Category: Personal Branding

5 Myths of Personal Branding

Personal branding has taken off as a practice for managing one’s professional identity. The ease of communicating via social media channels has lowered the barriers to building a personal brand. I was first exposed to the concept of personal branding in 1997 through Tom Peters’ seminal article “The Brand Called You.” The ideas in Peters’ article were a little unsettling- could you really market yourself like Levi’s markets blue jeans? I was skeptical, but the confluence of less loyalty to employees among corporations and the emergence of the “new economy” brought about by the Internet convinced me that personal branding was going to be very relevant. Today, I encourage my students to apply marketing and branding principles learned in their coursework to managing their professional brands.

There are obstacles to putting personal branding into practice. Fortunately, most of the obstacles can be found between our ears- they are our own perceptions and fears about the importance of establishing and managing a personal brand. In my work with students and professionals looking to establish their personal brands, I have observed five misconceptions, or myths about personal branding:

1. Personal Branding is Bragging
Some people are reluctant to embrace personal branding because the idea of promoting one’s abilities and performance can be difficult for someone who is modest or does not like to “toot her own horn.” Yes, promotion is part of personal branding, but a great brand’s true value resides in the product itself and the benefits of the product to users. Promotion is how we communicate our brand’s meaning and makeup to the world, and that messaging needs to be real and relevant.

Baseball Hall of Fame pitcher Dizzy Dean was once asked how many games he and his brother, Paul, also a pitcher both playing for the St. Louis Cardinals, would win in in the 1934 season. Dizzy Dean predicted they would win 45 games between them and went on to say “It ain’t bragging if you can back it up.” The brothers won 49 games between them that season, and the Cardinals won the World Series. I would say Dizzy Dean wasn’t bragging- his message related the value he and his brother could bring to the team. Personal branding is not bragging; it is backing up your meaning and makeup while communicating your value.

2. Personal Branding = Your Social Media Presence

The huge user numbers for major social networking sites can lead people astray, thinking social media is the key to personal branding success. Social media is a communication channel- nothing more. We can tirelessly work to post updates on Facebook, send tweets on Twitter, make connections on LinkedIn, and so on, but those efforts represent only a small part of the overall management of a personal brand. Social media plays a major role in the implementation of your personal brand, but your brand is not the words you say and images you share through social media. 

Personal branding is a process for identifying, developing, and communicating your unique value. The “identifying” and “developing” have to happen before there is anything to “communicate.” Thus, personal branding is by necessity more than one’s social media presence. You can have a brand without using social media, but you cannot communicate using social media independently of your brand.

3. Personal Branding is for Celebrities

You may have heard of personal branding but dismissed it because you believed it was something that only celebrities and other high profile people need to be concerned with their brand image and reputation. And, you are correct- celebrities in entertainment, sports, politics, business, and other fields use personal branding to communicate with their followers and maintain their status as opinion leaders. Social media has given opinion leaders in the “offline world” another channel for exerting their influence. 

Remember, most people who have popular social brands already had well known personal brands. For example, Justin Timberlake has more than 23 million fans on Facebook and 22 million followers on Twitter. His brand is so strong online because of the value he has offered through his singing, acting, and performing for nearly 20 years. Social media has elevated the stature of personal brands like Justin Timberlake because fans and admirers can connect with him as well as other people who share an affinity for him. You, too can build a reputation for offering value to others… and it does not require you be a celebrity.


4. Personal Branding Requires You to Act Differently
The prospect of having to “act” like a brand is unsettling to many people. Their thinking is often something like “I’m a person, not a pair of running shoes!” Personal branding might be avoided by some people because of a perception that it requires them to act out of character. Thoughts like “putting on airs,” “phony,” or “arrogant” may cross the minds of those who believe that personal branding requires us to maintain a persona that could differ from who we really are. But, the most admired brands in the world are known for being remarkably consistent (think Amazon, Apple, Disney, and Google). They are authentic.


Building a great brand is not about coming up with a clever slogan or tagline, creating eye-catching brochures, or designing a slick website. Great brands make promises to customers and deliver on those promises. Do they fail sometimes? Of course they do, but even when a customer service failure occurs these companies work hard to recover from those failures to restore customer trust in their brand.  So, contrary to the myth that personal branding would require you to act differently, you must act yourself- be authentic! 


