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Personal Branding vs. Career Branding

Noted web strategist Jeremiah Owyang recently posted this article debating the merits of “personal branding” and “career branding”.  Understandably, Owyang is a proponent of building a career brand, as he has utilized this method for more than a decade.  Let’s explore the differences between personal branding and career branding, and determine which path is right for you.

The definitions in quotes are directly from Owyang.  I largely agree with his descriptions, except for the notion that personal brands must be quite so “me-centric”.

Silhouette

Personal Branding

“The first approach is called a ‘personal’ brand, which focuses on that of the individual.  The ‘personal’ brand focuses on the individual, essentially focusing on ‘me’.  While there’s nothing wrong with that, it is fundamentally a different mindset from the second type.” (J.O.)

1.  Fewer Restrictions. As a “lone wolf”, you operate not as a mouthpiece for your employer, but as your own entity.  By distancing yourself from the accompanying restrictions, you are free to operate autonomously.

2.  Consistency. If you switch jobs, get laid off, or your employer disappears overnight – your brand is largely unaffected.  In today’s tumultuous economy, this factor may be more important than ever before.

3.  Freedom to Change. As an independent operator, you aren’t tied to any one product or subject.  If your passion suddenly flips unexpectedly, your personal brand can do the same.

Career Branding

“The second type of approach is what I call a ‘career brand’.  The difference is simple.  This is a brand that’s focused on “what can you do for your clients or employer”, with a focus more on ‘we’. (J.O.)

1.  Halo Effect. As a career brander, your individual brand is boosted by the reputation of your employer as well.  If you work for Google or Apple, you receive an immediate lift in brand authority (deserved or not).  Note that this also works both ways, and can have negative consequences.

2.  Efficiency. A career brand can be powerfully efficient, as your day job can fuel both your current and future career prospects.  No need to exhaust yourself with duplicate efforts, working separately from your 9-to-5 (as is often the case for a personal brand).

3.  Employer Benefit. While building your career brand, an interesting thing happens – you benefit, your company prospers as a byproduct, and your network enjoys the ride too.  Triple win!  An individual brand ideally serves to help others, and this aspect plays a huge role in allowing that to occur.

In some cases, employees will not have the authority to choose their path. Public affiliation with your employer may be censored, or your outward communication may automatically be considered “property” of the employer.

But, given the choice, which would you opt for: personal branding or career branding?

Ryan Rancatore discusses the latest topics and trends related to building a brand at Personal Branding 101.  Connect with Ryan on Twitter at @RyanRancatore, or on Linkedin.

Photo credit, zedbee.

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5 Ways to Showcase Your Expertise Online

If you read the Brand Camp U blog, chances are strong that you are looking to build your personal brand around expertise you already possess.  Simply calling yourself “an expert” will not do the trick. Instead, prove it by sharing your unique knowledge and talents with others across the web.  Here are 5 specific web locations that allow you to directly answer questions – showcasing your expertise in the process.

1.  Linkedin Answers

Question Mark ManThe Linkedin Q&A section is an underutilized portion of the  site that is extremely beneficial for both those asking and answering the questions.  The premise is simple: One Linkedin user asks a question to the entire site, and any number of users are allowed to offer their responses.  You can sort by category or search by keyword, allowing you to locate the specific questions that pertain to your field.  Providing a brilliant answer can benefit you in multiple ways:

  • The initial questioner will be extremely thankful, and will likely want to connect with or learn from you further.
  • Other users will notice the smart response, especially if highlighted as a “Best Answer.”
  • A recruiter or potential client might notice your response, and a door could open for you that would not have opened otherwise.

2.  Formspring.Me

Formspring is a brilliantly simple website that allows others to ask questions directly to you.  As Tech Crunch points out, anyone can ask you anything.  Might you get a few off-the-wall questions you don’t know how to answer?  Probably.  But, the site does offer a unique and direct way for would-be questioners to pick your brain on the subjects you know best.  Who knows what connections you might “form” as a result?

3.  Yahoo! Answers

Yahoo! Answers is quite similar to Linkedin answers.  Questions are asked by one individual, and the entire group can provide brilliant (or sometimes otherwise) responses.  The one main difference between the two sites?  Yahoo! answers tend to rank extremely high in web searches.

