Personal Branding is not a new concept. The social medium for doing so is relatively new. But if you think about the people you know in your life and work, the reality is they’re branded—knowingly or unknowingly. The difference is that in the past, we’ve called it our “reputation”. Regardless of the moniker, the fact remains that the perception you create in business, and elsewhere, is “your brand.” The new reality is that your brand can now become global and without consistent messaging, it can become counterproductive; in some instances, it’s built in a nanosecond. Are you branded for life?
Think about your business associates for a minute. Have you ever been talking to someone and you say, “You know, Joe—the guy who just landed that big account” or “Bob, the guy who falls asleep in meetings”. That’s all about perception, right or wrong. It’s also about relational depth, how well people know and respect you.
Your branding should be established by the quality of your work, your business relationships (trust, confidence, respect) and the quantity of people you know. Google is a good search engine, but it is a universal brand because LOTS of people know about them–and like their quality. When people like you and get to know you better, the superficial perception (whatever that may be) erodes. Your goal is to build a lasting personal brand regardless of the medium or environment.
Let’s talk about Twitter where all we see is abbreviated messaging. It is interesting to see how people choose to brand themselves—in 140 characters or less. In those few seconds, people will make a judgment as to whether or not they want to follow you, further reinforced by what you have to say. Brands now emerge—and merge–from the four walls of your company to the virtual walls. It’s a pretty interesting phenomenon.
Personal Twitter descriptions like “I’m (fill in the name here) and I can burp the alphabet” makes the big sister in me cringe. I’m sure her mother must be proud. She may be tweeting about politics, world events, the stock market, and she may make big business decisions every day but I’ll never know about it. In general, most people bridge the gap effectively between what they value in their careers and personal life—all in those 140 characters. I’m interested in those people. They are funny, smart, compelling and personable. While I don’t know them well I can get a sense of who they are—and what I like about them–and that’s effective branding. My guess is that their message is consistent in all areas of their life.
Today, a tweeting CEO is an extension of the company brand. His or her likability and what they say now drives public—and employee–perception of the brand. A front-line employee is equally effective as the extended brand. I’m following the Ford Fiesta Campaign where Gen Y road warriors are traveling the US. They are building grassroots interest in the car and getting consumer feedback before the car hits the streets. If one of the Gen Y drivers said they didn’t like the car or preferred another brand, their followers might reconsider. @fiestahugh is funny, energetic and shares his experiences in a relatable way–all while doing a job for Ford. Their collective brands have a contributing impact on the car and the campaign. If he was “fiestyhugh” instead of @fiestahugh, people might think differently about the car—and Ford.
Given the numerous venues to brand yourself these days, the challenge is managing a consistent brand throughout your corporate, community and “social” lives. Find your voice, be consistent and be genuine. Be the same person in your “social” and corporate worlds. The core of your brand is who you are, what you’ve accomplished, what you’re capable of, how you think, your likability (yes, that too), your levels of influence, your interests, etc. You can control the core of your brand—even in a nanosecond world.
