Just when you thought you were safe from hearing about Miley
Cyrus..Yes I'm going there. NTR was at the event in Gatlinburg when the VMA's
aired and while we were not watching live, we were just as sucked into the controversy
as everyone. Fortunately for You Tubes sake we were able to watch this piece of
American iconic history in an instant replay. I addresses this masterpiece in a
post the following day. Was it career suicide or marketing genius? After all,
the entire country, it seems was talking about her, many still are. So mission
accomplished. The saying even bad publicity is still publicity rings true here.
So what does this have to do with you and your marketing you might be asking?
Miley Cyrus recently signed with a new
manager, Larry Rudolph, who coincidentally was the same manager that ushered
Brittany Spears and Justin Timberlake from their squeaky clean Disney image to
full blown pop super stars. Her performance was all very strategic. She was in
no way building personal brand. Personal
branding is on the way out.
The word brand comes from "brandr" which
actually means to burn, like to burn a
brand into cattle. Not that long ago companies adopted branding as a way to leave their mark.
So to build a personal brand is to boil your entire personality into one
symbol? Building your business brand is
to take all that you are and minimize it?
How impersonal is that? By trying to manage your branding you can end up
in an identity crisis. The new branding
is to build a public personality.
Instead
of distilling everything you are into a brand, and then trying to make it
personal again why not take who you are at the heart of your personality and
decide what you would like the world to know. What you would be happy shouting
from every media site you own. That every time you cultivate your public
personality you ask yourself "What should others see, to see the true
me?" Not what should I put out there, to be what others want to see. So the personal brand is becoming a myth and
cultivating a public personality is the new branding. By staying true to
yourself it leads you to your authentic self, building a transparent public personality
that will automatically make you more endearing to your audience. I know when working
with a blogging coach She asked me which posts of mine were most popular. When I
reviewed them I realized the posts where I was most open and honest about the
struggles, of not being perfect, or even close had the most views. The ones I
was really uncomfortable sharing. The ones I asked my inner circle, is this
career ending? When I was most open in my weakness I gained my strength. More
support and more followers. So in building your public personality for your
business what is at the heart of your business, it's soul. Don't think of what everyone else is doing,
chances are most of them are wrong. Create your own image, a distinctive fresh
take on why you do what you do and why people should come to you. Be bold, be
aggressive and be authentic. Because that's smart marketing.
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