Tag Archives: Tribe

The Brand of You

3 Jul

Here’s Part 2 of 2 in a my series on Personal Branding. (For Part 1 go here).

No matter where you’re building your personal brand, a critical component of communicating it is likely to happen on the Internet. Although the importance of branding has been known for decades in the large corporate arena, where billions of dollars get spent each year in “brand building” campaigns, it is the Web that has driven the surge of interest in branding at the personal level. It eliminates many traditional barriers to commerce while reinforcing the word-of-mouth value of that special something that makes each business—each person—unique, i.e., its brand.

How to stand out among the masses? Branding!

This idea of the Web driving a new age of personal branding may have been expressed first by management guru Tom Peters in an article in Fast Magazine in 1997. Everyone needs to be “the CEO of Me, Inc.,” he argued. In Peters’ words, “branding means nothing more (and nothing less) than creating a distinct personality…and telling the world about it.”

Web sites create the potential for your brand to have unprecedented reach. The branding communicated through your Web site will help drive your word-of-mouth campaign, and consistent branding will help get your emails opened, read and acted upon. Meanwhile blogs have become the Web tool du jour for personal branding among certain segments—particularly writers and technical professionals.

But another critical aspect of “brand building” for small firms and solo entrepreneurs is the classic standby: growing your network. A clearly defined brand will make that process simpler—who you are and what you do will be easier to remember if you have done your brand homework—but it still requires getting your brand in front of people the old-fashioned way, one handshake at a time.

Social Media is the phenomenon that allows you to bring your website and your networking together. Platforms like Twitter, Facebook, Pinterest and Instagram provide the container for your real-time brand-related updates, invites and announcements to those you know as well as others interested in your great work.

William Arruda, head of the personal branding consultancy Reach lists three tips for making the most of your personal brand to build your business:

• Make sure that everything that surrounds your brand (your office, Web site, customer service organization, etc.) communicates the same brand message.

• Build and nurture your professional network and ensure that all members understand your brand message.

• Establish appropriate partnerships to extend your brand and gain complementary brand value.

A personal brand won’t necessarily turn you into the next Oprah but it provides a valuable tool to define and refine what you do and how you express it to your tribe: your customers, clients and fans.

Share with us here: what are 3 qualities you embody that can be leveraged to position your Personal Brand of Brilliance?

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