Brazen careerist
Where ambitious young professionals connect and grow
Email
Print
The concept of personal branding has become big, but frankly it confuses me. This push to brand oneself like a corporation seems dehumanizing. When did it become mainstream to be a box of soap?
I think many people have been overwhelmed by all the marketing messages out there, and they are being sucked into believing that a good personal tagline is what we need to succeed.
Yet there are millions of individuals and business owners who are quietly successful without ever “branding” themselves. They do so by focusing on the basics: working hard, working smart, and staying true to their values.
Our country was built on the basics; including honesty, frankness, kindness, hard work, creativity, joy, and humility. Just adhering to these principles in your career and business interactions will do more for your success than any branding campaign.
Take the example of 14 year old Zach Nash, a teen golfer from Wisconsin. Zach won a tournament but found out that he violated an obscure rule of golf by accident. He notified the organizers and disqualified himself. As a result, Zach was written about on the front page of Yahoo. That one act of honesty will do more for Zach’s career than any branding someone could create for him.
Branding means nothing if you don’t have the goods to back it up.
In fact, branding hurts you if it projects a different image than who you really are.
One place where personal branding has gone fantastically wrong is on Twitter. This social media tool has done much to destroy the credibility of many professionals. How many of us have looked at someone’s Twitter activities and labeled them as a marketer, shill, scam artist, annoyance or a fake.
Because Twitter is a new tool, many professionals end up depending upon various “experts” to show the way. The problem is that the experts themselves are figuring it out along the way. From what I’ve seen, Twitter can be a direct line into one’s communication style and “thoughts”. As such, perhaps it’s better for you to figure out what works for you on your own; instead of copying someone else’s style.
If someone is trying to brand themselves as a small business expert by sending out information copied from someone else, the truth will eventually come out. Similarly If someone proclaims to be accessible and approachable as a person but then uses automated messages and never read anyone else’s tweets, it will also soon become apparent.
Life is so much easier and more fun if you just be who you are. Market to the people who will appreciate you, warts and all. Embrace your weaknesses. Know what they are so you can work on improving them but be frank about it.
© 2010 MoneyandRisk.com all rights reserved
For more timely, relevant, and engaging articles,
subscribe to Brazen Careerist.
- A New Kind of Business Mover and Shaker
- The Anti-Stalker’s Guide for Converting Online Contact into Real World Collaboration
- How To Find a Writing Partner Who Can Help You Achieve Your Goals and Make More Money
- Why You Might Be Better Off Without a Job After College
- Continuing Education: Extending Learning Beyond Your Campus Years
Comments
09.06.10
I responded on your blog. But I'll add here that branding isn't creating an illusion of that which does not exist it is about being consistent in how you convey your accomplishments and achievements. An entrepreneurial mindset is key in navigating today's transient job market, companies don't want to hire just "good people" they come a dime a dozen. Companies however want to hire good people who are strong performers with knowledge skills and abilities. In order to convey that you are that ideal candidate, highly distinguishable from other candidates you need an effective self- marketing campaign and yes the ability to build a personal brand.
09.07.10
If one focuses on the marketing aspect of developing a personal brand, then they have missed the point. Branding isn't about a tagline or a marketing plan, it is about discovering or unearthing one's strengths, talents, values, personal mission and living an authentic life. Be you; Do you is what I always say.
The reality is everyone has a brand. It is what people think of when our name is mentioned. Our job is to live a life that creates the picture we want others to have of who we are.
For a more clearer idea about my take on personal branding, please check out
http://peoplegogy.blogspot.com/2010/08/become-brand-you-teachers-edition...
09.07.10
I understand and appreciate those who responded to your blog in an attempt to clarify what "personal branding" really is. However, I want to let you know that has been my interpretation of "branding" as well, and I enjoyed your blog. I agree with you, and I seem to be watching the world around me become infested with people marketing themselves relentlessly (and often ruthlessly where it could affect others). I appreciate your call back to integrity and simplicity. It seems you and I may currently be the minority.
Side note response: I don't believe that good, virtuous people come a dime a dozen. But I do believe that those who are successful at portraying themselves as good people often come a dime a dozen. Consistent actions are the only thing that distinguish the two.
I appreciate peoplegogy's input about personal branding. I could appreciate this type of personal branding, and indeed already participate in it unintentionally. My coworkers know me as efficient, hard-working, straight-forward, analytical, and honest (not necessarily in that order). I don't feel the need to go and shout these attributes from the rooftops. I keep working and let my actions speak for me.
Deliberate branding seems forced and sterile. I much prefer meeting people who know what they are and portray that honestly without any effort at "marketing."
09.07.10
@Wenylla I also responded on my blog. To get jobs, it is more important for someone to study what the needs of the hiring manager or company are. Psychology is more likely to win you the job than marketing.
@peoplegogy A brand is for a business.
Having self confidence or values isn't something that you can buy from a consultant or develop as a brand. You learn values from your parents, church, and society. You develop your sense of self by living life.
When people describe someone in non physical term, it's not a brand that they use. It's personality and reputation. Personality is who you are and how you react to the world based on your life experience. Reputation is something you earn over time with your actions.
You're not going to hear "Kim Luu is an expert in blah blah blah" (brand - that's my company- not me). It's more like, "Kim is nice but blunt and she'll tell you exactly what she thinks (personality)". Or "you can trust her because I've been working with her for 25 years" (reputation).
You can't run around holding a sign saying trust me. You can probably create a marketing campaign to manipulate people into giving you a chance but the true trust takes years to develop.
You said, "Our job is to live a life that creates the picture we want others to have of who we are."
I disagree with this. My life is not a job. It's my life to LIVE and I only have limited time to enjoy it. It's not very authentic when you are creating an image to influence how people view you. How miserable is it to live your life within constraints to make sure that you fit an acceptable image set by other people? What if being crotchety or a curmudgeon is not in style?
@Kathryn Thanks for the note. I wanted to simply remind people to live life and take actions. At the end of the day, all that matters is are you happy with yourself. The simpler life is. The easier it is to make decisions and achieve things.
09.07.10
@Kathryn, on the contrary I think most people are good and decent human being. @Kim your points illustrates exactly whant I mean, branding for me is about authencity and the ability to convey it clearly and effectively. It's truly about living the life you wish to live making the choices that you believe are appropriate for you and having the abilty to articulate your position at any given moment. Your reputation for honesty is a part of your brand created over time and delivered consistently. Excessive use of twitter and any other social media outlet to create an illusion is simply false advertisement and that is also a less positive brand.
09.07.10
@Kim on side note in my conversations with recruiters they consistently share the importance of students having the ability to effectively market themselves and, that IS a part of the psychology. Maybe your just fed up/disappointed with how personal branding is being used?
09.07.10
@Kathryn, YES you have developed a brand or reputation just by being you. In an interview or during a job search it is your goal to share or market this reputation to employers who may find the traits valuable or desirable. Otherwise how else would they know? I agree that fake or inauthenticy is the enemy not personal branding.
Got Something To Say?
Got Something To Say?
Not a Member? Brazen Careerist is a career management tool for next-generation professionals. Set up a free account today to comment on this post and start sharing your ideas. Learn more.
Login to view your networks!
 |
 |
|
|
 |
