That's for you to find out. Niche selection is hard for most people. It's like the single dating guy syndrome. "If I get settled down, the other 3 billion women in the world who want a piece of me will be deprived! I'd better play the field some more."
Pick a niche you're passionate about. Go deep in that niche. Persevere through the dip. All the great success stories (including Chris Brogan) went through failure, rejection, and self-doubt. But stayed focused on a niche.
And now you know - the rest of the story.
Danny Brown
· 9 months ago
Love this post Chris.
Not just for the reason that it gives some really great perspectives and views on how you can work on your personal brand, and expand it. But also for the sheer fact that it acknowledges personal branding.
I've been reading a lot of blog posts this week from people decrying the fact that there is such a thing as personal branding. They've been using the dictionary definition of "brand" and pointed out that this means there's no such thing as personal branding.
But me? I do business with people. The service and the product is important, but at the end of the day it's whether or not I trust the person behind these two things that make me decide whether to hook up with them.
That's personal branding. If you convince me through your actions and persona that you're someone I can deal with, you've just used personal branding to do so.
Cheers big guy.
deeped
· 9 months ago
And the personal brand is much more important, and the importance will rise when social media and conversation marketing become mainstream way to engage with customers I believe.
Marc Lougee
· 9 months ago
Great post, Chris! Brilliant, as usual. Thanks for the insight and branding wisdom. Much needed in the current scenario.
Bolaji's comment to Chris' post is a great read as well; again, wonderful insight and wisdom for us all. Cheers, Marc
Serge Lescouarnec
· 9 months ago
Chris Can you give me your take on what strenghts and weaknesses the 'serge the concierge' brand has in your eyes Thanks Serge
Jenifer Olson
· 9 months ago
You always give me something interesting to think about, and this post is no exception. It's a great reminder to focus on my key strengths -- those things I am good at and passionate about -- when building/communicating my personal brand. Thank you!
geno
· 9 months ago
Chris, I think I really struggle with the personal brand thing… I've actually discussed this with John Moore about what I want to write about on our blog. Your take makes me re-think a bit about my mashed-up arc of passions and not playing up what I'm damn good at. Thanks for an insightful, and motivating post!
Mick Galuski
· 9 months ago
Chris, fantastic post! Thank you.
"The Power of a Brand is inversely related to the Breadth of a Brand."
Susan Hare
· 9 months ago
Chris: I work with a lot of not-on-the-new-york-times-bestselling-list authors and it's challenging to get them to wrap their arms around personal branding. They'd rather I ask them to drink curdled milk. Thanks for putting the issue in author-speak. We all love a good story arc. Now please come up with a synonym for branding that does not remind the uninitiated of cattle.
Matthew Ray Scott
· 9 months ago
Chris, my favorite blog post year to date.
I don't have a ton to contribute beyond the great comments already mentioned, other than the visual metaphor of "The Arc of Personal Branding" helped me to visualize the evolution & confirmation of one's personal brand.
brian
· 9 months ago
first time I really dug into your blog and wow - black gold & Texas tea all spoutin' with the first big dig. love the arc storyline - especially as it applies to constructing a personal narrative to focus, capture and hold attention. and even better, in service of getting more meaning out of our lives. love it and look fwd to being a collaborator on this energyline.
Robert Boyd
· 9 months ago
Great post Christ. So much value in this.
Robert Boyd
· 9 months ago
Chris* too. woops =)
Julie Ovenell-Carter
· 9 months ago
Trying to walk this timely talk right now in the course of reinventing myself from a print-based travel writer to a web-based travel writer. Had to learn the "focus, focus, focus" part on my own--wish I'd read this post first! But you're absolutely right: when you allow yourself to be "damned good at something," that reputation will carry you through many professional iterations. Love your tips and thanks!
Reggie Greene / The Logisticia
· 9 months ago
People frequently ask me why I call myself "The Logistician." I want to be known as someone who can get things done. No matter the conflicting views and positions taken the parties, through the application of common sense, I can always find a solution to a dispute. With the possible exception of the Isreali-Palestinian issue. That's my brand.
I am sure that it could use further refinement, but that is my starting point. Thanks for making me think about some other aspects to personal branding.
Tim Andren
· 9 months ago
Seems the way things are trending that we're moving to a culture of personal brands even for non-entrepeneurs. I spent years working out what I wanted to stand for only to have it right smack dab in front of my face.
If you haven't figured out your niche, don't be discouraged. Sometimes we have to turn over every rock to make sure. It's certainly worth it.
Karol Hansen
· 9 months ago
When your driving in the fog, it helps to follow the red tail lights in front of you. Thanks, Chris, for blazing the trail and leaving your lights on for us to follow.
adam
· 9 months ago
the post is a bit confusing to me ? its clearly written , it's the application of "how to" apply it to me ? i've started my own company and now i want to start a blog i've got so many interest and i'm really passionate about them !! branding , identity , web design , interenet marketing ! social media marketing , entrepreneurship ! what do i write about ? i guess i write about what ever makes me excited ? would that be it ?
