A University of Georgia student gazes from the Grady College of Journalism and Mass Communication building as the communicators of tomorrow meet between the heart of North Campus and Sanford Stadium with a view of the stairs leading to the International Bussiness Program at the Terry College of Business. I obliviously entered the building without beknownst to me the evolution of marketing that was changing how we communicate with personal branding and blogging.  My doctorate professors were teaching the foundations for emerging communications with businesses in Spanish and understanding the global importance of China, while developing the marketing strategy mindset for thinking outside-of-the-box in the new age of experiential marketing.

An enchanted piece of gold paper¬†ecstatically¬†was taped one day on this¬†building¬†to my delight in big¬†black¬†letters inscribed “International Association of Business Communicators.” Toby Bloomberg would be issuing an elightening speech for the organization on what would be an eye-opening event for me called “Blogging and Personal Branding.” Below is a review of her motivational presentation:

What is Branding?

In 1977, Tom Peters published a great article on “The Brand Called You” for the Fast company regarding the history and change of branding. ¬†Today, people need to know more about you than just your business.

What is Personal Branding?

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Personal Branding is your unique talents, qualities or characteristics, and strengths.  How do you stand out from the crowd?  The group played a game that Toby conducted to figure out how to describe our brand.  The 15-words-or-less challenge was an innovative game for shaping the foundation for the future of my BK Strategic brand.  That day I would scribble on a piece of paper:

“Sales, Strategic, Marketing, International Business, Communication, Advertising, Spanish, Journalism, Music, Video, Blogging, Branding, Social Media, Chinese, and Search.”

Toby then showed a list of how social media should be used to support and use internet marketing for the brand called you.  You need to have consistency across platforms.  What is your passion and why it is important?  Your content needs to have direction and tonality.  Know your expectations and boundaries.  Your frequency of posting great content is also important.  How will you deliver value and how can you be authentic?  How transparent will you be?  How are you giving to the community?  You need to have unique ideas and positioning ultimately to answers all these important questions.

Your Digital Footprint=Your Personal Brand

Content is still king today and there are important content questions to consider. ¬†Are your links live and appropriate for the page? ¬†Is the content SEO optimized? ¬†Can your content be repurposed through Twitter, LinkedIn, White paper, etc? ¬†Does the content support your personal brand and direction? ¬†Is it relevant to your “customers” and is the information current? ¬†Your content needs to be more “conversational” versus “messaging.” ¬†Conversational will make others comment on what you have published. Blogs are not blatant self-promotion, press releases, corporate “talk”, online brochures, alone in the wilderness, or found in the smoke and mirrors. ¬†A good blog is creatively thought out in the eye of keeping the reader.

Final Thought:

“There is no single path to success.
 And there is no one right way
to create the brand called you.”
   -Tom Peters


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