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It would be fair to warn you. There will be a reoccurring theme on our blog here the next few weeks. At least once a week I’ll be taking on what I find to be personal branding shenanigans.
My intention in doing this is to break through some of the nonsense I see around personal branding.
Also to help you focus on what truly matters and to help you with tips and advice on exceeding at whatever it is you do. So each post will slightly rail on personal branding but it will always have a very strong point.
So do you have a personal brand or a personal image?
The personal brand or the personal image?
Here is where we have the difference. What really got me thinking about this was this post here How to Create a Personal Brand without Being a Jerk. It wasn’t so much the subject of the post as to some of the points made. Then Joshua and I went back in forth with some comments.
I believe a focus on a personal image is more important than any thought about a personal brand. You can’t control a brand. I hope this goes without saying as well- that you should focus on being great at what it is you do. This above all else builds your image or errr.. your brand.
Take the example of Steve Jobs. Sure you could argue he has a personal brand, but not really. The feeling and the things that you feel or think about him are a result of his actions. How he has guided Apple and how he has created one of the most innovative companies of our time. Also his ability to speak, reason, persuade and sell a crap load of Apple products probably doesn’t hurt his “personal brand”.
Sure there are discussions of positioning statements, personal statements, and personal positions an executive must take. Which leads me to the point that I think is critical.
I don’t think a brand is something you can control. I read a post a while ago about the difference between a brand and an image. I agree with what is contained in that post. To me there is a difference between what a brand is and what an image is.
You can craft your image. You can change your image. You can try to change your brand but it will be tough if your brand is not consistent with your image. I know this seems like splitting hairs but I don’t think it is.
Why is this Important?
It’s important because when you go about stuff such as crafting your elevator statement or working on your business cards. When you do these types of things you are working on your image, not your brand. But personal brand evangelists like to say you are working on your personal brand.
I would say the next steps are to make sure what you do, what you wear, the vocabulary you use, and your actions are consistent with what your target market would expect (or tolerate).
I look forward to it. I first heard about personal branding a few months ago and it didn’t feel right to me. I really like your take on this.
Thanks Craig, to me we have a limited amount of time to focus on what we do and it’s time we focus on what is effective not the noise.
Hmmm… Isn’t this just semantics really? I believe the origins of “branding” was to denote something as yours. Like branding a cow or the branding some fraternities have implemented.
Your “Brand” should say you own your image, it’s hopefully unique, and it’s yours. Otherwise it’s just a bad image.
Good stuff Scott…
.-= Jason @diypracticebuilders.com´s last blog ..What Are You Waiting For? =-.
I agree with the distinction now you point it out. However I had seen image too literally in the past - i.e. a logo. However recently another guy in Florida called Andrew Peel has had a lot of bad press about drunk driving.
I know this because I have two daily Google email alerts set up, one for “Andrew Peel” and one for “APeel Solutions” my brand. It’s got to the point where I may have to issue a Press Release saying there is no connection between that Andrew Peel and APeel Solutions. This is because Google searches of Andrew Peel which I used to dominate after careful SEO are now including him.
A cautionary tale about managing your image.
.-= Andrew Peel´s last blog ..Will you join the DoFollowers? =-.
Jason, Your point is correct. Sure it’s a small distinction but it does matter as more and more people go out there and do start building a “personal brand”.
Andrew, I have the same issue with my name. That would be a good idea for a press release. If you do it in a tongue and cheek way it could also be an additional dimension to what you do while still getting the message out.
.-= Scott Scanlon´s last blog ..Connect with People in Your Target Market =-.
Thanks! Interesting article. Thinking about Steve Jobs like the article mentions, he was the brand ambassador for apple and its brand lives on. Apple has the opportunity to bring another meaning to its brand thru the image of a different ambassador. Can you imagine how the Apple brand would change if say, Joel Osteen became its new image?
Isn’t that the hope though that brands have longevity? That the image doesn’t compromise the brand?
I also think brand and image coexist. One can’t have a brand without an image. And once you showcase a certain image, people formulate ideas about it’s brand, and unless you completely change the image, the brand sticks.
Take Lance Armstrong for example, a person with tremendous image. Once he admitted to doping, the Livestrong committee knew the only way to save its brand (even though Armstrong created it) was to completely remove his image from the foundation.