Justin Kownacki
· 9 months ago
So THAT'S what I'm known for! And here I thought it was my astounding inability to never grow a full beard...
Kidding aside, my appendix to your post: what YOU think you're known for isn't always what you ARE known for. It helps to know which aspects of your multifaceted personhood are resonating with which audiences.
adam
· 9 months ago
Justin, i thank you for the clarification! your appendix makes sense ! so i put it out there and start to listen to what get's buzz ! then i can find my niche ! and drill down the core and with time become and or be viewed as an expert . Very interesting
Candis Hidalgo
· 9 months ago
Chris, I love this post. I love it because people are not one dimensional... how boring and uninteresting would that be? How boring and uninteresting would I be, would you be?! You see an opportunity that would build on your brand, expand your business, and increase your profits? Take it!
Ryan Miller
· 9 months ago
Chris, Again, great post. Just as an aside, earlier in the week I was thinking about this same thing and penned a quick post on my own blog about Gary's diversification. He responded to that post on his own blog via video using it as a platform to talk about monetizing, and how more eyeballs just show your true colors.
And here's a link to a post with an Embed of Gary's Response: http://bit.ly/ixjsp
It may give your readers some additional information, but in either case I think his response was a great example of knowing and monitoring your brand.
@ryancmiller
samantha myers
· 9 months ago
chris, sounds a little self serving, like building your brand by talking about building brands
Tim Jahn
· 9 months ago
This is something that's always on my mind because I love so many different activities and skills, it's hard to focus. I like your approach though. Concentrate on one aspect at a time and transition from one to the next.
Thanks for the insight into your arc. I'm still working on mine :)
the personal brand coach™
· 9 months ago
Chris - This was forwarded to me by a client and I must say I definitely agree with you. One thing that people don't realize is that creating a niche doesn't mean you have to stay small. There are times where it's important to focus on a smaller audience and yet creating a niche can actually serve to expand your audience. In either case, you're going to benefit. I'm also a big believer in finding your authentic brand. If you focus on who you are authentically, the success will actually sustain itself. Trust me - I helped a celebrity build a hugely successful brand that wasn't authentic and it worked for a few years until it crashed. That was the turning point in my career and how I found my authentic brand!
Thanks, Chris, for how well you articulated everything. Great stuff.
Wendy Newman, M.A. the personal brand coach™
Michele
· 9 months ago
I agree and I don't. The Arc is the right approach to know where you are starting and where you are going. Your personal business plan. Yet, I think there are times when you are trying to reinvent yourself and start anew so there will be a point where there is a disconnect from a former personal brand. Secondly, Madonna started as a ballet dancer, modern dancer, and doing music all at once. Music stuck. So to this, I think when you are starting out, there is a bit of testing to find the niche that works. Maybe you don't have one thing, but hopefully you can narrow it down to 3 that are related in some way. At that point when you figure out the one thing that is authentically you AND connects to your market does the personal brand strategy, or arc, really have to kick in.
Lisa Hickey
· 9 months ago
Chris, your post gives great depth and insight to something I’ve been mulling over for a bit: That a personal brand doesn’t mean you can’t be yourself, it just means being conscious of what you want the world to remember. A personal brand is a story you tell the world – through actions, words, images and ideas. Starting that story with a real focus of “that which you are good at”, and then expanding it consciously and logically from that base is, as always, brilliantly stated and (relatively) easy to put into action.
Kathy Dragon
· 9 months ago
Chris, this post comes at a time when most of us really needed it. I'd buy the book (or download it as soon as you have it ready :-).
I'm also interested in the connection of being "damned good" at something (and thus potentially becoming pigeonholed) and being passionate. I tend to follow passionate people around a bit more seamlessly than I do "experts". They seem to be damned good enough to encourage me to want to keep up with then, even when they nimbly make professional transitions.
KJ Rodgers
· 9 months ago
I think that I have the single guy syndrome. Not to the effect that I am a ladies man, but there is so many things I am passionate about. Entertainment must be the ticket with a focus on law. Can you have the niche of being a jack of all trades but a master at none. I know the answer is no, but its so hard to make a decision.
David Sandusky
· 9 months ago
Great insight as usual. However, I think a key element is missing. What do you stand for? A brand is an experience as defined by others and when people can stand behind what you stand for, they follow you even when you change...and you will. You earn benefit of the doubt during curiosity even when you 'do' something different than what you are known for being great at. We see a lot of this right now when people finally take a lead and do what they are supposed to do. An entrepreneur is born. Brand new.
JoeJacobi
· 9 months ago
Fantastic post - even better the second time through. Obviously the examples that you use support your points very well but I come back to point #1 - be damned good at something. Along these lines, just be careful not to jump off from this endeavor too soon or too quickly. Being damned good at something takes time and focus on that one thing, not all the subsequent steps that will build your personal brand. Seems obvious yet it's one of the big differences between good and great.
