Niche personal brands
10th March 2009
It’s not just candidates who interview badly…
7th April 2009
Show all

It’s an integration issue, silly

So, you're building your personal brand. You have your website, you have your blog, you have your online profiles on LinkedIn and Facebook and MySpace, you've written your elevator pitch, identified your key prospects, built your network, written your brand profile and your branded bio. Also, if you are job hunting, you have your business card, your online resume, and your paper resume as both .pdf and .doc ready to send. Or, if you are in business, or an entrepreneur, then you have your business cards, your brochures, and you've lined up referral partners with what they have to say to introduce you. In short... you've got everything you need. Here's the bad news: that's the easy part. Now the work begins.

So, you're building your personal brand. You have your website, you have your blog, you have your online profiles on LinkedIn and Facebook and MySpace, you've written your elevator pitch, identified your key prospects, built your network, written your brand profile and your branded bio. Also, if you are job hunting, you have your business card, your online resume, and your paper resume as both .pdf and .doc ready to send. Or, if you are in business, or an entrepreneur, then you have your business cards, your brochures, and you've lined up referral partners with what they have to say to introduce you.

In short… you've got everything you need. Here's the bad news: that's the easy part. Now the work begins.


What you face from this point on is a problem that professional marketers have faced for years, because whether you are building a corporate brand or a personal brand, you are running what we professional marketers call an Integrated Marketing Campaign.

Now, if you created your materials following a decent methodology like the Reach approach, then part of the work is already done: the message across all these channels is hopefully consistent and coherent. If, on the other hand, you've got here by a process of slow evolution, then it's likely that your message has evolved over time. You're probably adding to and maintaining resumes and brochures that you first wrote years ago. Your online profiles may over-emphasise an old career that you transitioned out of long ago. Some of your headshots may even be… well let's just say that there may be a little more snow on the roof these days than your profile pictures suggest.

If you're in the first camp then take heart: for you, integration is mostly a matter of keeping things up to date across all your touchpoints and channels of communication. It's still not a minor task, but it's easier. If you're in the second camp then your hurdles are higher. You may even want to consider scrapping what you have and starting again, building your brand methodically and following a process.

Either way, you may want to consider whether your brand reflects what other people are saying about you. Have you googled yourself lately? Have you had a frank, open discussion with key clients or managers? When was the last time you had a 360 assessment?

So, how do you integrate all of these elements? From here it becomes an exercise in planning: set yourself campaing objectives, plan your audience and channel mix, monitor the external context and adjust your campaign accordingly. But the exact "how" is a matter for another post 🙂

Leave a Reply

Your email address will not be published. Required fields are marked *

FREE BOOK