Re: self-branding

From: Kim Brooks <kbrooks_at_bardo-brooks.com>
Date: Fri 26 May 2000 11:54:46 -0700

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'm glad you brought this up, because the concept of
self-branding has also caused me consternation. On the
one hand, I can see that it's important to establish a
value proposition, image and reputation for yourself.
On the other hand, phrasing it as "self-branding"
seems to turn the concept of "personal reputation" into
a commodity. Perhaps it's an issue of semantics?

Here is the way I view the process of self-branding,
and why it's important, but why I never use the phrase:

- The Proposition: As with a company, you need a value
  proposition. What distinguishes you? Remarkable
  creativity? Energy? Flexibility? Discipline? You
  need to pick out those traits that are core to your
  value (as a worker bee) and promote them.
- The Promotion: Perhaps you know that you are
  creative, but does everyone else? You need to
  communicate that value all over the place, get credit
  where credit is due, and advertise your skills.
  This is just self-marketing.
- The Fulfillment: You need to live up to your
  reputation. If you think you're the best, and you
  promise everyone else that you will be the best, then
  you need to be the best.

In many respects, this process of establishing a
reputation parallels product or company branding.
Thus the term "self-branding". Bleagh.

I don't think this is a new concept -- at all. The
process described above is an age-old concept: it used
to be called "reputation" or "image" or even "respect"
if you were doing it right. But I think that in recent
years, with the dissolution of company stability, the
new economy has increasingly forced the idea that your
job is never safe, and job security lies only in your
own skill set, desirability and network. So the
concept of self-branding took off: you need to create
a personal brand & generate demand for that brand -
thereby creating security for yourself.

The part that gags me: it demeans the concept of
"reputation" into marketability. It used be that
people wanted to establish reputation and recognition
within their field because they wanted respect.
Nowadays, the BrandYou advocates would have you believe
that respect is valuable because it ensures your
marketabilty. While that it is a true statement, it's
also rather shallow. If the BrandYou club wants to
promote the concept of reputation, I'm all for it -- I
just wish they would examine it more meaningfully, and
promote idea of respect as a goal unto itself, rather
than merely a marketing device. Or as Pericles said
more eloquently, "For it is only the love of honour
that never grows old; and honour it is, not gain, as
some would have it, that rejoices the heart of age and
helplessness."

Kim Brooks
kbrooks_at_bardo-brooks.com




Received on Fri May 26 2000 - 13:54:46 CDT