Build a Brand - Use Your Name

My post is in regards to ONE-TO-ONE communication online. In other words, when you are interacting with other individuals in some form of conversation. I’m not talking about promotions, advertising, or any other form of marketing. I’m talking primarily about COMMUNICATIONS online. People have been branding you for long enough. My advice is... it is now time to brand yourself!

Your marketing efforts will yield better results if you posted as an INDIVIDUAL instead — and that’s my primary point. Prospects have a stronger bond with individuals and not things or company brands.

Do we buy from Virgin America and not Richard Branson? OF COURSE. But if Virgin America tried to effectively use Twitter for their marketing, they’d be better off doing through A *REAL* PERSON that ‘represented’ Virgin America; and no it wouldn’t have to be Richard Branson himself. But prospects would feel ‘closer’ to VA if they could bond with an actual representative from the company. A good example of this is Matt Cutts the “Google Guy” that is very involved in online discussions on behalf of Google.

Do you know who the largest “figure head” personalities in the world are? CEOs. CEOs are carefully hired to be that personal representative on behalf of a large company to Wall Street, the media, and to large clients. Why doesn’t IBM just hold earnings report conference calls with a disguised voice and just a big IBM logo? Because of the HUMAN ELEMENT. People want to hear from the CEO. That’s who they are connected to when dealing with that component of that company.

And, no, I’m certainly not saying that all consumers are worried about connecting with the CEO of a company they buy from. But my point is, in any ‘personal’ communication it will ALWAYS be 1,000 times more effective if it’s truly PERSON-TO-PERSON. Human beings want to interact with other human beings, not ‘things’ company logos/names, etc. And that’s why EVERY successful company has REPRESENTATIVES that communicate with the market, the media, and with their partners.

It’s no different online.

Bear in mind that this has nothing to with asset structuring and being able to sell a business. Sure, using your name CAN cause problems down stream when you look to sell. But I think it is better to put yourself on the line and think about the long term. Besides, there are MANY people's names that are STILL worth a mint - even after they are gone. But i'll keep that discussion for another time.

It depends on whether you are interested in building a business or stamping your mark on the fabric of time. That choice is totally yours!