Want to know something like…“Is there a career that combines green/eco-friendly living and non-profits? Chances are, your web search will feature the top responses from Yahoo! Answers.  There might not be an easier way to get your name and links on the top of relevant Google Search results.

4.  Twitter Chats

Twitter chats are gaining major popularity recently.  As Maria Duron describes, “Twitter chats are when you chat on Twitter around a certain subject and mark each tweet with a hashtag (#) denoting that you are associating it with that chat or topic. ..a Twitter chat happens at one specific time and everyone gathers tweeting about that subject.”

Most often, a set of questions is provided by a moderator, and individual Tweeters respond with their answers.  If your answers are thought-provoking, you are likely to gain a few Twitter followers that want to connect with and learn more from you.

5.  Your Own Blog

Your own blog is certainly a place to showcase expertise via thoughtful blog entries.  But, it can also be an excellent place to answer direct questions from readers.  Essentially, you can set up an “Ask the Blogger” page to mimic the functionality of a Formspring.Me page.  Readers can submit questions via public comments or through a private contact form.

How you answer the questions is up to you.  My “Ask Ryan Rancatore Your Personal Branding Questions” page mentions to readers that the best questions just might be answered in a full blog article – with attribution to the source.

Using any of these five sources to answer questions is a simple way to showcase your expertise across the web.  Can you think of any others?

Ryan Rancatore discusses how to build an authentic personal brand that stands out at Personal Branding 101.  Connect with Ryan on Twitter at @RyanRancatore, or on Linkedin.

Photo credit, Damon Duncan.

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3 Forgotten Personal Branding Methods You Can Still Use Today

Today, it is easy to forget that personal branding extends far beyond just social media. Personal branding (by other names) has existed for decades – long before the first Tweet or Facebook status update was ever sent.  How did they do it back in the “old days”?  Here are three forgotten ways to build your personal brand – and how you can put a “2010 spin” on each of them.

1.  Read Books

Old leather books, 4Remember paper books?  Those square-like objects that have a cover and a bunch of words inside?  They are still around today, and can be pretty darn valuable to you.  You might be thinking, “How can a book by someone else build my personal brand?“  Easy.  The knowledge gained from a fantastic book will stay with you forever.  The new thoughts that come as a result of an eye-opening read will have an incredible impact on your brand and your future.

Two particular books I’ve read in recent years have altered the path of my brand, and I recommend them to you:

Crush It! by Gary Vaynerchuk – Why NOW Is the Time to Cash In on Your Passion.

“By combining practical analysis and strategy with the same passion and humor that’s made Gary one of the most in demand keynote speakers in the U.S. as well as network television’s go to wine expert, Crush It is essential reading for anyone who wants to understand and harness the future of business and work.”

The 4-Hour Workweek by Timothy Ferriss - Escape 9-5, Live Anywhere, and Join the New Rich

“Whether you are an overworked employee or an entrepreneur trapped in your own business, this book is the compass for a new and revolutionary world.”

The 2010 Way: Buy a Kindle or an iPad, and store all of your amazing books in one place.  I believe that new technology will actually fuel the book industry, not kill it off.  Two of my Top Ten iPad Apps for Personal Branding are electronic book readers.

2.  In-Person Networking Events

To those in my generation, this concept might seem foreign and unbelievable, but – networking used to take place in person!  Face to face, with a handshake and a smile.  Admission time here:  I’m terrible at networking in person.  A strange and inexplicable nervousness takes over when I stumble across a room full of strangers.  Are you the same way?  I suspect that online networks will lead to a generation of young folks with underdeveloped “true” networking skills.

How can you (and I) avoid this?  By sucking it up and taking the leap.  Attend as many conferences as you can.  Arrange to meet industry contacts one-on-one.  Request informational interviews with potential employers – just put yourself out there as often as possible.

For the shy or inexperienced networker, check out this “networking how-to compilation” by Tim Tyrell-Smith.

The 2010 Way: Organize or attend a “Tweetup” to unite local Twitter connections, keeping these 10 factors in mind. By bridging your “offline” and “online” worlds, you will gain in-person networking experience with the safety blanket of familiarity.

