338 – Advertorials, Book Publishing & Spiky Hair – Personal Branding with David Dutton — The Beginner Internet Business Podcast

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This week David Dutton and I get together for another “coffee chat” to discuss a topic he’ll be speaking on at my July marketing meetup event. The topic is Personal Branding Mastery.

David is a master when it comes to using media to brand himself as a local celebrity. He’s done this in his marketing consulting business years and now he’s doing it in the mortgage industry.

On this episode, we’ll be talking about some the things he’ll be covering when he speaks at my marketing event next week. Unfortunately, the audio was not great because I forgot one of my XLR microphones. Instead, we had to use the Zoom H4N’s onboard mics (not the best quality).

David will be discussing how he’s used local media lately (along with book publishing) to build his credibility up in an industry he’s new to. David and I will also be talking about the subtle (and glaring) differences that sometimes separate two equally knowledgeable people in the same industry. For example, most people have heard of Dave Ramsey today. They almost instantly recognize him as the guru of personal finance. On the other hand, most people have no idea who Larry Burkette is.

Larry was the president of Christian Financial Concepts years ago before there was a Dave Ramsey. He had a radio show just like Dave Ramsey. But he had nowhere near the listing audience Dave Ramsey has today. The one crucial difference was personal branding or put another way – “packaging”.

Ramsey is a polarizing figure. He’s the “tough love” Dr. Phil of managing money.

Many people love his brash style, but many people hate him for it. This has helped him to publish a number of bestselling books including his most successful one Financial Peace.
His personality is a big part of his brand. On the other hand, I remember Larry as being a soft-spoken, friendly person who didn’t have a large personality.

Here’s another example – painter Bob Ross’s perm. He actually hated the style but was smart enough to recognize it as a personal branding advantage. When he got his own line of paints and brushes, the logo was the picture of Bob with that hair.

The same can be said of David with that spiked hair of his. He’s been mistaken for Gary LeVox of Rascall Flatt a few times before, so it definitely works for building a lasting impression. The key is delivering enormous value along with creating a personal brand.

One thing I’ll say about David, he always gives value when he speaks, and he never holds back when he presents at my meetup events.

I’ll be posting the video of his presentation next week and making it available to all of my subscribers. Enjoy the episode.


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Personal Brand Statement Examples & Tips

An awesome personal brand statement example jumps right out at you.

However, after polling several well-educated young professionals about their personal brand statement, we realized that there are still many individuals who don’t understand how to use it to benefit their career and brand.

Your statement is not a mission statement or job title, but rather your “catchphrase” if you will about your specific expertise.

If you don’t have much experience at something, then it can be about an area that you want to become an expert in so long as you don’t exaggerate. Also, make sure to limit yourself to only one sentence for your personal branding statement.

Since there are still many people who are unaware of the need to create a personal brand regardless of the industry, then having a great one may just be the edge needed to win out over the competition.

Seven tips when writing a personal brand statement:

  1. List your attributes. This may seem a little bit too simple, but when you are trying to find some quality or skill that only you and a few other people have it really helps a lot. The goal here is to find the one or two things that separate you from your competition and make you unique. If you look at any strong personal branding statement example you will find that this is a main focus.
  2. Choose an audience. Creating a statement that is too broad and undirected at any particular group will most likely alienate many of your potential employers. Since the purpose of a personal brand statement is to briefly list your primary skills, it is necessary to target the industry where those skills are most useful.
  3. Be honest. It is tempting to exaggerate about your abilities, but this is not the place to do that. Don’t say you’re “the best” or a “leader in the field of…” unless you actually are. Keep in mind that the brand statement is only supposed to get people interested, and not say everything about your professional career. Hopefully, with a good sentence an employer will want to know about you.
  4. Make it memorable. Even though you want it to stand out, remember that using excessively large or technical words may alienate your audience. The statement of your brand should be something that others can remember easily since you need to be able to use it whenever a networking opportunity arises (baseball game, elevator, social function, etc). Try telling it to a friend or significant other one time and see if he or she can easily recall the entire sentence. If so, you’re off to a good start.
  5. Make your selfimpression = other’s impression. If you have trouble brainstorming personal skills, ask close friends or co-workers what they think your strengths are. Even after you’ve decided on a statement, it is a good idea to check with a friend to make sure that your idea of yourself matches what others think of you.
  6. Market yourself. I cannot emphasize this fact enough, when looking for a job you have to be willing to be your own advocate. A personal brand statement will not help you much if you are not telling people what it is. While some might think this feels too forward, the best examples of personal brand statements do this well. Have a personal website, or at the very least use social networking sites like facebook, twitter, LinkedIn, etc to reach potential employers and use your professional statement. Make sure to keep it consistent across platforms, however, because using the same sentence every time will help others remember it and associate it with you. Having a short brand statement means that you will be able to market yourself quickly whenever a chance for networking arises (on the subway, for instance).
  7. Be flexible. Even though it’s time consuming, your personal branding statement should be revised at least once a year to reflect changes and advancements in your professional career. In order to be effective, it needs to stay current.