5. Personal Branding is All about Appearances
A brand is a multi-dimensional concept, with one dimension being observable characteristics or features. Product and service brands use tactics such as logos, color schemes, slogans, distinctive packaging designs, unique fonts, and brand characters to strengthen people’s association with their brands. These tactics help establish mental connection between a brand as observed by the senses and its Meaning and Makeup. Likewise, tactics can be used to associate your personal brand with what you. Your appearance, business cards, wardrobe, and résumé are some of the tactics used communicate your personal brand. But, there is a tendency sometimes to put too much emphasis on these outward expressions of a personal brand.


History can be an effective teacher, and to debunk the myth of personal branding being all about appearances we go back in time to the late 1990s. The commercial Internet began to grow and created opportunities to develop online business models. Entrepreneurs did just that, attracting great interest from investors seeking to profit from the Internet’s growth. But by 2001, many dot-com companies were going bankrupt, having burned through their investment capital while making little (and often no) profits. One reason some companies failed was they spent excessively on marketing, attempting to use marketing tactics like those of popular brands such as Coca-Cola and Chevrolet. The difference between dot-com brands and established brands was that the established brands enjoyed the benefits of decades of marketing. They did not buy their exposure overnight; it was payoff for years of delivering value to customers through their products and advertising.


Let Go of the Myths
Any of these five myths of personal branding could be persuasive in delaying or even foregoing the decision to develop one’s personal brand. Do not let the myths define your brand through inaction. Embrace your responsibility as manager of the world’s most important brand: You.

A Social Media Marketing English Lesson

I am a marketing professor, not an English professor (as one can determine from reading my posts). But, I feel compelled to weigh in on a practice that makes me cringe when I see it occur. Some marketers and individuals misunderstand their role in communities. Social media has empowered the voice of the people, transforming us from “targets” to participants. Unfortunately, some people are stuck in the old mass media model of broadcasting messages. In a world in which social networking sites have elevated second and third-person pronouns to star-of-the-show status, too many brands are still communicating in “I” and “me” terms. If you want to increase the likelihood that your “target market” will tune you out, just keep doing what your are doing.

Align Pronouns with Objectives
If you are not an English professor either, no worries. Let’s demystify how to avoid falling in the narcissistic trap of a first-person voice in social media. The voice that you use should be consistent with the objectives for using social media in the first place (you do have objectives, right?). For example, if you have an objective of growing a community around your brand, you do it by focusing on the community instead of you. Think about the person you talk to at a party (or maybe better described as listen to) that only talks about himself. He complains, he brags, he jokes, but he is in control of the conversation. And, you are pretty sure he does not really care about you at all or he may have actually tried to engage you in an actual conversation.

Don’t be that guy! The tone of your content should align with your community. Talk about the problems or challenges your community members face. Celebrate their joys and accomplishments. Ask questions to learn more about what is on their minds. Lift up employee success stories. It is not about you, it is about the community. One of my favorite quotes is from John Maxwell, who says “people don’t care about how much you know until they know how much you care.” Too many social media marketing messages try to show us how much the sender knows rather than conveying care and concern for the community. Social networking is a participation sport. As a marketer you can play, but you are far from the only player in the game.

Don’t Ditch First Person 
You do not have to eliminate “I” and “me” from your vocabulary. The point to remember is that when participating in communities we step back from the center of attention to be part of the circle of community members. There are times that you want to assert yourself as a resource (i.e., how much you know); just be careful to avoid that practice being the primary use of social media. Some people might disagree, but social media can be used in pursuit of sales objectives. For example, Panda Express used Facebook to distribute coupons for a free serving of orange chicken, part of a promotion touting the chain’s extended summer hours.  

This pronoun dilemma is particularly challenging for individuals looking to build a personal brand. Of course, you need to persuade your audience of your knowledge, capabilities, and value. However, there is a need to stake a balance between asserting brand credibility and fitting in among the community that interacts with your brand.

