We find the need to watch for branding facades more today because if you have not noticed, you are in information overload and marketing from everyone. Are you tired of opting out of ezines from someone you did not opt-in in the first place? I am! A reminder that the tried and true trusted network, word of mouth and checking references is still king. Watch out for the personal branding facade taking place all over the net. You have the power through your network. Share benefit of the doubt when a known commodity makes mistakes as well as share if consistent behavior proves the brand is different from the ambiance.
I write this today because this time of year (around Labor Day) as well as end of year, I get bombarded (as I am sure you do) by business development and job search activity and other needs from all angles. I respond and help in every way that I can as you do. The deal is that more and more each year you will see the self induced personal brand campaign or the one-size personal branding coach guru/expert message, yuck. The person who suddenly has a personal brand and announces that brand because they have launched a personal website, blog and other media vehicles where they can impress upon us the public image they create. You know I fully endorse getting out and getting noticed for adding value, but you gotta add the value and be consistent, friends, that is the brand. The experience people have with you, that is the brand. The communication of that experience is the challenge that pays off in a fully functional personal brand. So as you should with me, the founder of Your Brand, LLC in 1/05 and speaker (so what, right?) check people out - it is too easy to create a facade.
Problem is that the creative tag lines, cool websites and learned personal branding activity does not always align with the behavior and experience others have with the "new" personal brand. Like the dinner my wife and I experienced at a high-end restaurant last night with great ambiance and food, but noticeably consistent poor service; the experience we have with people, trumps the personal brand campaign. Consistency wins. Do what you are really good at. Real contribution gets noticed. The difference between the promise (sales) and doing (operations) should be heavy on the doing. Evangelist of your brand will spread your message like wild fire. Are they saying what is on your website?
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