Don’t procrastinate creating your statement. Since it is such a powerful marketing tool, you are going to want to spend enough time on it to make it fantastic and ensure that it projects exactly the image of you that you want.

Eventually, personal branding statements will be as common as a resume or reference list, but for now, it’s a sure way to get you noticed as a competitive applicant who is capable of keeping up with current self-marketing trends and using them to advantage.

Get more eyes on your personal brand statement.

Our free tool helps you promote and enhance your personal brand online.

Get started for free

Bonus Tips:

Be concise

Everybody tells you that you have to have an effective 30-second “elevator pitch.”

They’re wrong – you have way less than 30 seconds to make your first impression on a hiring manager, prospective client, or somebody you meet at a networking event. As a matter of fact, you really have just a few seconds to introduce yourself and present your personal branding statement.

THEN, if the other person is interested, you can go into your 30-second spiel, but only if they invite you to! If they’re not interested, don’t bother.

This is why a concise personal brand statement is so important. When you meet somebody for the first time, you don’t want to drone on and on without them showing interest. You should be respectful of their time and yours.

You’ll know right away if the other person swallowed the bait by watching their body language and by judging their response. If they show interest, you can and should elaborate – but once again, you have to do it without boring the person you’re speaking to.

You can practice this easily. Dial in your brief personal brand statement that you want to present so you can recite it on autopilot. Having this figured out will earn you more time to discuss the nitty-gritty in a lengthier discussion.

One thing to remember, your personal brand statement is not your job title! It’s the essence of who you are, distilled to just a few words. A solid personal brand statement example would be: “I help your brand gain visibility online.”

That’s simple, succinct, and it’s enough of a teaser to get a response like: “Wow, tell me how you do that.” That’s your invitation to elaborate with your 30 second elevator pitch.

Brevity begets precision. Stephen Hawking really has to work to communicate, yet he’s one of the most influential scientists in history. He has become a master at crafting his communications with the absolute minimum number of words simply because it takes him so long to create a simple sentence.

While you won’t have that challenge, you should be inspired by his precision. You can blabber on for hours once the other person has shown sufficient interest, but until then think about precision when you craft your personal brand statement.

Your personal brand statement should be short enough to fit on one line on your business card. And you should use it there, in your email signature, in your blog postings or comments, as your LinkedIn Professional Headline, and anywhere else where it’s appropriate to promote yourself.

Align your personal brand statement with your values:

As you know by now, your personal mission statement is not something you create once and then forget about. Rather, it’s something you should consult, review, and revise on a continuous basis.

The best personal brand statement examples are intimately tied in with the focus of the person who crafted it.

We recommend taking a glance at your personal brand statement every 3-6 months to see if anything needs to be changed. Your values and goals change over time, so it makes sense that your personal brand statement would as well.

As an individual you have values and virtues, just as organizations do. People expect this, and you shouldn’t shy away from having these influence your brand statement.

Too often we see people try to present their personal brand statement in a way that’s robotic or overly professional. We expect that with correspondence with a bank, not a person.

Take your values and goals and wear them on your sleeve (or your personal brand statement). This will help set you apart from all the other people who offer similar services or operate in the same industry. It will make you memorable, and help your end goal tremendously.

Personal brand statement examples:

In case you want some personal brand statement examples to help guide you, there are a handful below.

These examples can be used as templates for inspiration when making your own personal brand statement.

  • “I help people create new opportunities in their businesses and careers.”
  • “I am a personal trainer, specializing in weight training and mobility.”
  • “I give authors visibility on untapped promotional platforms where they can share their work.”
  • “I spark new product ideas for large companies that have stagnant product cycles.”

Here are some other personal brand statement examples that are more oriented around driving an action:

  • “I help CEOs transform their brand in only 60 days. 500 satisfied clients so far.”
  • “I turn businesses around by finding scalable growth strategies they can implement today.”
  • “I organize and focus nonprofit operations around their true mission so they can have maximum impact.”