Be Driven by Passion, not Perfection

On Friday, I was fortunate to attend Social Slam, a digital and social media conference in Knoxville, Tennessee. The morning keynote presentation was delivered by Jeff Bullas, named  one of the top 50 social media power influencers by Forbes. Bullas shared with the audience how to build a presence on social media by creating and delivering interesting content. One point he made resonated with me: Be driven by passion, not perfection. Bullas confided that articles written for his blog contain errors, but he does not allow himself to become a victim of inertia because of fears of what people might say when they find mistakes. He reminded us that only one perfect person has walked the earth, and He has not been around for two thousand years!

Passion + Purpose = Awesomeness
It is not uncommon to hear people exhort us to “follow your passion.” Such proclamations can make us feel good about our dreams, but passion without purpose is little more than a dream. Jeff Bullas represents how a purpose-inspired passion can lead to building a remarkable personal brand. Bullas is a former high school teacher and real estate salesman who had an interest in how technology was changing communication. He parlayed his interest in the Internet and his servant-like approach to helping people to become a thought leader in social media.

“It’s not about You”
Having a passion can be very fulfilling, but it does not pay the bills! But, passion coupled with purpose gives one direction toward creating an impact. Another theme echoed by Bullas and others at Social Slam that is important to note is that “it’s not about you.” Passion and purpose will have the greatest impact when they are applied in serving other people. A related point was shared by Gabriell Laine-Peters, principal of social media consultancy X-Digital, who said that “community is at the heart of everything we do.”

The true power of social media is not that it gives everyone a voice (although that is a defining characteristic); the true power is that the voice enables us to connect with each other for good. Sharing information, exchanging ideas, answering questions, giving encouragement, advocating a cause… all of these occur within a community. And, these traits are all inspired by passion and purpose. You don’t have to be perfect when using social media; just be willing to let your passion and purpose shape your personal brand.

Preparing Your Personal Brand for Relaunch: Step Four – Prepare for Launch

This post is the final installment in a five-part series on relaunching your personal brand inspired by a recent post in the Franklin University Back to College Blog. As a review, the first three steps in aligning your personal brand with career change opportunities are:

  1. Recognize reasons a change is desired (Why)
  2. Study your options (What)
  3. Path for getting to new career (How)

 You have laid the foundation; now the time is nearing to take off the wraps on your new career. The motivation for change has been acted upon (i.e., meaning articulated). The energy arising from that revelation inspired you to focus on learning about the career or industry you aspire to have (make-up of knowledge and competencies). What remains is to hone your message- you have to sell yourself as a viable candidate in your newly chosen field.

In Step Three, you used social media (especially LinkedIn and Twitter) to learn about the people and companies that shape your industry or profession. Now, in Step Four you must emerge from the shadows of listening and learning to sharing and telling. Remember, that networking can be simply defined as “helping other people.” Look for ways to be a resource to people in your network by sharing information, articles, inforgraphics, encouragement- in short, helping other people.

But being helpful is not enough. You must refine your message, and your most important communication vehicle is your résumé. Yes, your résumé is lacking industry-specific experience… you are relaunching in a new field. It’s OK! Fortunately, you likely have skills, successes, or achievements from your previous field that you can communicate to demonstrate your abilities and potential. Don’t present a timeline of work; give an overview of accomplishments. Another tool you can develop to communicate your value is a 7-word bio. This is an idea promoted by creativity expert Todd Henry, who says a 7-word bio forces us to bring clarity to what we do and show others what we are passionate about.

Relaunching your personal brand can be a daunting challenge. I took the plunge to relaunch in 1995, transitioning from sales to higher education. Back then, social media, blogging, heck, even personal branding were not accessible tools. But, the tools alone are not enough. Applying the four-step process discussed in this series of posts does not happen without a fervent belief in yourself to pull off a relaunch. Oliver Wendell Holmes famously said that “many people die with their music still in them.” Do not let the music that is the promise of a new career die in you.

Positioning Your Personal Brand for Relaunch: Step Three – How?

