yourself is the crucial first step in establishing who you are, especially in the workplace. Our 19 iconic Powerbrands are famous across the world. That's why we want to share our expertise with you, so that you can become a self branding superstar. Personal branding starts with knowing yourself inside and out, and then consistently communicating your key strengths both online and offline. Your brand heavily influences how others perceive you. So actively shape those perceptions yourself. If you don't, someone else will," the company states in the website.

The website has sections like articles, where the company is running audio visual content related to self-grooming. The site also houses a quiz where self-grooming questions are asked and at the end of the game, the contestant gets an assessment of his or her character. The site is being promoted on Facebook and Twitter.

Andraea Dawson-Shepherd, SVP, global corporate communication and affairs, RB, states, "Having expert advice on how to create a personal brand from some of the world's best marketers, Brand Me will offer young professionals a real edge when it comes to career success and finding a culture they're best suited to. We hope Brand Me will showcase Reckitt Benckiser to those people who share our values and give valuable insight into what it takes to make it here."

Dr. Tomas Chamorro-Premuzic, professor of business psychology at University College London and star of BBC Three's "Year of Making Love" experiment, helped develop the online programme.

Through branding tips and his psychological business insights, participants will not only pick up valuable hints at how to sell oneself effectively but also collect points and badges which will lead to the opportunity to win unique, career-enhancing prizes.

Following a personal profile analysis within Brand Me, participants are taken through a programme to improve their own branding including social media profile analysis; reputation management; social networking; being brand savvy; even having a point of view, delivered through videos, info graphics, quizzes and step-by-step plans on how to make themselves stand out to future employers.

Reckitt Benckiser India (RB India) sells products ranging from soaps to over-the-counter medicines and condoms; it posted revenues of Rs 3,593 crore for the year ended March 2013.

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