Why personal branding is not pathetic (or, why Sheryl Sandberg never wears a T-shirt)

There are a few terms in our industry that I loathe, and near the top of the list is “personal branding.” But just because the phrase has become a cornerstone of guru speak doesn’t mean the concept of a personal brand is irrelevant. Ironically I used the term in the title of my newest book because I could not think of a replacement that people would easily understand!

There have been many articles written lately about why personal branding is vain, fruitless, and narcissistic. One person emailed me and claimed the idea of a personal brand represented everything that was wrong in our world today.

Let’s step back a minute shall we, and take a dispassionate view of the importance of the personal brand, with lessons from Sheryl Sandberg.

My friend John Dale Beckley sent me an article from the BBC called “The Case Against Personal Brands,” featuring quotes from Sheryl Sandberg, best-selling author of Lean In, and COO of Facebook. In the piece, Sandberg rails against the idea of a personal brand. Here is a quote from the article:

“Crest has a brand. Perrier has a brand. People are not that simple. When we are packaged, we’re ineffective and inauthentic. What we each have is a voice, which can be complex, contradictory and sometimes wrong. Don’t package yourself.”

Packaging yourself

A brand is simply the idea that somebody has about you (or a product) from their accumulated experiences. Those experiences, increasingly, are formed from the online impressions we get of you through content, photos, and videos. When I searched for Sheryl Sandberg, here are the consecutive photos that come up:

personal branding

So my question is: Does Sheryl Sandberg ever wear a tee-shirt? Does she work out? Is her hair ever messy? Does she go without make-up? Does she ever wear a designer outfit that is not black or white?

Please know that I’m not dismissing Ms. Sandberg in any way. I respect her very much. I’m using this somewhat silly example and asking whimsical questions to suggest that in many ways, she indeed packages herself. We all do. Even if you choose to not “package yourself” (whatever that means) you are packaging yourself. You are making a decision about how you present yourself to the world.

And that’s not bad.

I think it’s really smart that Ms. Sandberg has packaged herself. Her buttoned-up, elegant persona will help her sell books and command respect as a leader on Wall Street where image certainly matters. Everything you do, and everything you don’t do becomes your brand. I think if Ms. Sandberg didn’t curate her image to some extent we’d probably be disappointed.

Being intentional about your brand doesn’t mean you’re a fake or inauthentic. It means you’re smart. As I point out in my book KNOWN, establishing an appropriate presence, reputation and authority on the web can provide a permanent and sustainable advantage. In fact, it may be the only advantage we carry with us throughout our career. Why would anybody leave that to chance?

Faking it

I think perhaps what Ms. Sandberg is really saying is “don’t fake it,” and I can agree with that entirely. She probably loves designer clothes and hobnobbing at fine restaurants. So being pictured in these circumstances is somewhat curated (because you’re leaving the bed head out) but also entirely authentic.

I recently wrote about being “strategically authentic.” On the surface that might sound awful but I also believe that’s what most of us do every day. Authentic means being the same all the time, everywhere. We probably don’t want to know about Ms. Sandberg’s annoying skin rash, or smelly feet. She can leave those details out and we can still see her as authentic.

Ms. Sandberg has a son and a daughter but we don’t see them too much online. As a highly-visible executive it seems smart to largely edit them out of her brand for safety reasons. She doesn’t hide the fact that she has kids and occasionally includes references to them in her content because that is an important part of her identity. But this intentional curation is also an aspect of her packaged image and that makes sense.

Establishing an effective personal brand takes courage

Trying to be somebody you’re not is tragic. It’s not sustainable. Establishing a great brand means being more of yourself at your best: Amplifying your message and what you stand for. Ms. Sandberg doesn’t appeal to everybody and I’m guessing she’s OK with that.

I don’t appeal to everybody either. I have people disagree with me all the time. And that’s because I’m human, not a tube of toothpaste. Part of having a successful brand is being OK with the fact that you may not be universally beloved. As I wrote in my book KNOWN, not everyone will like you … you’re not pizza.

If you appeal to everybody, that’s probably a sign that you’re faking it.

The next level

Let’s take this argument for the importance of personal brands a step further. To what extent does the Sheryl Sandberg personal brand create a halo for Facebook? If Sheryl is cool, does that make Facebook somewhat cooler?

People really don’t care much if Facebook advertises on TV or updates their logo. But we do intensely care about the personalities behind the brand. In the old days brands were created by advertising impressions. Today they are just as likely to be created by human impressions.

