I had no intention of being an entrepreneur. I was working in corporate branding for IBM/Lotus and I loved my job - cool products, amazing colleagues! And branding was ‘my thing’. Then everything changed. In July 1997, I read Tom Peters’ now-iconic Fast Company article "The Brand Called You." Here were my two great passions – branding and people - joined in an exhilarating alchemy called personal branding! Soon after reading the article, I was given the opportunity to lead the Lotus branding efforts in London/Paris – and I couldn’t pass that up. So I pursued an exciting European adventure until I could no longer ignore the pull of personal branding. I'd found my calling. When I started Reach Personal Branding in 2001, I joined an "industry" of four firms vying for a small pool of business. A few years later (with savings spent and significant debt), Reach was the lone personal branding company. I'm known for my extreme optimism and I KNEW personal branding HAD to become relevant. I stuck it out. Persistence paid off. An economic downturn – with globalization, outsourcing and the birth of social media - took personal branding from relevant to essential. And Reach was there! Today, Reach is the leader in personal branding with certified Strategists in 45 countries and pioneering products used by a million+ people. As CEO, I'm thrilled that Entrepreneur called me "the personal branding guru," crediting Reach with turning personal branding into a global industry. Now, I routinely traverse the globe, happily delivering keynotes and workshops to organizations that want to engage, motivate and retain their best talent. In fact, I've delivered more personal branding presentations to more people in more places than anyone on earth. More: www.reachpersonalbranding.com & www.williamarruda.com
First as a consultant, then a senior consultant, I provided advisory services to KPMG clients. I honed my marketing communications skills by being involved in many of the firms proposal efforts.
IBM / Lotus Software
I was fortunate to work with fascinating people at IBM/Lotus where I managed branding and marketing communications, first for Lotus WW then for IBM/Lotus EMEA while in London and Paris. In July 1997, I read the article "The Brand Called You" in Fast Company magazine and decided I would start the first- ever personal branding company. It was during my time in Paris that I conceived the personal branding methodology that later became Reach Personal Branding.
I led all corporate marketing communications activities, including the re-branding of TASC and all of Primark's other companies. Primark was eventually sold to Thomson Financial.
Reach Personal Branding
I'm honored to be a sought-after speaker on the topics of branding, career advancement, social media, LinkedIn and employee motivation—delivered in keynote presentations or workshops ranging from an hour to multiple days. “Big companies tap Arruda to lead charisma-boosting workshops. Starwood Hotels recently hired him to speak to 300 execs. He has business from American Express, JPMorgan Chase and Microsoft. And when he isn't doling out doses of oomph, he is busy recruiting coaches [for his personal branding certification program].” Forbes Whether for audiences of 5 or of 5,000, I seek to engage, motivate, and inspire with my unique blend of wit, story telling and humor. My worldwide clients include leading global organizations, many of the Fortune 500, and major universities. I have the privilege of having delivered more personal branding keynotes than anyone on earth, and I've done it on 5 continents. Jane Swift, Director, Executive Network, British Telecom said, “William Arruda is one of the most passionate and enthusiastic presenters I have ever worked with. Personal branding for William is a way of life … and that shows! I am personally still amazed at his impact days after having heard him speak. I recommend him to any organization that seeks to invigorate, motivate and engage their management teams.”
Reach Personal Branding
“William Arruda and Tom Peters are considered foremost experts in the field of personal branding.” The Examiner. After resigning from IBM to start Reach Personal Branding, I spent a year in Paris transforming a decade of corporate branding experience into a pioneering human branding methodology. I developed, tested, and refined it with executives around the globe, and launched late in 2001. I was among the first five people in the world to launch a business focused on personal branding. I later developed an intensive, first-of-it's-kind program to certify personal brand strategists in the delivery of the Reach methodology, from individual clients, to groups to working at Master level with major companies. The program is now recognized by the International Coaching Federation. I also created the groundbreaking 360Reach personal branding survey, the first 360 to be based exclusively on reputation rather than performance. It's now in development for Release 7 and has been used by over a million people. www.360reach.me My Philosophy: - Put people first. - Be positive - everything is possible. - Do big things. - Give freely. - Have fun!
