Monday, October 13, 2014

Getting all hyped up about personal brand is a bit silly

There is a common idea that in order to convey a strong personal brand on the internet you must display a certain degree of synchronicity. I think that might be true for a celebrity or perhaps a design person who must rely on a grand conception of who they are in order to maintain the status quo with an established, trusted audience. For the longest time I thought I too needed to do this. But now I don't think so.

Last week I had an eye-opening conversation with a VP of corporate marketing for a major Bay Area start-up. In friendly, but firm tones, he shared with me that nothing about my CV communicated who I was as a person. It turns out that I had spent years fine-tuning a picture of nothing. Although my social channels and profiles all looked and felt the same and I properly syndicated my content, it was really all rather empty on the face.

This has been a bit of a game changer for me. I have learned working for various institutions that, while brand is important, providing value is much more so. There is no need to capitulate all of your channels in to something so cohesive it forgets the purpose of each channel as a SaaS. You need to personalize for every channel and provide something meaningful in each space.

So, that's what I've been working on this past weekend, and that is what I am going to do.