I’ve added an additional topic to this blog, Personal Online Branding — it’s a loaded term that has recently attracted some attention, and it’s worth talking about. At first it appears to have little to with Enterprise 2.0 (the primary topics of this blog). However there is a subtle connection between the two. In both areas, we address issues of social computing tools and behaviors in order to achieve some business results. So lessons from one can apply to the other.
I’ve had some great conversations with branding experts and career coaches lately, and I’ve done a lot of introspection on what I have been doing over the past few years — and more critically — what seems to be working and what seems to not work so well for me. And along with the conversations and the thinking, I’ve been coaching some people and helping them get their act in order. Some are job seekers and some are small business owners — and all are looking to understand how to be effective citizens in the new socially mediated online channels.
I’ll touch on the question What is a brand? by pointing to this thought-provoking blog post. Yes, this is fuzzy and confusing. Let’s just focus on the part of branding that we can easily talk about — that being those actions you can take that will help develop a desired impression about you by others whom you wish to notice. I’ll share two (modified) stories with you.
Harvey is a friend of mine who is looking for a job. He’s an expert in a niche area of technology architecture. He’s very well read, has lots of experience, and is quite articulate. He’s been focusing on his ideas that he thinks could “revolutionize the industry” and really solve many problems in his field. But he has not found an audience to hear him out. It has been a while since Harvey has been employed (he does some private consulting now), so I asked him if he is aware of the current pulse in his industry. He didn’t know what I meant, so I asked him the following questions:
- Who are the thought leaders in your industry?
- Who are the relevant vendors?
- What is going on in your industry, are there new products on the horizon? Were there any recent mergers or layoffs among major vendors, consultants, or clients?
- Who else is in the job market that would be applying for the same jobs you are?
- When/Where is the next industry conference?
- Are there local networking meetings you should attend?
- If you get an interview, what do you think your interviewer will ask you that demonstrates how up to date you are?
These made him a bit uncomfortable. He certainly knows his technology skills, but admitted that he does not spend any time keeping current — and actually is afraid that his skills may get outdated — resulting in being considered irrelevant to a potential employer.
Nicole is another friend of mine. She’s a small business owner and is trying to build her “personal brand” online in order to build her business. In contrast to Harvey, Nicole is very tuned in to her industry and she is very attentive to her clients and prospects. But she has no presence on-line. The only way to engage her is to find her ad and talk to her on the phone or in her office. For Nicole, the Internet is a great resource to lurk and learn, but she does not have the time or energy to set up anything more than a static webpage — one that gets little traffic. Nicole is very aware, but she’s not engaged — at least not online. She’ll find you, but you might not find her.
One of the first models I share with people when I discuss online branding is this simple equation:
Awareness + Engagement –> Relevance
One of the important goals of a personal brand (e.g. for a job seeker or a small business owner) is to become relevant to an audience. There are two essential elements to develop that relevance, and you need both of them. First you need to be aware of what is going on in your area of focus. Then you need to be engaged actively. Excel in both, and you develop more relevance. Do one without the other and the results are not so effective.
Some branding experts suggest that you must get out and blog, get on Facebook, and be prolific, get found, generate noise and buzz, etc. But before you do, I suggest you take the time to review the questions above and chart a path to answering them. Spend more time listening and learning, so that your engagement activities are effective. Personally I find Twitter and blogs to be very helpful to help me develop my awareness — but there are other tools/places that can help, and this depends on the industry you are in.
Once you are a bit tuned in, then you need to get involved. Why? I asked my friend Harvey one last question:
- Who in your industry is aware that you are looking for a job?
I explained that you cannot just become very informed and not do anything about it. Nor should you put up a billboard and say “Hire me, I’m really smart — I promise.” That does not work either. Engagement is conversational interaction. It requires you to show up and contribute — and as a prerequisite it requires you to know something about the conversation you are engaging in. Although it takes more than just conversation, this does help develops a sense of trust with your audience. And this is essential in developing an effective personal brand.
