Getting Beyond “My Brand”

Think about it. When you were growing up, did your friends ever ask if your brand could come out to play? Not likely. What they wanted was you and what you brought to their experience. Fast forward to the present, and ask yourself if your friends ever ask for your brand to come and hang out. They probably don’t. What they want is you and what you have to give. The fact is, people don’t associate with you because of your brand, but because of who you are and how their experience is transformed by being with you.

The same holds true in your business and career. Even if you have a “brand” that represents some distinct value that people are willing to pay a premium for, they’ll still expect something more. They’ll expect some of the magic that only you can provide; a magic that is not available from anyone else. So, why do people insist on creating this artificial entity that is labeled “my brand” and then proceed to promote it endlessly? Even as a personal branding strategist, I can tell you that listening to that distinction is a bit creepy. And that’s not to mention suffering the endless “me” messages.

Frankly, Geoff Livingston, who has long been critical of “personal branders,” hits the nail on the head in a brilliant post. He said:

“We all want to look good and want to present ourselves in a becoming manner, but not to the point that we seem like over contrived, fake people. By its very nomenclature, the term “personal brand” creates a connotation towards the latter.”

And went on to say:

"In the end, it’s about being smart.  Present a good face, but know that your reputation will ultimately be decided by the actions you bring to bear, not the consistency of your presentation. At best, the presentation will only get you a shot to be on the stage. Your performance is the ultimate barometer."

Of course, a big part of Geoff’s message is that you need to do what you do very, very well. Still, I think there is even more to it. And that “something more” is addressed by Seth Godin in his excellent book, Linchpin: Are You Indispensable? One of his central ideas is that it’s not just what you deliver, but how. It’s about your ability to give generously, to transform others by going beyond the expected. Godin sees this as your artistry. It has nothing to do with what is said or promised in advance. Rather, it is the unexpected gift the artist offers up freely – even as he or she provides what was expected in the first place.

In the end, no matter how shiny your “brand,” it’s who you are and how you enrich the lives of others that really matters! Get beyond “my brand,” and find ways to make art.

Cross-posted at William Arruda's Personal Branding Blog

Comments

[carolross]

Wonderful post, Walter! I think the operative phrase for me was "unexpected gift." It's the surprise of receiving something valuable that provides the magical moment. And as you said, the gift is offered up freely, with no strings attached. That perspective makes the gift all the more special. Thanks for providing a new take on personal branding.

[Walter Akana]

Carol, thanks for your terrific comment!

As another Seth Godin fan, I know you share the view that he brings brilliant perspective to all he touches. And while “Linchpin” is not specifically about “personal branding,” it sheds new light on the evolution of this concept.

I think the basics of personal branding, especially as advanced by Reach, are sound. Yet, Godin’s notion of an artist freely offering gifts is powerful.

Perhaps this could not have happened before social media started driving a culture of generosity; but now that it has, we need to extend our own perspectives too!

[City Sylvester]

Walter, this was an excellent post. Personal branding has been associated with the inanimate, "the wooden personality", and "the fake". Once we remove the human element from the equation, we're left with something that is not only unattractive, but entirely useless.

[Walter Akana]

Hey Karl! Thanks for your comment!

I agree that the prevalence of inauthentic brands makes us feel that the human element is out of the equation. What’s more, a contrived brand, it seems to me, is a faceless one. We really don’t get to know the person behind it!

Actually, you really hit this with “inanimate” and “the wooden personality.” By contrast, human connection is vibrant and alive. It generates emotion in the moment, and transforms others in the process!

[Kathy Bitschenauer]

Hi, Walter,

I love the way you put the human side to "branding". It's a concept that is still evolving and sounds artificial to many. Your way of explaining with in fresh insights and terminology that makes it easier to "wrap your head around".
Words and phrases such as "your magic, the unexpected gift, ability to give generously (my favorite), and artist", go a long way to help others understand that branding is all about AUTHENTICITY. Brilliant!

[Walter Akana]

Hi Kathy! Thanks for your terrific comment!

I’m especially happy that you’ve gained some new insights.

Actually, while I’ve always felt that we’re seeing the concept of personal brand evolving (perhaps by necessity), I’ve long felt authenticity and service are key. Sill, the more I read, the more I see other complimentary elements. I’m particularly fond of Godin’s “Linchpin,” and draw on several of his key ideas for this post. If you’ve not read it, I recommend it!

We’re seeing an emerging culture of generosity, and it’s great to be a part of it, isn’t it?