To get a better idea of the differences between old versus new brand building, I’s like to share 2 examples which provide a framework for evaluating your own online personal brand.
Seldom have I seen the differences between old and new approaches to brand-building illustrated as dramatically as the examples discussed below.
- Old Way. The older approach involved brand-building using mass media, like Good Morning America and Jay Leno’s Tonight Show. The numbers can be great, but the approach usually sacrifices control and longevity.
- New way. The new approach to personal branding sacrifices numbers for control and longevity. It’s based on building your brand through experiencing, sharing, and writing.
But, which approach is best for you?
More important, what are the lessons you can apply to your own personal brand?
Mass media
The “mass media” approach is represented by Kent, “The Balloon Man” Couch. Kent is a gas station owner from Bend, Oregon. Since 2006, he’s been an enthusiastic cluster balloonist who has set some world records for height and distance.
Instead of a single large balloon, lift for Kent’s flights comes from hundreds of smaller, helium-filled balloons.
A natural entrepreneur, (check out the Stop & Go link on his website), Kent Couch embarks on a major project each year. This year, it’s a lift-off from Iraq. If all goes well, Kent will be returning to television to describe his experiences. And, there probably will be other projects certain to follow his Iraq flight.
Brand-building today
Emilie Wapnick’s Puttylike* blog, subtitled, Lifestyle Design for Multipotentialites, represents brand-building today.
Multipotentialites is a term Emilie coined, based on multipotentiality, a psychology term that refers to individuals with multiple abilities, passions, and talents.
The power of Emilie’s brand is based on her blog and its appeal to a specific type of person. Emilie is very open about the way her blog and her brand arise mirror her own experiences. In her words,
I’m just a confused twenty-something from Montreal, Canada, who has decided to never commit to one career path– ever.
Like you, I’ve never met her, or talked to her, but I like her because she mirrors the angst I feel, constantly balancing my love of graphic design with my love of writing. Plus, as she shares her experiences, her blog often reads like a well-written fiction book–as does her Renaissance Business: Make Your Multipotentiality Your Day Job.
Renaissance Business is an excellent example of a genuinely helpful, well-designed, e-book intended for easy onscreen reading.
I’m fascinated by Emilie Wapnick’s “contrarian” brand; Puttylike is an excellent example of building a personal brand by going against conventional career and marketing wisdom, i.e., “specialize, find your niche, then specialize even more!”
Pros and cons of old and new
Because Kent Couch’s “Balloon Man” website and Emilie Wapnick’s Puttylike* blog are both well executed, the lessons they teach are primarily important from the long-term point of view.
Both blogs are “appropriate” for their intended purpose. Both are based on quality content, writing, and design. Kent’s site reflects a professional approach, in terms of colors, imagery, and journalistic tone. relatively factual, “sound-byte” tone. It’s a site that will please broadcast producers and convince them that Kent is serious about his ambitions.
Emilie’s site is well-executed in terms of design and image, in fact, more professional than the sites of many bloggers. But, the focus is definitely on content value and writing style. Her writing reflects her empathy and understanding of her readers; if she wants to swear, she does.
Brand control and longevity
The differences between the sites boils down to two things: longevity and control:
- Longevity. Emilie Wapnick’s brand is likely to outlast Kent Couch’s. Kent’s brand is based on curiosity and wanderlust. Following Kent’s story permits you to vicariously leave your everyday concerns behind and silently fly where the wind takes you. Emilie’s brand and followers will be around a lot longer because her message is more relevant; she addresses a deeply personal, often ignored problem faced by a lot of people today. As she puts it: Does the thought of having one job forever make you want to hang yourself? As she creates her ideal life, she’s providing a path for others who will remain connected for a long time.
- Control. Unfortunately, control usually doesn’t receive the personal branding attention it should receive; control equals security! You have little control over your brand when it’s at the mercy of weather, competing news stories, and newcomers who want to outdo you. Kent’s control over his brand is based on his ability to outdo himself each year. In addition, the barriers to entry for potential competitors is also relatively low. Compare that to Emilie’s emotional connection with her blog readers. By providing relevant information and emotional support, she’s creating a following likely to stick around for many years.
Reciprocity at work
In his classic Influence: The Power of Persuasion, Robert Cialdini describes reciprocity as the tendency of people to want to give something of value to those who offer something of value.
Perhaps the comparison between old and new can be summarized in just six words: What makes all of this possible… That’s the headline that links to her Renaissance Business landing page.
By e-book standards, Emilie’s Renaissance Business e-book is priced a little high, (although, it includes several very useful worksheets).
But, the price really isn’t an issue if you’re a reader of her blog. Reciprocity sells her ebook!
There’s an implicit trade involved in her 6 words: if you have been benefiting from the quality content she provides on her blog, you’ll likely want to do your part and support her by buying her ebook.
Evaluating your personal brand’s control and longevity
So, after you’ve had an opportunity to visit both sites, I’d like to know your impressions of them and my focus on longevity and control as primary personal branding attributes. Share your impressions of the 2 sites as comments, below, as well as your suggestions for other pairs of “old versus new” comparisons.
More important, how does your personal brand rate in terms of longevity and control? Which site does your blog or website most resemble? What can you do to increase your personal brand’s longevity and control?
Author:
Roger C. Parker’s Published & Profitable offers ideas and tools for writing a brand-building book . Download his free 99 Questions to Ask Before You Write and Self-publish a Brand-building Book
