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Developing Your Personal Brand5:44 with Dan Gorgone
Personal branding must be authentic and consistent with your values and beliefs. Author C.C. Chapman joins us to discuss how to develop your own personal brand in the tech industry.
Establishing your personal brand is a great way to drum up interest in yourself, 0:00 your expertise, and perhaps a business you run or work for. 0:05 This is a very powerful strategy that businesses use to attract customers 0:09 and new business, 0:13 and individuals online have used the same strategy 0:15 to turn themselves into influencers with thousands, sometimes millions, 0:18 of followers. 0:23 Personal branding must be authentic though 0:25 and be consistent with your values and beliefs. 0:27 So let's hear more now from author C.C. Chapman 0:30 to learn how to develop your own personal brand in the tech industry. 0:33 So C.C., how does personal branding differ 0:39 from the branding that a company has online? 0:42 So personal branding is how people in the world are going to perceive you 0:45 and what you stand for. 0:49 It's really important for anybody— 0:51 it doesn't matter if you're a designer, a developer, or what you do— 0:53 to develop a personal brand. 0:56 That goes beyond just the work you do because let's face it 0:58 your work has to be stellar, your work has to be as great as possible, 1:00 but at the end of the day everybody you're competing with— 1:04 their work is great. 1:06 Your personal brand is also about your work ethic, your responsibilities. 1:08 It's about the things that happen when you step out from behind the computer. 1:12 You get out there to a networking event, or you're at a conference. 1:15 How you act, how you speak, what you do. >>Your personality. 1:18 Everything about you. Your personality, what you believe in. 1:23 All of that builds your personal brand. 1:26 It's everything from a simple Tweet to a Facebook status update 1:28 to the way you handle yourself at an event. 1:31 All of that goes back to building your personal brand. 1:33 So what are some examples of ways that our designers and developers out there 1:36 can develop that personal brand? You mentioned social media, blog posts. 1:41 I mean what are some of the examples that come to mind? 1:46 Sure. So everything you create, every action you take adds to your personal brand. 1:50 Everything from when you start up a blog, every blog post you write. 1:55 If you're writing blog posts that are helpful and informative 1:58 that's going to shape your personal brand in one direction. 2:02 If you start becoming more of the review guy or girl, 2:04 you could go in that direction, 2:07 but everything you do does build up that. 2:09 Some people will just—whether it's an angry Tweet or a negative Facebook status, 2:11 that all builds up because you don't know who's watching and listening. 2:16 It's not just the people who are commenting on your blog. 2:21 It's not just the people who send you an email. Trust me. 2:23 The web's a big place. You know that, but people are paying attention. 2:26 At the end of the day when it comes down to you against somebody else, 2:30 and you've got equally great work, your prices are competitive, 2:35 it's going to come down to who they personally connect with. >>Right. 2:38 It's not always about what you've said or what you've done necessarily. 2:42 It's like this is a guy or girl I want to hire, I want to do some business with. 2:46 Yeah. That's kind of the important point that I think we want to make here 2:49 is that personal branding can make such a huge difference when it comes to 2:53 making business connections and making business deals. Right? 2:57 Personal branding is going to give the public, perspective clients and customers 3:02 this really—it can be an intimate look into really who you are 3:07 in terms of personality, of values, of what you believe in, 3:12 and maybe if those values don't align with a company 3:18 or a client that you want to do business with, 3:23 maybe it's not going to be a good fit. >>True. Very, very true. 3:25 Just like you're going to be investigating clients when you're going for a new job, 3:28 they're going to be investigating you. 3:33 There's not a company on this planet when they're going to hire you, 3:34 whether it's to build a website or to hire you to be a full-time employee, 3:37 they're going to Google you. They're going to look you up. 3:41 They're going to find out what you're doing online, 3:43 and all of that—every photo, every post you do, every action you take 3:44 both from behind your computer and out in public 3:49 plays into that role, and it's your brand. 3:51 It may sound very weird, and it does feel weird to say that you have a brand. 3:54 It's a very, very strange feeling, but you do. 3:57 It's who you are, and it's important. You've got to protect it. 4:00 I've seen a lot of professionals in the industry go as far as developing multiple 4:04 online presences for themselves. 4:08 We're talking about well, this is my personal account, 4:11 this is my professional account. 4:15 I have a band. Here's my band's account. Here's one website I run. 4:17 Here's a pod—all kinds of things. Right? >>Yeah. 4:21 Now in addition to the potential for it being confusing, 4:25 is that something that people need to consider to have that division 4:28 between the personal and professional, or are you not giving the whole picture 4:34 if you do that? 4:37 I always say to people—I used to get asked this a lot. 4:39 The band separation, that makes sense. >>Sure. 4:41 That's good marketing for your band, 4:43 but the whole concept of having the personal versus the professional profile 4:46 or the Twitter account or the Facebook status is ridiculous. 4:49 You are who you are, and let's face it, 4:52 if there's some aspect of you whether it's the way you act, whatever it is 4:55 if you're pretending not to have that as part of your life 5:00 it's going to come out in the office. 5:03 You're going to get to know these people, and it's eventually not going to work out. 5:05 I am not a proponent for having separate professional and personal profiles. 5:07 What a lot of people do like LinkedIn. 5:12 LinkedIn is the biggest social network focused on your careers. 5:14 What you share there could be completely different than what you Tweet and Facebook 5:17 and put on your blog. That makes sense. I'm not saying don't do that. 5:21 What I'm saying is don't have this fake personal persona 5:24 and your professional persona and separate the two. 5:28 You are who you are. Be who you are. 5:30 If they don't like you they're not going to hire you either way, 5:34 so don't put up a facade and try to be somebody you're not. 5:37 It eventually crumbles down, and it's not going to work for you. 5:39 It's a waste of time and energy. 5:42
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