So to the extent that a company is made up of a collection of cool personal brands, that adds immeasurable value.

Get over it

I think if people deny the importance of a personal brand it is simply hubris. If you’re breathing, you have a personal brand. Every public figure “designs” their brand to some extent … and they’re not being very smart if they don’t.

So can we please get over this nonsense that a “personal brand” isn’t a thing? I don’t think any professional business person today will claim that their public image, reputation, popularity, and  presence isn’t important. All of that is part of your brand, even if you hate the term (as I do)

And as I’ve shown, in many cases, a personal brand IS THE COMPANY BRAND.

Instead of debating the semantics, I’d like you to consider the bigger picture: The only sustainable advantage we have as individuals is to be known in our industry. Either you’re known or you’re not. And if you’re known you will have a business advantage over those who aren’t. It’s just that simple.

Now what are you going to do about it?

Mark Schaefer is the chief blogger for this site, executive director of Schaefer Marketing Solutions, and the author of several best-selling digital marketing books. He is an acclaimed keynote speaker, college educator, and business consultant.  The Marketing Companion podcast is among the top business podcasts in the world. Contact Mark to have him speak to your company event or conference soon.

Illustration marked safe for re-use by Google search. Book link is affiliate link.

Source

https://www.businessesgrow.com/2017/11/27/personal-branding-2/

The Art (And Science) of Personal Branding Online [Infographic]

Whether you are going for your first job interview out of college or you are a seasoned business professional, you have to think about how you are presenting yourself online these days. People can Google your name and instantly come up with your social profiles, so how you present yourself online becomes your personal brand. If you own a small business any transgression a customer finds online can mean the end of your business. Personal branding online is a crucial skill to master these days no matter what part of a business you are in, but it’s not always easy to know what to do.

Profile Pictures

Your profile picture will vary based on which application you are looking at. For a professional photo you should be dressed in professional attire, smiling with teeth, have good lighting, and squint slightly. These things make you seem more likeable an competent. This is of course completely different from what you would want in an online dating profile, and it could be completely different from a personal Facebook profile photo.

Your Bio

A professional bio is going to be different from an online dating profile, but don’t veer too far into corporatespeak. People want to know that you are still a human with hobbies and interests and not just a robot who only thinks about work. Highlight your successes and talk about your passions.

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Online Branding Is More Important Than You Think

Did you know that 70% of employers are going to look you up online before they even make the decision to bring you in for an interview? If you are not prepared for that, start preparing for it now. Overhaul your online persona, starting with your profile pics and bios. Be more careful about what you post. Learn more about personal branding online from this infographic!

Image Source: Best Marketing Degrees

Email

Source

https://www.business2community.com/infographics/art-science-personal-branding-online-infographic-01977674

Personal Branding For Service Providers

Personal Branding is about creating a specific image of yourself in the mind of your ideal client, so they can get to know, like and trust you before they buy from you.

In the same way, big brands create instant recognition, your personal brand makes you stand out from a crowd of competitors.

And standing out is vital because selling services is like selling thin air.

If you want to become the go-to trusted expert, you need to create confidence that you can deliver on your promises.

But personal branding goes far deeper than just choosing a trustworthy brand name, it’s about how you want to make people feel.

The human brain makes decisions based on memory and emotion and a confused mind will never buy.

Personal branding enables you to create a consistent message, a familiar brand voice or instantly recognised style, making it so much easier to promote your services in a way that makes sense to your target audience.

Your personal brand flows over into your business brand, including the brand identity you choose, colours and imagery you use and the content you create to instantly connect with your ideal client.

It creates your brand personality and culture, guiding you to make the right decisions about marketing, promotions, partnerships, sponsorships and which channels to use.

The stand out personal brands we know, also inspire the culture of their business brand.

Oprah Winfrey and her determined and heart centred HARPO & OWN Network, Steve Jobs with innovative, think differently Apple, Richard Branson whose sense of fun infuses the Virgin brand.

Their own personality has cascaded over into the business brand culture, with a distinct and easily recognised brand message and a tone of voice.

Their personal brand speaks for them and keeps the business brand on track.

In this way, your personal brand is like a compass for your business, always pointing you in the direction of your True North, keeping you consistent and avoiding the distraction of “bright-shiny-objectitis”.

Consistency is the key to creating a memorable brand. Cadbury, Nike, Coca-Cola have kept their core brand message the same for many years and now we simply expect them to be the way they are.