This post is the fourth in a five-part series on relaunching your personal brand inspired by a recent post in the Franklin University Back to College Blog. As a review, the first two steps in aligning your personal brand with career change opportunities are:

  1. Recognize reasons a change is desired (Why)
  2. Study your options (What)

The third step in relaunching your personal brand addresses the key question of “How do I get there?” You may have realized that conditions are favorable to make a move (why) and have explored different opportunities for the next chapter in your professional life (what). Now, the challenge is identifying the skills, training, or other requirements needed to compete in your newly chosen category. In some cases, the conclusion drawn at this step in the process is that relaunch is not feasible due to education requirements or cost to acquire needed training. But, if you are able to overcome potential time and money barriers, there are three actions you can take to move closer to being ready for a new beginning in your career:

  1. Become a “fan” of your chosen profession – Just as sports fans passionately follow their favorite teams and players, become a close observer of the industry or profession in which you wish to work. What are the current trends? Who are the thought leaders? Which companies and executives are up and coming stars? Know thy industry!
  2. Learn… and continue to learn – This directive overlaps with becoming a fan of your new industry or field. Learning can occur formally through college degree programs or industry certification programs. Formal learning should be complemented with self-study in the form of reading industry publications and blogs as well as watching webinars on topics related to your new profession.
  3. Network with other professionals – Acquiring knowledge is important, but it is not enough to position you to compete for opportunities in a new profession. You must get to know the people who are working in the industry now. If the concept of networking is intimidating, consider this simple definition: Networking is about helping other people. Do you like helping other people? Networking is a means of helping others by sharing information, exchanging ideas, and supporting one another. Become involved in networking digitally through networks like LinkedIn and Twitter. LinkedIn has groups for just about any industry you can imagine, and if there happens not to be one, no problem- start a group yourself! Similarly, Twitter is an excellent resource for connecting with other people. Use the Twitter hashtag search feature to look for industry-specific conversations taking place. Of course, do not overlook traditional face-to-face networking opportunities. Social networking sites expand our networking capabilities, but they should not be viewed as a replacement for personal interactions.

Step Three is the most difficult part of the career relaunch process, and it is at this point where many relaunches are aborted. Why? It is because the first two steps do not require a high level of commitment and resolve to complete. But, when we get to the step of equipping ourselves for change, the barriers to relaunch identified in the introductory post of this series (comfort, risk, and time investment required) are too great for many people to overcome. If your objectives for change are clear and you have done your homework to explore options that fit your capabilities, the chances of coming out the other end of Step Three prepared to relaunch your personal brand are significantly enhanced.

Positioning Your Personal Brand for Relaunch: Step Two – What?

This post is the third in a series on relaunching your personal brand. The idea for a multi-post discussion on how to position yourself for a career change was inspired by a piece that appeared recently in the Franklin University Back to College Blog. Much emphasis is given to how to prepare for an initial career launch, but what about when you want to make a career change? The ideas shared in the Franklin U. blog post provided a solid overview of steps one should take when pondering a career change. The last post discussed how the process begins by asking the question “why?” Why is a change desired – it is to pursue meaningful change or is it an attempt to escape from an undesirable situation? Is it your desire to change, or is it someone else’s vision that you should be doing something different?

Assuming your outcome of evaluating Step One is that you satisfactorily answer the Why question and intend on pursuing a career change, the next step is to answer the “What” question. Convincing yourself a career change would be beneficial is much easier compared to knowing exactly what you will change to. In Step One, answering the Why question entailed identifying extrinsic and intrinsic motivations for considering a change. Similarly, when answering the What question we must separate potential new careers on the basis of extrinsic and intrinsic motives for pursuing them. Extrinsic or outside forces might guide us to consider a new career option because of the opportunities available, the average income, lifestyle benefits, or observing other people succeeding in that career.

Intrinsic motivations for career change are not influenced by what is transpiring in the world around us; they come from within us. While external occurrences like being overlooked for a promotion or dissatisfaction with salary can serve as triggers to consider career change, those events are nothing more than disappointments unless there is a deeper drive to do something different with our professional lives. Perhaps the best guidance I have ever seen when it comes to answering the What question is given by Kevin Carroll in his book Rules of the Red Rubber Ball. Carroll identifies seven steps we can take to pursue our red rubber ball, a symbol he uses for something that brings us immense joy and satisfaction. The seven rules are:

  1. Commit to it – It takes a strong resolve to follow your passion
  2. Seek out encouragers  – Do not embark on the path to career relaunch alone; identify mentors, teachers, and friends who can help guide you
  3. Work out your creative muscle –  Imagination leads to opportunity
  4. Prepare to shine –  A willingness to invest time to learn and do the “grunt work” is needed
  5. Speak up – Others will impose boundaries on you (“You can’t do that…” or “That won’t work”); do not accept their boundaries
  6. Expect the unexpected – Always be on the lookout for opportunity contained in everyday life situations
  7. Maximize the day – Be intentional in choices you make on how you spend your time.