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Gil,
Please add your definition of brand, by finishing the sentence “A brand is…”
http://www.blackcoffee.com/blog/a-brand-is/
I look forward to hearing your thoughts.
Mark Gallagher
Brand Expressionist®
Blackcoffee
More from author
Gil — Great content, as usual… nice blending of concepts, storytelling and how-to advice. I’m really glad you added this section to your site.
Here is my answer to the Blackcoffee “A brand is…” challenge:
A brand is a way to individualize products, and to productize individuals.
..and here’s a little rant that I wrote about this:
http://danspira.wordpress.com/2008/12/22/dont-productize-me-bro/
Thanks for sharing!
More from author
Dan, there’s no topping your answer. Brilliant! And thanks for the kind remarks. As it turn out you know “Nicole” and I think you might know “Harvey” too. Small world we live in.
i tend to shy away from posting comments every time there’s a business culture meets morality memes.
but an informal poll on facebook?.. how could i resist! (hah!)
If we’re talking about brands, good or bad refers to “produces the wanted result” or “doesn’t produce the wanted result”. Branding is a tool. a marketing tool. and the scope of the semantics involved remains in the marketing universe. as you said, value neutral. the reason for that is because in the marketing universe, there is no room for morality. (but not vice versa!)
Jesus, Moses, Mohammed, Buddha, etc.. all branded themselves (regardless whether some of them existed or not) in order to get their message across. Obviously branding is a time tested successful tool to get the job done. I’m not sure moral “good” or “bad” actually applies.
i’ll take a stab at the question tho:
a Brand is the marketable image of something.
for certain items.. the marketable image is more complex than what the item actually is. for others, the marketable image is much less complex than what the item (person) is.
if we were in a complete digital world, (and to relate this post to your previous one..):
a Brand is an avatar.
This comment was originally posted on Meme Menagerie
i tend to shy away from posting comments every time there’s a business culture meets morality memes.
but an informal poll on facebook?.. how could i resist! (hah!)
If we’re talking about brands, good or bad refers to “produces the wanted result” or “doesn’t produce the wanted result”. Branding is a tool. a marketing tool. and the scope of the semantics involved remains in the marketing universe. as you said, value neutral. the reason for that is because in the marketing universe, there is no room for morality. (but not vice versa!)
Jesus, Moses, Mohammed, Buddha, etc.. all branded themselves (regardless whether some of them existed or not) in order to get their message across. Obviously branding is a time tested successful tool to get the job done. I’m not sure moral “good” or “bad” actually applies.
i’ll take a stab at the question tho:
a Brand is the marketable image of something.
for certain items.. the marketable image is more complex than what the item actually is. for others, the marketable image is much less complex than what the item (person) is.
if we were in a complete digital world, (and to relate this post to your previous one..):
a Brand is an avatar.
This comment was originally posted on Meme Menagerie
You may shy away from these topics, but I’m so glad when you take them on, Nareg! Very insightful… I especially like your observation of how a brand can make something more complex or less complex than it actually is.
The effect of a brand adding or reducing complexity does not follow along the line of whether we’re talking about products or individuals (despite the aphorism used to title this post).
Sure, with effectively branded water, branded ice cream, branded mustard, branded brandy, the brand can add complexity and depth to these products. But some very complex products can be simplified by brands too — for example, the effective marketing of software, biotechnology, or the branding of a popular online social media platform.
Branding of a person usually involves some reduction of complexity, though I can imagine a scenario where a brand adds depth there too.
This ties in nicely with your point about “good” equalling “produces the wanted result” in the world of marketing semantics.
To put it bluntly in relation to the previous post you referenced: Does taking on an “online personal branding strategy” increase a person’s chances of career advancement, or run the risk of making them look like a jerk?
It’s like the difference between wearing nice clean clothes and being well groomed for your next date or job interview, versus looking like one of these guys:
http://tremendousnews.com/wp-content/uploads/2009/04/27feb13-douche-patrol.jpg
This comment was originally posted on Meme Menagerie
You may shy away from these topics, but I’m so glad when you take them on, Nareg! Very insightful… I especially like your observation of how a brand can make something more complex or less complex than it actually is.
