I caught the kick off conference call of the Personal Branding Summit this morning and I’m glad I recommended it here yesterday: some really good insightful discussion about building a brand for individuals and small companies.
Best quote of the session in my opinion goes to Andy Sernovitz: “Without a brand, you have to sell yourself twice.” So true! First you have to establish some credibility and authority and then, and only then, can you persuade your microISV customers to consider your product or service.
By blogging, by participating in or even building an online community, by commenting on blogs, by doing white papers, speaking at conferences within your industry, you build a brand. What brand marketing are you doing?
The Branding Summit is ongoing today (Thursday), and it’s free.
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Open source projects sometimes have benevolent dictators you can see examples of all of the above with Linus Torvalds, Theo De Raadt, Richard Stallman. The message seems to be: Be a normal person and easy to relate to and you’ll win many friends (and clients/customers/users).
The only term I would add to that great quote is ‘strategy’, because, everyone has a brand. Some do not know what it is, some may have a conflict in what they want and actual perception on the streets. What is your brand promise and does it deliver?