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If you create marketing and promotion for your business without any set direction, you confuse your customers and run the risk of looking desperate.

That’s why the first step to developing your personal brand is to decide, what you want to become well known, well paid and wanted for.

If you are clear about your own brand, it makes it very easy for others to talk about you,

Word of mouth is by far the best form of marketing to get your personal brand off the ground. It’s free, 3rd party endorsement that lasts forever, but exactly what do you want others to say about you?

What do you want to be recognised for being the best at?

Greek Philosophers coined the phrase “Know Thyself” and before you learn about your market, target audience or make any decisions about how to launch your brand, you need to first understand your natural area of expertise.

Creating a personal brand defines the unique way in which you operate, pulling together all your experience and everything you do, into a single-minded purpose. Then you have a much clearer direction about how you can help others.

If you truly want to be recognised and respected with a solid reputation, your Personal Brand should be created before you begin any sort of media, marketing, PR, promotion, book writing, speaking or creation of a program.

So before you throw yourself into creating target avatars and figuring out your marketing channels, spend some time developing a meaningful personal brand that stands out from the crowd.

Here are some simple steps you can follow to define your personal brand:

1) Go back and find the ‘thread’ that runs throughout your life and knits together your natural skills and talents. Remember what you loved doing as a child and how that innate skill has morphed into the things you do today with ease.

2) If you’ve been doing what you do for 5 years or longer, you are probably in the unconscious competence zone and you’ve forgotten what your speciality is. You probably think everyone knows what you know.
Make a numbered list of the process you use and you’ll be surprised to see exactly how many steps it takes to deliver your service, and how you probably have a different approach to others.

3) If you are really struggling to define what you are naturally good at and how to package together all of your many areas of expertise, grab a pack of post-it notes and a pen, then find a blank wall or clear off the table and do a brain dump. Simply write down something you know on a post-it and keep going until there is nothing left. Then consider what order all that information would have to be in, should you try to teach others what you do.

The most interesting thing I have discovered in the many years I’ve been helping professional service providers to capture and refine their personal brand into something meaningful is that so many very clever people don’t think they have anything different to offer.

If you take the time to reflect on what you do with ease that others do differently, you’ll be delightfully surprised at how unique you really are.

Source

http://www.business2community.com/leadership/personal-branding-service-providers-01851797

Four Silent Personal-Branding Mistakes You Don’t Realize You’re Making

Whether you work for yourself full-time or have a side hustle, having a personal brand is unavoidable. But while there are more self-promotion tools than ever, actually gaining an audience can still be pretty hard. Everyone has a brand message they’re trying to get across.

Feeling lost in a sea of advertisements can drive you to use personal branding tactics that backfire, turning off prospects before you even speak with them–without even realizing it. These are four common personal branding mistakes that lots of people unknowingly fall into, and what to do instead.

You know it’s important to build relationships rather than to just collect “likes” and followers. When you need to bring in new business to pay your rent, you amp up your self-promotion efforts. Feeling overwhelmed, you inadvertently shift your social media streams to “write only”–sharing only your own work rather than others’.

back up your credibility as an expert, and you’re open to any savvy shortcuts to building your reputation faster, which is fine. But while you avoid obvious no-nos like buying followers from a shady site, it’s sometimes easy to forget that any quid pro quo tactic is likely to backfire. That includes striking follow-for-follow agreements, for instance.

Artificial boosters like these leave you with a large but unengaged audience, so chances are you’ll still fall short of your goals that way. Plus, people start to catch on pretty quickly when you haven’t built your following organically, which undercuts any credibility you might’ve hoped to build.

What to do instead. Sometimes you do need hacks to cut through the noise, but these aren’t the right ones. Instead, try automating your marketing funnel on your website, for instance, this way you can scoop up leads while you focus on serving clients. Whatever you do, stop chasing reciprocity. Find where your audience is online and engage with them there, getting curious about the problems they face. Making real connections in your industry is a far better “hack” than artificially increasing your follower counts in hopes of looking popular.

You’ve noticed how the most successful people seem to be branding themselves. Some have given themselves interesting titles in order to stand out. Others have declared themselves expert on a particular topic–or several. Following suit, you adopt a title like “leading national expert on X” or refer to your services as “unparalleled” or “best in class.”

