I liked this paragraph, because it sums up what I have always believed<<< “But does the Redhead actually brand herself? Or is she simply demonstrating the value she provides through her work, while at the same time recognizing that today’s world demands that she break down the Business Walls of Bullshit to expose an actual person with whom to build trust?”>>>We shop at a particular store because the clerk remembers our name, we frequently eat at a restaurant for the service even though the food is mediocre, and we buy from you as long as you don't make us feel like showering afterwards.

My father taught me a valuable lesson growing up. Relationships are king. He sold mining equipment for a living and they were by far not the only game in town, but what the others didn't have is my father. He went out of his way to make his customers feel important.

Having a “brand” doesn't mean anything if people don't want to have anything to do with it.

Was I crazy for deciding to disregard the huge numbers of very smart people telling me that I would never be successful until I could distill myself to a point that a brand stamp could be applied to my personality? Maybe, but I do crazy pretty well. Then, Shannon Paul posted these thoughts: http://veryofficialblog.com/2010/01/14/having-a...

I wasn't crazy at all.

Since the first online newsgroups hit the scene, the social web has introduced this new online component to our identities. Like a musical instrument, a pen, or a printing press, the internet-connected world has latched onto these new ways with which to express themselves – and that expression directly influences the audience's perception of that individual. This happens whether or not you give a damn about “personal branding strategy.” It happens if you're a casual Facebook user, a mommy/daddy blogger, a participant in a niche forum, or a professional that takes the time to consciously think about their personal brand. (I guess the exception to this is 4chan, whose nature is defined by its participants' anonymity.)

I think much like traditional marketing, it's important to keep your strategies in perspective. You should be dedicated primarily with the stuff you want to share with others first, be it your art, your thoughts, or your résumé. Personal branding strategies won't change who you actually are, but they can help you use different communications media in ways that more effectively express your identity. My “personal brand” is just others' perceptions of me, but the hope is that personal branding strategy will give people online as robust and accurate an understanding of me as those encountering me in real life.

As you say, the problem is we don't know what “brand” really means. And I see exactly the same problem emerging with oft used, never defined terms in social media like “buzz”. http://ianbruce.blogspot.com/2010/07/what-is-bu...