As you can see, these personal brand statement examples are all about the value that they can provide others. They don’t drone on and on, instead they get right to the point and let the details get sorted out later.

As with anything, these should be looked at through the lens of your own experience. Don’t try and shoehorn your statement into a format that doesn’t work for you.

Instead, use these personal branding statement examples as an idea-generator if you need help formatting your statement or organizing everything.

Merging your personal brand statement and LinkedIn:

Now that you have some personal brand statement examples to get you going, you need to get the most out of your final product.

Time and time again we see people spend hours crafting and refining their personal brand statement, only for them to just put it on their website. Although this is a great place to put it, too often we see people ignore LinkedIn as an outlet.

LinkedIn is one of the places that makes the most sense to put your personal branding statement, more so than any other network. We recommend including it in a prominent position to lead off your profile information.

People skim online, even when looking at LinkedIn profiles. Taking your personal brand statement and making it easily found will help share what you’re all about, even if someone doesn’t have a lot of time to look at your profile.

This gives you a significant advantage over other profiles that have their value spread thin throughout their entire profile. You have to read and read just to get an idea of their experience and brand statement.

If you want to win on LinkedIn, take that personal branding statement and show it off. You spent time on it, don’t you want others to see it?

Lead in to your call to action without desperation:

With more and more people developing their personal brand statements, some common trends are starting to emerge. One of the most common ones we’ve seen is an overly aggressive or desperate call to action when speaking to potential clients or employers.

Coming on too strong, too fast is something that many people do. They think marketing their personal brand is all about “putting themselves out there”, when the best do it with more tact.

You want to be approachable and interested, but realize that most actions are not taken on the initial day of contact. When you present your personal brand statement to someone else they will likely circle back around to you later if they want to work together.

This doesn’t mean you shouldn’t make yourself available, just don’t go crazy with it. What’s going to help you the most here is a solid personal brand statement and a good conversation or impression afterwords. When things are wrapping up, give them your contact information and part ways. Coming on too strong can cancel out progress that was made earlier.

Get more eyes on your personal brand statement.

Our free tool helps you promote and enhance your personal brand online.

Get started for free

Keep educating yourself about your personal brand statement:

As we just covered, a personal brand statement is a concise way of letting other people know what you do and why you’re different, and is usually no more than two sentences.

It’s a key weapon in your arsenal because it provides a quick, top-level understanding of what you stand for without making others read a whole bio. We hope that the tips and personal brand statement examples we included will help you craft one that you are proud of.

However, a personal brand statement is just fluff unless you align your actions with it.

To help you understand this concept, keep educating yourself on how it ties in with your professional goals. It’s always good to keep learning!



Brand you 2014: five personal branding tips for the year ahead – Dorie Clark

By: – CC BY 2.0

This post by Dorie Clark first appeared in The Guardian.

Is 2014 going to be the year you get a promotion, or land that job you’ve been dreaming about? If you really want to reinvent your career and make your professional life more fulfilling, it’s time to take decisive action.

But how can you can set yourself apart from your peers and ensure you’re not stuck waiting around for callbacks? Have a go at these five personal branding tips.

Sharpen your narrative

What do you say when someone asks: “what have you been up to lately?” Don’t waste the opportunity, as so many do, with a ridiculous platitude (“not much” or “same old, same old”). It’s important to make sure you always have something to contribute to the conversation, which shows you’re staying current and interested in new challenges. Talk about a charity you’ve been volunteering for, or the most exciting project you’re doing at work.

Rekindle old ties

When it comes to rebranding yourself, sometimes the people closest to you are the toughest sell. They know you as X, so how is it possible that you could be Y? One professional reinvention secret that you might want to tap in 2014 is rekindling “dormant ties” – a phenomenon Wharton professor Adam Grant has written about.

Dormant ties are people you used to know, but haven’t been in touch with for quite a while. You still have a bond with them from days past, but since it’s been five or 10 years, they expect that you’ll have changed and grown. In the interim, they’ve picked up new contacts and networks, and may be willing to help you as you pursue even greater opportunities (and, hopefully, you can return the favour).

Seize on an emerging trend

When you’re first building a name for yourself, it’s hard to be a generalist. If you want to become known as an expert in sports or politics, there’s infinite competition. But if you pick an emerging trend, you often have a clear path forward.