But these superlative-laden claims are most useful when conferred by others rather than being self-anointed. Overdoing it with the accolades won’t make you stand out in a good way. Instead, prospective clients (or in the case of job seekers, prospective hiring managers) will get skeptical; they’ll see you as fake, insecure, or even as a snake-oil seller.

What to do instead. Show rather than tell. Demonstrate your hard-earned expertise by educating–in every blog post, podcast, video series, tweet, or Instagram you post. Get testimonials from your best clients. Let them share the value of your work, in their own words. The best part is that people will be more apt to believe you, and therefore more likely to take a chance on hiring you than if you toot your own horn.

Hoping to capture attention and be seen as an innovative thinker, you buy an educational course to expand your self-promotion skills. The course taught you a surefire headline-writing formula, promising to bring you hundreds or even thousands of clicks. When you try to replicate the recipe, you get carried away, leading you to exaggerate, veering into the territory of clickbait.

Whether it’s the copy on your website or a blog post you author, you put so much attention into what’s in the bold print that you skimp on the actual content beneath it. That mismatch registers on people. When you misrepresent yourself, you may get a lot of initial attention but undermine your efforts to build trust. When people notice that the headline fails to match the copy, they don’t stop by again anytime soon.

What to do instead. Keep it simple. When it doubt, opt for descriptive titles paired with equally compelling content. Put all the effort into the content you create first, and then write a headline for it after you’ve worked that up to a high polish. Freshen old topics by unearthing unexpected perspectives, or offer practical information that others can implement right away. This way, the people encountering your personal-branding content can leave with something substantive every time.

These mistakes can be silent killers–they’re sometimes hard to avoid, but avoiding them isn’t about scaling back on how much you promote your work. It’s simply about switching up your promotional strategy. Instead of worrying about how good you look to others, focus on building relationships. Give before getting. Steadily work to improve your writing and storytelling skills. Being generous by offering something of value means people are more likely to see your services as essential.

The good news is that with a few small tweaks, your personal branding efforts can land with the right people and lead to a steady pipeline of business. And those won’t be upshots you can possibly overlook.

Source

http://fastcocreate.com/3069199/four-silent-personal-branding-mistakes-you-dont-realize-youre-making

Stunning Ways to Brand Yourself Using Landing Pages

Why and How to Use Landing Pages for Personal Branding

We’ve been reading a lot of books lately that point to one inescapable reality: we must manage our careers as if we were a business of one.

The message has been made loud and clear in books such as Seth Godin’s The Icarus Deception; James Altucher’s book Choose Yourself; Steven Pressfield’s books The War of Art and Turning Pro; and Mitch Joel’s book Ctrl Alt Delete.

The themes that seem to run through each one of these publications are:

  • The days of the lifelong job and the golden watch when you retire are gone.
  • If there is a cheaper, more automated way to do your job (either by outsourcing or by a robot), you might as well kiss your job goodbye.
  • It’s a liability to stay at one job for too long because the essential skill for the 21st century is how to learn new skills, and staying at one job does not expose you to how to learn new skills.
  • Jobs are now projects.
  • Get one job, become overwhelmingly successful at achieving the goals of the job, and then move on to the next project/job.

Given the new reality, the résumé, (the bane of my existence) has become hopelessly outdated. Granted, most companies still ask you for a résumé, but a résumé is not going to get you a job, or even get you noticed.

When you’re trying to manage your career as if you are “Me, Inc.,”you need a well thought out web presence. So we take this opportunity to show you a very important tool for your career, our new templates, especially our new category Bio & Portfolio. Know more about them here.

How to Establish Your Personal Web Presence

We live in a “digital first” age. Consumers today default to Googling and referring to their friends on social media when they want to research something.

Recruiters and decision-makers (whether you’re a potential employee or a consultant looking for her next assignment) are consumers too, believe it or not.

They will Google you and look up your social media profiles in an attempt to find out as much as they can about you.

They will also try to find somebody like you by searching for the keywords that represent the unique combination of skills for the person they’re looking for.

This was the case for a friend who wanted to launch a series of online videos for his restaurant. He Googled “social media videographer” for the city he lived in.

There was one name that rose to the top consistently. This person had done a fantastic job of branding himself, and of dominating the keywords for the type of work he did in the city he was living in.

You can do the same, and here’s how:

1. Establish your internet home base

This can be a website, a landing page (more details on this below), or a microsite. This is where you talk about yourself, your skills, what you’ve accomplished for others, and samples of your work.

