First, I need to set the context for this post, it’s mainly in regards to individuals in the workplace, not so much applicable to celebrities, musicians, or politicians.
While anyone who blogs or actively tweets is creating a brand around their persona, there are two fundamental approaches. This trend is unavoidalbe as the brands of individuals are popping up, and they are sometimes supercededing that of the brand. Yet, as you look deeper into branding of individuals, you’ll see there are two different kinds:
- 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.
- 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’.
It’s easy to spot the difference between the two brands, you can see it in the content, or in the the focus. And employers are paying attention to this too. Some brands want to promote their employees to have personal or career brands, but at the same time, they’re fearful, as they now become an asset that can easily be ‘sucked’ right out to another firm. The real question is this: can a companies business model support those types of brands?
I’m actively trying to focus on a career brand, and write for interactive and digital marketers at corporate. This blog is written by me, but for them. Love to hear your feedback on this topic, which was a point of controversy during my speech in Hong Kong.
So in the end, there’s a place for both, I’m suggesting you be cognizant of which type is for you, and be deliberate as you foster either your personal or career brand.
Just curious, if you are focused on the “career brand,” and are really good at it, doesn't it reflect (positively) on your “personal brand?” Is that too simple?
It's a very interesting topic. What comes to mind is Jeff Hayzett, recently departed CMO of Kodak. Jeff is an amazing marketer. And he has used social media extensively. But… did it help Kodak? It certainly built the Jeff Hayzett brand – as an amazing marketer, and avid user of social media. It's helping his newly launched book, The Mirror Test. I'm not convinced that his social media efforts did a lot for Kodak. But I'd say it sure did a lot for Jeff (and deservedly so).
I agree with Heather's comment that if you do a good job at social media for a corporation, it reflects well on the individual.
And Jeremiah, despite your intentions, you are definitely “brand Jeremiah”. Of course, it's blurry, because Altimeter is also so social media oriented. But you, Charlene, Ray – you are all your own brands as well.
I think it's good to decide what your intention is, and build content for that audience, but ultimately, in my opinion, social media has to show the contributor's personality in order to work, and therefore, the personal brand gets built, regardless of intention.
Very interesting topic.
Well, Jeremiah, I'd say that it's accurate that I don't know you or your hobbies. I first saw you present at Forrester IT Forum in Lisbon and started paying attention to you from that point on. At first, I thought of you as a Forrester analyst, but as social media started to – what? – blossom? – I followed you for your knowledge on the topic of social media – I don't know I'd use the term “web strategist”. But – my point is – I've changed my thoughts about following you because you're a Forrester analyst, or an Altimeter analyst to following you for your opinions on the topic of social media. Is that the same as brand? Maybe. But to follow “social media” is daunting. I pick and choose those that I can listen to. And right now, you are one of those I follow. Is it because you and I share hobbies? No – I don't know if we do. It's partially because you're “brand Jeremiah”. Don't think of that as a bad thing.
Jeremiah, regarding the career brand: in one sense this is no different than how individuals have become known in the industry, as “go to” people. Either within a large corporation, or a local community such as a chamber of commerce networking group. Headhunters and organizations tend to target these leaders and knowledge workers.
A person who works for an organization represents that organization in social contexts. Their conduct and communications may enhance the organization's brand, or may not. Perhaps the difference today is the speed and reach of social media.
Hey,
Really great post. This isn't something I had thought. Thanks for pointing it out because it is something that we should be more aware of when building a brand. Thanks!
Peace,
Darren L Carter
Jason I have to agree with you. The lines have begun to cross over and will continue to merge more tightly.
Hi Jason – I also agree. A personal brand is who you are, what you're known for, how you come across to people, your values (brand attributes) and they are relevant whether it be for their career or their social network