I was raised at a dinner table where the “devil’s advocate” helped us learn to form opinions, so I am ready for a second-helping of the debate about the death of the personal brand (thoughtful post by blogger, Mitch Joel).
First of all, I am also turned-off by the use of the word, “personal” in the same phrase as “brand:” it seems like a tautology. When describing brands, we are accustomed to thinking of those who are people in law only, e.g. Nike, Coca Cola, Nordstrom.
It took me some time to get over what I perceived to be the bastardization of The Brand Called YOU, an article I still have in a hard copy of Fast Company. Indeed, some folks have cashed-in on the concept, but I could not abandon what is otherwise the most effective argument for a self-reflective and proactive approach to career management and entrepreneurial success.
So I went back to the source and re-read Tom Peters’ 1997 article; I found a perspective that may take “personal branding” off the Obituary page: a Solomon-esqe view:
- The problem seems to be one of semantics: the process that Peters advocates is the time-honored self-assessment and S-W-O-T analysis that career strategists have promoted for years. There are lots of acronyms, e.g.: “SSP’s – Special Selling Points, VIP’s – Values, Intrinsics, & Passions,” “Unique Value Proposition,” etc. ”Brand” was indeed the term chosen by Peters – maybe he did so precisely to raise eyebrows and create a “buzz?” The term may sound sleazy, but the process is justifiably respected by career professionals and employed under many names.
- The Brand Called YOU describes personal marketing strategies, both online and traditional. Let’s consider whether it is the marketing that may have added a layer of sleaze to a process that has otherwise been the province of some very conservative career coaches and resume writers. It is entirely possible that some of the tools and tactics employed in career management today are better suited to Advertising Age.
We are all looking for a process that will help clarify and convey our features and benefits. Many career professionals have refined the process; many are articulate and respected advocates of candidates for employment and entrepreneurs. Let’s not prematurely bury a respected process and strategies because we don’t like the terminology. Long live “the true you,” “the essential you,” “the unique U,” or “the brand called you.”
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