As perhaps the best known philosophical riddle, if you say, “If a tree
falls in a forest and no one is around to hear it,” most people will
complete the question by saying, “does it make a sound?" Similarly, if you
work at defining your brand without considering the people for whom you’re
relevant, do you really have a brand? Put another way, it’s questionable if
a brand exists without a brand community.
According to Wikipedia, a brand community can be defined as “a specialized,
non-geographically bound community, based on a structured set of social
relations among admirers of a brand." Of course, being a brand admirer means
having a strong emotional connection to the brand – whether a product, like
an iPod, or a person, like Oprah. While it may seem this kind of loyalty
comes from run-away sales or superstardom, the fact is, many individuals do
develop leading bra... (more)
In my last post, I wrote about how my interview with my friend Carol Ross led
to my insight that conversation drives brand evolution. My thinking in that
post followed a certain logic; specifically: In uncovering our personal
brands we work to synthesize introspective knowledge with feedback from
others to arrive at our uniques promise for value; we then determine core
messages to express our brand, with evolution coming as conversation drives
fresh perspectives on our brand value. I’m now thinking, while others can
provide fresh insights that are a catalyst for evolution, conver... (more)
Recently, a blogger asked: Can your personal brand be affected by those who
follow you on Twitter?
What say you?
I say “yes”. You might think that’s kind of harsh especially when
those of us who have any presence on social networks have woke up one morning
and found some spammer or sex goddess following us and thought “ugh” have
they been following me through the night? How long? Have my contacts seen
this person or worse yet, have they poached and spammed my contacts?
So, does it affect your personal brand?
It all depends how you manage it.
I tell clients and audiences “if ... (more)
Personal Branding Journal on Ulitzer
Every year since I founded my company, Reach, in 2001, I've made predictions
about how the world of personal branding will evolve in the coming year. Here
are my top 10 for 2010.
1. Video, Video, Video
Thanks to greater bandwidth, cheaper storage, and a proliferation of products
and services that make shooting, storing, viewing, and sharing video easy
(Flip video, iPhone 3GS, YouTube, vimeo, blip.tv, vodpod, etc.), video will
be king in 2010.
Video is ideal because it allows careerists to deliver a complete
communication and convey their perso... (more)
A recent Sprint commercial about the “Now Network” noted that 26% of
viewers had no idea what “twittering on Twitter” means. Yet, it’s clear
that Twitter awareness is growing by leaps and bounds. Of course, this
doesn’t mean opinions about Twitter are all positive.
Many still hold the view expressed in this Twouble with Twitters video. As
well, as Steven Johnson stated in his favorable Time magazine piece, “The
one thing you can say for certain about Twitter is that it makes a terrible
first impression… It's not as if we were all… saying, ‘If only there
were a technology that wo... (more)