Brand Yourself and Your Business Simultaneously
June 19, 2008 at 11:15 am | In People, Personal Branding, Success Strategies | 6 CommentsI 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.
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Dan…hey Dan, thanks. Just so you know, (and I am sure you do), this came about most definitely NOT only because of me. We have over 80 people here at JOBDIG, and every day they are promoting and living the JOBDIG brand to their customers and prospects. A brand only becomes a brand when customers recognize it as such after they have learned to trust and believe in your company. This is not a one person activity.
best, GL HOFFMAN, Minneapolis
Comment by GL HOFFMAN — June 19, 2008 #
I’ve just had a look at JobDig and I can see what you mean – I’m a big fan of fun character that embodies the spirit of a company like the dog in this instance. It’s something I can relate to and would be more attracted to than a dull lifeless logo.
Comment by Job Cart — June 19, 2008 #
Dan, thanks for another compelling post.
As an entrepreneur finding my way as a brand and getting my sea legs navigating social media, I’m hopefully getting a handle on what you noted:
“Customers will be purchasing based on your brand, as well as the offering.”
This makes absolute sense, and seems obvious seeing it on the page, but I guess I hadn’t quite put it together as you did.
I feel extremely fortunate that, in my practice as an executive resume writer, my work feels like a hobby. I’m truly “digging my job”. So many job seekers who come to me can’t say that about themselves. One of the greatest things about my work is helping my clients get to that place, within and in the marketplace, where they can dig their work too.
I encourage them to nurture their network and be remembered by going the extra mile, as you say in your take-aways, and communicating to some extent by regular mail. Things like sending a quick hand-written thank you note for a helpful conversation or complimenting those they know and/or admire on a great presentation, blog post, or article.
Taking that kind of time and consideration are so rare they can be tremendously impactful.
Comment by Meg Guiseppi — June 19, 2008 #
The success of your product leads to the success of your personal brand and visa versa.
Comment by Dan Schawbel — June 19, 2008 #
A Whoop, Whoop for personal branding in Minnesota. If you run a search on “diggings” in google you’ll find Toby Dayton’s blog. A must read feed. Toby is another one of the great professional brands behind JobDig.
- Lief
http://lieflarson.businesscard2.com
Comment by Lief Larson — June 20, 2008 #
This is so topical Dan. There is plenty of discussion and thought to be had around personal brand v your business brand! As you know, I am going through a rebranding exercise for my business right now, and I have struggled with this. Jobdig is a great business where the business brand reflects the qualities of the personal brand that is G.L. Hoffman. Stay in touch..
Comment by Luke Harvey-Palmer — June 20, 2008 #