"Brand U.0": Why Your Personal Brand Matters.

Uploaded on April 22, 2008 by dougmeacham

From my latest contribution on Advertising Age, Digital Next:

"The hallmark of any great brand is authenticity -- just ask Harley-Davidson, Coke or Apple, especially when all of these brands lost their way and learned from it. Same thing applies to Brand You. In every tweak of a template, upload and keystroke, you have an opportunity to be authentic or disingenuous. Know what makes you special and unique, and tap into those qualities as you build your personal brand online. Most people can spot a fake when they see one, so remember that being genuine is more important that presenting yourself in an artificially glossy manner. It used to be important for bloggers to "find their voice" -- now it's relevant to all of us."
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Comments

[Ike]

Does this mean you're now going to sleep wearing the hat?

[Rob Frappier]

Thanks for the post David. It was a perfect topic for me to highlight at the Experience.com Marketing Blog. Also, the hat is a good look. I mean, you could have been stuck with something way worse, right?

[Steve Cunningham]

David - great post. The authenticity part is such a big issue, and I think there are some people out there who are actually giving it a bad name. Mitch Joel had a podcast where he related his experience about being on a panel about authenticity - and the participants turned out to be anything but. And of course there's the book by Joseph Pine if you need some tips.

I think the critical issue is that authenticity can't be "manufactured". I think you had it right in one of your previous posts when you were talking about "finding your voice". I think that when you've found that, you've found your brand as well.

[Jason Sack]

Too bad Urge Overkill isn't still kicking it, you just named their next album.

This is a very Taoist idea. Organic. In order for companies to embrace this in their public approach, people have to embrace it as a lifestyle. If you surround yourself with authentic people, integrity and trust grow naturally. There is something so beautiful in that kind of transparency. Thanks for the post.

[Alex Pyatetsky]

I actually started building my personal blog last night (mock-up first, if anyone wants to give me a hand with the wordpress, please give me a holler).

Here is an interesting branding challenge I have and I'd love to get your feedback. I have 2 personas.

Persona #1: "Xander"

I have been a professional DJ/performing artist under the name "Xander" for the past 6 years. Earlier this year, I invested in my branding for this persona (http://www.djxander.com). People who know me often call me Xander. Its not a facade, its a real PART of who I am. This brand conveys someone who is energetic, artistic, slightly eccentric with a pinch of celebrity. This brand is entrepreneurial, but exists primarily in the entertainment space.

Persona #2: Alex Pyatetsky
As a job applicant, I quickly found that the Xander persona lacked the professionalism necessary to for the workplace, so I've also began developing my professional brand, "Alex Pyatetsky" (http://www.alexpyatetsky.com). This brand is equal parts creative and analytical with a strong focus on aesthetics, communications, entrepreneurship, leadership, strategy, technology, and, ironically, branding.

I would love some feedback on if and how to reconcile the 2 brands.

-Alex "Xander" Pyatetsky ;)

[Alex Pyatetsky]

I actually started building my personal blog last night (mock-up first, if anyone wants to give me a hand with the wordpress, please give me a holler).

Here is an interesting branding challenge I have and I'd love to get your feedback. I have 2 personas.

Persona #1: "Xander"

I have been a professional DJ/performing artist under the name "Xander" for the past 6 years. Earlier this year, I invested in my branding for this persona (http://www.djxander.com). People who know me often call me Xander. Its not a facade, its a real PART of who I am. This brand conveys someone who is energetic, artistic, slightly eccentric with a pinch of celebrity. This brand is entrepreneurial, but exists primarily in the entertainment space.

Persona #2: Alex Pyatetsky
As a job applicant, I quickly found that the Xander persona lacked the professionalism necessary to for the workplace, so I've also began developing my professional brand, "Alex Pyatetsky" (http://www.alexpyatetsky.com). This brand is equal parts creative and analytical with a strong focus on aesthetics, communications, entrepreneurship, leadership, strategy, technology, and, ironically, branding.

I would love some feedback on if and how to reconcile the 2 brands.

-Alex "Xander" Pyatetsky ;)

[Johnathan]

Great post! I've started my own blog since joining CM and the Interactive Industry, and I have followed JTed's advice and selected an Angle/theme for my blog.

My question for you is what do we do when the theme/angle that we initially took with our blog changes? Will we lose the brand equity we have built over time by simply choosing a different path for discussion?

In my case, having finished university 1 year ago and having only worked in Interactive for 7 months, I thought it would be a good idea to start a blog based on my initial learnings in interactive. Something someone else first starting out in the industry would find useful. But I eventually expect in a few years to depart from this theme and choose something of greater interest to me.

What should I do? Should I choose a different theme or just deal with the loss of a few disgruntled readers when I change course in a few years?

Thanks Dave, you rock.

[Sean]

I was just talking about this yesterday, David.

How brands are trying to be people,
and people are trying to be brands.

Personally, I think the key to succeeding is not trying too hard. Just do what you do well. And be nice.

[kjbro0me]

posted a followup to this on my site the other day but it doesn't seem to be coming up in the trackbacks..thought it was worthy of adding to the conversation nonetheless:

http://www.kevinbroome.com/2008/07/creating-brand-periphery.html

[Vicki Wagner]

Good Read. Years ago I bought a program from Peter Montoya called 'The Brand Called You" It is a terrific program for anyone wanting to become a personal brand- he is a master. I recently wrote a book called "Get a Date Today! How to Market Yourself for Love" where I have an entire section on personal branding for relationships.
As for Google- keep tweaking to pump your ratings.
Keep branding yourself and be true to you.
This article hit the head on authenticity- it's like doing Stand Up Comedy- You always have to speak from your authentic self and from your own true voice.

Vicki Wagner- Internet Host

[Meg Guiseppi]

David,
Thanks for your right-on "Brand U.0" insights. You've put a neat spin on defining personal branding.

A novice blogger, finding my own voice has led me to better understand and define my brand. I wonder how long it would have taken me to get here without blogging?

If you're not nurturing an online brand, you're pretty much nowhere. eBranding is a given these days.

Meg

[Patrick Fire]

Meg -

That is a great observation. I have always promoted blogging as a way for internal marketing and the realization of brand voice. The thought process of what and how to say something in a branded manor can give you a new insight into what the brand voice really is.

Of course you must be careful not to make it scripted, as you don't want to sensor yourself and default the genuine nature of the blog. It is a subtle balance, but finding that balance is very effective.

[Shiana Agarwal]

It was a amazing experience to visit this website and read the articles and contents.

[Kenneth Stein]

I've written about web2.U periodically over the past three years. I've moved from that concept, conceding that technologists aren't yet at the point of modeling emotions and cognition well enough to point people toward that which they seek. The semantic web is an attempt, and while it will be aided by the now forthcoming expansion in domain name TLDs, what first must happen is people have to be able to more readily and immediately interact over the web. One way this will happen is through the rise of the POST JOCKEY, or 'PJay.' PJays will take content posted on the web, combine it in real time and stream their creations to audiences having the capability to interact with the stream and the PJay. By understanding and modeling what drives such interactions, THEN those coding the next version of the web will have the information they need to create web 2.U. The Web is all about U! Check out my site at plexAV.com

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