Chris Brogan
· 9 months ago
The ideas you've all added are great and worth considering. I'm mulling some of them over and adjusting my own perspective accordingly.
You make this all worth it.
Puja Madan
· 9 months ago
Great post - relevant and insightful... thanks a lot. I'm gonna tweet tweet about it :)
Jane Shattuck
· 9 months ago
The idea of being "known" for something - branding - offers me some clarity. I have a business of renting out holiday rentals in Barbados - discouraging work in light of the current economic climate. But I'm increasingly "known" for my talents at communication/marketing/expressing thoughts about the culture of Barbados. This is what I need to build on right now, so that as travelers start thinking 'travel' again, I'll come up on their radar. Maybe I can stop pulling my hair out now. www.BarbadosBeachVacationRentals.com
Rufus
· 9 months ago
The smartest man (or woman) in the world can write a book that is the EXACT roadmap to getting us out of this recession and NOBODY will buys it or read it unless he first becomes famous for writing a book about economics.. like a dog chasing its tail.
I wonder how many people would read a blog if Jesus wrote one? Yet, millions follow him and live by his teachings. But, if he showed up today, he couldn't make a dent in the Twitter stream or Google Page Rank or anything that we consider a mark of success without using his God powers. And leading that charge would be the Christians declaring him the anti-christ (or the anti something if this was his first go-around.)
WWJD? I dunno, but he wouldn't spend time blogging to start a religion cause Chris Brogan already has his audience. ;-)
SteveAverill
· 9 months ago
Loved the post and I am still a bit of a skeptic when it comes to all of us building our own personal brands. I don't think anyone will have the bandwith for it. It's just a matter of whether you deliver on your promise or not. Whether that translates into creating a "brand" I don't know. But if you provide a deliverable that generates results you definitely will be remembered.
Anyway, you are coming to orange county this month and I am looking forward to it.
Also, your post said GAry Vee started WineLibrary TV where he speaks passionately about food, I think u meant wine.
Leslie Carothers
· 9 months ago
Chris:
I have so much to say on this..so get your java ready! Haha!
First, this is a BRILLIANT post-nothing new there. Everyone knows what a clear thinker you are.
For me, the clear take-away from your post is FOCUS.
I believe, VERY strongly,that the world economy is splintering because there is TOO MUCH to focus on. We, as human beings, just can't handle paying ATTENTION to all that is out there and, I think-if truth be told- we just want all the noise to go away so we can hear ourselves THINK again.
BY listening to our HEARTS (not the $$ signs) and, THEN, by focusing on exactly what our heart tells us we are MOST passionate about and building out the arc of our LIFE (which is what we are talking about here-whether we call that a brand or whatever) around OUR DEEPEST PASSION, I believe that money will naturally flow from that because DEEP ENERGY AND PASSION is pure energy and money is a physical manifestation of that.
Seven years ago, I went through six days of intensive soul searching to find out the words that defined me. Here is what they are: "creative connector." Now, given my expertise in furniture and interior design, I thought about that. How could I be a "creative connector" for the furniture and interior design industry? . Now, seven years later, Twitter , LinkedIn and social media in general has just given me one more ability to expand my rainbow(arc) and be who I really am- a "creative connector for the furniture and interior design industry."
Ok, that's the spiritual side of things.
Now, here is the business side:
People are LOOKING to connect (Twitter being the perfect example) with others who have similar interests, right? Just as you say, being the MOST knowledgeable (as you are recognized to be in social media) in your field is step one. This takes time. Step two and here is where , in my opinion, most people falter: being able to COMMUNICATE that knowledge PASSIONATELY. This is, as you mention, what Gary does so brilliantly. He has become known for the keyword "PASSIONATE."
The next step, which relates to your word, "arc" is how do you migrate that passion from platform to platform?
And, herein lies the key..
Influential people that can HELP YOUR BUSINESS GROW are ALWAYS looking for who is the most passionate,most knowledgeable, most vocal and the most respected person in a MICRO NICHE.
I did not know this when I first started out many years ago in the furniture business. I found this out, though. It is an editor's job, a book agent's job, a blogger's job, a TV producer's job to FIND the experts in the micro niches they write about or have an interest in...U don't have to find them-they will find you if you become known for your micro niche, if you are PASSSIONATE about it, if you are respected in it, knowledgeable about it AND, again, and MOST IMPORTANTLY in today's world: if you COMMUNICATE it -effectively.
I would advise everyone-especially now- to define their micro-niche and really work hard to own it. The arc of their personal brand will grow ORGANICALLY due to their passion, commitment, willingness to help others (as you do) and knowledge. Peolple who can help you will find YOU!
