Branding.
Ew. Ugh. Gah.
For some reason I’ve never believed in branding. Or, at least the buzz of “branding” that permeates the internet today.
So when I find myself at networking events being lectured by a grey-beard proclaiming that “Personal branding is the future determinant of success,” it saddens me.
Another thing that makes me nautious is “personal branding” blogs. Why make a blog about personal branding? Really, there’s only two things you need to know about branding:
1. Don’t Choose a Dumb Name:
I’ve done this before. It’s not fun. When you choose a name for your company, people better be able to take it seriously (well, if your intention is to be taken seriously) If it’s a stupid name, you’re screwed. Unless it’s funny.
2. Be The Destination:
What do I mean by this?
This is the most important, and also most forgotten concept in branding and in life:
People are attracted by the brands of the others that they’d like to be, not the type of people they currently are.
Make sure you read that again.
Essentially, your audience will not be attracted to people like them. They will be attracted to people that seem to possess be who they eventually want to become.
Think about it. What blogs do you visit? What books do you read?
Chances are more likely that you’ll read a book on Warren Buffet rather than Charles Manson. Unless, of course, that’s what you’re in to.
Do I believe in personal branding? No. Personal branding is a buzzword.
No, because it’s become a buzzword.
What I do believe in, though, is the importance of names and portraying something better than the ordinary (don’t fake it, though. People are smart and can read between the lines).