Personal brands have a message. A clear, concise, consistent, compelling and relentless message.
Just like product brands, with a twist. Perhaps a painful one, depending on how much time you have to convey your message in all the available channels. Social media, the most ubiquitous channel, is always on and demanding to be fed.
Commandment #4: Feed the Beast, Satisfy Your Audience.
When compared to product brands, the relentless part of personal brand communication is the toughest challenge. After all, if you think Coke is refreshing today: great. Think it’s refreshing tomorrow: great. Think it’s always refreshing? That’s the point of all the messaging, isn’t it? Yes.
So, repetition of the same message really works to hammer in some of the world’s most beloved slogans. Slogans like “from the land of sky blue waters,” and “where’s the beef,” or icons like the clown from one burger chain or the king from the other, do their job (or did it) by appearing over and over again.
You, alas, are not a beer or a burger. You are, hopefully, not a clown and unfortunately, not a king.
You have to be clear, concise, consistent, compelling and relentless – in a different way. You know this. That’s why – unless you work at a burger place and wear the uniform – you choose to wear different clothes everyday. You probably have changed the way you wear your hair a few times. And, unless you are as annoying as Joan Rivers, you probably don’t have a saying like “Can we talk?” to end nearly every sentence.
You do have to produce content that represents how you think, what value you bring to your tribe and what potential you have to be an even greater influence (or better paid employee, consultant or thought-leader).
To produce content, you must consume it. All great writers are great readers. In fact, one of the easiest ways for you to feed the beast, is to read books (okay, sample chapters from ebooks) and leave comments on places like Amazon and B&N.com. You can also consume content from your industry sites, forums, and blogs to not only leave a comment, but also link on your Twitter and Facebook updates. Just keep in mind, you are known by the company you keep and the links you leave.
Of course, your own blog may be the biggest beast of all, and thus the best and most fearsome beast – because it needs to be fed regularly. Your blog is your opportunity to provide your tribe with original, signature, and most importantly: clear, concise, consistent, compelling and relentless messages.
If you appreciate your audience and feel responsible for satisfying its appetite, you will be conscientious about quality and quantity of what you serve. Everyone is hungry for nourishing words.
What do you have to say about that?