One of the many keys to success is habitual professionalism. So I’m going to explore ten personal branding and brand management habits of the professionals.
As I see it, the number one goal of personal branding, brand identity building and brand management on the web is to make your name synonymous with a certain phrase, or a collection of phrases which you feel best represent you and what you do — which I alluded to in my previous article on brand building.
Personal Branding and Brand Management
If you’re serious about personal branding and brand management, here’s ten things you’ll see the professionals doing:
- Comments are your calling cards. Be sure to use these as an opportunity to draw the focus of the ‘blog post towards your comments. Make sure you drop in a relevant link to an article of yours in the URL field. That way, you’re not just making a statement, you’re opening the door for bringing the dialogue to your own ‘blog article. A word of caution here: misuse of this idea is essentially comment spam. If you’re going to comment, then make sure you’re adding value to the article you’re commenting on, or don’t do it at all, OK?
- Think and act like a professional. Don’t get drawn into heated debates, unless you’re sure you can do so without just throwing away your dignity and losing some serious credibility into the bargain. As I’ve discovered — much to my amusement — I’m both a contrarian and a conflict writer. Don’t be afraid of contradicting or correcting someone, but be damn sure that you’re right and you’re not going to annoy and antagonize people in the process.
- Have a theme? Well stick to it! You don’t see too many truly successful general ‘blogs. Most might start that way, but as those few that stick around longer than twelve months will attest to, some trimming of the excess fat inevitably takes place. The web rewards those that carve out their own niche. Working within a niche and becoming an authority within that niche is better than being one voice amongst many in a crowded room.
- Be seen, be known. Remember what I said about your comments of other people’s ‘blogs? Right, well there’s other places you ought to be hangin’ out, too. There are some notable social web venues up and down the internet superhighway, and you need to make a few well-chosen stops along the way. But choose wisely; don’t just sign up for every social network there is. Doing so will be an over-commitment on your part and you’ll be spread too thinly. Begin small, but think big and long-term, then work outwards from there.
- Don’t be afraid to sing your own praise. To begin with, few people will know of you, who you are or what you do — so you need to be seen. If you’ve had some recent successes (strong linkage from a major website or ‘blog, high praise from a client or a notable mention in a publication) then talk about it. Better yet, create you own media page, like the one here on Octane. Use that one success as a driver to help you with the next one, wherever that may come from.
- Be consistent with your image. Every blog post, every comment, every instant message, every email. If you feel that you’ve got a ‘house style’ then apply that style wherever you go. Some may like your style, others may loathe it, but for me, that’s where you want to be. I’d rather have a load of people hating and praising me, than have just a few think that I’m all right.
- Be an opportunist. If news breaks on a story that’s very much local to your topic of choice, make a move and get your thoughts / opinions / ideas out there first. However, be sure to put the emphasis on quality and not speed. There’s no point being the first out there if all you’re doing is saying: “Hi!” Sometimes, it’s a well to be fashionably late. Over time, as your name spreads, those that know you will wait. Additionally, being bad-mouthed could be a chance to make friends and influence people. Charm the pants off them, schmooze, cajole and you might just win them over.
- Get a ‘blog and get ahead! ‘Blogs routinely outrank websites on the search engines for a number of key reasons. The main reasons are that a typical ‘blog has a constant stream of ever-changing content, there are a great number of out-bound links to other sources, and there’s usually a community of people commenting on your articles. In addition to this, make sure people can do things with your articles. By that I mean make sure you have some way of syndicating your articles, either by a newsletter or from an RSS feed, sharing with friends via email or sharing on a social network.
- Be seen, be known .. be available. So you’ve got your audience, you’ve got some notoriety, but you’re aloof! Someone might catch a quick comment exchange with you occasionally, but that’s usually it. Make sure people can contact you. What you’ll have noticed is that some of these suggestions are about being a shameless self-promotional whore. As bad as that might sound to you, you’re going to be competing with people who may have less moral and ethical restraints than yourself, so you need an edge.
- Be yourself. To make this kind of thing work, there are a few prerequisites, which I hope I’ve covered above. But there’s one prerequisite to rule them all. It’s there when you’re commenting on ‘blogs. It’s there when you’re talking to someone and explaining yourself to them for the first time. It’s even there when things go wrong and you make that graceful recovery. That quality, that essential personal ingredient is charisma.
Success rarely comes to you, and even trying to meet it half way often isn’t enough. As for me, well, I’m still fighting the good fight, and I know what I need to be doing. Hopefully, after reading this little lot, you do too.
This article was first published on Octane’s sister blog, Blah, Blah! Technology, in an article entitled: “10 Personal Branding habits of the pros“