We can't pay attention to everyone and if people don't focus- unfortunately, they will become invisible in a world where attention spans are still limited by the human brain and the ability to type
.In today's world, and I HATE to say this as it seems SO impersonal, but it's just plain true: people are being found and given opportunities because of the KEYWORDS that DEFINE them (think hashtags on Twitter) Your arc grows out of that one word. Mine is furniture. Yours is social media. I would ask or advise everyone else to figure out what theirs is and own it.
When they do, the arc of their opportunities for their ENTIRE lives will grow-and that is a beautiful thing.
Rufus
· 9 months ago
@Leslie I ran out to Tim Horton's to get a coffee and while doing so, listened to an NPR piece on what creates value for "things." They used Gandhi's sandals, eyeglasses, etc. auction as a backdrop to this argument. I'm sure the audio will be on NPR.org if not already.
This argument led my mind drifting to think about the value of aluminum (Al). Before it was easy to make, a single ounce of Al was far more valuable than gold (Au). But, when Al could be made cheaply and easily, the price of Al plummeted, gutting those who invested in Al. the reason AL was valuable is because it was rare, not because it was useful.
If you equated Al to your micro-niche and became really good at something (or owned a keyword as you say) you are only as valuable as the marketplace views the rarity of that keyword.
Be careful that you don't end up owning "aluminum."
Leslie Carothers
· 9 months ago
Rufus:
This is Chris' blog, but since you contacted me about my post here via Twitter, I will answer: I believe that for almost any keyword.. there is a long tail of people out there who care about the same thing one of us does.. Even if it is aluminum. Or the keyword, "bark." Or something that seems really outdated or dumb. Over 1.5 billion people today are connected via the mobile web. Over 4.4. billion have mobile phones. In the US, there are 254 million alone with web enabled mobile phones. (According to Nielsen May '08 report). So, even if a keyword seems antiquated to any of us, chances are a micro-niche of people are searching for it and want to talk about it- if you are most passionate, knowledgeable, respected-your arc of opportunities in your life will increase. Just my thoughts..
Musings of a Housewife
· 9 months ago
Chris, this is brilliant. I can just hear your passion in this post. I can envision that you got the idea in your head, sat down and started banging out the ideas as fast as you could. Communicating your message with a passion is definitely what you are damned good at. I get your posts in email and I forwarded this to about five friends who need to hear this message. Have a great weekend!
Rufus
· 9 months ago
@Leslie Like "buggy whip" :-)
I guess my point is perhaps more micro-niche about business blogging (See Shanon Paul's blog http://veryofficialblog.com/2009/03/06/this-is-... some valid points and convergence to this topic in her post) rather than "hobby" blogs.
At some point, if my micro-niche has no market value, I may have a whole bunch of people who care and I have a very long tail, but if I can't pay the electric bill with the passion and my expertise is not "arc-able" I'm kinda screwed (reference to "screw the pooch" ... I just like saying that, even if it take a while to build up to it :-) )
Everyone who is passionate about "Barking" please visit my Buy a Bark page on DogWalkBlog.com. I will record a bark and send it to you. Really? Yes, I will. Arf. Wonder how many I will sell? I wonder how passionate my audience really is about "bark."
@Chris if we should take this exchange to another playground, speak up... but hopefully the exchange is ok with you! Buy a bark!
williamarruda
· 9 months ago
Hello Chris,
I love it when you make a post about personal branding because I really appreciate your perspective. Personal branding is all about focusing on your strengths - being known for what makes you exceptional. I like the arc concept. It speaks to brand extension in the traditional world of branding - where once you 'own' are area, you have permission to extend the brand into related areas.
The key to effective personal branding is to really understand what makes you exceptional - your unique promise of value. Since brands are uncovered, not created; it is critical to know who you are and what you can 'own.' That is the part a lot of people miss. Since branding is based in authenticity, you have to be amazingly self aware and get input from those around you. My company, Reach Personal Branding developed a tool (it's free) that helps you understand your brand from the perspective of others. http://www.reachcc.com/360reach.
I cannot stress enough the point about authenticity. We all remember what happened to Milli Vanilli when we learned they couldn't sing!
Chris- great post and reminders about refining our brand during these tough times
David Murray
· 9 months ago
The best posts I've read always have me thinking when I walk away from them.
As I read and re-read this, I began to put the time line of my personal brand together. Right now I would consider myself at the cusp of defining myself and discovering what it is that I am actually good at. For the longest time I thought personal brand WAS defined by what I was doing professionally. Often I felt this wasn't right or.. better yet, it didn't feel right, if that makes sense...
In your opinion,when it comes to the actual applications where do you think the personal branding blocks begin?
Maybe the harder question is who really defines personal brand? Do we have complete control over that anymore?
Like I said, you got me thinking!
Josh Hurlock http://twitter.co
· 9 months ago
Chris,
Thanks for the post. Personal branding is key to establishing oneself. I think personal branding can either be tied to your business professionally, or to your personality, ala Gary Vaynerchuk. The more favorable personal brand is tied to your personality as a personal brand tied to business limits the arc of your personal brand. This is vital advice for young entrepreneurs. Keep up the awesome work.
