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There is a phrase, spoken mostly by “social media experts,” that I just cant stand. Can you guess what it is?
As social media continues its explosion, and more and more people are becoming “social media experts”and talking in terms of personal brand.
(BTW, “social media expert” is another complete misnomer. Have you noticed that most “social media experts” are socially awkward or inept? What they truly excel in is using the Internet as a way to relate in a non-real way. Thats why I am so impressed by video bloggers who truly just talk into a camera and express their feelings. Its the closest thing to connecting directly with people that is not hidden by social media constraints.)
(another point. I am a bit of a hypocrite here since I am blogging, not video blogging these thoughts, but to my credit, I aint no “social media expert.”)
There are two types of branding: corporate branding, and this new concept of personal brand.
Corporate branding is simple. Its the concept of creating a good feeling about a product or service with potential customers. So have a concept of “Give the world a Coke,” is a great branding exercise. People feel good about giving and therefore feel good about Coke, with the net effect being more soda being purchased.
Personal brand has become how you present yourself to the world. What people dont realize is this simple fact:
So, there is so separation between your “personal brand” and you. Personal brand, doesnt exist. Its a fake concept, a misnomer, a way for “social media experts” to make a living.
There are people who use screen names that are not connected to their names, when asked why, the common response is that they can “brand themselves around the screen name.” This allows them to keep the “personal” away from the “professional.”
By using my name (@micah) I create no division between Micah the person and Micah the “online” person. This means that I dont have a Personal Brand, I just have me.
Chris Brogan, Gary Vaynerchuk, Robert Scoble and the king of all marketers, Seth Godin, and others use their names as their online identities and allow their words to define who they are. Are they careful with their word choice and subjects, sure, but most folks are aware of the effect of their conversation with others and on others.
Personal Brand is like Coke. Its easy to get addicted to the concept of personal brand and the need to “protect your personal brand,” personally, I say enter a 12 step program and just be you.
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