Notice what the Rules of the Red Rubber Ball are not- they do not directly relate to building specific skill sets, getting certain training, or building credentials (that is the focus of Step 3). The rules are about adopting the proper mindset and developing a discipline of behaviors consistent with fulfilling your desires for a different path.

Positioning Your Personal Brand for Relaunch: Step One – Why?

This post is the first in a four-part series on the process of completing a personal brand makeover and relaunch. I stated in my last post introducing the series that I often receive inquiries from former students and others about how to best position a career change. Given that it is an issue weighing on the minds of many people, I wanted to share some good advice on the topic that appeared recently in the Franklin University Back to College Blog. What prevents many people from taking the plunge and relaunching their personal brand? It is not having a structure or approach in place. This series seeks to remove that obstacle, beginning today with providing a starting point for the relaunch process.

The first step in developing strategy, whether it is for a multi-billion dollar corporation or for your personal brand, is to evaluate the current situation. In the context of personal brand management, conducting a SWOT analysis (an acronym for Strengths, Weaknesses, Opportunities, and Threats) is an excellent tool for evaluating your capabilities (strengths and weaknesses) and recognizing developments in the world around you (opportunities and threats). Think of a SWOT analysis like taking a snapshot- it captures what is going on at a given point in time. It is crucial to determine where you are right now before you can figure out where you want to go.

In addition to conducting a SWOT analysis to assess the current situation, a person embarking on the personal brand relaunch process should consider why a change is desired. Is the motivation for change

  • Intrinsic – Change may be driven by desire to have a profession with greater perceived impact or benefit to others, or it may be fulfillment of a long-time goal (e.g., earn an advanced degree).
  • Extrinsic – Impetus for career relaunch may be aspirations to achieve a different status level or earn a higher income.
  • Other – Additional reasons may be behind a potential career change such as desire to relocate, get away from a bad boss, or the need to get a fresh start.

Begin by identifying your strengths and weaknesses. This task requires what Jim Collins calls “confronting the brutal facts,” especially when it comes to acknowledging weaknesses. Add to your list of strengths and weaknesses by compiling a list of opportunities and threats. These characteristics may not come to you as easily as strengths and weaknesses; research will likely be needed to get a handle on external factors that could help or hurt your career relaunch. Examples of research that might be needed is determining employment opportunities for a prospective new field, training or skills people in that field typically have, and the impact of technology and economic conditions on industry or occupation growth. 

Change in the form of personal brand relaunch is the end goal. To get there, begin by clarifying why a change is desired, the personal brand assets you have that will support pursuit of your goal, and development needs to help position you to be competitive in your new field. You might be thinking at this point “I don’t even know what I want to do other than I know I want to make a change.” That’s fine, because it brings us to the topic of the next post – Considering your options.

    Positioning your Personal Brand for Relaunch: Introduction to Four-Step Process

    Many former students have contacted me over the years to get my advice on how to position themselves to make a career change. Similarly, I have had conversations with some parents’ of my children’s friends lamenting their current career path, wishing that they could do something different. In both cases, the reason that they do not follow through is that they do not know how to go from Point A to Point B. You may recognize the reasons for not taking the leap to change career paths; they may be part of your reasoning, too:

    • We get comfortable with what we know – Routines have a calming effect
    • The unknown equals risk – Our comfort zone is encroached when risk is present
    • It may require time –  Developing new skills, learning new a new industry, and building new relationships won’t take place overnight

    As you probably have already realized, these reasons are highly correlated. Together they make a compelling case for maintaining status quo and not pursuing a vision for a new career. Unfortunately, they also serve to suppress the potential we have inside of us to broaden our horizons and launch new career ventures. British Prime Minister Benjamin Disraeli said that “Most people die with their music still locked up inside them.” How can we unlock the music and fulfill our potential to develop the meaning and makeup of our personal brand?

