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

Topics:  brand business opinion

VIDEO: Step inside Rocky's newest shopping centre

NEARLY OPEN: AHC Limited Managing Director Rod MacLeod and Cr Rose Swadling outside the new Woolworths store.

Countdown is on for Parkhurst Town Centre opening

Familiar faces return to Claws

RETURNING: Keanna Hopkins and Tia Konui have been chosen for the 2017 Capricorn Claws squad after time off the court.

Keanna Hopkins and Tia Konui are back playing for the claws

Woman airlifted after rollover near Rolleston

The woman was airlifted by the rescue chopper with facial and shoulder injuries and was transported in a stable condition.

UPDATE 4.45PM: A 46-YEAR-OLD woman was flown to Rockhampton Hospital.

Local Partners

Local march is helping women 'Reclaim the Night'

Sexual violence is being brought out of the shadows this weekend with a march planned to raise awareness.

WATCH: NASA space station is live, see the view from above

In this picture taken from NASA's International Space Station from April 2015, the SpaceX Dragon is captured with the 57.7-foot-long Canadarm2 robotic arm before its installation to the Harmony module.

See the world from a new perspective as space station passes Rocky

LISTEN: Headbangers Halloween Hellfest lineup for Rocky gig

LEGENDARY: Odysseus Reborn hail from Bundaberg and will play the Headbangers Halloween Hellfest on October 29.

Four bands on the bill for metal core music gig this Friday night

Program announced for weekend's film festival

Lead character Frankie in one of the Capricorn Film Festival's short films, Slingshot, to screen this weekend.

Over 20 short films by CQ filmmakers to screen this weekend

RECAP: The Bachelorette S2E12 - the finale

Georgia Love pictured in a scene from The Bachelorette finale.

GEORGIA chooses Lee and leaves Matty J heartbroken.

The Bachelorette finale: Georgia declares her love for Lee

Georgia Love with The Bachelorette winner Lee Elliott.

MATTY J left heartbroken in emotional grand final.

Hear Zac's explosive sound at Giddy Goat on Saturday

DJ Zac Waters will play at the Giddy Goat on Saturday night.

Young DJ makes waves, hits up Giddy this weekend

Buy your own brothel: Scarlet Harem for sale

OPPORTUNITY KNOCKS: The Coast's first brothel, Scarlet Harem at Kunda Park, is up for sale.

Coast brothel madam sells up

Tom Cruise credits success to Scientology

Tom Cruise

Tom Cruise credits his success to Scientology

ADFAS lecture on UK's greatest gardener

FINE ART: Lancelot "Capability" Brown.

Australian Decorative and Fine Arts Society welcomes lecturer

Coast biggest rental drop in Qld

Vacancy rates for the September quarter.

Vacancy rates on Coast a promising sign

Tough times in CBD: Woolies says goodbye Ipswich

Woolworths in the Ipswich Mall.Photo: Rob Williams / The Queensland Times

The last day of trading will be January 1

Low rent helps teen get ahead

Yeppoon Real Estate principal and owner Esme Coren at one of their rental properties in Yeppoon.

Low rent great for tenant, not for owner

Look at me! Kath and Kim home up for sale

Kath and Kim from the iconic Aussie TV series.

'Crack open the Baileys and grab a box of BBQ Shapes'

How to fit 100,000 new homes on the Coast

Property, real estate, housing, suburb,  August 2016

Fitting 2m extra people in south-east Qld in 25 years a balance

Hinterland horse stud passed in for $8.25 million

UNREAL: This Maleny estate is incredible.

12-bedroom hinterland horse stud still available