Business

What a personal brand says about you

Brett Wortman

TAKE a look at the entertainment headlines today - you'd be hard-pressed to not see a celebrity engaging in some form of furthering their 'personal brand'.

Some of these brands are carefully crafted - take the Kardashian klan, for example (and if you don't know who that is, go and Google them!).

Every single thing these Kardashians do is carefully controlled as to portray a specific image to the world - and it works for them.

So, why should your approach to your personal brand be left to chance?

Many years ago, I was stressing about a performance review which was to be conducted on the past five years of my academic career.

A veteran of the process counselled me to the effect that as long as I 'kept my nose clean' for the year prior to the review, nobody would remember how bad I was for the first four years!

This was a valid strategy twenty years ago (not that I was that bad!), but unfortunately today it would be a different matter.

The pervasiveness of social media and online activities means that there is a continuous archiving of your past behaviours (your personal brand), easily accessed at the click of a button.

As a business owner, you should at the very least be aware of what is out there with regards to your personal brand - if you're not actively taking steps to maintain or improve it.

It is possible to establish a Google Alert to notify you when information containing a keyword (e.g. your name, your business) is mentioned on the Internet, in a blog, newspaper article or something else.

There are similar features in most major social media applications.

By being warned, you are in a position to decide whether the mention is good, bad or indifferent, and then take action to protect your personal brand. While you're at it, you might like to establish an alert for your competitors.

There are no rules against it, and if they're doing something right, you should know about it!

Like most things in business, you need to do this well, so you are faced with a choice.

Learn how to do it really well, or work smarter, not harder - outsource to an expert.

It is better if this type of activity is part of your overall marketing plan to maintain consistency and authenticity.

You need to ensure that you outsource the function to someone who understands your local business and is willing to work with you to build your personal brand into something that can benefit your business.

Your personal brand could potentially make or break your business - if you claim to run a 'family friendly' business but are seen in inappropriate situations, it can be a public relations nightmare.

You can be hailed or hung in social media!

The bottom line is - be careful what you post online.

Once something is out there, it's very hard to take back, and could haunt your business activities for a long time to come.

 

You can contact Allan Johnson at allan.j@exceler8.com.au

Topics:  brand, business, opinion




REVEALED: The most common smartphone killer...

Customers try out rose gold iPhone 6s and 6s Plus smartphones at the Apple Store near the West Lake in Hangzhou city, east China's Zhejiang province, 25 September 2015.Apple launched its iPhone 6s or 6s Plus around the world on Friday (25 September 2015). Apple enthusiasts in China can now pick up their pre ordered smartphones at Apple stores. The pre order channel on Apple's official website is accessible for a limited time every day. According to reports, iPhone 6s and 6s Plus are expected to break sales records currently held by the iPhone 6 and iPhone 6 Plus of last year.

It has claimed nearly 9 million smartphones.

Rocky family receives Australia's biggest hospital pay-out

HEARTBREAK: Jamie Manuele (centre) flanked by his mother Daphne Manuele (left) and partner Cara and son Jesse-James (4) at Rockhampton Hospital.

Man awarded $10 million settlement for damages.

Would-be carjacker to face court

Leanne Brooks was attacked during an attempted car jacking in Rockhampton.

Alleged offender expected to face Rockhampton court this afternoon

Latest deals and offers


Your Chance to Win

A Holiday to Kingfisher Bay!
Learn More

GIG GUIDE: Gigs across CQ in the coming weeks

A Breach of Silence, the band.

Lots of live music gigs set for Central Queensland stages

Tackling depression through song and story

BUSKER: Brian Musch. Photo: Bec Cawthorne

Giving back through song and speech

Rob Kardashian 'neglected' by Blac Chyna

Friends say they are now 'back in love'

Isla Fisher: I don't like talking about my private life

Isla Fisher shut down TV hosts when they asked about her husband

Mariah Carey: I 'can't believe' Prince has gone

'Prince was one of the best people I've met'

Joe Jonas' 'tough' pals

Joe Jonas' pals are 'tough' with his potential partners

You can own this Queensland town for just $1

Yelarbon

Unprecedented auction of town's business centre with no reserve

Work starts on $15M Caloundra apartment building

Turning the first sod at the Aqua View Apartments site in Kings Beach are (from left) husband-and-wife developers Alex Yuan and Stella Sun with construction company Tomkins director Mike Tomkins and Councillor Tim Dwyer.

Developers excited about addition to Kings Beach skyline

Iconic Denison St building sold for close to $1M

The Swan Hotel building in Denison St.

ONE of Rockhampton’s most iconic buildings has been sold

Unique Rockhampton bar hits the market

HOT PROPERTY: Cuban themed bar Chango Chango is up for sale.

Popular Rocky bar hits the market.

72-year-old Coast developer set to start new project

GREEN LIGHT: The Cosmopolitan has been approved for development at Cotton Tree.

Meet the Canberran set to deliver another chapter for Coast suburb

Plans revealed for 1500-lot 'master-planned community'

Precinct will be bounded by Boundary St and Shoesmith Rd