Brand Before You Blog

The Buzz About Social Branding

April 2009

As someone who helps executive job seekers and entrepreneurs market themselves, I'm always moved when I hear of someone who really knows what they do for a living. The welcome address for freshmen from Boston Conservatory's Music Director, Karl Paulnack, is one such example.

Anyone who has ever been deeply touched by music will appreciate his understanding of what he or any musician offers to the world: "I'm not an entertainer: I'm a lot closer to a paramedic, a firefighter, a rescue worker. You're here to become a sort of therapist for the human soul, a spiritual version of a chiropractor." Read the entire speech here.

What are your gifts? What do you really offer? When you figure that out, you'll have the start of your own personal brand, one that's authentically you.

Brand Before You Blog

I've seen a lot of discussion lately about having a personal brand by being on social media like blogs, facebook and twitter. This does not give you a personal brand. This promotes your personal brand.

Even a recent New York Times article talked about establishing an online presence first. Stop! Before you starting throwing yourself out there, first determine what constitutes your personal brand.

Then, everything you do or say, every action you take, in the real world or virtual, should be consistent with your brand. Which is why it's so much easier if your brand is authentically you. But it's your absolute best you. It's you on the day of the big interview.

Not sure what constitutes your personal brand? Think there's nothing really different or special about you? Then you need your very own Blue Feet.

To Tweet or Not To Tweet

That is the question, the latest question anyway, about social media. Although many are still trying to figure out if they should have a blog, much less be on twitter.

Time again to beat my favorite drum - Target Audience. Ask yourself this question: Is this activity a way to connect with your target audience? If so, then perhaps you should do it. I say perhaps, because there may be other tactics that are more effective in reaching your audience.

Given your limited resources, consider what activities give you the greatest return on investment. Keep in mind that this ROI can be short- or long-term, and that it takes time to build brand awareness.

Create a personal marketing plan that gives strategic consideration to all of this, and you're likely to be more successful and less overwhelmed. Need help? Check out the Blue Feet Flash Marketing Plan.

Help for the Social Media Challenged

Need help figuring out what social media tools are right for you, or even what they are? Perhaps you'd like someone to just show you how to use them.

Check out the Common Craft Show. I wrote about Lee and Sachi LeFever a couple of years ago in my newsletter and they are still doing awesome work, explaining things in plain English. They should get a medal for this.

Check out their 3-minute video that explains Twitter. They also have short videos on social networking in general and various mysteries of life, like zombies and how we elect our president.

Media Bistro is also a great resource, especially for people in media-related professions, but their OnDemand videos will help any entrepreneur or job seeker. Videos include How to Promote Yourself on Facebook and Be a Blog Star. It's just $19 for a month's worth of viewing.

Power to the People

I recently recommended that we have the high school kids start tweeting about activities at my church as a way to attract more kids. Someone asked how we would control the message. I've got news; we don't. Except, of course, by acting in a way that's consistent with your brand. After that, it's out of your hands.

If you don't believe me, read groundswell. Any business person or observer of societal trends will find this fascinating. Two Forrester analysts explain the power shift from corporate boardrooms to average citizens. The Internet has given power to the people, and not everyone is happy about this.

The good news is that understanding and embracing this open-source world can bring you success. That's the focus of the book, subtitled: Winning in a World Transformed by Social Technologies. From customer reviews to online community, see how your world is affected, whether you're a creator, critic, joiner or spectator.

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Thanks for taking a minute to read my newsletter. Remember, friends don't let friends go out and market themselves alone. From a r�sum� consult to a new business marketing foundation, Blue Feet can help you or a friend stand out from the crowd. I'd love to help you make the journey with the confidence that comes from clear communication.

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