    This post introduces an upcoming four-part series of positioning your personal brand for relaunch. The four steps that can be applied to personal brand relaunch via career path change include:

    1. Recognize reasons for change
    2. Study your options
    3. Identify education and skills needed for relaunch
    4. Prepare for launch in new field or industry

    The inspiration for this four-part series comes from Franklin University Back to College Blog – “How to Successfully Change Career Paths”. The next four posts are for you if you have ever considered retooling the makeup of your personal brand to enter a different career field.

    Build Your Future by Honoring Your Past

    The holiday season is a time for reflection, and as I think back over the events of 2012 a bittersweet feeling is inescapable. On a professional level, it was a great year, highlighted by publication of a sports marketing textbook co-authored with Mike Fetchko and Ken Clow. The concept of being a lifelong learner has been front and center for me as I have explored a wide range of topics and subjects in an effort to make me a more knowledgeable marketer and more complete scholar. On a personal level, the achievements of my children, most notably my oldest son’s graduation from college, served to remind me that I am blessed with a wonderful family.

    The world around us provided stark reminders of our frailties and mortality. Our hearts were broken on December 14th when 26 innocent children were gunned down in Newtown, Connecticut. Celebrity deaths like the passing of Andy Griffith, Richard Dawson, and Larry Hagman felt like a little part of my childhood died. And closer to home, it seemed that too many friends and acquaintances were dealing with the pain of losing loved ones. The most painful of these events for me was the passing of my beloved Aunt Marcelle, who taught me to take time to appreciate beauty whether it be in nature, classical music, or a sunny day.

    Like many people, I use this time of year not only to reflect on what has happened but also prepare a clean slate that is the new year. As I get ready for 2013, my plan is to build my future by honoring my past. It is clear that my past has shaped my life to this point – the influence of people, places, and events is undeniable but not always remembered. There are people in your life that may not be around any longer, but their impact remains. Similarly, there are schools, clubs, and churches to which you have been connected. You may not be an active participant in them today, but your involvement with them played a role in your development.

    My blog posts usually deal with marketing, but the thoughts shared here apply regardless of your profession or situation. The future is always an exciting prospect. In 2013, take on that future by drawing on the wealth of character and knowledge you have built in your past. Best wishes for a joyous holiday season. May 2013 be your best year yet – in honor of your past, of course.

    Creating an Eternal Brand Statement

    I am not much on reading obituaries. While I have respect for the deceased, I worry that a regular perusal of obituaries could become a morbid fascination. So, when I was thumbing through the Minneapolis Star Tribune at my hotel one morning last week I initially turned the page when I realized I was at the obituaries. After all, who in Minneapolis would I know – I had been there a grand total of 36 hours! But, a headline stopped me in my tracks and inspired a second look.

    The obituary for Marvin Borman, a local attorney, led with the headline “He spent decades helping community.” That got my attention, and I had to learn about his story. Mr. Borman passed away at the age of 89 but left a legacy for his family and local community. Among the most salient facts about Mr. Borman were:

    • Attained Eagle Scout at age 13
    • Graduated high school at age 15… and was valedictorian
    • Joined U.S. Marines just after Pearl Harbor was attacked
    • Married to his wife, Betty, for 66 years
    • Served on the United Way Board for 34 years
    • Enjoyed varied interests – spending time with family, fishing, tennis, and his work.

    As I read Mr. Borman’s obituary, I realized that in front of me was his eternal brand statement. Unlike a campaign that launches with a catchy theme and flashy messaging but eventually gives way to the next big idea, an obituary gives an historical account of a personal brand. It is an eternal brand statement. Mr. Borman’s impressive personal brand is a call to reflect on our journey in creating an eternal brand statement.

    How will your eternal brand statement read? Will it reflect personal values that are so clear that people who never met you will feel like they have been touched by reading your story? Our eternal brand statement is not written by a newspaper staffer after we die; it is being crafted daily by our values and actions. I like to say that the work of branding is never finished, but when it comes to our personal brand we can also say that branding never dies.