David Sandusky
· 9 months ago
@DaveMurr - I love what you are thinking about. I know you asked your ?s to Chris, but I have an opinion. Road block = people thinking about marketing before they identify with actual brand experience they want others to have. Leads to your harder question about who defines the brand. I think it is always defined by others. We have control. However, if we are not listening to how the brand might be hijacked, misinterpreted or otherwise confused, it does not matter what we say are brand if "they" disagree. Trust. This is why brand is harder than just creating one. Obviously I love this subject and why I say there is no 'ing' in brand: http://www.yourbrandplan.com/forum/personal-bra...
Maria Elena Duron
· 9 months ago
Bravo! I love this post for several reasons and agree with Danny Brown that there are many decrying the term "personal branding" and yet there are some who "brand themselves" as the expert in branding - which in and of itself is personal branding. Maybe they don't want to have any competitors so they find it best to keep this as one of their "secrets" to success. Personal branding is about the person. And, every company is created and operated by people.
And these people either do a great job on authentically executing on the corporate brand promise or they are so connected from the corporate brand that they work against the corporate brand. Then that brings forth the question - is THAT REALLY the corporate brand? The age old discussion of “do as I say, not as I do” continues!
Michele Miller
· 9 months ago
Wow, Chris. Not only did you heighten a new sense of "personal brand" but for me, someone who's been struggling with the definition of "platform," you clarified things using an approach I hadn't encountered till now. When I read the section on arc and phrasing I thought to myself, "Chris must be a musician." Surprise, surprise - you're a guitarist. As a former classical musician, this post resonated with me. Thanks so much for the continued great stuff.
Lona
· 9 months ago
This is what I'm currently thinking about before I start my own blog. I'm also wanting to focus my business activity into what I really enjoy. I'll do a bit of thinking before starting my blog. And I'm going to try focusing on my other sites.
dean guadagni
· 9 months ago
Chris,
As the fire starter that you are, off topic for a moment, what is your stance or thoughts on "Conversational Search"? Is it the possible chink in Google's armor or is it a passing trend so esoteric to us social mediaphiles that it does not matter to the masses?
Great post. The arc is not only something great to think about, but also a great thing to write down and read frequently to be sure you are behaving in line with those branding goals you've set for yourself.
Clinton Skakun
· 9 months ago
This is good advice Chris! I've been struggling with this for wuite a while. The "Am I a programmer, am I a writer or a marketer or can I be all three." Last night I was reading this and I thought to myself, man this makes a load of sense. There are a lot of other things I do for a hobby, but things that could turn into a career. I like to get rid of things that aren't going to make me successful, even eventually I just loose interest in those anyways.
I used to like to draw, but I don't have the time to draw any more because I'm spending my time making money and growing a business and therefor I eventually lost interest in drawing.
This really gets a person thinking! Great post!
Regards Clinton Skakun
Taylor Trask
· 9 months ago
Chris - this post really hits home with me. Oddly enough, I can rationalize this with any clients we work with, yet I can't seem to do so with myself. I suffer from a bout of "diluted he-man entrepreneurship" where I feel like I can actually facilitate all the ideas I have. Your personal references on what are hobbies and what are "brand advancers" were a great reminder that I need to be more selective moving forward.
Michael Jones
· 9 months ago
Thisis great advice. Whether you are branding yourself or just in need of some career advice. Many folks who aspire to greater accomplishment or position will benefit from this advice. Thanks for your clear thinking and practical advice
Candice
· 9 months ago
Chris, this couldn't have come at a better time. With so many interests and what seems like so little time and money, I have been a bit of a wreck these last few weeks trying to decide what to do. This post has put me back in a positive frame of mind!
Thank you!
Rachel Burkot
· 9 months ago
I appreciate how your blog posts are relevant to everyday life, both on and off the web. It's true that everyone is good at something. How they choose to develop that talent is up to them. If they do nothing with it, they will get nothing out of life. Even if they aren't meant to be a part of a career, everyone needs hobbies for a well-rounded life. And those things from which you ARE supposed to develop your career? You said it best - you must decide you can do something better. Then act on it.
Steve Finikiotis
· 9 months ago
Great advice, Chris. Reminds me if Jim Collins' hedgehog (vs the fox) principle in Good to Great. “The fox knows many things, but the hedgehog knows one big thing.” The hedghog gets it done.
Phill Mason
· 9 months ago
Hey Chris, cool post and bang on the money. I'm sure there are loads of people who have just rushed off to contemplate their personal brand. I decided at the beginning of 2009 that it was time to sell off some projects and concentrate on only 2 or 3 projects that I'm good at.
For me is was a simple choice, I'm sticking to making music. I've been doing it for years and wish to do it for many more. Like many, I was tired of being a "Jack of all trades" and a master of none. I'm still internet and affiliate marketing alongside my projects, but it would be great to be known as "The Music Guy" online, I'd be happy with that, so I'm off to earn that title.