As technology thought leader Robert Scoble told me in a recent interview: “If you pick a single niche that isn’t well covered – like Google Glass – and you have an authoritative blog, if Google Glass takes off, all of a sudden you’re getting invited to press conferences and other events about wearable [technology]. It’s a lot easier to get known as a person who covers a niche.” What’s the emerging trend you can explore?

Learn one new skill

Of course, we’d all like to learn Mandarin, travel the world, and become master golf, tennis and cricket players. If we have jobs and families, we can’t do all those things in 2014, but that doesn’t mean you can’t pick one to focus on. Choose one specific new skill and make a commitment to master it this year. At the start of 2013, I had never conducted a webinar – by the end of the year, I had run nearly 20. Pick your focus area, and you can do the same.

Start creating content

You’re always in a stronger position to negotiate terms and conditions when someone comes to you, rather than when you go begging at their door. The best way to ensure they do is “inbound marketing” or “content marketing”, ie the practice of creating content that showcases your expertise and is helpful to others.

There are no excuses anymore; starting a blog is free thanks to sites like WordPress. Don’t like to write? Create a video podcast using your smartphone, or simply monologue into the voice memo function of your phone (as social media guru Gary Vaynerchuk does) and pay someone to transcribe it.

The economy is picking up, and the internet puts more tools at our disposal than ever to meet new people, connect with past colleagues, learn skills for free, and share our expertise. It’s time to make the most of it in 2014 by building your personal brand and attracting the right kind of opportunities.

Dorie Clark is a marketing strategist who teaches at Duke University’s . Find out more about her book, (Harvard Business Review Press) and follow her on Twitter

Brand Yourself with Influence-Not Authority

Several years ago, a Fortune 100 company asked us to develop a program on how to be more effective at influencing skills. It is a competency we should acquire at any stage of life, since we’re often put in situations where we need to get something done, but we have no authority over those people who can help us meet the goal.
The definition of influencing is “getting others to do something, say something, or give you something while maintaining the relationship. It’s accomplishing your end result while building and enhancing the relationship.” Both are important.

Here are my points of view on how you can become a more effective influencer.

1. Maintain/build positive relationships– Think about those who you consider to be good influencers. They don’t rely on their position or title. They know how to build relationships by earning respect, not just respect because of a title. Respect is earned by focusing on improving and supporting the relationship while accomplishing your goals. Be honest and open about what you’re trying to achieve. Agree on a common goal and the roles each of you will play. Seek to understand and respect each other, really listen, and act with integrity. A positive relationship based on trust along with effective influencing will get you closer to achieving goals that are important for both parties.

2. Don’t demand– Get people in the same boat with you paddling in the same direction by explaining the “why” when you are asking someone to do something. Why should they be in your boat? Why should they comply with your request?

For example, if you’re working on a project and things are not moving along as quickly as you would like, you may want to take the lead to get it going. Taking the lead is one thing, but barking orders is another. Demands cause friction! Instead, give people your reason for asking for that report, important information, or status of a project. By doing this, you’re leading them toward accomplishing the common goal without telling them what to do. Remind them of the vision and goal — that’s what both of you should be working toward.

3. Make them like you– People respond positively to people they know, like, and trust. When you have no authority over someone and need their help, it’s particularly challenging to accomplish a goal. Have a conversation with the person to find out what is on their plate, what you can do to support them in getting what you want, and sincerely listening to their point of view. Without meaningful dialogue, there is no influencing. There may be awareness, but there will be no commitment.

4. Know your peers –The more you know about someone, the more likely you are to have a relationship where asking for something is usually well received. Think ahead before you ask. What might be assumptions you are making about that person and what is important to him or her? In other words, be willing to step into their shoes and think like they think. It’s amazing the power of this simple consideration.

5. Communicate clearly Good influencers are effective communicators. This doesn’t require any authority, but it does require being flexible in your approach. Encourage two-way communication. Understand that everyone responds differently to what is presented to them. Make use of convenient methods to keep information flowing including emails, phone calls, face-to-face meetings, and even group messaging apps. Have fun with it! Technology has made it easy to communicate and be appropriately persistent. When there are multiple people handling bits of information, communication is key! Practice effective communication, you’ll influence others to do the same.

Valerie Sokolosky is a Master Personal Brand Strategist and expert thought leader in leadership presence and personal branding. A widely published author and founder of Valerie and Company, her executive coaching and training has helped companies large and small achieve their goals of increased productivity, profitability, and enhanced people skills.

