Branding Isn't Everything

In the blogosphere, we love to throw the term “branding” around.  Well, I’ve had almost ten years of marketing communications experience, and branding – what it means and how to do it – has been burned into my brain from a young age. I have been very careful that what I write on my blog and my website relates strictly to my brand as a professional, savvy, twenty-something workplace author and consultant.  For the most part, this approach has worked.  I’m considered a knowledgeable expert and get lots of requests to do speaking engagements and media interviews.

But I’ve noticed that it’s hard to get readers to join me in a conversation.  I’ll throw out a question or request for feedback from time to time, and usually, no one will respond. I wonder about the reason for this.  I know people are reading my stuff.  Are they not commenting because they’re not sure who they’re talking to?  Would that change if I allowed them to see, to know, a little more about what drives me, what I fear, and what I think is really important?

In honor of the 120 forthright, talented, and courageous individuals who are profiled in my new book on dream jobs, How’d You Score That Gig?: A Guide to the Coolest Careers and How to Get Them, I’m pledging to loosen the collar of my branding.  In the March episode of my 30/20 Vision radio show and podcast, I took a step in this direction when I talked about the insecurity I felt about my career now that I’ve had a baby. How’d You Score That Gig? has just been released, and in talking to people about it, I want to share the true reason I wrote it (to rip the lid off the elusive careers that everyone wants but thinks are impossible to get and provide instructions for breaking in that are actually useful instead of the frustrating vagueries put forth by other authors) and the critical takeaway point (finding meaningful work is totally possible, but you’ll have to bust your butt to get there). 

Successful career change requires a certain type of personality – mainly, someone who is enterprising and persistent.  I’d like to think that I have those qualities down. But in my relatively new career as a writer and blogger, I’m learning that authenticity and yes, even a little vulnerability, are assets that can’t be overlooked or faked. I hope that some of you might be willing to help me reach my potential as someone you’d like to have coffee with on a Sunday afternoon.   

Comments

[Deb Dib]

Alexandra, I think what you are doing is terrific, and I'd love to have coffee with you on a Sunday afternoon. :-) I'm a new subscriber, I don't know you, but already feel as though I do because you come through your blog so clearly and with such "realness." And that's what branding does, right? Authenticity (and vulnerability) create connections with the people who relate to your brand. Keep up the great work and get that coffee brewing. I'm comin' over!

Deb Dib, the CEO Coach and new Alexandra fan

[Alexandra Levit]

Hi Deb, thank you so much for the encouragement. It is so hard to tell what's going to resonate with readers sometimes. It's similar to how I feel about my new infant son! Hope we do actually have the occasion to meet in person sometime soon.

[A.J.]

Just in the past week I've seen you commenting and responding to comments all over the career-related blogosphere.

That's a great first step for soliciting feedback. Many people don't want to get involved with you until you get involved in them first. Kind of like paying your dues in the blog-world.

Also, since we're talking about personal branding...

Your home page at alexandralevit.com is absolutely visually stunning and conveys a strong brand presence. But most bloggers will only be linking to and looking at your blog pages at alexandralevit.typepad.com, which looks like a pretty bland default TypePad template. See if you can get your web designer to put your blog in the nicer template, and consider moving your blog domain to alexandralevit.com. Both things will make you appear a more authoritative blogger. Email me if you'd like to discuss further.

And coffee with you sounds lovely. Personally, I can't go without my daily fix :)

[Alexandra Levit]

AJ, Thank you so much for your forthright and extremely helpful comments. I will ask my web designer about moving the blog today!

[Miriam Salpeter]

Alexandra,
I have been thinking about the exact same issues this week! The fact is, people connect to bloggers who share more about their personal lives. In Keith Ferrazzi's book, Never Eat Alone, he says, "Power, today, comes from sharing information, not withholding it. More than ever, the lines demarcating the personal and the professional have blurred (p. 146)."

Today, Penelope Trunk is quoted in the New York Times as saying, "The bloggers who are doing the best are those who are injecting their personal lives." Anyone who reads her blog knows that she has no trouble getting feedback :-)

Just this week, I alluded to the fact that I have a child on my blog. (In fact, I have three boys.) It wasn't a decision I made lightly, and it wasn't like I was really saying much!

There are so many issues wrapped up in this, especially for women. Having a child (congratulations!), getting married (I see Lindsey shared wedding pictures!), etc. All of these things are part of who we are...The question is, "Is the personal also the professional?"

Maybe the answer depends on how many people we want to engage on our blogs!

I, for one, would LOVE to have coffee with you to talk all about blogs, being a mom and career "stuff." If you come down to Atlanta to promote your book (congrats on that as well!), I'd love to meet you :-)

Best,
Miriam Salpeter
Keppie Careers
www.keppiecareers.wordpress.com

[Alexandra Levit]

Hi Miriam, thank you so much for your kind words. I've just added your blog to my RSS and blogroll so that I can keep up with you, and I would love to meet you if you're ever in Chicago or if I make it down to Atlanta.