Do you recall the Pringle’s old slogan: “Once you pop, you can’t stop”? Its intended meaning was that once you pop off the top of the Pringles can, you can’t stop eating – this is very similar to Personal Branding.
Actually, while I was doing my research about the slogan, I came across a smart come back “If Pringles are so good that once you pop, you can’t stop, why do they come with a re-sealable lid?” – Pringles might come with a lid, but unfortunately Personal Branding doesn’t.
About three years ago, I was tasked with hiring a team of marketers to help me run the Food Division at one of the renowned FMCG distributors in Lebanon. During the interviewing process, I was asked by one of the candidates what were my expectations of her as a marketing executive. I told her that I would understand if she doesn’t feel like working, I can also understand that she feels tired and she wants to go home, but she can never tell me that the job is done – a marketer’s job is never over!
Personal branding by definition is the process whereby people and their careers are marked as brands. Success in Personal Branding comes from self-packaging. In his book, Me 2.0, Dan Schawbel defines Personal Branding as “the process by which individuals differentiate themselves and stand out from a crowd by indentifying and articulating their unique vale preposition, whether professional or personal, and then leveraging it across platforms with a consistent message and image to achieve a specific goal.” Sounds like a lot of work, well it is!
A brand can never be self-sustainable, it requires continuous tweaking, updating, refreshing, face-lifting … this applies to your personal brand as well. Recently, I haven’t been very active on my social media platforms … who am I kidding, if I were dead I would be more active that I was for the past two months. I haven’t posted anything on my blog since mid May – and in the social media world, the world of NOW, that is a very long time. So how did putting the lid back on my personal branding can affect the taste – logically, I lost the crunchiness, the rich aroma, and the rush …
– Blog visitors dropped from an average of 2000 per month to a mere 600
– Facebook Fan page post quality (measures how engaging your Posts have been to Facebook users over a rolling seven-day window) dropped down to a BIG FAT ZERO
– My twitter mentions are close to zilch
– My spot on the Klout matrix moved from being a Persona to being a Connector – the modified Klout positions me as a Feeder
– I failed loyal readers of my blog
You can tell that my brand has suffered greatly from my disappearing act. One of the preachers of personal branding and a good friend of mine, Mohammad, said it very wisely – “Focus on being 100% present”.
In a comment from Natasha on my Personal Branding – The 10 Commandments post, she quoted Jason Hartman, who said “Your personal brand is a promise to your clients… a promise of quality, consistency, competency, and reliability.” You never break a promise!
This post is dedicated to Jason Sibert, who subscribed to my blog on February 21, 2010. Jason has his own blog entitled Internet Marketing Insider’s Secrets. Two weeks ago, Jason sent me an email and in it he said, “Hey John, I noticed you haven’t posted anything for a bit. I hope everything is OK and that you are prospering. I always look forward to your articles …” After reading Jason’s email, I sat there in complete silence, and I wasn’t sure whether to feel great that I have this level of loyalty from my readers, or feel serenely sad because I have broken a promise! I would like to sincerely thank you Jason for this wakeup call, and your kind words.