2. Research and use the keywords for the work you want

The videographer my friend found knew that video is becoming a critical content type for a company’s social media efforts. He made sure “social media,”“video production,”“video editing,” and “videographer” were strategically placed throughout his content on his web presence and his social media profiles

3. Be available on social media.

The logical social media platform for candidates seeking jobs is LinkedIn. Use LinkedIn’s features to maximum benefit (check out work by Viveka Von Rosen on how to use LinkedIn). But don’t limit yourself to LinkedIn. Twitter can actually be a great place for you, if you Tweet the right stuff. Tweet relevant links, interesting thoughts and replies that represent how brilliant and talented you are.

Make sure your Facebook profile is clean and doesn’t have any embarrassing drunk photos from your last trip to Vegas. Give a few thoughtful answers on Quora. Have a complete Google Plus profile.

4. Keep a blog.

Starting a blog is the best way for prospective clients or employers to get to know you. Write about the areas you’re passionate about. Write useful “how-to” articles that display your knowledge. Write articles that predict the future, to show how in-tune you are with your industry. Write an impassioned “why you should do this” article that shows your thought process and how persuasive you can be.

If you have all four of these, you are already way ahead of your competition.  But I want to get into the details of your home base, as this is the most important aspect of your web presence.

Five Tips for Creating a Personal Landing Pages that Rocks

The easiest way to establish a home base is to create a personal landing page. Why do we recommend a landing page instead of a full blown website? If you want to create your own website, by all means go ahead.

But we’d like to argue for a landing pages because you should provide a snapshot of who you are. You want to let a potential employer or client know what you do by providing bit-sized pieces of content so they can get an overall picture of you and what you can do for them.

If they’re interested in learning more, they can always click on the links you provide to any number of other web properties you own, such a blog, your LinkedIn profile, or your YouTube channel.

So if you agree with us that a landing page is the way to go, here are five tips you can use to create that rockin’ personal landing page:

1. Use a great image of yourself.

We’ve established bad habits because of social media. Our Facebook and Twitter profiles are full of weird, quirky pictures of us that may appeal to our close friends (“oh you’re so funny/clever/hip”). But when you’re trying to land that gig as a Big Data analyst at the Fortune 500 company, a picture of you duck-facing at the last meetup just won’t do.

Have a professional headshot created, or a full portrait. It doesn’t have to be a formal portrait, just something that looks professional. Check out for example the Landing Page of our Marketing Manager at Lander, Fernando Florez. Take a look to his amazing photo!

2. Feature your work.

This is especially relevant to creative types, such as writers, graphic artists, developers and photographers (developers might have some intellectual property or copyright issues, but if you have an app you created, by all means feature it).

If you’re a graphic artist or photographer this is pretty easy: have samples of your work on your landing pages, with a link to check out more. If you’re a writer, maybe artwork of your latest book, or a title for some of your white papers or blog posts, with links to those.

Have a look to this Landing Page of our Brazil Country Manager, Renato Rodrigues, where he shows in a timeline the companies where he has worked for.

3. What have you done?

Don’t re-hash your résumé– instead, talk about what you’ve actually accomplished for companies. Treat your personal landing pages as your personal marketing platform. What does a person marketing do? He puts himself in the best light possible.

List three or even four projects using this formula: problem-solution-result. If you have numbers for the results portion, use them.

For example,  take a look to this Landing Page from one of our awesome users, Aaron Woodman, he shows in his Landing Pages the numbers he has achieved, percentage sales increase and number of dollars saved.

What have you done?

4. Tell them what you believe.

We know, we know, beliefs are very personal. But everybody else is so bland and boring, and their web presence looks the same as everybody else’s. If you can talk about your philosophy, your beliefs, your work ethic, what drives you, you can make yourself stand out. More importantly, you’ll attract the right type of employer or client.

5.  How can we contact you.

Finally, if you want to attract inbound leads (job inquiries, potential consulting clients), you must have a call to action. Have a contact form on your landing pages. Prominently display your social media presence: Twitter, LinkedIn, Google Plus.

Provide an email address (you can use this format to avoid robots skimming emails for spam use: firstname (a) domainname (dot) com). If you’re bold enough, put your cell phone number at the top of the page, and make it obvious. If companies do it on their websites, why not do it on your landing pages? After all, we’re talking about “Me, Inc.,” aren’t we?

