The Importance of You as Your Brand

If you are your brand – and for many small businesses, the owners are – your actions affect your brand. And it can be hard for your customers to separate the two. I’m not all that into building a personal brand, but I realize that as a writer I almost have to. So what I write on the web, whether personally or professionally, follows me around. And what you do follows you, too.

And that means you need to think about what you post on Facebook. And Twitter. And on your personal and business sites or blogs. And in comments on other people’s sites. When you use the same identity all over the place, people start to know you. Recognize your name. Your brand.

If you become somewhat “internet famous” then it’s even more important for you to think about how your actions affect your brand. If you’re seen as dishonest, it will hurt your brand. If people think you’re a bully, that you abuse the “power” you have by having many fans and customers, it will hurt your brand.

Your brand is your business. Your income. If you hurt your brand, you can hurt your income. If you rely on web site traffic for your income, say though advertising, then controversy can actually increase your earnings. But that type of income is fleeting. You can’t sacrifice your long-term goals for a little extra money right now.

Or, at least I hope you’re not.

It can be tiring to always watch what you say, what you do, how you come across to others. And therein lie the perils of building a personal brand. The brand of you. Many entrepreneurs are doing this quite successfully. They don’t attack people on Twitter. Or leave snide comments on Facebook. Or get so preoccupied with trolls that they get mired in the mudslinging.

It’s not easy, but it can be done. Think before you post. Or tweet. Or start that next marketing campaign. Make sure that what you’re doing enhances your brand and your company. Don’t let short-term thinking hurt your long-term success.

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