Thanks for a fab post, I always look forward to the next one.
frank
· 9 months ago
I think the hardest part is figuring out what your good at. Next in line may be the planning for how you want to grow. Getting that stuff on straight can be a monumental task if that's not the way you think/live/do?
what do you think @Chris? Not sure if you'll see this being that i'm so late to the game :
@Frank - you are right on = what you are good at that matters and is not a commodity I'll add. People make light of personal brand. Companies spend zillions on understanding brand value towards marketing communications. People are more complicated than products...even when they are productized.
2legcaco
· 2 months ago
Are you ready to be schooled? This is not a common education experience. Brand Me Live will offer monthly classes designed to explore, educate, empower and engage your personal development. Just visit http://brandmelive.com/blog1/brand-me-university/ if you are interested to participate in monthly 30-45 minutes online coaching sessions.
Great post, I totally agree that peronal branding has a huge impact on ones self.
Lisa Hickey
· 9 months ago
Sorry, really late in the game here -- I just had an insight as to one specific thing you could do to help "figure out what you're really good at". Ask for 5 or so recommendations on LinkedIn. Not people you think might just say nice things about you, but people you've *really* worked with. Then see what the patterns are. What are the things *other people* are willing to state in a public forum that you are really good at? Use other people's stories about you to help create your own. Hope that helps.
The Neo Com
· 9 months ago
Crap! I started working on the brand before the substance! (great post btw)
jennydrea
· 1 month ago
The Brand ME experience is a lifestyle. We want to help you bridge the gap between Monday (the worstbranded day of the week) and Friday (the best branded day of the week). The reason is simply this... Monday represents your Labor, the unquestionable common denominator of all mankind... WORK. Friday, represents your LOVE... your leisure, your passion your freedom, your life.
All Comments
Indeed. City Slickers said it best.
The key to life is finding your one thing.
"But what is that one thing?"
That's for you to find out.
Niche selection is hard for most people. It's like the single dating guy syndrome. "If I get settled down, the other 3 billion women in the world who want a piece of me will be deprived! I'd better play the field some more."
Pick a niche you're passionate about. Go deep in that niche. Persevere through the dip. All the great success stories (including Chris Brogan) went through failure, rejection, and self-doubt. But stayed focused on a niche.
And now you know - the rest of the story.
Not just for the reason that it gives some really great perspectives and views on how you can work on your personal brand, and expand it. But also for the sheer fact that it acknowledges personal branding.
I've been reading a lot of blog posts this week from people decrying the fact that there is such a thing as personal branding. They've been using the dictionary definition of "brand" and pointed out that this means there's no such thing as personal branding.
But me? I do business with people. The service and the product is important, but at the end of the day it's whether or not I trust the person behind these two things that make me decide whether to hook up with them.
That's personal branding. If you convince me through your actions and persona that you're someone I can deal with, you've just used personal branding to do so.
Cheers big guy.
Brilliant, as usual. Thanks for the insight and branding wisdom. Much needed in the current scenario.
Bolaji's comment to Chris' post is a great read as well; again, wonderful insight and wisdom for us all.
Cheers, Marc
Can you give me your take on what strenghts and weaknesses the 'serge the concierge' brand has in your eyes
Thanks
Serge
"The Power of a Brand is inversely related to the Breadth of a Brand."
I work with a lot of not-on-the-new-york-times-bestselling-list authors and it's challenging to get them to wrap their arms around personal branding. They'd rather I ask them to drink curdled milk. Thanks for putting the issue in author-speak. We all love a good story arc. Now please come up with a synonym for branding that does not remind the uninitiated of cattle.
I don't have a ton to contribute beyond the great comments already mentioned, other than the visual metaphor of "The Arc of Personal Branding" helped me to visualize the evolution & confirmation of one's personal brand.
love it and look fwd to being a collaborator on this energyline.
I am sure that it could use further refinement, but that is my starting point. Thanks for making me think about some other aspects to personal branding.
If you haven't figured out your niche, don't be discouraged. Sometimes we have to turn over every rock to make sure. It's certainly worth it.
Kidding aside, my appendix to your post: what YOU think you're known for isn't always what you ARE known for. It helps to know which aspects of your multifaceted personhood are resonating with which audiences.
Again, great post. Just as an aside, earlier in the week I was thinking about this same thing and penned a quick post on my own blog about Gary's diversification. He responded to that post on his own blog via video using it as a platform to talk about monetizing, and how more eyeballs just show your true colors.
Here's the original post: http://bit.ly/8RR1f
And here's a link to a post with an Embed of Gary's Response: http://bit.ly/ixjsp
It may give your readers some additional information, but in either case I think his response was a great example of knowing and monitoring your brand.
@ryancmiller
Thanks for the insight into your arc. I'm still working on mine :)
Thanks, Chris, for how well you articulated everything. Great stuff.
