I get a lot of questions around the difference between branding a person, relative to a business. The main idea, especially with entrepreneurs, is to BE THE BUSINESS. When this occurs, you are both the corporate spokesperson, as well as the credibility and reputation behind the actual product or service. Customers will be purchasing based on your brand, as well as the offering.
Personal brand spotlight
G.L. Hoffman is a prime example of an individual who has become his business. When you think of JobDig.com or “digging your job” in general, he comes to mind. To me, “digging your job” is like career nirvana. Your job, in this way, becomes a mere hobby, instead of work. G.L. is a serial entrepreneur and wears other hats, such as a venture investor, operator, incubator and mentor. He’s also a blogger and writer for the US News and World Report.. Although G.L. may have put his hands in a variety of businesses, he recognized and applauds those who actually enjoy what they do for a living.
Business brand spotlight
JobDig is an employment-focused media company that delivers multi-channel recruitment advertising solutions to employers. G.L. also publishes a free weekly jobs newspaper and he owns LinkUp.com, which aggregates and publishes only jobs listed on corporate sites.
G.L.’s brand strategy
So now your asking, what is so special about the way G.L. is marketing his brand? Why are you writing about him and not me? G.L. understands how important it is to build relationships virtually and in reality. We both had made contact a long time ago and rekindled our relationship about a month ago.
G.L. has embodied his brand in a dog, which he has used as a stuffed animal (right), an award and all over his website. In this way, the brand becomes mobile, traveling from website to website and even into your physical hand (Thanks G.L.). In my opinion, G.L. has gone far beyond most marketers to deliver a product, some knowledge and an experience met by a brand.
Key take-aways
- 1) Branding is not just about gathering as many links as possible to increase your visibility and standing in Google. It’s about people viewing your logo, your picture and your name as many times as possible, so you are remembered.
- 2) Rewarding others (in the way I do with the Personal Brand Awards) is a great way to connect with another individual and the reciprocal nature of networking will reward you right back.
- 3) Going the extra mile by sending a gift in the mail goes a long way. A simple letter or promotional product is something that is not expected but always enjoyed.