Your Next Steps

We live in brave new world. It’s scary, but at the same time it’s extremely liberating. In a world where we’re surrounded by mediocrity, there is so much you can do to make yourself stand out. Are you willing to treat yourself as your own corporation? Are you ready to go out there and establish your web presence? Will you make the time to create your own personal landing pages?

But because we know that you may don’t have that time, our new templates are ready to use, just include your picture, your amazing achievements and your contact information. So you have already saw some example about what can you do with our new templates now it’s your time to use them. Check them out and choose you favorite one!

Personal Branding: Authenticity vs Transparency – Do You Know the Difference?

As many brands are challenged to become human, engage with their community of customers, prospects, stakeholders, and competition a few of the questions we hear most are:

How do I know how much is too much?

What if my competition is watching me?

What if my boss is listening?

What if our board of directors is watching us?

Do people really want to know what I ate for lunch?

No, not all people want to know what you ate for lunch. Some may, but most don’t. Depending on how connected you are with your community they may be interested in what you eat, where you go for breakfast.

However, fortunately, they aren’t going to determine if they follow you, like you or buy from you based upon if you ate a breakfast burrito or an egg sandwich.

If you take a look at the questions above, the root of them is “how much do I share and with who?”

To understand this, let’s first dig into the definition of authenticity and transparency.

authentic — adj
1. not false or copied; genuine; real: an authentic antique.
2. having the origin supported by unquestionable evidence authenticated; verified: an authentic document ofo the Middle ages; an authentic work of the old master.
3. entitled to acceptance or belief because of agreement with known facts or experience; reliable; trustworthy

transparency — adj
1. easily detected or seen thru.
2. readily understood.
3. characterized by visibility or accessibility of information, especially concerning business practices.

Transparency is how much you share and authenticity is the truth of your words and actions.

The biggest mistake people make when it comes to building their social brand is blurring these two words. They often end up in a social brand cycle where they never feel comfortable sharing so they sound like corporate speak 24/7. Or they may do the opposite and share everything including where they buy their toilet paper!

Many confuse transparency with authenticity and think that if they don’t share the same thing with everyone then they are not authentic or real. This couldn’t be further from the truth.

Authenticity does not require same level of transparency with every relationship.

The truth is you will and should have different relationships with different people. Relationships are human to human and are not based on cookie cutter conversations or content frameworks.

It is this uniqueness that makes relationships so special and unique. It’s the type and varying level of information shared between two human beings that builds trust and enables us to nurture real relationships. Relationships that bring both personal and professional benefit.

Because we have unique relationship with each person, doesn’t mean it’s a fake or that either one of us is not being authentic. We all connect in different ways.

We share different details about our brands, our personal lives with one another, different layers of transparency depending on who we are, industry norms, who is in our community and most importantly who the recipient / person is on the other end. How much we share may very well determine over time how the relationship is nurtured, how close it becomes and the benefits achieved.

Know Yourself. Know Your Audience.

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To understand this and truly inspire and connect with the people within your communities, you must both know yourself as well as your audience.

Who is in your community? Who is your audience and why they should give a rip about what you have to say. What do they need, want? What keeps them up at night? What problems do they have in business and life? Where do they hang out online and offline? What do they talk about? What tones are they talking in? Why are they hanging out where they hang out? What do they want you to talk about?

To connect with them you must also know who you are, what you have to offer them and how you can help them solve problems? Becoming a human brand isn’t going to happen overnight. It demands investment in time, resources, people, planning and nurturing of real and authentic relationships.

Transparency Varies by Brand and By Person.

The answers to these questions above will help determine what you are comfortable sharing. I always tell our clients that we can’t determine for them what authenticity means or how transparent they should be. We can guide them to the answers.

However, each brand and person has unique dials and thresholds for authenticity and transparency. What you are comfortable with sharing, the next person isn’t. How your audience will react to what you share also differs by brand and persona.

Therefore, this is why you must know yourself and know your audience. There is no way around it. You can never go wrong by investing in people, period.

Don’t Complain That the Word Authenticity Is Overrated

Although the word authenticity may be over used in the social ecosystem, it is still highly mis-understood. It’s a foundation for social business success. I don’t care if you are tired of hearing about it.

The truth is most brands don’t understand what it is or what they should share when online. They are confusing these two words every day. The more we can talk about these topics openly and help one another, the more we will all grow and learn.

I encourage you to be a healthy part of the ecosystem, not one that complains and rants about if a word should be used or not.

Source

http://www.business2community.com/branding/personal-branding-authenticity-vs-transparency-know-difference-01859755