Wendy Newman, M.A.
the personal brand coach™
I'm also interested in the connection of being "damned good" at something (and thus potentially becoming pigeonholed) and being passionate. I tend to follow passionate people around a bit more seamlessly than I do "experts". They seem to be damned good enough to encourage me to want to keep up with then, even when they nimbly make professional transitions.
We see a lot of this right now when people finally take a lead and do what they are supposed to do. An entrepreneur is born. Brand new.
You make this all worth it.
www.BarbadosBeachVacationRentals.com
I wonder how many people would read a blog if Jesus wrote one? Yet, millions follow him and live by his teachings. But, if he showed up today, he couldn't make a dent in the Twitter stream or Google Page Rank or anything that we consider a mark of success without using his God powers. And leading that charge would be the Christians declaring him the anti-christ (or the anti something if this was his first go-around.)
WWJD? I dunno, but he wouldn't spend time blogging to start a religion cause Chris Brogan already has his audience. ;-)
Anyway, you are coming to orange county this month and I am looking forward to it.
Also, your post said GAry Vee started WineLibrary TV where he speaks passionately about food, I think u meant wine.
I have so much to say on this..so get your java ready! Haha!
First, this is a BRILLIANT post-nothing new there. Everyone knows what a clear thinker you are.
For me, the clear take-away from your post is FOCUS.
I believe, VERY strongly,that the world economy is splintering because there is TOO MUCH to focus on. We, as human beings, just can't handle paying ATTENTION to all that is out there and, I think-if truth be told- we just want all the noise to go away so we can hear ourselves THINK again.
BY listening to our HEARTS (not the $$ signs) and, THEN, by focusing on exactly what our heart tells us we are MOST passionate about and building out the arc of our LIFE (which is what we are talking about here-whether we call that a brand or whatever) around OUR DEEPEST PASSION, I believe that money will naturally flow from that because DEEP ENERGY AND PASSION is pure energy and money is a physical manifestation of that.
Seven years ago, I went through six days of intensive soul searching to find out the words that defined me. Here is what they are: "creative connector." Now, given my expertise in furniture and interior design, I thought about that. How could I be a "creative connector" for the furniture and interior design industry? . Now, seven years later, Twitter , LinkedIn and social media in general has just given me one more ability to expand my rainbow(arc) and be who I really am- a "creative connector for the furniture and interior design industry."
Ok, that's the spiritual side of things.
Now, here is the business side:
People are LOOKING to connect (Twitter being the perfect example) with others who have similar interests, right? Just as you say, being the MOST knowledgeable (as you are recognized to be in social media) in your field is step one. This takes time. Step two and here is where , in my opinion, most people falter: being able to COMMUNICATE that knowledge PASSIONATELY. This is, as you mention, what Gary does so brilliantly. He has become known for the keyword "PASSIONATE."
The next step, which relates to your word, "arc" is how do you migrate that passion from platform to platform?
And, herein lies the key..
Influential people that can HELP YOUR BUSINESS GROW are ALWAYS looking for who is the most passionate,most knowledgeable, most vocal and the most respected person in a MICRO NICHE.
I did not know this when I first started out many years ago in the furniture business. I found this out, though. It is an editor's job, a book agent's job, a blogger's job, a TV producer's job to FIND the experts in the micro niches they write about or have an interest in...U don't have to find them-they will find you if you become known for your micro niche, if you are PASSSIONATE about it, if you are respected in it, knowledgeable about it AND, again, and MOST IMPORTANTLY in today's world: if you COMMUNICATE it -effectively.
I would advise everyone-especially now- to define their micro-niche and really work hard to own it. The arc of their personal brand will grow ORGANICALLY due to their passion, commitment, willingness to help others (as you do) and knowledge. Peolple who can help you will find YOU!
We can't pay attention to everyone and if people don't focus- unfortunately, they will become invisible in a world where attention spans are still limited by the human brain and the ability to type
.In today's world, and I HATE to say this as it seems SO impersonal, but it's just plain true: people are being found and given opportunities because of the KEYWORDS that DEFINE them (think hashtags on Twitter) Your arc grows out of that one word. Mine is furniture. Yours is social media. I would ask or advise everyone else to figure out what theirs is and own it.
When they do, the arc of their opportunities for their ENTIRE lives will grow-and that is a beautiful thing.
This argument led my mind drifting to think about the value of aluminum (Al). Before it was easy to make, a single ounce of Al was far more valuable than gold (Au). But, when Al could be made cheaply and easily, the price of Al plummeted, gutting those who invested in Al. the reason AL was valuable is because it was rare, not because it was useful.
If you equated Al to your micro-niche and became really good at something (or owned a keyword as you say) you are only as valuable as the marketplace views the rarity of that keyword.
Be careful that you don't end up owning "aluminum."
