Build Your Own Brand - Brand You

Did you know that a Google Search for “personal branding” shows over 15 million results? Yikes! It seems I’m not the only one interested in this.

Personal branding is not a new concept. While Tom Peters, marketing professional and author of “The Brand You” didn’t invent the art of self branding, his 1997 article, The Brand Called You, got people talking. Ten years later it’s at the top of the search results. In some ways it may be even more relevant today, as Time Magazine has branded YOU as their 2006 Person of the Year.

In an age of technology and social networking, interactivity brings more marketing opportunities, especially online. But it also brings more competition, so standing out from the crowd is even more crucial. Writers keen to spread the word about who they are and what they can offer clients will find the article, and the notion of self branding highly relevant. Developing and consolidating brand “you” is key to your business success.

Let’s take a look at the key points of the article. Peters sets out by saying, “Big companies understand the importance of brands. Today, in the Age of the Individual, you have to be your own brand. Here’s what it takes to be the CEO of Me Inc.”

The Brand Called You

The article covers quite a lot of ground including - What makes You different? What’s the pitch for You? What’s the real power of You? What’s loyalty to You? What’s the future of You?

Four Points for Self Branding

Peters says, “No matter what you’re doing today, there are four things you’ve got to measure yourself against.

First, you’ve got to be a great teammate and a supportive colleague.
Second, you’ve got to be an exceptional expert at something that has real value.
Third, you’ve got to be a broad-gauged visionary - a leader, a teacher, a farsighted “imagineer.”
Fourth, you’ve got to be a business person - you’ve got to be obsessed with pragmatic outcomes.”

“It’s this simple: You are a brand. You are in charge of your brand. There is no single path to success. And there is no one right way to create the brand called You. Except this: Start today. Or else.”

Pragmatic Outcomes

In my opinion, Peters’ fourth point is the clincher. Most professional writers have the first 3 pretty well covered. But the fourth point “… you’ve got to be a business person — you’ve got to be obsessed with pragmatic outcomes” is more difficult for a lot of writers. I hear variations of “I can write, but I am not good at business.”

My answer is, “I love to write but I need to eat.” I love writing, but any work related writing is the core of my business, not just an indulgence. More importantly, it is my business. Building and growing your brand is key to growing your writing business.

Your Writing Business

Writing and business are not two entirely separate entities. Keep “pragmatic outcomes” in mind. The trick is to find the balance and mix which works for you as a writer, personally, professionally, and for your business. Writers who can successfully mesh writing skills with marketing and business practicalities are more likely to succeed in building their own brand, and seeing it grow.

Business & Marketing