Build a Career of Success, Satisfaction and Freedom: 440: LinkedIn and Personal Branding, with Gregg Burkhalter

Gregg Burkhalter, “The LinkedIn Guy,” is a recognized authority on LinkedIn.com and personal and professional branding. He offers proven tips on how to develop a powerful LinkedIn profile and professional brand, and how to avoid the pitfalls of newbies on the influential site. He warns about the line you should never cross over. Gregg’s “3-D” approach to creating a winning strategy will help you rise above the competition.

Read More

How to Use Twitter For Personal Branding and Executive Job Search, Part 2

Twitter can help you connect with the right people, to land a great-fit executive job.

In Part 1 of this 2-part series, I covered:

  • The value of Twitter for executive job search,
  • How to get started,
  • How to follow the right Twitter folks, and
  • How to build up your followers.

In Part 2 here, I’m covering:

  • Tips on finding potent tweets and retweets,
  • Building a Twitter strategy, and
  • Staying the course.

Some Ways to Find Potent Tweets and Retweets

Some people, especially those new to Twitter, complain that they don’t know what to tweet, or that they don’t have enough things to tweet regularly.

Here are some places and ways to keep your Twitter stream fresh and relevant:

Set up Google Alerts for the following. Google will email you links when those keywords show up online. Tweet those relevant articles and blog posts.

  • Names of the companies you’re targeting
  • Names of key decision makers in your target companies
  • Key word phrases relevant to your niche (and/or the hashtags you’ve already uncovered)
  • Names of your target companies’ relevant products or services
  • Names of subject matter experts in your niche
  • Names of any people whose radar you want to get on.

Once you’ve compiled a solid list of hashtags you’ll be using regularly, search them on Twitter and retweet the good tweets that contain them.

Along with retweeting the people you follow and others, tweet about your professional accomplishments, whenever you publish something online (relevant news story, blog post, guest blog, article, blog comments, etc.), and select personal victories.

And, of course, regularly send out tweets positioning yourself as a job seeker and stating your value to your target employers, unless you are conducting a confidential job search.

In this case, no tweets that “out” you as a candidate. All of your professional-type tweets should support your personal brand, while supporting your current employer.

Tips For Tweeting To Promote Your Candidacy

  • Include your relevant keywords and/or phrases as hashtags.
  • If applicable, include a link to further information about you, as you did in your Twitter bio.
  • An example of a tweet — #Pharmaceutical #Oncology #Sales and #Marketing #Executive seeking new opportunities [link]
  • Change up your tweet to include various relevant hashtags.
  • Don’t be overly self-promotional, so that these tweets appear too often in your Twitter stream. Figure maybe every tenth tweet or so.

Save Time By Automating Your Tweets and Shares

There are several apps and automation software platforms you can use to minimize the time you spend on social media.

I use Recurpost. Hootsuite is another popular one.

Give Your Tweets Visual Impact

Include images, photos or videos with your tweets, when possible. People connect better to, and are more positively impacted by, tweets that include some kind of visual.

Many studies have shown that, when an image is paired with content, people retain the information much better, and for a longer period of time.

Build a Twitter Strategy and Stay the Course

If you’re going to use Twitter, do it purposefully, following these imperatives:

• Frequency

Try to tweet at least a few times a day or every other day, to stay top of mind with the people you’re trying to position yourself in front of. Conversely, don’t let yourself get sucked into the Twitter vortex and find you’ve twittered away an hour or more (unless you can really afford the time).

Using one of the automated platforms will greatly help.

• Consistency

Focus on tweeting and retweeting relevant info that reinforces your brand, thought leadership, subject matter expertise, and value to your target market.

• Hashtags

Use relevant hashtags whenever possible, but not so many in a tweet that all you see are the hashtag symbols. Use the hashtags your target employers use. It’s best to place hashtags at the end of a tweet.

• Twitter Etiquette

When you retweet people, make sure you include their @Twittername, as a courtesy and so they’ll notice it. Thank people whenever they retweet or @ mention you. Refrain from bad-mouthing employers (or anyone), bad language, and any inappropriate material.

• Balance

Tweet mostly relevant professional info, but add in some personal, too. Something like a balance of 20-25% personal to 75-80% professional is about right. If you want to do more idle chit chat on Twitter about non-professional matters, it may be best to set up another account with an anonymous name that won’t connect you in any way to your professional account.

• Patience

At first, you’ll be spending a lot of time building up quality people to follow. Meantime, it takes time to build up quality followers and a long, potent twitter stream, which reinforces your credibility. So, it may be a  few months before you see much in the way of results.

