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

There are lots of different ways to brand yourself.

Yesterday my colleague Jim Kukral wrote about why he’s decided to focus on centralizing his personal brand. He wrote:

“My biggest mistake from the past 7-years or so was not building my personal brand on my own blog hard enough, earlier enough. Some may wonder why someone like me who’s been around for a long time blogging (since 2001), only has about 600 rss subscribers. I’ll tell you why… because I never focused blogging and building my brand here on JimKukral.com until recently.”

That got me thinking about Contentious.com and my own “personal brand.” Although I have an innate dislike to the term “personal brand,” I’ll admit it’s a useful and important concept for people in media-related work and many other fields these days.

The simple reason for that, I think, is that these days it’s unwise to rely on any company, organization, or institution to stick by you. The only leverage most professionals have these days depends on their ability to find or make their own opportunities — which means they need to be known as individuals. not just as faceless functionaries.

Jim seems to gauge the success on his personal brand by traffic to his site and feed. For a lot of people and purposes, that’s perfectly valid and appropriate.

But personally, I see a lot of value in the hybrid home base/distributed presence approach to personal branding…

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