3.  Create Business Cards

Some would say that business cards are dead today, given the emergence of more efficient ways to connect.  I disagree!  In fact, I think most folks should likely have two separate business cards – one solely for work purposes, and another with a more personal touch.    A brilliantly designed business card that is also informative will leave a lasting impression on peers, prospects, or potential employers.  Plus, it is an easy icebreaker for those of you still struggling with #2 above.

rolodexCheck out this incredible list of 100 creative business cards to use as inspiration.

The 2010 Way:  The beauty of business cards today is that you can include any and all information you wish.  Yes, that includes all those Web 2.0 sites you know and love – your blog URL, Twitter and Linkedin profiles, you name it.  Here is an article that offers more tips for integrating social media into your business cards.

These three “forgotten” personal branding methods are actually alive and kicking today – and I am sure there are many more I’ve left off the list.  Are there any “tried and true” paths you still recommend today?

Ryan Rancatore discusses how to build an authentic personal brand that stands out at Personal Branding 101.  Connect with Ryan on Twitter at @RyanRancatore, or on Linkedin or Facebook.

Photo credit, wy_jackrabbit and klynslis.

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7 Ways to Build a Mobile Personal Brand

“Personal branding” and “mobile” are two terms trending off the charts in 2010.  It only makes sense that the combination, building a personal brand via mobile, is the next evolutionary step.

I realize not everyone owns a smartphone.  Unfortunately, without an iPhone, Blackberry, or similar device, mobile personal branding will be extremely difficult.  In today’s fast-paced environment, a smartphone is a near necessity for those looking to stay connected and build a personal brand from the road.  If you aren’t yet convinced that a smartphone is right for you, hopefully this post will do the trick!

Here are 7 ways to build your personal brand via mobile, at any time of the day and from anywhere in the world.

1.  Social Networking

Staying connected to your network from the road is easier today than ever before.  In fact, social networking via mobile applications is often simpler than from a desktop computer! Facebook and Linkedin offer their own powerful mobile apps, and Twitter has more 3rd-party apps than you can count. My favorite is Tweetie 2 for iPhone, which is a steal at only $2.99, providing all the Twitter functionality you could ever dream of.

2. Location-Based Networking

Location-based networks such as Foursquare and Gowalla have recently become hugely popular.  In short, these applications allow you to broadcast your exact location to the world.  Truth be told, location-based networking might be too intrusive for some.  But for others, this new functionality provides an interesting opportunity to further your brand.

3. Mobile RSS Feed

A huge part of personal branding is remaining knowledgeable on your given niche.  I read many different blogs pertaining to my field everyday, and 90% of them I read from the road.  MobileRSS is a free iPhone app that syncs with your Google Reader feed, and delivers all the latest news to your mobile doorstep in real-time.

4.  Business Cards

Wait a minute, business cards aren’t high-tech!  True, business cards might seem like an ancient relic, but they still serve their purpose better than any imitator.  Need to deliver your information to someone you meet on the road?  No better way than to hand them a business card that contains all the details you wish to convey (including where to find you on the web).

5. Google Docs

In the land before Google, you carried your documents with you on a floppy disk, or worse…you e-mailed files to yourself to be opened later!  Today, Google Docs has solved the previously perplexing dilemma of how to access files from the road.  You can open and save any type of file to Google Docs, and view the files from any computer or phone with a network connection.

6.  Mobile Blog Theme

One aspect of building a brand around mobile technology is recognizing that others will be viewing your work via mobile as well.  If you write a blog, you’ll want to consider installing a mobile theme for easy viewing from any smartphone. My blog Personal Branding 101 utilizes WPtouch iPhone theme, which aims to format the site perfectly for smartphone readers.  (Also note that via Wordpress you can publish blog posts from a mobile phone as well.)

7.  Your Own Smartphone App

Want to take #6 a step further? With MotherApp you can create your own iPhone app that displays your blog posts and tweets.  The service is free if you allow ads and share revenue 50/50, or you can pay a one-time fee of $99 to avoid ads.  Yes, your app would actually appear in the iTunes Store – incredible, right?  Check out Guy Kawasaki’s iPhone app for an interesting example.

Building a personal brand from the road once would have seemed like an impossible task.  But today, the tools and technologies available have changed the game significantly.  What do you think?  Do you know of any other great ways to build your brand via mobile?