The effect of a brand adding or reducing complexity does not follow along the line of whether we’re talking about products or individuals (despite the aphorism used to title this post).
Sure, with effectively branded water, branded ice cream, branded mustard, branded brandy, the brand can add complexity and depth to these products. But some very complex products can be simplified by brands too — for example, the effective marketing of software, biotechnology, or the branding of a popular online social media platform.
Branding of a person usually involves some reduction of complexity, though I can imagine a scenario where a brand adds depth there too.
This ties in nicely with your point about “good” equalling “produces the wanted result” in the world of marketing semantics.
To put it bluntly in relation to the previous post you referenced: Does taking on an “online personal branding strategy” increase a person’s chances of career advancement, or run the risk of making them look like a jerk?
It’s like the difference between wearing nice clean clothes and being well groomed for your next date or job interview, versus looking like one of these guys:
http://tremendousnews.com/wp-content/uploads/2009/04/27feb13-douche-patrol.jpg
This comment was originally posted on Meme Menagerie
This comment was originally posted on Meme Menagerie
Like mentioned in your previous meme (not the old one), you have to know your target audience.
There’s a delicate balance of standing out just enough v/s standing out in a bad way. Standing out just enough to let the personality come through. BUT, if the personality doesn’t match the brand/image, the brand ends up being “bad” (undesired result).
If a client walks in with an expensive suit and tie on (you know where i work!) my paranoia senses start to tingle. “Why is he trying to project an image of “professionalism” to me? does he want me to trust him intrinsically, so he won’t pay? etc…”
To me, this is the risk of “online personal branding strategy” and to some more extent, “branding people”. the possibility of misinterpretation is bigger than branding an object. Thus making it not as an effective of a tool.
Having said all that, I don’t know if you remember my logo on my business card.. but i have attempted to brand myself as well… something to get people to remember you physically can only be a good thing!
This comment was originally posted on Meme Menagerie
Like mentioned in your previous meme (not the old one), you have to know your target audience.
There’s a delicate balance of standing out just enough v/s standing out in a bad way. Standing out just enough to let the personality come through. BUT, if the personality doesn’t match the brand/image, the brand ends up being “bad” (undesired result).
If a client walks in with an expensive suit and tie on (you know where i work!) my paranoia senses start to tingle. “Why is he trying to project an image of “professionalism” to me? does he want me to trust him intrinsically, so he won’t pay? etc…”
To me, this is the risk of “online personal branding strategy” and to some more extent, “branding people”. the possibility of misinterpretation is bigger than branding an object. Thus making it not as an effective of a tool.
Having said all that, I don’t know if you remember my logo on my business card.. but i have attempted to brand myself as well… something to get people to remember you physically can only be a good thing!
This comment was originally posted on Meme Menagerie
Daniel,
Thanks for the link and your eloquent and concise definition.
“A Brand Is” was created as an exercise in brevity. We wanted to get people thinking about how they would sum it up in a single sentence. Several post like your own have created even more value by continuing the conversation.
Many thanks. I will be back to visit your blog often!
Mark Gallagher
Brand Expressionist®
Blackcoffee
This comment was originally posted on Meme Menagerie
Daniel,
Thanks for the link and your eloquent and concise definition.
“A Brand Is” was created as an exercise in brevity. We wanted to get people thinking about how they would sum it up in a single sentence. Several post like your own have created even more value by continuing the conversation.
Many thanks. I will be back to visit your blog often!
Mark Gallagher
Brand Expressionist®
Blackcoffee
This comment was originally posted on Meme Menagerie
Thanks for the kind words, Mark.
Love your site — you guys really walk your talk.
Keep up the great work!
This comment was originally posted on Meme Menagerie
Thanks for the kind words, Mark.
Love your site — you guys really walk your talk.
Keep up the great work!
