Are you controlling your online presence — or are you letting someone else?
The key difference between personal branding and public relations
The world of marketing is changing. Smart advertisers are recognizing that the same old ways of marketing and PR aren’t cutting it anymore. The new trend is personal branding, but the common mistake that they don’t realize is this: personal branding and PR are not the same thing.
The misconception is that personal branding and PR are two sides of the same coin and, in many ways, PR is evolving into personal branding. Today’s consumer is much more discerning, and has more options to fill their needs and wants. They are able to choose between a company that is led by a vocal leader who matches their ethics, and another that does not.
I’ve spent my career helping companies and people build strong reputations. The approach is simple: If you’re not managing your own reputation and brand, you leave it open for others to manage it on your behalf.
I’ve seen firsthand how executives who invest in personal branding have much more success in business than companies who ignore it.
To succeed in today’s world, you have to make the most of the value of a strong personal brand. When you are able to do that, you can determine the best approach for you and your company. Personal branding is taking charge of your message. It is personal (obviously) and utilizes your experience and knowledge. Smart leaders today are realizing that designing their own messaging and brand are essential to success.
In the ever-changing era of social media, public relations favors breaking news and recent events. Sure, public relations can increase the number of impressions on your accounts, for good or bad. Somebody thought you had a clever announcement so they liked you on Facebook? What exactly does that mean for you and your business?
Without a strong brand, staying relevant is impossible. A personal brand is a continuous force for positive press because it’s who you are, not what you say. People will follow you online and come to your events not because of something you said, but because they like what you represent and want more of it. Most importantly, personal branding is in your control.
Personal branding is genuine. Depth and quality are the goal. Audiences know when you’re being genuine. So why not give them what they want?
A word of warning: personal branding is not easy. It takes discipline, and it takes a long time for a brand to become well-known, or even respected. When you first begin, you won’t appear in magazines or news stories for a while. Personal branding is the art of standing out: a set of characteristics, values or qualities which set your thought leadership apart from other brands or individuals. It’s your reputation. It’s who you are.
Whether you want it or not, you already have a personal brand. So why not take the initiative and make it what you want it to be?
Personal branding gives others a reason to care about who you are and what you’re doing. As you embark on your own personal brand, ask yourself: What value are you adding to others’ lives? Are you helping people? Do you truly seek to understand who you work with, who you talk to, and who you want to be surrounded by? Do you understand your audience?
If you don’t understand your audience, you can’t build a successful brand.
A true personal brand is about creating real, genuine content over a long period of time and earning a loyal following who asks for more.
If you truly care about your audience, your company and yourself, take control of your brand and give voice to your values.
