A Nod to Tom Peters' definitive article: "The Brand Called You"
Whenever I do Google searches to generate blog post topics on building your personal brand, I invariably come across blogs that mention Tom Peters‘ 1997 article in Fast Company entitled “The Brand Called You.” I remember reading his book “In Search of Excellence” for an undergrad public relations class in 1988, which is ironic to me because sometimes I feel like this blog is more about PR than it is about journalism. But I guess that’s the point: journalists in growing numbers are becoming solely responsible for promoting their work as jobs are eliminated.
And it seems as though Tom Peters saw this coming way before the news industry was ready (or willing) to hear it. Although he references the Net, your Rolodex and beepers, much of what he had to say about taking control of your professional identity in 1997 sounds as fresh and as urgent today as it did then:
“The good news — and it is largely good news — is that everyone has a chance to stand out. Everyone has a chance to learn, improve, and build up their skills. Everyone has a chance to be a brand worthy of remark.”
To think he felt such certainty of professional manifest destiny before the web’s power was fully realized, before web 2.0 and the era of “Have Blog, Will Prosper.” (From the recent dates of the comments, it’s clear others find his ideas to be timely, too.)
Check out his challenges and calls to action and consider what you’re doing to define your journalistic brand, but read them while keeping in mind all the powerful ways social media can help you the achieve them.
“What makes you different?” Can you define it in 15 words or less, as he suggests, or within the limits of a Twitter profile? Have you crafted a personal tagline for your personal web site and portfolio? Are you using social media to define your professional niche, through the tweets you send and the comments you leave? Have you found others with similar interests and connected with them through LinkedIn, Facebook or Twitter?
“What’s the pitch for you?” Are you using social media to increase your web presence in a way that’s consistent with your brand? Do your tweets, Facebook posts, Flickr streams or blog posts betray the image your wish to portray? Do they target the kind of work you want to do?
“What’s the real power of you?” How are you increasing your credibility? Are you leaving comments on blogs? Do you participate in live chats? Do you make references in your blog to relevant work you admire?
“What’s loyalty to you?” Are you using social media to create a following of readers and colleagues to engage in conversations? Not only do social media offer opportunities to express your brand identity, they also have become essential for researching stories and finding sources.
“What’s the future of you?” Have you created a strategy for where you want your career to go? Are you making contacts with people at those organizations and staying informed about them and their careers?
As the “CEO of You” in the digital age, the corporate ladder of you is in fact a series of links and clicks, all at YOUR fingertips.