I really hate the concept of personal branding because it commoditizes human beings. It’s also narcissistic.
That being said, there is some value in monitoring your reputation.
I run a Human Resources consulting firm. In my spare time, I specialize in speaking honestly to workers about their cruddy jobs. I understand that no one is perfect — especially me — but I can’t do business with you when your company disrespects employees, is fiscally irresponsible, and doesn’t live up to commitments. What does that say about me and my values?
I don’t know if that’s personal branding, but I know it feels right.
I have very few rules in life, but if you have one set of expectations for everyone in your company and you can’t apply those same rules to yourself, I will not accept your money. If you consistently lack the ability to demonstrate leadership in key moments, or if you fail and blame other people, we cannot work together.
Sticking to my principles is tough. I hardly ever walk away from money. I rarely see people (or a business) as a lost cause. If there’s a chance that we can work together and do something special, I generally take the risk.
So if I say no to your money or your business because I’m worried about my personal brand, you really need to take a look at yourself and your operations. I’m no Seth Godin or Tom Peters. When Laurie Ruettimann turns you down, it’s time to think about packing it up.
26 comments ...wanna add one?
Oh, SNAP! You go, Cynical Girl.
You’re right. It’s hard to turn down the green stuff (which, ultimately means turning down new bags and boots) but feeling good about the work you do it so much more rewarding. Great post!
Give it up, Laurie. Haven’t met you in person, but I can honestly say that you and Caroline are 2 of the most genuine people in the world with the ultimate of integrity. Both of you have taught me to pursue prosperity and my dreams without losing my integrity. And you have both helped me to develop a personal “brand” without my really knowing it was happening.
You have more principles than most. don’t try to bullshit us and make us think differently.
Luv ya both, and I luv the new blog!
Oh and Caroline, BZTAT art is such a better place to put the green stuff than boots and bags. Just sayin’…
caroline fits that description. me? hmmmm.
glad ur here!
thanks, caroline.
i’m rarely principled. when i am, watch out!
Laurie, I know the personal branding meme’s way overexposed, but I like your positioning of it here. I like it a great deal.
Thanks, Ed!
I think the concept of personal branding started as a way to explain the idea of being human to people who are only capable of seeing dollar signs when interacting with others. Do X, make money; do Y, lose money; do Xs, don’t do Ys.
While it is true that the concept drops people down to comodities, those are the same concepts that business has been running with for years, human beings as functional and easily interchangable spare parts. I see it as the difference between beef jerky management and creating a steak and potatoes environment where people want to do business. Or in other terms, would you like fries with that versus real interaction.
That’s interesting. I am starting to question real interactions v. inauthentic experiences. Even when I meet people in real life, I rarely meet them. We’re all fucking micro-celebrities and personal branding agents. Sigh.
Fuck’em. Seriously. I always thought the idea of personal branding was complete bullshit. Coke is a brand. Home Depot is a brand. I am a person. BIG difference. It’s called reputation, and I haz one.
I thought you were Norcross™©®?
Well said Laurie!
Thanks, Nicola!
Thank you! Finally someone calling out all that Personal Branding crap. I’m so very tired of reading about it. Laurie you’re right – we must stick to principles – that’s what personal branding only aspires to be.
And to BZTAT – I love your art!
I’m so glad you are a fan of BZ’s. She is awesome.
Thx CB and Laurie!
Laurie: what you’re talking about is integrity — something that seems to be in short supply in the world of commerce. Being clear on your standards for affiliation, as well as groundrules for accepting $ — is critical to running an ethical business and critical to maintaining your personal integrity and your organization’s integrity. If you had to make that choice recently, good for you for not compromising your principles. That’s why your brand will endure regardless of the URL: you walk your own talk. The world would be a really different place if we all did that every day.
I’m not saying I have integrity because I will surely make wrong decisions at key point in my life. I just want to hold people accountable, and the best way to do that is to dissociate myself from their business operations. No thanks, buddy, you can keep your money.
I’m not sure that I always walk my own talk, but I try to be a good person and treat people fairly. Sigh. Life. It’s complicated. It could be better if everyone made an effort.
As a journalist, my byline is my brand. It’s why I didn’t change my professional name when I got married. Reputation and integrity are part of that brand.
As a person, integrity and ethics are also important but I don’t really see it as a branding exercise. It’s just important to ME.
I love this pov. Thanks!
Wow — I bet there’s a *great* backstory to this post!
[bing, bing, bing] “Dr. Schawbel, paging Dr. Schawbel: to the ICU, stat….”
Dr. Schawbel is awesome.
The backstory? Requires drinks.
personal branding is a buzzword. it’s just another word for marketing.
marketing is what you project through your actions and your words.
reputation is how you are perceived.
you can control the former but not the latter.
and you most certainly can’t control miss laurs.
(btdubs in my book laurz stands for all things true and good and fun. )
you don’t put laurzipan in a corner.
Integrity, ethics and priciples! YAY! We need more of them in this world whether it’s through personal branding or not. I don’t think I have found my own personal brand yet. I don’t like to draw attention to myself but I do like to do the right thing. I think I can still do that and blend into the woodwork.
BTW, here’s a terrific post about specific reasons to turn down work, from a guy well worth adding to your blogroll/daily feed:
http://www.justinkownacki.com/2010/03/12/10-reasons-to-say-no-to-a-client/
Branding and professional integrity are two different things. A nice “brand” might get them in the door, but it won’t necessarily keep them there.
I’m not the biggest fan of the term “personal brand” either. It misleads people into thinking that they need to put more effort into how they appear superficially on the public web rather than what they do or say.