I am not a brand. I am me...

I read a blog post last week via twitter on the growing subject of the 'personal brand', discussing yet another recent 'survey' that puts at 70% the number of employers using social media profiles to check up on, or screen out, candidates in the recruitment process. Simon Lewis, the author, was 'astounded' at how many job seekers were not taking their 'personal brand' seriously enough in the light of this research.

Having reflected on it somewhat I have come to the conclusion that the whole notion of a personal brand is a bit of a nonsense and serves only to create another bit of jargon around which some 'instant guru' (numbers of which are increasing at an alarming rate, especially on Twitter!) can build a consulting proposition that preys on the insecurities of others.

You see we are not really comparing apples with apples here. Brands are largely static. Brands don't rationalise their actions. Brands don't change their behaviour or opinion after life changing events or after reflecting on some new piece of evidence. Brands don't offer humility in the face of arrogance. Brands don't eat humble pie when they got it wrong and then share that experience over social media.

I am not a Twix, or a packet of Walkers smokey bacon crisps or a pint of Guinness. I like them all very much and may have consumed large quantities of each at certain times but, ultimately, none of the above am I.

And then there is the question of authenticity. Brands are strong, stand for something and carve out their definitive position in their relevant consumer space. They don't try and water down their personality or message on the basis someone might not buy them if they don't.

How much have you read lately about the importance of authenticity in the employer brand message? Employers have come in for a lot of stick lately for hiding behind an employer 'brand', attempting to claim they are something they are not, to potential new hires, through promotion of a set of values or principles that, at best, are purely aspirational. Just as we criticise employers for doing this is it not then a bit hypocritical to encourage individuals to do the same?

I am the sum of a number of profiles, opinions and conversation online, nothing more. These do not constitute a brand. Yes, I should definitely keep out any potentially offensive content. But water down my online and offline personality or manipulate it to present myself as something other than who I really am? Most definitely not.

A Twix tomorrow will be the same as the one I had today. So will the pint of Guinness hopefully! It's what I expect from a brand. I, however, am a human being and I fully expect to be different tomorrow, having learnt from my experiences today.

I am not a brand. I am a human being.

I am me.

Comment by Simon Lewis on February 12, 2010 at 9:41am: You're speaking like personal branding is something new:

"Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You."
Tom Peters in Fast Company, 1997

More here (I'm not in the minority, you know!) http://www.brandingonthenet.com/personal-branding-quotes.htm

@simonlewisomj

Comment by Alasdair Murray on February 12, 2010 at 9:49am: Tom Peters quote is just cheesy corporate nonsense. And you are in a minority given there are maybe two dozen quotes on that list and billions of people, sorry, 'brands', in the world. Anyone can capture a word or invent a phrase and believe in it to their heart's content, but I will never be a 'brand' any more than a Mars bar will be a person. There is no real need to even think in those terms.

Comment by Simon Lewis on February 12, 2010 at 9:54am: Alasdair, as the owner of an independent freelance business I am truly astounded at your insular view. Answer this question: what is Alasdair Murray's USP?

Comment by Alasdair Murray on February 12, 2010 at 10:06am: A business is different. I could talk about fast turnaround times or competitive rates or the fact that my work is always on brief. They aren't my selling points as an individual, they are what my business can offer clients. I am an individual with emotions, experiences, opinions, thoughts and moods (occasionally) just like everyone else, but I am not a brand and never will be. I can create a brand for my business, but it's based on what people want or need, not because it is necessarily a natural part of my make-up as a person. The person running the corner shop might be a right bastard as a person, but his shop might sell the best goods or offer the best service. Whilst he would benefit from being a more cheery soul perhaps, if he is offering the best service, best price etc. then he will still sell goods. The fact that I am a nice, laid back chap as well is a bonus, but I don't use that as part of my brand offering, it;'s an added benefit that people discover when they deal with me.

Comment by Simon Lewis on February 12, 2010 at 10:23am: So your business is - from what I can gather - concise, responsive, intelligent, emotive. Good brand messages. I'd buy you. And your business is you. Without you there is no business, right? So your business and you are one and the same. And they should be. Luckily for you it works. You see, your brand drives your business. Just don't use the word 'nice'.

Comment by Alasdair Murray on February 12, 2010 at 10:29am: We'll agree to disagree Simon. Richard Branson is the man BEHIND the Virgin brands, but he is not the Virgin brand, he is an individual, a very clever, entrepreneurial individual granted. He is creating and selling a perfume, an airline and whatever else it is Virgin are into these days.

Comment by Simon Lewis on February 12, 2010 at 10:32am: Fair enough, although you've chosen the best modern-day example of how a personal brand defines a business. Assuming your going to TRU London it will be interesting to catch up there.

Comment by Gareth Jones on February 13, 2010 at 9:26am: Winston Churchill, Martin Luther King, Mother Teresa, Muhammad Ali... they are all icons, not brands. Richard Branson will probably be a business icon, if he isnt already. And he is the icon behind the virgin Brand!

Interesting quote from Tom Peters Simon but Tom was a supporter of the high profile, charismatic CEO. Unfortunately, many of these were exposed as poor leaders of their businesses in the long term by Jim Collins and his excellent research, Good to Great. Level 5 leadership, as he calls it, which delivers long term sustainability flies in the face of the 'branded' individual or CEO.

Nope, im still me! Looking forward to Tru!