Re: self-branding

From: Marcia Yudkin <marcia_at_clickz.com>
Date: Wed 24 May 2000 08:05:16 -0400

KATE KAYE <katekaye_at_yahoo.com> WROTE:
> Whoever it was who actually originated the idea of
> self-branding chose a term to which people all over the
> world can relate. It seems to be perfectly reasonable,
> but I still can't help but feel demeaned by the thought
> of myself as a brand.

I see where you're coming from, but I think the concept
of self-branding may help people avoid some common
mistakes in self-promotion.

A cardinal rule of branding, for instance, is
consistency. I have seen authors water down their
brand by not using the same name every time they
publish. In one context they use, say, "J. Peter
Graham," in another "Jennifer P. Graham," and in
another "J.P. Graham." That way, you fail to get a
cumulative effect from your publications.

The concept of self-branding also reminds people to put
their personal identity at the forefront rather than a
company identity. For so-called free agents, this is
preferable. Although I have a company name, I try to
avoid using it in self-promotion because as an author I
want the emphasis on me and not a company. For
instance, I recently wrote a letter to the editor to
The Industry Standard. They want to print the letter,
and twice wrote to me asking for my company
affiliation. Twice I explained that "Author, Six Steps
to Free Publicity" is the relevant identifier. My
company name would only be distracting in that context.

"Self-branding" is really only a trendy way of saying
"famous" or "well-known" (or trying to be, at
least...).

Marcia Yudkin
Author, Six Steps to Free Publicity and eight other books
Publisher, The Marketing Minute
http://www.yudkin.com/marketing.htm
Moderator, The ClickZ Forum
http://www.clickzforum.com




Received on Wed May 24 2000 - 07:05:16 CDT