Ancient History – In August 1997 FAST COMPANY published an article by Tom Peters entitled The Brand Called You.
By 1999 the Peters business publishing “machine” had cranked out The Brand You 50 as a part of Tom’s Reinventing Work series of books. Between the pages of this small treasure were “fifty ways to transform yourself from an employee into a brand that shouts distinction, commitment, and passion.”
Roll the calendar forward and today we have a new generation of experts advising us on how we must manage our personal and professional brand via today’s social networks. Go ahead … Open a new window and GOOGLE, for example, “managing your brand on linked in” and see if you receive at least 11,000+ hits from real and/or self-proclaimed experts.
Yes, it’s down right tough to stand out from the crowd in today’s hyper-reactive marketplace. The world wide web and blog-o-sphere have simultaneously opened and flooded the marketplace of ideas for all who aspire to launch or expand their practice, business, or on-line store. Today’s market is crazy. (Period) And it’s oh-so-easy to spend hours upon hours working on-line to manage ones identity and brand.
So at the risk of adding myself to the list of folks offering marketing advice, consider …
Spend some time thinking about not only who you are but also think about and decide who you are NOT. Rather than add another and then another service offering to your professional website, rather than lengthening your resume and/or Linked In profile, consider a strategy based upon subtraction.
What might you eliminate from the on-line clutter or “junk” that dilutes your brand? Here’s a comic that illustrates my point.
@JohnLesko57 is not a good brand for several reasons:
- The Heinz Food Company has its “57 varieties” and has pretty much captured this brand.
- Folks might think that I’m 57 years young and mistakenly think that as a Baby Boomer I’m over-the-hill and/or too set in my ways to IN-O-V8.
- And a few of my friends from Toastmasters may think that I’m dwelling too long on a small bit of history from 2009-2010.
Hmmmm … I wonder if the folks in Pittsburgh will be happy with this? Will they or anyone else for that matter take notice?