Ryan Rancatore can be found discussing the latest topics and trends related to building a brand at Personal Branding 101.  Connect with Ryan on Twitter at @RyanRancatore, or on Linkedin or Facebook.

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The Super Bowl Guide to Building Brand Buzz

Wouldn’t it be incredible to air your own Super Bowl commercial, and be able to broadcast your unique message to hundreds of millions of viewers? Of course it would!  But, unless you have $3 million in your couch cushions, you will likely need to find a more reasonable way to promote your personal brand.  Here are 5 unique ways to create your own buzz, observed from Super Bowl XLIV brand advertisers.

1.  Collaborate, don’t compete.

This CBS commercial for “The Late Show” featured David Letterman, Oprah Winfrey, and even late-night competitor Jay Leno.  Why would CBS want to showcase these stars from competing networks?  Two reasons, really – to create interest, and to gain brand value by association.

How can you put this principle to play while building your own brand?  One way is to interview a respected authority in your field, and publish the interview on your blog.  Mohammed Al-Taee did just that in this interview with branding legend Seth Godin.  Another option is to write guest articles for “competing” blogs in your niche.

2.  Continue the story.

The GoDaddy commercials are infamously racy in nature – and I don’t suggest that the particular theme of their spots is right for everyone.  But, what GoDaddy does better than any other advertiser is “continue the story”.  The call-to-action is always to view even more on their website.  Their :30 seconds of fame turns into far more than :30 seconds.

What about you?  When you meet peers at conferences or seminars, do you continue the story?  Does your business card list your blog URL, your Twitter handle, and your Linkedin profile?  Follow the GoDaddy formula, and turn your offline connections into online connections, and vice versa.

3.  Provide sneak peaks to insiders.

Google’s “Parisian Love” spot was brilliant on multiple levels, but I will focus on one in particular.  The day before the Big Game, Google’s CEO tweeted this somewhat cryptic message, signaling that Google might be running a spot.  On several tech blogs, the spot itself was leaked early (accidental?).  I saw the spot the night before the Super Bowl, and was excited to have “inside info” that others didn’t.  Who doesn’t love to feel like an insider?

How can you replicate this same feeling around your personal brand?  You might e-mail your blog subscribers in advance to describe an upcoming series of posts.  Or, you could produce and provide a special video just for your Twitter followers.  Problogger takes similar steps quite often, and each time I enjoy the “insider” feeling.

4.  Evoke emotions.

Budweiser ran several silly commercials with typical juvenile punchlines, and none of them really stuck with me.  But, the Budweiser Clydesdale spot that featured the pony and young steer succesfully tugged at the heartstrings.  The spot was an instant hit because it evoked an emotional reaction from all who watched it.

You can replicate this very concept by occasionally weaving ”truly personal” elements into your personal brand.  The two most powerful articles I’ve read recently were from Copyblogger.com, and both were deeply personal in nature.  Read both this Men With Pens post, and this Jonathan Morrow post, and remember the feelings evoked by these personal tales.

5.  Provide an offer nobody can refuse.

I’ll admit, I thought the Denny’s “Chickens” ads were just plain horrible.  Yet, they managed to create a buzz around their brand by offering a free Grand Slam breakfast to anyone in the country.  The compelling offer was the star, not the ludicrous TV spots.

Just think – if the nation is thrown into a frenzy over scrambled eggs and a sausage link, what could you provide to inspire the same fervor?  Maybe that college paper you wrote can be redesigned and turned into an E-Book?  Promote the book as “Usually $15, but FREE to all blog subscribers by March 1, 2010″.  With a little viral luck, you might just have a brand buzz gold rush on your hands.

The ideas above are just a few of the lessons personal brands can learn from large business brands.  While our individual budgets can never compete – we can apply the very same principles to build buzz around our own brands.

What do you think?  Do you have any other ideas on how individuals might create excitement around their own brands?  Leave a comment below, “continue the story” with me on Personal Branding 101, or say hello on Twitter.

Ryan is the advertising creative coordinator for a Fortune 500 financial services firm on the West Coast.  His experience building the brand of a globally respected firm helps provide a unique perspective on the world of personal branding.  Read more from Ryan at Personal Branding 101 .

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