All the more reason to follow the networking (online and offline) golden rule, and network even when you don’t need to. Practice “give to get” networking and stay ever-connected to your network. Get going with Twitter well in advance of starting your job search.

How a Robust Online Presence Helps You Land The Best Executive Jobs

Twitter vs LinkedIn for Executive Job Search Networking

Twitter Executive Branding Strategy: The Beauty of a Retweet

Twitter Personal Branding Time-Saving Tips

Executive Brand Online Reputation Management: How to Build Your Brand Online

Executive Job Search and Personal Branding Help

Need help with personal branding, your LinkedIn profile, resume and biography, and getting your executive job search on track . . . to land a great-fit new gig?

Take a look at the services I offer, how my process works and what differentiates my value-offer . . . then get in touch with me and we’ll get the ball rolling.

photo by Rosaura Ochoa

The post How to Use Twitter For Personal Branding and Executive Job Search, Part 2 appeared first on Executive Resume Branding.

Tom Peters on Excellence and Personal Branding

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Early in my career, I spent my commute listening to audiobooks in my 1996 Ford Taurus. The tinny car speakers shook as Tom Peters spoke about excellence and management by walking around. Through landmark books such as In Search of Excellence, The Pursuit of Wow! and his latest, The Excellence Dividend, Tom challenges conventional wisdom with an unparalleled bias toward action. I’m thrilled to share my conversation with Tom Peters on this week’s On Brand podcast presented by Twenty20.

Enjoy This Episode Now

About Tom Peters

Tom Peters is a leading business management guru and founder of the Tom Peters Company. He continues to be in constant demand for lectures and seminars. In 2017, he received a Lifetime Achievement Award from Thinkers50 and the Jack Covert Award for Contribution to the Business Book Industry from 800-CEO-READ. Peters is the bestselling author of seventeen books, including (with Robert H. Waterman, Jr.), which is often cited as among the best business books ever written. Arriving at an equally troubling time, his latest book, , is a self-described “sequel of sorts” to this modern business classic.

Episode Highlights

Tom’s work has inspired me my entire career. But I had to ask … Why write another book? “There are significant consistencies,” Tom noted with what was happening when In Search of Excellence was first released and now. “And we still haven’t gotten it! Every 60 months or so, I’ve just had it up to my eyeballs and I sit down and write another damn book that says do your managing by walking around.”

The Brand Called You at (Almost) 20. Tom’s landmark 1999 essay and book, , offered the first-ever major work on personal branding. And it’s as true now as it was then. “Nineteen years later, it’s a survival necessity. You can no longer survive as #129 (on your employee badge). You have to be someone that stands for something.” We also spent some time talking about why personal branding is still misunderstood.

“Hard is soft and soft is hard.” Tom offered his insights on the true nature of the key skills involved in business today. The hard stuff — numbers, for example — are really soft. And the soft stuff like culture is actually really hard.

Business education today. Tom is on a quest. “I want the MBA to stand for a Masters of Business Arts.” Citing author and organizational effectiveness expert Henry Mintzberg, Tom noted that while MBAs are hired more and make more at graduation, 20 years later liberal arts grads have risen to more leadership roles. It was at this point that Tom complimented me for having a theatre arts degree!

Tom and I may be sending Mark Zuckerberg a copy of The Darkest Hour. One of my favorite things about Tom’s writing and speaking, are the parallels he draws to great leaders in history. FDR and Churchill weren’t experts at economics and military strategy, but they inspired. They led. Zuck could learn a thing or two in navigating the current crisis at Facebook.

What brand has made Tom smile recently? Like much of his thinking, Tom is in a class of his own when it comes to citing smile-worthy brands. While Apple, Nike, and Southwest Air are oft-cited, Tom provided the inaugural listing of Ziplock bags. They do everything — from keeping your iPhone safe to making a cool sound when you close them. You’ll never think of Ziplock bags the same way again!

To learn more, go to or .

As We Wrap …

Before we go, I want to flip the microphone around to our community …
This week I want to give a shout out to the past guest who got the ball rolling on this week’s interview. My third guest ever in the history of the show was Dorie Clark who told me I should try and talk with Tom. She made some connections, I sent a few persistent emails, and a few years later — here we are!

Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.

Thanks again to our sponsor Twenty20. Your source for on brand photography for your brand. You can get five photos with Twenty20’s one-week free trial at Twenty20.com/OnBrand.

Until next week, I’ll see you on the Internet!

What’s Next for Personal Branding?

