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I have no shame in admitting that I google myself on a regular basis. And by regular basis, I mean once a week. It’s obsessive, I know. But it’s also smart. Or at least that’s how I justify it.
So why do I do it (besides the obvious curiosity)? Because it’s a tidy little list of everything I’ve done publicly. As much as I hate the trendy buzzword “personal brand” (it’s right up there with “social media expert” in the dictionary of douchebaggery), that’s exactly what it is. Me: The brand. And no one is going to manage it except me.
Remember a few years ago when EVERYONE on the planet had an anonymous blog? And when our email addresses were cute little things like honeybear123@aol.com? Those were good times. Quaint times. Private times. That was before Facebook walls full of incriminating photos and information. Before we pulled out our BlackBerries to update the world on the awesomeness of our burrito at lunch in 140 characters or less. Before we sent the same photo of us holding a margarita to four social networks with the click of a button. It was manageable then. It was easy.
And then the shift happened. The one that steered us toward using our real names for everything. I like to call this the “embracing” period. It’s the point where you realize enough of your life is now captured for posterity on the internet that you might as well own up to it. Embrace it.
I remember the first time I met someone in this embracing period and they told me they read my blog. It’s a weird realization that someone other than you, your two best friends and your mom reads your blog, even if Google Analytics has been telling you that on a daily basis for quite some time. Once you get past the weird (and the ego inflation), you realize that people are paying attention to you, whether you like it or not.
And this is when you have a choice. You can hide. Delete every account you’ve ever created. Pretend it never happened. Or you can own it. Rock it. Be you with confidence.
I’ve opted to go for it. And it’s been a mixed bag. Putting myself out there – all the way out there – for public consumption has been an exercise in self-control, self-confidence and a lot of self-acceptance. Because sometimes it’s ugly. Really ugly. I’ve been judged for everything under the sun by people who barely know me (and some who don’t know me at all). But I have to recognize that I did this. I chose to go this route. I have to understand that when I tweet or blog something, it goes in front of several thousand pairs of discerning eyes who may not like what I have to say.
I’ve (publicly) made bad decisions. I’ve hit rough spots. But I’ve also had some awesome successes and have been able to share it with people who have stuck by me. Complete strangers who feel invested in Me: The Brand. And that feels incredible.
Last month, I launched a city-focused website called verb [ICT] (verb because all of the categories are verbs and ICT because it’s the airport code for Wichita, where I live). I’m the founder. The Editor-in-Chief. The person who takes the blame when something goes wrong and the person who cheers the loudest when things go right. verb [ICT] is my baby. Thousands of hours have gone into creating it, nurturing it and finding others who are just as passionate about helping it grow. And I don’t think the site would have the traction it does without the power of personal branding.
Every single one of us involved has our own fans. Our own captive audience of people who care about Us: The Brands. Some of these fans are close family members and friends. Some are Facebook friends and LinkedIn connections. Some are Twitter followers and blog readers. Our personal brands, large and small, have pushed verb [ICT] toward a really bright future. That’s not insignificant.
So while I may scoff at the term “personal brand,” I won’t scoff at its power. It’s been hugely important in the launch of verb [ICT] and I imagine it will be even more important in my next endeavor.
So google yourself. Do it without (much) shame. Keep tabs on the you that the rest of the world sees. Make sure it’s an authentic reflection of who you are. If it’s not, start working on ways to fix it. Remember that not everyone will like you. Not everyone will care about your awesome burrito for lunch. But the people who believe in You: The Brand will probably be the first ones to line up when your bestselling book about burritos around the US hits the shelves. And that’s powerful stuff.
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January 18, 2010 2:13 pm
I've also set up Google Alerts for my name, my blog & my company. That way whenever someone is "talking" about me on the web I know about it. Has worked out to help build some networks and twice to catch people and ask "Excuse me, what are you saying and why?"
Funny how as much as we have to watch our own privacy and "brand" online other people can do just as much to tear it down. Actually, not funny...rather unfortunate really
January 18, 2010 3:17 pm
I check up on my name regularily as well...and I used to get so excited when I showed up before Emily Blunt. I was thinking, wow, there are either tons of Emily Jaspers in the world, or I'm getting pretty famous...And then I learned that when you're logged into Google, it will pre-populate your name for you. But now I have a bar! A pretty high bar...she is Emily Blunt after all, but hey it's a reason to keep checking :)
January 18, 2010 5:53 pm
Glad to hear you keep such a close eye on your personal brand! You are absolutely correct. The internet is far more advanced than what it used to be in the prehistoric days of dial-up. Now, we have phrases like "Googling" and "social networking" and people are making entire careers out of social media marketing and search engine optimization. I always advise my clients to keep track of what's being said about them online, and to monitor where & how they show up in search results. The ones who are making the most money and becoming the most successful in their industries also happen to be some of the ones who are doing the best job at building their brand across the internet. Coincidence? I think not.
January 19, 2010 11:14 am
Really awesome post. I think its great that you have the respect for a personal brand, but also the knowledge that we have to have control over it with some amount of real discerning. I really like the idea of googling ourselves - even if it is something i never used to do before. I think its a great idea to see where our ideas are heading, and how we can bring them to more people.
Also - love the writing style. Your writing is very authentic, which makes me really like your "Me: The Brand" even more.
January 21, 2010 3:56 pm
There isn't any shame- it used to be a joke on vain show but now you need to know what's being said about you or what comes up. It is funny to think about ourselves as brands but we've never been out in the open as much as we have before.
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Grad School Zone
UVA (Darden) MBA Admissions Deadlines for 2010-2011
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The University of Virginia's Darden School of Business recently published its application deadlines for the coming admissions season. Here they are, followed by our comments in italics:
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