Tag Archives: Seth Godin

Personal Branding Is More than Differentiation

We are all told that we need to differentiate ourselves in the market so that we can stand apart from the competition and get noticed. This is all well and good – but sometimes I dont always understand what it means. My friend Rosalind (The Brand Whisperer) has told me on several occasions that I must find my true self and the personality that goes with it to really make a mark and be truly and effectively branded. I think I just now realized what she is talking about. In the past I reflected on my “unique” skills and imagined that my combination of efforts would be enough to make me stand out. I was wrong about just referring to my skills. I read today that a brand is the one thing that you own that nobody can take away from you. Most everything can be taken from you including physical items, trade secrets, patents, and especially technical skills. Technology changes and then you have nothing. Our brand is based not so much on “what” we do but on our personalities and what we aspire to become.

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Living at the Nexus of Technology, Service, Marketing and Evangelism @ JeffreyBlake.com

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Personal Branding is Telling Authentic Stories

Lately, Ive been attempting to come to grips with telling my personal story more effectively. I know its important to tell a good story in order to have people remember you positively. But I didnt really understand the power of story telling until I read Seth Godin’s book called “All Marketers Are Liars”. And before you misunderstand the title I have to tell you the subtitle is “The Power of Telling Authentic Stories in a Low-Trust World”.

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The whole book is interesting but Im only going to relate a single story about Riedel drinking glasses. You probably know that Georg Riedel is a tenth-generation glassblower and his company produces all sorts of drinking glasses. He and his staff fervently believe that there is a perfect shape for every beverage. And according to the website “The delivery of a wine’s message, its bouquet and taste, depends on the form of the glass”. As it turns out, connoisseurs all will tell you that the glass makes a profound difference. In fact, I bought a couple of “special” scotch drinking glasses a few years back and always thought that they were the perfect delivery mechanisms. The funny thing is that in blind tastings – there is no difference. What does that tell you?

What it tells you is that we have a better experience because thats what we believe. The belief becomes the truth. In personal branding we want to tell people about ourselves – for career advancement, for money, for a new job – whatever. The point here is that the amazing and remarkable achievements in our career have an impact only if the listener is properly prepared to hear and accept the information. To be affective, we must talk about ourselves using authentic, engaging and believable stories. The “story” is the perfect delivery mechanism for our skills and accomplishments. Just like the glass that makes the contents better – the story makes our accomplishments better.

Living at the Nexus of Technology, Service, Marketing and Evangelism @ JeffreyBlake.com

Personal Branding is a Lens

Personal Branding is a way of looking at things. It is a lens through which we can interpret and decide if actions and behaviors are good or not. Most of the things about personal branding we already know about – but we dont always know what to apply and when. A personal branding lens groups and guides our thoughts and actions. It’s actually very exciting because I can now prioritize what I do using this “branding” lens.

I was thinking about this today when I set up my first Squidoo page. Squidoo is a site set up by that marketing genius, author and agent of change Seth Godin. It allows you to set up any number pages which they call a “Lens”. These lenses are just a particular persons view of things – their perspective. So I think Personal Branding concepts are a lens which gets placed on our lives and our careers. And I know that when we have a “focus” things are easier.


Living at the Nexus of Technology, Service, Marketing and Evangelism @ JeffreyBlake.com