The word personal branding, based on timeless principles of human interaction, was coined for the first time in 1997 by Tom Peters. More than 20 years later, we live in an age where being a personal branding consultant is a normal job and the importance of curating your digital self is likened to visiting a doctor. Well, at least according to Matt Klein, the founder of PRSNL Branding; the first digital agency for emerging professionals’ online identities.

Okay, we know the past, we know the present, but what about the future of personal branding? Is it possible to see where things are going?

Read below to find out what we know so far about future personal branding trends.

Niches and relevance

For businesses, perfecting their niche, remaining relevant and making the most of video medium will be key

Social media coach and mentor Carl Ramallo stresses that you need to remain relevant and engage heavily with your prospective audience at all times. As soon as you stop doing this your customers will simply stop caring. Also, if your niche isn’t specific enough, you better start “pampering” it today. Being generic distances you from your target audience.

Real-time video & mobiles

Another key factor that should help businesses stand out from the crowd lies in integrating real-time video because, “it’s great for business-to-business brands because they can insert thought leadership, instead of just advertising.” Yes, emotions play an important role in influencing your perspective audience and real-time video is, indeed, a cool content marketing strategy to differentiate your brand.

The latest statistics speak for themselves: In 2018, 52 percent of any site traffic is coming from mobile devices and two-thirds of that traffic on mobile devices will be via video. SnapchatBlabVinePeriscope and Facebook Live have their best days ahead of them.

Individuals as businesses

Individuals will be viewed as businesses and this will make them think more about their personal brand.

As you may have read before, up to 70 percent of employers are likely to look you up online. And things aren’t going to get any better (or worse? Depends how you look at it) in the future. The thing is, relying on AI to determine a candidate’s hiring worth will only become increasingly more mainstream. And much to our detriment, algorithms do not have the ability to understand the many desirable human qualities like charisma, workplace attitude and work ethic.

Personal branding will work best for those who are good at “self-packaging”, that is, whose branding is based in authenticity and a genuine desire to add value to those around them. Good personal branding is in no way about narcissistic “me, me, me” and endless posting on social media won’t push your career forward.

Why is it important?

But why is there such a pressing imperative to build and maintain your brand in the first place? You’re not a product, are you?

Ilana Gershon, professor of anthropology at the University of Indiana, has some answers to this question as she spent a whole year interviewing and observing job seekers and employers in Silicon Valley and around the US.

She says that the employer-employee relationship is starting to resemble a contract between two business enterprises and personal branding’s primary function is to make people feel like they have control over their careers in an increasingly cutthroat job landscape. Gershon elaborates that “the self as business is a metaphor that people developed to think through how they can operate in a space which is completely defined by market logics”. If it’s impossible to have 100 percent control over your career, you can always choose to have 100 percent control over your online reputation. To fulfill our need to always stay ahead of the curve, some universities now offer online personal branding courses as part of their curriculum.

You can read more about Gershon’s research findings in her new book: “”.

Katarina Matiasovska writes for Inspiring Interns, which specialises in sourcing candidates for internships and graduate jobs.


Matt Arnerich works as a content writer over at specialists Inspiring Interns. He focuses on writing careers advice for everyone from recent graduates looking for their first internships or graduate jobs in London, to experienced professionals looking for senior roles.

How to Use Twitter For Personal Branding and Executive Job Search, Part 1

In my experience, executive job seekers shy away from Twitter for many reasons . . . most of which are misconceptions.

Do any of the following describe your resistance to using Twitter?

  • You think it’s not worth the effort.
  • You think it’s all about posting photos showing what you had for dinner, or tweeting about other frivolous things.
  • You don’t think of it as a useful platform for personal marketing for job search.
  • You think it will be a major waste of time, and a major distraction.
  • You don’t think social media, especially Twitter, needs to be part of your job search.
  • You don’t have enough time to do Twitter right.
  • You can’t figure out how to best use it.

These are all valid concerns but, if you give it a chance . . . and stick with it for a bit . . . you should see the benefits and a good ROI.

In Part 1 of this two-part series, I’m covering:

  • The value of Twitter for executive job search,
  • How to get started,
  • How to follow the right Twitter folks, and
  • How to build up your followers.

In Part 2, I’ll cover:

  • Tips on finding potent tweets and retweets,
  • Building a Twitter strategy, and
  • Staying the course.

Why Twitter for Executive Job Search?

Many companies (probably the ones you’re targeting) have Twitter accounts. They’re tweeting job openings at all levels and tweeting about their products, services, and company culture.

