[Editor note: This post is related to the article "Founder to CEO: Mastering the Unnatural" that I wrote for Entrepreneurs Unpluggd. They share entrepreneurs' stories and advice to help you build your startup. Check them out!]
This is a quick post about branding. Personal branding. I’m not going to cover the “what” of personal branding, i.e. tools, techniques, etc. Instead, I’m going to talk briefly about the HOW. Use this as a quick gut check on where you are with your own personal branding.
Let’s talk goals first. Are you looking to get a lift in your job search and networking? Become a better thought leader in your space of learning and expertise? Get the word out about your new startup? The main question you must constantly ask yourself is, “What am I comfortable with out in the wild?” For some, it’s a series of baby steps, walks or skips. For others, it’s big leaps at every turn. Virtually all of us are looking for the same thing. We want our message to be seen and heard by people who care.
Most of us will fall somewhere in the middle of these two approaches, blend them at times, depending on the challenge or opportunity that’s in front of us. This is practicing situational awareness. I’m fairly new to personal branding and admittedly still finding the right mix. And that’s ok. The problem comes when your goals, expectations, and aspirations are out of alignment with your approach. For example, if you’re a soft-spoken entrepreneur and have big, lofty expectations for your idea in the marketplace you want to seriously consider turning up the volume on your personal branding even if it takes you out of your comfort zone.
Now, this doesn’t mean you will instantly gravitate to either extreme outlined below. But it does mean that when you decide to say something big, you should consider how big you want to say it. You’ll need to eventually put most of your personal branding chips into one of these two pots.
The Stealth Bomber
You’re a bit of a lurker. You smartly poke around different environments and platforms making incremental gains in building up your sphere of influence and network. You might even take center stage sometimes. Not a bad play. When played right, this strategy allows you to fly under-the-radar but still be visible when you need to be. You’re usually well-connected. It’s also handy for using the element of surprise when the right opportunity presents itself. You strike when the iron is hot, and do so decisively.
“…featuring low observable stealth technology designed for penetrating dense anti-aircraft defenses; it is able to deploy both conventional and nuclear weapons.” — The Stealth Bomber
Personal branders should always strive for congruence. How you say something should align well with how you actually are — your authentic true self. Let’s say you’re known as somebody that doesn’t speak up much, but when you do, you do so confidently and decisively. Your personal branding should reflect this. That’s an example of being congruent. Conversely, if the same person is all over the map and offers no conviction in their personal branding, they are out of alignment with their true authentic self — and it will show. This is where being a stealth bomber can blow up on you. Let authenticity be your watchword with this approach.
If you follow social marketing trends and aren’t familiar with @GaryVee of Vayner Media and Wine Library TV, get on Twitter or YouTube right now. He advises some of the biggest consumer brands in their world on their customer engagement and marketing strategies. What sets him apart is his ability to put himself virtually/completely out there for mass consumption in his personal branding. It’s an integral part of his business branding too. This is a far cry from the stealthy approach outlined above. This approach requires a unique set of attributes, featuring thicker-than-concrete thick skin, laser-like focus of message, and less than zero personal inhibition. You must be comfortable in your level of exposure out in the wild being somewhere higher than the moon and stars.
“…featuring thicker-than-concrete thick skin, laser-like focus of message, and less than zero personal inhibition.”
I think you get the point with this approach. You’re putting your personal stamp on just about everything you’re putting out to the world. And you’re doing it in a very BIG and memorable way. If you buy into this approach, you are telling the world you’re confident that your message will persuade them to move in your direction.
The biggest difference between this approach and the previous one? In the @GaryVee approach, you’re putting all your chips into this pot, ALL the time. There is very little, if any, filter when it comes to your strength of conviction. Congruence is equally important with this approach to personal branding. But if you currently fall into this camp or are contemplating it, chances are you’re already the type of person that can pull this off.
To get you warmed up and inspired for how you’ll tackle personal branding in the New Year, watch this short video on marketing by the late Steve Jobs. In it, Mr. Jobs explains that ‘this is a noisy world, be clear on what you are about.’ It will challenge you to think differently about what you are currently doing. To say nothing is no longer an option.
— Tim Henningsen (@gimmetim) December 18, 2012