Archive for March, 2009

Personal Branding. We’ve all heard about it and know it is important. But what is it?

The technical definition of personal branding is the process of how we market ourselves to others. It is sometimes often referred to as personal marketing. Often times, we think of personal branding/marketing as going hand in hand with networking. You strive to make that good first impression when you first meet somebody; you establish relationships continually with potential colleagues; you keep plenty of business cards with you at all times, etc. These are all well-established processes that will never go away and it is vital to have these relationship skills in times when you are looking for a new client, a new job etc. But what do the current times and the future have in store for personal branding, especially given the current economic conditions?

With the recent growth over the last few years of social networks like Facebook, Twitter, MySpace, Linkedin, etc. as well as the extreme growth of personal blogs (such as mine!), personal branding is now completely unavoidable if you participate in any of these services. As others interact with you, they’ll automatically form mental associations that connect you with certain labels, often within the first few seconds. You can’t avoid being labeled, and other people can’t avoid labeling you. It happens automatically because our brains are wired to recognize patterns and form associations. The labels people attach to you become part of your personal brand, on ebrand when referring to your online brand.

If you Tweet, you’re branding yourself. If you poke someone on Facebook, you’re branding yourself. If you type an email, you’re branding yourself. If you send an Instant Message, you’re branding yourself. Every activity that you do online all contributes to your brand. Think of your brand as the summation of all the associations about you that are stored in people’s minds.

Now, more than ever, in the age of Google, personal branding is about managing your name — even if you don’t own a business — in a world of misinformation, disinformation, and semi-permanent Google records. Going on a date? Chances are that your “blind” date has Googled your name. Going to a job interview? Even higher chances that they’ve checked you out already by simply performing a Google search for your name.

You need to be able to effectively manage your personal brand, or Me, Inc. as Tom Peters calls it. One way to effectively manage your reputation is to be consistent. With my name being Matt Brown, there are tons of other Matt Browns already in the blogosphere:

• A Fiddler – www.fiddler1.com
• A Former Secretary of State – www.mattbrown.org
• Another Web Designer – www.thingsthatarebrown.com
• A UFC Fighter – www.ufc.com/MattBrown
• plus many more

Obviously none of these Matt Browns are me. But if I was to go in for a job interview, they don’t necessarily know that when they Google me prior to the interview. One of the challenges in online personal branding, is that some people share the same name as others. Sometimes for the good, others for the bad. If another Matt Brown made a bad comment in a message board somewhere, it will obviously be found by Google, and without my knowing it, my reputation is hurt. Likewise, if they posted a picture somewhere that will show up in Google Image Search of “Matt Brown,” again, that hurts me. Since so many people do in fact share names with other people online, and you do find someone else using your name to shame, you can try the following things:

1. Maintain Consistency – maintain a consistent username in the various social networks you partake in online. I have chosen TheMattBrown as my username for my Blog, Twitter, Flickr, and LinkedIn accounts. By maintaining consistency, users are able to follow your identity across networks and really know that you are really you. Again, if someone were to Google your name, and a Twitter Account, Flickr Account, Myspace account all show up as “Matt Brown but have different usernames, how can someone verify that that is really me. So it is important to maintain consistency in your usernames throughout the various networks that you use in order to help combat someone shaming your reputation as well as to build your reputation.

2. Enhance your name – Twittered a drunken message after a tequila shot or five? Put up a webpage with text or photos you now regret? Even if you delete a webpage or portion of a page, this deleted content can often be found via a cached version of the older page on Google. Think before you commit something to semi-permanence on the Internet with an impulse “publish”. It’s easier to put up than it is to take down. Good dirt hunters — or just head hunters and job interviewers — will find your MySpace page and related “private” pages, and I’d suggest you do similar research in kind before initiating serious business relationships. I heard a story about the MySpace page of a vice-president at a PR firm being containing racist remarks, sexual innuendo, and all manner of incriminating descriptions… and it was the second result on Google for her name! Do you think that more than a few media have Googled her name from her e-mail signature? Do you think that could affect if her calls or email are returned, and how much your retainer produces? Of course. The same goes for you. Make sure your cache is clear!

3. Maintain Positive “Cache”- if your name is Joe Smith, you stand a good chance that there is not just one other Joe Smith to beat, there will be many. By using an initial in the middle, or always using your title in your name you will differ your name from the crowd of Joe Smiths. While there are 193.000 listings in Google for Joe Smith, none exists for Dr. Joe G. Smith.

Still not convinced that personal branding is more important now more than ever? It’s almost 10 times more important for college-age students, especially given the current economic conditions.

“18% of working college graduates report that their employer expects some form of self-marketing online as part of their job.”
Digital Footprints, Pew Internet and American Life Project, December 2007

“22% of managers screen their staff using social networks and 10% of admissions officers verify potential students using social networks.”
Careerbuilder.com & Kaplan

“There are 1.5 million graduating college students for 2009 and employers are only hiring 1.3% more of them.  Differentiation through branding is imperative for success.”
Hartford Courant & WSJ

I think that I can define one, if not the only key to Personal Branding success online as:
Define Yourself Instead of Letting Others Define You

You can shape people’s perception of you both online and in person simply by defining your strengths, values, goals and personality and presenting yourself in a compelling, persuasive manner. Express yourself and what you stand for to everyone you meet – clients, colleagues, friends, neighbors, and strangers. Do this constantly and consistently, and you will create an effective – and lucrative – Personal Brand both online, and in person.

For some additional reading/reference, check out these great articles:

• The Brand Called You – Me, Inc.
• Personal Branding in the Age of Google