Personal Branding on the Web

What does it mean to brand yourself?  More specifically, how does the Internet allow users to create a new brand to the World Wide Web?  These questions often arise when affiliating yourself as a user of any online network and ultimately challenge users to maintain a cohesive and congruent image of themselves.

Branding is essentially portraying yourself to the public in such a manner that is positive in reflection to you, the brander, and the target audience, the receiver, communicating a direct message of your choice.  The Internet is the latest medium to expose yourself to others, where “others” can be categorized as potential employers, customers, friends, or any persons seeking a need to fulfill an unmet desire.  With the Internet as a resource conglomerate for nearly any purpose, branding comes in a diverse variety and presentation.  It is not illogical to assume that Internet users can ultimately brand themselves in any way, shape or form.  It is also not illogical to think that Internet branding will be a necessity, generating much effort on the brander’s behalf to communicate the intended message amidst other marketing clutter.

CNN.com recognizes the modern craze of Internet branding.  In an article posted a few months ago, Mark Tutton, author of Me 2.0: Branding Yourself Online, elaborates how an Internet user can go about achieving a particular brand in mind.  With a condensed yet helpful version of how one can gain personal (hopefully positive) publicity, Tutton gives many steps to newly, unbranded users starting with an internal analysis and ending with helping others in hopes of reciprocity.

As our class is initiating into the semester and sifting through the latest challenges our professor bestows, we too are faced with our own brand, mostly in reference to our blog and what we are hoping to portray.  As branding is an on-going process especially as trends come and go, we as Internet branders must remain attentive to our target audience and follow the tips provided by CNN’s Mark Tutton.

-Allyson Corbin

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2 thoughts on “Personal Branding on the Web

  1. Hey ICMers! Good job on the inital post. Branding is a central challenge and a definite hot topic. Good job starting there. One thing that I think is important in doing branding well is congruence. This means that some wonderfully hard conversations need to take place to figure out “who are we” before we can then take on the challenge of “branding” it. Similarly, all efforts to brand it must be congruent. That’s why an IMC focus is so critical to carrying out more specific practices of strategic communication such as PR. OK, now some feedback on the post. It’s generally well written except for some passive verb stuff. here are two excerpts that could use tweaking: “such a manner that is positive in reflection to you” and “As our class is initiating into the semester and”

    Great start and I look forward to reading more.

  2. This view has been mine as well since the social media is increasingly getting more popular and popular. People are constantly branding themselves by creating their profiles on Facebook or MySpace, posting their tweets on Twitter, or writing posts on their blogs. In other words, people are building their corporate identity by being active in these social media tools.

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