This comment was originally posted on Meme Menagerie
Nareg — Yes, the ‘ol Dentist Brand. Branding as a memory aid. That was one of the categories in Denise Lee Yohn’s analysis of the BlackCoffee challenge submissions: 9. Some explained a brand functions like a memory tool.
A brand is something people remember.—EV
A brand is what you would want another person to remember first thing in the morning and think of just before he or she goes to bed.—Strategic Growth Advisors
A brand is the scar left behind on a person’s brain.—Zach K.
A brand is a concept seared into the mind.—Mark
A brand is like knowing exactly what to reach for when you cut your finger.—Jordan Julien
A brand is a product idea/vision that gets burned into consumers’ minds.—RcSim
This comment was originally posted on Meme Menagerie
Nareg — Yes, the ‘ol Dentist Brand. Branding as a memory aid. That was one of the categories in Denise Lee Yohn’s analysis of the BlackCoffee challenge submissions: 9. Some explained a brand functions like a memory tool.
A brand is something people remember.—EV
A brand is what you would want another person to remember first thing in the morning and think of just before he or she goes to bed.—Strategic Growth Advisors
A brand is the scar left behind on a person’s brain.—Zach K.
A brand is a concept seared into the mind.—Mark
A brand is like knowing exactly what to reach for when you cut your finger.—Jordan Julien
A brand is a product idea/vision that gets burned into consumers’ minds.—RcSim
This comment was originally posted on Meme Menagerie
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September 8, 2009, 12:01am, G Y wrote:
First thought (practical): regardless if it’s good/useful – it may be a reality that people evaluate you as a product. And therefore even if you don’t think it’s good, you still might want to acknowledge it and pay attention to “personal brand”.
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September 8, 2009, 7:53am, Dan Spira wrote:
Yes. Sort of like “personal grooming.”
This comment was originally posted on Meme Menagerie
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September 8, 2009, 12:01am, G Y wrote:
First thought (practical): regardless if it’s good/useful – it may be a reality that people evaluate you as a product. And therefore even if you don’t think it’s good, you still might want to acknowledge it and pay attention to “personal brand”.
———————-
September 8, 2009, 7:53am, Dan Spira wrote:
Yes. Sort of like “personal grooming.”
This comment was originally posted on Meme Menagerie
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September 8, 2009, 11:03pm, A R wrote:
Of course people are branded. They’re called “politicians”, “Hollywood icons”, “popular musicians”, and “paris hilton”.
and the brand image doesn’t have to match the reality…. Coke may just be revoltingly sweet coloured water, but we both know/knew a father-and-son who’d never admit that and ascribe(d) a great deal of symbolism to it
… and how many times do you see a (usually republican) politican elected on a platform, and the (usually uneducated) voter wailing, “but I’d never’ve voted for him if he’d said he’d do THAT!” when that was precisely what said the politician said he’d do. I remember with Mike Harris (an Ontario premier) who said he’d slash welfare spending by kicking people off, and then did so… or with people who adore Sarah Palin but if you asked them their views on everything from hunting from helicopters to sex education for their teenagers, they disagreed with what she stood for.
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September 8, 2009, 11:34pm , Dan Spira wrote:
Heh, well said. Your comments remind me of the book “All Marketers Are Liars,” by Seth Godin. In there he talks about how brands convey a “story” that people identify with. Sarah Palin was branded as the down-to-earth “Hockey Mom” and people could relate to that. The company I do work for, rogenSi, defines the word “rapport” as “the reduction of differences on a subconscious level.” People select their leaders on the basis of gut feelings of rapport, and hockey mom trumps conservative public policy, I guess?? It’s sad, but it took the vicious attacks on Palin personally — not her platform — to counter the appeal of her brand. Ultimately, she and McCain lost on the basis of their image and brand association, not their policies.