CEO & Personal Branding Consultant
Reach Personal Branding
I'm the CEO of Reach Personal Branding - the #1 provider of personal branding services to Fortune 500 companies and leading universities, used by more people than any other. But It wasn't always so! In 1997, Tom Peter's article in Fast Company, "The Brand Called You," changed the world for me —and in 2001 I took a leap of faith, quit a great job while living in Paris, put my prodigious energy and optimism to work, and founded Reach with an audacious goal: to bring the power of personal branding to millions of people worldwide. Fast-forward 10+ years… - A vast network of Reach Certified Personal Brand Strategists now spans the globe - Reach methodologies are used by leading companies including 20% of the Fortune 100 - 360Reach - the personal branding survey has been used by over a million people and is available in three languages - Reach is considered the global leader in personal branding Thousands of today's personal brands are powered by Reach! Major global brands use Reach's training to help them get the best from their human assets through the power of personal branding. I travel the globe delivering motivational keynotes, and workshops for many of the world's leading organizations and universities, logging more than 100K miles a year! I'm honored to have been featured on the BBC, the Discovery Channel, NPR and Fox News and in Forbes, Time, Entrepreneur, GQ, Men’s Health, The New York Times, Harvard Business Review, and in dozens of other publications. Today, entrepreneurs, executives, students, and emerging talent work with me to unearth what makes them exceptional and use it to drive value for their careers and organizations, becoming influential, indispensable, and incredibly happy in the process. More than a million people (and their companies) have discovered that what makes them unique makes them successful. reachpersonalbranding.com | personalbrandinghub.com | williamarruda.com
Social Branding Consultant
Reach Personal Branding
I’m a social media enthusiast and LinkedIn’s biggest fan. I believe that companies that engage their people in social media have tremendous advantage over their competitors. Over the past few years, I’ve been working with my clients to help them make the most of social media as a tool for enhancing the corporate brand, employer brand and the personal brands of their people. When leaders and employees at all levels are actively using social media, they increase brand value, make their company a more attractive place to work and enhance their own performance and engagement. I put LinkedIn at the center of these programs. Why? • It’s the place people go when they want to learn about people and companies • There are 330+ million professional members • It provides dozens of features that help you do your job better • It’s the most powerful opportunity to showcase your company, your products and all your people I lead my company’s efforts in working with innovative marketers, PR leaders, and talent acquisition and development professionals to bring the power of social branding to their organization. I designed a one-of a kind social branding certification program and have certified over 150 coaches and trainers in my social branding methodology. We design custom programs and can scale to meet the needs of any company of any size. I love working on these programs with smart, forward-thinking leaders who seek to use social media as a lever for competitive advantage.
Ditch. Dare. Do!
Sub-titled "66 Ways to Become Influential, Indispensable, and Incredibly Happy at Work," Ditch. Dare. Do! is the quick-start guide and deep-dive instruction manual every executive and employer needs to leverage the power of personal branding. I worked with CEOCoach Deb Dib to produce Ditch. Dare. Do! It's deliberately bold and brief for today’s over-worked, stressed out, multi-tasking professionals, with powerful, stand-alone, quick-read two-page vignettes of relevant, actionable, fun and fast tips cover all aspects of personal branding. This groundbreaking book is designed for people who are serious about building their careers, professionals who seek to better align who they are with what they do, and companies that are serious about retaining and growing the best talent. Marshall Goldsmith, New York Times bestselling author of MOJO and What Got You Here Won’t Get You There said “With wisdom and wit, personal branding pioneers William Arruda and Deb Dib have evolved the best of executive branding into dynamic actions and strategies that tame today's frenetic workplace, transforming it into an opportunity-rich, brand- building environment for professionals seeking more success and personal fulfillment." And Gretchen Rubin, author of the New York Times #1 bestsellers The Happiness Project and Happier at Home says, “William Arruda and Deb Dib understand personal branding better than anyone. In this invaluable guide, they lay out the essential points in quick, actionable tips that will allow readers to develop their own personal brands—for greater effectiveness and satisfaction at work.”
I write a regular column for Forbes on the topic of personal branding. Most of my posts are focused on the personal branding process, social branding and using LinkedIn for career advancement. Follow me at Forbes: http://www.forbes.com/sites/williamarruda/