{"id":1736,"date":"2010-08-16T07:24:26","date_gmt":"2010-08-16T11:24:26","guid":{"rendered":"https:\/\/executivecareerbrand.com\/?p=1736"},"modified":"2024-05-09T06:44:39","modified_gmt":"2024-05-09T10:44:39","slug":"personal-branding-by-any-other-name-would","status":"publish","type":"post","link":"https:\/\/executivecareerbrand.com\/personal-branding-by-any-other-name-would\/","title":{"rendered":"Personal Branding By Any Other Name Would . . ."},"content":{"rendered":"

As branding has mainstreamed, more and more misinformed dissenting voices\u00a0scream out across Twitter, blogs, and other social media\u00a0warning us not to fall for it.<\/p>\n

In their rush to deride and dismiss branding, they’re confusing the whole concept of branding\u00a0\u2013 digging deep to identify one’s ROI value and differentiating points, and then creating brand messaging\u00a0and a communications plan designed to\u00a0resonate with one’s target audience \u2013 with the way some people promote and exploit their brands.<\/p>\n

Some object to the implication that personal branding is like cattle branding \u2013”People aren\u2019t cattle!”, or they confuse it with product branding \u2013 “People are not inanimate products!”<\/p>\n

Some think branding is pigeonholing \u2013 “I don’t want to be known for only one thing!” \u2013 “A personal brand is too limiting!” \u2013 “How can I have one brand my whole life?”<\/p>\n

Some say personal branding is contrived, self-promotion \u2013 people throw together uncharacteristic, lofty statements about themselves that they can never live up to, and spread the word about themselves incessantly. This is certainly true of some people who haven\u2019t done the necessary work and don\u2019t get what branding is really all about.<\/p>\n

Walter Akana, a colleague and fellow Reach Personal Branding Strategist, wrote in an excellent recent post:<\/p>\n

“Why do people insist on creating this artificial entity that is labeled ‘my brand’ and then proceed to promote it endlessly? And that\u2019s not to mention suffering the endless “me” messages.”<\/strong><\/em><\/p><\/blockquote>\n

I concurred in my post 14 Reasons I Won\u2019t Follow You On Twitter with my #7 turnoff :<\/p>\n

“[I won’t follow you if …] Your tweets consistently pound me with self-promoting blog posts and information. If you have to talk about yourself all the time, you\u2019re probably not that great.”<\/strong><\/em><\/p><\/blockquote>\n

Would the confusion and disdain cease, and the concept be more readily embraced if it had a different name?<\/p>\n

Jason Alba, another colleague and fellow Reach Personal Branding Strategist\u00a0commented in\u00a0his recent\u00a0provocative post<\/a>:<\/p>\n

“I use that term because it\u2019s the most acceptable term, and I think it\u2019s here to stick. I don\u2019t care as much about the term, though, as the concept behind it.<\/strong><\/em><\/p>\n

You are known for something. Some people have a personal brand that is ‘on purpose’. That is, they strategically work on it and know how to define it, and help others understand what it is based on what they\u2019ve thought about.”<\/strong><\/em><\/p><\/blockquote>\n

Although it\u2019s unlikely “personal (or career) branding” will go by another name, what if it was described as a “value proposition message” or “value promise” or your “ROI value differentiation”? Would any of these terms, or something else compelling, draw more people to the concept?<\/p>\n

No question that the branding process is a critical first-step in building a career and job search marketing campaign.<\/p>\n

In job search, especially at the c-suite and senior executive level, branding is required, not optional.<\/p>\n