This comment was originally posted on Meme Menagerie
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September 8, 2009, 11:03pm, A R wrote:
Of course people are branded. They’re called “politicians”, “Hollywood icons”, “popular musicians”, and “paris hilton”.
and the brand image doesn’t have to match the reality…. Coke may just be revoltingly sweet coloured water, but we both know/knew a father-and-son who’d never admit that and ascribe(d) a great deal of symbolism to it
… and how many times do you see a (usually republican) politican elected on a platform, and the (usually uneducated) voter wailing, “but I’d never’ve voted for him if he’d said he’d do THAT!” when that was precisely what said the politician said he’d do. I remember with Mike Harris (an Ontario premier) who said he’d slash welfare spending by kicking people off, and then did so… or with people who adore Sarah Palin but if you asked them their views on everything from hunting from helicopters to sex education for their teenagers, they disagreed with what she stood for.
—————————–
September 8, 2009, 11:34pm , Dan Spira wrote:
Heh, well said. Your comments remind me of the book “All Marketers Are Liars,” by Seth Godin. In there he talks about how brands convey a “story” that people identify with. Sarah Palin was branded as the down-to-earth “Hockey Mom” and people could relate to that. The company I do work for, rogenSi, defines the word “rapport” as “the reduction of differences on a subconscious level.” People select their leaders on the basis of gut feelings of rapport, and hockey mom trumps conservative public policy, I guess?? It’s sad, but it took the vicious attacks on Palin personally — not her platform — to counter the appeal of her brand. Ultimately, she and McCain lost on the basis of their image and brand association, not their policies.
This comment was originally posted on Meme Menagerie
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September 11, 2009, 2:00pm, A S wrote:
did you see this: http://www.fastcompany.com/multimedia/slideshows/content/the-sartorialist.html?partner=homepage_newsletter ?
This comment was originally posted on Meme Menagerie
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September 11, 2009, 2:00pm, A S wrote:
did you see this: http://www.fastcompany.com/multimedia/slideshows/content/the-sartorialist.html?partner=homepage_newsletter ?
This comment was originally posted on Meme Menagerie
That’s a GREAT example of how the world of haute couture has appropriated the "personal branding" message… and a nice photo essay too. I’ve been targeted by ads on Facebook offering me "tips for enhancing your personal brand" which led me to advertisements for men’s suits. On this tangent: The wife of a friend of mine has started a business around "personal visual branding," taking into account one’s clothing, hairstyle, make-up, etc. etc..: http://ruinstyle.com/ When it comes to an online "personal brand," the analogy to "personal grooming" is really only part of the picture, of course. Since social media involves content — sharing, discussing and creating it — a person’s "online personal brand" is also their "interpersonal brand" and their "intellectual brand." That’s a lot of "grooming" to tend to!
This comment was originally posted on Meme Menagerie
That’s a GREAT example of how the world of haute couture has appropriated the “personal branding” message… and a nice photo essay too. I’ve been targeted by ads on Facebook offering me “tips for enhancing your personal brand” which led me to advertisements for men’s suits.
On this tangent: The wife of a friend of mine has started a business around “personal visual branding,” taking into account one’s clothing, hairstyle, make-up, etc. etc..: http://ruinstyle.com/
When it comes to an online “personal brand,” the analogy to “personal grooming” is really only part of the picture, of course. Since social media involves content — sharing, discussing and creating it — a person’s “online personal brand” is also their “interpersonal brand” and their “intellectual brand.”
That’s a lot of “grooming” to tend to!
This comment was originally posted on Meme Menagerie
That’s a GREAT example of how the world of haute couture has appropriated the “personal branding” message… and a nice photo essay too. I’ve been targeted by ads on Facebook offering me “tips for enhancing your personal brand” which led me to advertisements for men’s suits.
On this tangent: The wife of a friend of mine has started a business around “personal visual branding,” taking into account one’s clothing, hairstyle, make-up, etc. etc..: http://ruinstyle.com/
When it comes to an online “personal brand,” the analogy to “personal grooming” is really only part of the picture, of course. Since social media involves content — sharing, discussing and creating it — a person’s “online personal brand” is also their “interpersonal brand” and their “intellectual brand.”
That’s a lot of “grooming” to tend to!
This comment was originally posted on Meme Menagerie