Personal branding doesn’t have to be BS

Last week my friend Chris O’Donnell (not that Chris O’Donnell) wrote a post on his blog titled “personal branding is BS“. Chris is not big on the idea of the personal brand. He writes

Most of you aren’t good enough to pull off the branding thing anyway. How do I know that? If you were that good, you’d be too busy actually working to post 20 tweets, 4 Facebook updates, and 2 LinkedIn posts every single day trying to convince us you are a thought leader in block chain powered whatever.

And you know what? That’s some pretty valid criticism. It’s easy to find people who are building their personal brand by puffing themselves up without doing meaningful work. Or maybe they did something really cool 10 years ago and they’re just coasting off it for the rest of forever.

But it doesn’t have to be that way. Like with the label “thought leader“, it all depends on how its used. Chris is right to say that brands are “imaginary constructs”, but that doesn’t tell the whole story. A brand isn’t just the name you slap on the box to differentiate the otherwise identical dozens of detergents you produce. Your brand is what people think of when they think of you.

Building your personal brand is important if you want to get noticed for the work you do. You can get noticed without active effort, of course, but putting some work into it helps. Building your personal brand is more than just puffery. It’s sharing your work with others in social media, blog posts, conference talks, etc.

In the same way that companies have marketing departments to let the world know how great they are, people can do the same for themselves. Just make sure your ego’s not writing checks your body can’t cash.

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