Many — probably most — executive recruiters in your niche are on Twitter, posting job openings, and searching and qualifying good-fit candidates like you.

Shouldn’t you be on Twitter too, connecting with them, communicating your value to them, learning from them, and staying top of mind with them?

Where else online (or offline for that matter) can you freely listen in on and learn from conversations they’re having to help you land your next gig?

Twitter is a powerful place to:

  • Build credibility, visibility, and evangelism for your brand and unique value proposition.
  • Extend your online presence.
  • Connect directly with hiring decision makers at your target companies and executive recruiters in your niche.
  • Help you with due diligence on your target employers.
  • Expand your network.
  • Connect with new communities of subject matter experts and thought leaders.
  • Uncover opportunities that may lead to landing a job.
  • Position yourself as social media-savvy . . . someone who’s embracing the digital age.

Twitter can help you capture the attention of people who can help you meet your career goals.

How To Get Started with Twitter

If you’re in a job search, or about to be, I’m assuming you’ve already done the initial work on employer targeting and company/industry research, along with personal branding.

If you skip this critical first step, you won’t clearly understand the needs of the companies you want to work for, what differentiates the unique value you offer them, or be able to communicate your value in the messaging you put out there.

Create your Twitter biography:

This is the brief blurb (160 characters maximum) positioned just below your @Twittername and photo.

Use your most relevant keywords and keyword phrases, which you’ll uncover through company and industry research. Some people use hashtags in their bio, but they take up valuable space, so don’t overdo it.

Include a link to further information about you. Your professional website “About” page is the best choice, if you have one. Otherwise, your job search online portfolio (resume, bio, and other documents) or LinkedIn profile are good choices.

Include a professional photo. No one wants to follow someone whose Twitter account shows the default egg graphic. Use the same photo that you use elsewhere online (LinkedIn, etc.), so that you’ll be easily identifiable across your online presence.

What’s the best, and easiest, Twitter strategy for executive job search?

Find the right people to follow and retweet them regularly.

Follow the Right Twitter Folks and Build Up Your Followers

Research your target employers:

Search each company name on Twitter and follow them. You may also come upon employees to follow.

LinkedIn company pages are another good place to find employees at your target companies to follow.

Identify key players and hiring decision makers that you’ll follow, retweet (RT) and @ mention, which means including their “@Twittername” in tweets.

People see . . . and pay attention to . . . their @ mentions. It’s a way to directly connect with people you may not otherwise be able to.

Check your target companies’ Twitter accounts for job openings and announcements.

Follow, Retweet, and @ mention the following:

  • Your target employers and their employees
  • Relevant industry and company online publications
  • Major newspapers and magazines (NY Times, WSJ, Forbes, etc.)
  • Executive recruiters in your niche
  • Subject matter experts and thought leaders in your niche
  • Personal branding, job search, and careers professionals for free advice (search relevant hashtags like #jobsearch, #resume, #personalbranding, etc.)
  • Any people whose radar you want to get on

For more on retweeting, see my post Twitter Executive Branding Strategy: The Beauty of a Retweet.

Tweet original Tweets, when you can

If you’re blogging or posting relevant articles anywhere online − your own site, another relevant site, LinkedIn’s Pulse publishing platform, etc. − tweet each posting.

Also, regularly tweet these posts of yours, to help you stay top-of-mind with people. Setting up an account on a social media sharing platform like Hootsuite will make it easy to create a posting schedule.

Don’t forget to use hashtags

As you continue to follow more people on Twitter, pay attention to the hashtags (#) they’re using and start compiling a list of those relevant to you, your brand, and your job search.

Use these hashtags in tweets whenever possible. Studies have shown that tweets with hashtags get retweeted more often.

photo by Rosaura Ochoa

How a Robust Online Presence Helps You Land The Best Executive Jobs

Twitter vs LinkedIn for Executive Job Search Networking

Twitter Executive Branding Strategy: The Beauty of a Retweet

Twitter Personal Branding Time-Saving Tips

Executive Brand Online Reputation Management: How to Build Your Brand Online

Executive Job Search and Personal Branding Help

Need help with personal branding, your LinkedIn profile, resume and biography, and getting your executive job search on track . . . to land a great-fit new gig?

Take a look at the services I offer, how my process works and what differentiates my value-offer . . . then get in touch with me and we’ll get the ball rolling.

The post How to Use Twitter For Personal Branding and Executive Job Search, Part 1 appeared first on Executive Resume Branding.

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