This is Chris' blog, but since you contacted me about my post here via Twitter, I will answer: I believe that for almost any keyword.. there is a long tail of people out there who care about the same thing one of us does.. Even if it is aluminum. Or the keyword, "bark." Or something that seems really outdated or dumb. Over 1.5 billion people today are connected via the mobile web. Over 4.4. billion have mobile phones. In the US, there are 254 million alone with web enabled mobile phones. (According to Nielsen May '08 report). So, even if a keyword seems antiquated to any of us, chances are a micro-niche of people are searching for it and want to talk about it- if you are most passionate, knowledgeable, respected-your arc of opportunities in your life will increase. Just my thoughts..
I guess my point is perhaps more micro-niche about business blogging (See Shanon Paul's blog http://veryofficialblog.com/2009/03/06/this-is-... some valid points and convergence to this topic in her post) rather than "hobby" blogs.
At some point, if my micro-niche has no market value, I may have a whole bunch of people who care and I have a very long tail, but if I can't pay the electric bill with the passion and my expertise is not "arc-able" I'm kinda screwed (reference to "screw the pooch" ... I just like saying that, even if it take a while to build up to it :-) )
Everyone who is passionate about "Barking" please visit my Buy a Bark page on DogWalkBlog.com. I will record a bark and send it to you. Really? Yes, I will. Arf. Wonder how many I will sell? I wonder how passionate my audience really is about "bark."
@Chris if we should take this exchange to another playground, speak up... but hopefully the exchange is ok with you! Buy a bark!
I love it when you make a post about personal branding because I really appreciate your perspective. Personal branding is all about focusing on your strengths - being known for what makes you exceptional. I like the arc concept. It speaks to brand extension in the traditional world of branding - where once you 'own' are area, you have permission to extend the brand into related areas.
The key to effective personal branding is to really understand what makes you exceptional - your unique promise of value. Since brands are uncovered, not created; it is critical to know who you are and what you can 'own.' That is the part a lot of people miss. Since branding is based in authenticity, you have to be amazingly self aware and get input from those around you. My company, Reach Personal Branding developed a tool (it's free) that helps you understand your brand from the perspective of others. http://www.reachcc.com/360reach.
I cannot stress enough the point about authenticity. We all remember what happened to Milli Vanilli when we learned they couldn't sing!
Best.
William
www.williamarruda.com
As I read and re-read this, I began to put the time line of my personal brand together. Right now I would consider myself at the cusp of defining myself and discovering what it is that I am actually good at. For the longest time I thought personal brand WAS defined by what I was doing professionally. Often I felt this wasn't right or.. better yet, it didn't feel right, if that makes sense...
In your opinion,when it comes to the actual applications where do you think the personal branding blocks begin?
Maybe the harder question is who really defines personal brand? Do we have complete control over that anymore?
Like I said, you got me thinking!
Thanks for the post. Personal branding is key to establishing oneself. I think personal branding can either be tied to your business professionally, or to your personality, ala Gary Vaynerchuk. The more favorable personal brand is tied to your personality as a personal brand tied to business limits the arc of your personal brand. This is vital advice for young entrepreneurs. Keep up the awesome work.
Road block = people thinking about marketing before they identify with actual brand experience they want others to have.
Leads to your harder question about who defines the brand. I think it is always defined by others. We have control. However, if we are not listening to how the brand might be hijacked, misinterpreted or otherwise confused, it does not matter what we say are brand if "they" disagree. Trust.
This is why brand is harder than just creating one. Obviously I love this subject and why I say there is no 'ing' in brand:
http://www.yourbrandplan.com/forum/personal-bra...
Personal branding is about the person. And, every company is created and operated by people.
And these people either do a great job on authentically executing on the corporate brand promise or they are so connected from the corporate brand that they work against the corporate brand. Then that brings forth the question - is THAT REALLY the corporate brand? The age old discussion of “do as I say, not as I do” continues!
As the fire starter that you are, off topic for a moment, what is your stance or thoughts on "Conversational Search"? Is it the possible chink in Google's armor or is it a passing trend so esoteric to us social mediaphiles that it does not matter to the masses?
Here is something to think about: http://tinyurl.com/ba8sur
I used to like to draw, but I don't have the time to draw any more because I'm spending my time making money and growing a business and therefor I eventually lost interest in drawing.
This really gets a person thinking! Great post!
Regards
Clinton Skakun
Thank you!
For me is was a simple choice, I'm sticking to making music. I've been doing it for years and wish to do it for many more. Like many, I was tired of being a "Jack of all trades" and a master of none. I'm still internet and affiliate marketing alongside my projects, but it would be great to be known as "The Music Guy" online, I'd be happy with that, so I'm off to earn that title.
Thanks for a fab post, I always look forward to the next one.
what do you think @Chris? Not sure if you'll see this being that i'm so late to the game :
http://twitter.com/franswaa
People make light of personal brand. Companies spend zillions on understanding brand value towards marketing communications. People are more complicated than products...even when they are productized.
http://brandmelive.com/blog1/brand-me-university/
http://brandmelive.com/blog1/what-is-brand-me-l...