Comments on: Where’s Your “Personal Brand,” and Why?

By: Dave Ferguson

Dave Ferguson — Mon, 07 Apr 2008 20:20:21 +0000

I lean toward “I am my brand” as well — I’m reminded of the Lord Macdonald of the Isles who arrived late to a banquet held by the Lord Lieutenant of Ireland. He was urged to move to the head of the table.

“Wherever Macdonald sits, that is the head of the table.”

By: Allan Jenkins

Allan Jenkins — Fri, 04 Apr 2008 22:05:37 +0000

Lucrative (or influential, or respected — whatever currency you are looking for) personal brands come from spreading yourself generously and with talent.

Amy, I read you wherever you happen to pop up. Usually here at Contentious, increasingly on Twitter, but also at Poynter and in comments on other’s blogs. Yours is a byline I like to see; I am not concerned with the media outlet.

Others: Postrel, Weinberger, Winer, Holtz, Hobson, Brogan, Dyson, Barlow, Negroponte, Rheingold — I’ll read them wherever they write, and I like that they write all over.

What is common for you all: I don’t care about the outlet; your brand grows when I read what you write.

Jim’s advice — making one outlet the brand — limits the writer to hammering one theme over and over (Darren, Rubel, Scoble). It keeps the writer from venturing abroad (in venue and topic). Stepping away from your theme or outlet — because the theme/outlet combined is the product — instantly dilutes the “brand.” Living hell, if you are a good writer with wide interests.

Makeing the outlet the money spinner makes you a publisher (we must get traffic to make money), rather than a writer (we must be read and respected to make money). Being a writer is hard enough; I’d rather give myself bowel surgery with a stick than be a publisher.

Adopting “I am my brand” as your approach frees you to publicly pursue, write about, comment on and dispute pretty much any idea you encounter.

But saying “my website is my brand” immediately throws the cuffs on… and why put cuffs on?

By: Amy Gahran

Amy Gahran — Fri, 04 Apr 2008 21:40:59 +0000

Thanks, Jim. Could you explain more about what you mean by “building a business off your blog?”

In my own case I don’t currently see a need to monetize Contentious.com directly, because it mainly serves to promote my core business (consulting, writing, editing, speaking gigs, etc.). I’m not trying to sell products or ad space here.

Are you perhaps seeking more direct revenue streams from your blog?

- Amy Gahran

By: Dan Schawbel

Dan Schawbel — Fri, 04 Apr 2008 19:28:54 +0000

Your brand needs to be where the people are.

By: Jim Kukral

Jim Kukral — Fri, 04 Apr 2008 17:59:15 +0000

My example was specific to building a business off of your blog. Yes, I do believe it’s important to build your personal brand elsewhere. I’ve done a good job at it as well and it has helped me.

At the end of the day though, people know me more for that stuff, then they do for my domain name. So it’s tough to capitalize long term building your brand elsewhere, if that’s your goal.

Personally, I think it would be an easier gig to make money off of your brand in one location rather than shuffling it all over the place. Darren at Problogger.com is my best case example.